US companies and sportsbooks anticipate a surge in betting activity for the Paris 2024 Summer Olympics, the first Olympics since expanded US gambling legalization. Companies like Nike, NBCUniversal, and Coca-Cola are leveraging the event to boost sales and market presence through new store openings and marketing campaigns. NBCUniversal plans to enhance its Olympic coverage with streaming services and celebrity integrations, while Nike introduces new products like Nike Air sneakers. Coca-Cola aims to engage consumers globally through in-store experiences during the Olympics. Various US companies are strategically investing in the Paris Olympics to drive revenue and brand recognition.