The 2024 Paris Olympics was embroiled in a major scandal involving Bev Priestman, the coach of Canada's women's soccer team, leading to her dismissal. The controversy centered around accusations of drone surveillance used to spy on opponents during the tournament. Following significant backlash and an independent review, it was determined that two members of the women's national team coaching staff had engaged in improper surveillance activities prior to the games. Despite no concrete evidence directly implicating Priestman, her association with the incident resulted in her being fired from her coaching position.

In other news from the same event, the Paris Olympics proved to be a considerable boon for the Swiss sports brand On. Capitalizing on the global visibility from the games, On reported unprecedented sales growth and profitability in the third quarter that followed, prompting the company to adjust its annual sales forecast to an impressive 2.29 billion Swiss francs. This growth underscores the significant impact of major sporting events on brand recognition and business performance.