Why are people obsessed with the Olympics? We broke down the psychology for all the haters out there.
You know the feeling: You’re going about your business, living your life, and all of a sudden the Olympics are wherever you look. Every brand has an Olympian in their ads; every commercial on TV is about strength and perseverance. The games take over newspapers, Instagram, and casual conversation at the office.
Turns out the appeal of the Olympics is less about the individual sports and more about how the event as a whole caters to different parts of. The competition has three key ingredients that spark fervent fandom: curated marketing, compelling personal stories, and an outlet for national pride. Understanding these factors can help you appreciate the enduring power of the games’ tradition—and maybe help you tolerate a few weeks of Olympic fever.
“When it really started to shift was in the 1984 Los Angeles Olympics, which was the first truly profitable Olympics,” says Davis. The California games helped to transform the contest into a commercial and media phenomenon. Or as Davis puts it, they “ignited a virtuous cycle—athletes attract fans, fans attract media, and media attracts sponsors.
“It does have special meaning because there’s so many amateur athletes [watching the games],” she says. “Anybody who competed in swimming at one point may have thought there would be the next Michael Phelps; almost every little kid tumbled at one point, maybe they could be Simone Biles.”
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