2024 Paris Olympics' new social media policy generates viral memes and increased viewer engagement.

2024 Paris Olympics, not yet occurred, became the most meme-d event in history due to the IOC's new social media policy. This change, first seen in Tokyo 2020, allows athletes to post about their sponsors and share content, giving viewers a behind-the-scenes look at the games. The shift has led to viral phenomena and increased engagement, providing athletes with opportunities to build their brands and sustain their careers in a difficult funding environment.