— Published 29 January 2021

For Paris 2024, the partners prefer to wait

The year 2021 has started under the sign of novelty for the OCOG Paris 2024. A new headquarters, in the town of Saint-Denis, on the edge of Aubervilliers, in Seine-Saint-Denis. A new cycle, during which the French capital will become the next host city of the Olympic and Paralympic Games at the end of summer. And even, come on, a new partner.

DXC Technology, an American company based in Virginia, but present all over the world, this week became the first “official supporter” of the Paris 2024 Games. It is joining the national marketing program on the third stage of the rocket. Its commitment is not only financial. DXC Technology will provide the organising committee with software for financial and human resource management.

With this new entrant, the OCOG Paris 2024 no longer displays a single blank page. It has three first-rank partners, called “premium” (BPCE, EDF and Orange), two official rank 2 partners (Le Coq Sportif and FDJ), and now an official supporter, DXC Technology.

Three years and a handful of months from the event, the picture may seem very incomplete. It is. The Parisian team hoped to have filled all the boxes on the first floor for the Tokyo Games in 2020, having dealt with six to eight premium partners. But the discussions turned out to be more delicate than expected. Then the health crisis plagued the world economy.

Nevertheless, Tony Estanguet was able to reveal, not without pride, last December, to have already signed for 502 million euros of partnership, or 45% of a target still set 1.1 billion euros in marketing revenue.

The following? It comes in two stages. The time of contracts, then that of announcements. The health crisis imposes an unusual strategy, where companies may want to defer announcing their engagement with the bid committee.

Michaël Aloïsio, Tony Estanguet’s chief of staff, explained to FrancsJeux: “Things are still going well in the substantive discussions. We have made progress, despite the current situation, with certain partners. But they don’t necessarily want to announce it too quickly. Several future partners wish to wait for a more positive communication window“.

Clearly, the health crisis and its economic impact did not dampen the desire of potential private supporters of the OCOG to participate in the adventure. Tony Estanguet repeats it: the Paris Games are always a promising event for large companies. But the current context encourages a ‘wait-and-see’ approach before getting out of the woods. Paradox: the sponsors say they are ready to climb on board, but they do not want to let it be known yet.

Without predicting the outcome of the health crisis, the OCOG makes no secret of its ambitions. Michaël Aloïsio unveils his figures: “We aim to be able to reach more than 60% of our target by the end of 2021, or around two-thirds of our partners“.

The maintenance of the Tokyo Games, synonymous with the start of a return to normalcy, could be accompanied for the OCOG by the revelation of new partners. Otherwise, the time for announcements would be further postponed.