Benny Bonsu – the Ghanaian woman shaping global Olympic content for Paris 2024

The Paris 2024 Olympics begins today Friday, July 26, in the heart of France. In the vast realm of sports media, few stories are as compelling as that of Benny Bonsu, the Ghanaian woman steering the content ship for the upcoming Paris 2024 Olympics.

As we follow the journey of the games from Friday and throughout the summer, Benny and her team’s work will undoubtedly leave an indelible mark on the global Olympic narrative.

As the Director of Daily Content for Olympics.com – (Olympic Channel Services), International Olympic Committee, Benny’s influence and vision are integral to the global celebration of the Olympic Games.

Her role is pivotal in creating content and weaving a narrative that transcends borders, cultures and languages.

The pre-games strategy: laying the foundation

Benny’s role as the Director of Daily Content involves a meticulous and strategic approach, especially in the lead-up to the games. Pre-games, her focus is on ideating and planning diverse content that aligns with the mission to celebrate “Sport and More Than Sport.” This sets the tone for the entire Games, building anticipation and engagement among the global audience.

Creating compelling stories

Storytelling is key to the heritage of the Olympics and Benny’s strategy begins with that. She emphasises creating stories that elevate athletes, highlight new disciplines, and inject innovation and joy into the coverage. This involves extensive research and collaboration with athletes to uncover their unique journeys and experiences. By doing so, Benny ensures that the content resonates on a personal level, fostering a deeper connection between the audience and the athletes.

Building a dynamic team

A significant part of Benny’s pre-games strategy involves building a dynamic team of writers, editors, producers, athlete contributors and SEO specialists with her boss, Mary Byrne (Editor-In-Chief). This team is essential for delivering high-quality, localised content in multiple languages.

Co-creating with strategic partners

Benny’s ability to forge strategic partnerships with top brands is another cornerstone of her strategy. These partnerships allow for the co-creation of engaging branded content that resonates globally. By aligning with these brands, Benny leverages their vast resources and reach to amplify the Olympic message and engage a broader audience.

In today’s digital age, visibility is key. Benny places a strong emphasis on SEO to drive organic traffic to Olympics.com. By optimising content for search engines, she ensures that it reaches a wide audience, increasing engagement and visibility. This approach is not only about driving traffic, but also about making content accessible and discoverable for fans around the world.

During the games: execution with precision

The actual duration of the games is a high-stakes period where Benny’s planning and preparation come to fruition. The execution phase is about delivering on the promises made during the pre-games period, providing real-time updates and comprehensive coverage that keeps fans engaged and informed.

She drives her team in offering real-time updates and live streaming of events, ensuring that fans don’t miss a moment of the action. This includes live blogging, where fans can follow events as they happen, and athlete interviews that provide insights and behind-the-scenes stories. The immediacy of content is crucial for maintaining engagement and building excitement.

Post-games: creating legacy content

The end of the games marks the beginning of another important phase for Benny and her team: the creation of legacy content. Benny’s team creates highlight reels, athlete profiles and compilations of the best moments from the games, serving as a lasting tribute to the athletes and their achievements while ensuring that their stories continue to inspire long after the games, working closely with the Content Operations and Platform teams, led by Fotis Valantassis-Kanellos.

As the world eagerly awaits the Paris 2024 Olympics, Benny Bonsu stands as a beacon of innovation and excellence in sports media. Benny’s role as the Director of Daily Content for Olympics.com exemplifies the power of strategic planning, innovative storytelling and collaborative leadership. Her efforts ensure that the Paris 2024 Olympics will be celebrated not just for the athletic feats, but also for the compelling stories and lasting legacy they create.

Benny Bonsu stands as a trailblazer in the sports industry. Previously, she spearheaded the Women’s Sports Editorial team at GiveMeSport, launching groundbreaking initiatives that bolstered women’s sports visibility in the UK and worldwide. Notably, she broke barriers as the UK’s first female sports editor and the first woman of colour in this role.

Benny’s illustrious career as a broadcaster and journalist includes collaborations with esteemed broadcasters like BBC, Sky Sports, NBA, Modern Times Group, LOCOG 2012 and Alibaba. Her strategic involvement in high-profile events such as the Premier League, NBA, NFL and the London 2012 Olympics has garnered widespread recognition.

Her leadership prowess has earned her nominations for prestigious awards, including ‘Sports Leader Under 40 of the Year’ and ‘Sportswoman of the Year’. She actively serves on the boards of Basketball England, the Sports Journalists Association and African Health Now, where she champions diversity and mentors emerging talent.

A graduate of IMD Business School in Lausanne, Switzerland, and of IESE Business School, Madrid, Spain, where she majored in Innovation in Sports and Business Administration.

As a respected media figure and global ambassador, Benny advocates for initiatives like the Global First Ladies Alliance, The END Fund, and UNESCO’s Fit for Life Ambassador. Through her non-profit, the Saint Benedict’s Foundation, she empowers young girls globally via sports, fostering equitable opportunities.

Benny’s unwavering dedication to driving positive change in the sports industry underscores her commitment to empowering communities and promoting diversity. Her efforts continue to inspire and uplift athletes and sports business leaders alike, paving the way for a more inclusive and equitable sports landscape.

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