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ITNTW: WHAT OTHER BRANDS CAN LEARN FROM AIRBNB’S OLYMPIC PARTNERSHIP

The Refugee Olympic Team (ROT) symbolises resilience and hope, providing a platform for displaced athletes to showcase their talents on the global stage. Established by the International Olympic Committee (IOC) in 2016, the ROT represents millions of refugees worldwide, emphasising the Olympic values of excellence, friendship, and respect. The inclusion of this team in the Olympics highlights the power of sport to transcend borders and unite people from diverse backgrounds.

Empathy takes over

During the past couple of years different brands have been involved and supported the team through their journey; being the refuge process or the athletic endeavours. Airbnb’s support for the Refugee Olympic Team in 2024 further amplifies the significance of this initiative. The company is providing four Refugee Olympians with temporary housing in Toronto, Canada, while they pursue their education and training. This initiative is part of Airbnb’s partnership with the Olympics and Paralympics, showcasing their commitment to social responsibility and inclusivity. The athletes are benefiting from the Olympic Refuge Foundation’s support and are part of the Student Refugee Program’s “athletic pathway,” which offers education and resettlement support. Three of the athletes are enrolled at Sheridan College, and one at Centennial College, enabling them to focus on their education and training without the burden of finding housing.

The four athletes supported by Airbnb include Paulo Amotun Lokoro from Kenya, James Nyang Chiengjiek from Bentiu, South Sudan, Rose Nathike from Sudan, and Nigara Sha Heen from Afghanistan. 

The long-term goals

Through the lens of public relations and strategic communication, the implications of Airbnb’s partnership with the ROT are profound. By supporting the ROT, Airbnb positions itself as a brand that genuinely cares about global issues and puts people in the heart of its activities. This alignment with a cause that resonates deeply with the public can enhance Airbnb’s corporate image, strengthen brand equity, and build customer loyalty.

With a brief observation of our surroundings, we can find a million stories that brands can amplify and empower through their platform. The personal journeys of the refugee athletes being one of them, provide compelling storytelling opportunities, allowing Airbnb to share narratives that are both inspiring and authentic.

Moreover, this partnership ignites positive media coverage, creating a wholesome brand awareness amongst audiences. It provides a platform for engaging with a global audience, promoting the company’s values, and demonstrating its commitment to making a difference. The strategic communication benefits are clear, as this partnership showcases how brands can effectively integrate corporate social responsibility into their core business strategies. Airbnb.org (crisis solution vertical of Airbnb), since its founding in December 2020, has worked with organisations around the world to connect thousands of refugees and asylum seekers with free, temporary housing, further demonstrating Airbnb’s commitment to supporting displaced people.

There are lessons in this attempt by Airbnb for brands to grasp:

  • Align with global causes:

Supporting globally recognised issues like refugee assistance can enhance a brand’s image and demonstrate its commitment to social responsibility. The cause a brand can connect to might be different depending on its mission, values, or the needs of the community to which it provides values.

  • Leverage storytelling:

Authentic, compelling stories of individuals benefiting from the brand’s initiatives can resonate deeply with audiences, creating emotional connections and positive brand associations. Companies don’t need to create a story from scratch; they must look closely at their surroundings to find one.

  • Strategic partnerships:

Collaborating with respected organisations and foundations can amplify a brand’s impact and credibility, showing a genuine commitment to the cause. In some instances, finding the right opinion-leading individuals might be the winning card.

  • Think beyond profit:

Brands are more than a product or service with a brand name, they are a part of the society. Demonstrating a commitment to social causes can strengthen customer loyalty, as consumers are more likely to support brands that align with their values.

  • Positive media coverage

Supporting meaningful initiatives can generate positive media coverage, enhancing the brand’s public image and expanding its reach.

In conclusion, Airbnb’s support for the Refugee Olympic Team in 2024 is a powerful example of how strategic partnerships can drive social change and enhance brand reputation. It highlights the role of private enterprises in addressing global challenges and underscores the importance of strategic communication in amplifying the impact of such initiatives. By supporting the ROT, Airbnb not only aids athletes in need but also strengthens its position as a socially responsible and inclusive brand.

Photo credit:  Leonard Zhukovsky / Shutterstock.com

Written by Hamed Ebrahimi – PR Consultant at InsideOut PR and #AsSeenOn

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