The "Celebrate Humanity" campaign devised for the 2000 Games artfully captured the spirit of competition.

Even following the 1996 financial scandal that put the International Olympic Committee in hot water with its sponsors and the public alike, the 2000 Games brought in record-setting sponsorship dollars–a feat that the IOC itself attributed to the strength of the promotional campaign's messaging. The commercials ran globally, and were translated into 18 different languages.