Finally. After months of rumors, conditional remarks and enigmatic responses, the OCOG Paris 2024 and the French luxury group LVMH announced what was no longer a secret to anyone. They do business.
LVMH officially became, on Monday July 24, the new premium partner of the Paris 2024 Olympic and Paralympic Games. It takes its place at the forefront of the national marketing program. He is the sixth member, joining a small group previously made up of BPCE, Orange, EDF, Sanofi and Carrefour. The sixth and, barring a huge surprise, the last, the COJO no longer having any trump card up its sleeve.
A premium partnership is always an event for the OCOG. But the prestige of the newcomer, world number one in luxury, known all over the planet for the endless list of its brands, and the wait which preceded the announcement, made it a little more than the simple formalization of a partnership contract.
As proof, the chosen location, the ephemeral Grand Palais. As proof, above all, the cast of guests in the front row (photo above): Thomas Bach, the president of the IOC, Anne Hidalgo, the mayor of Paris, Amélie Oudéa-Castera, the Minister of Sports. Plus Tony Estanguet, of course, who has become a regular at these photo shoots.
Contract amount ? Officially, it remains secret. But several sources cite the figure of 150 million euros. A sum which should ensure that the OCOG achieves the objective of 92% of sponsorship revenue at the end of 2023.
Antoine Arnault, LVMH's director of image and environment, explained this on Monday July 24: the partnership with the COJO is not only financial. Certainly, the group will sign a nine-figure check. But he will also “ have a role to play in holding these Olympic Games"
Bernard Arnault's son detailed it, but kept in the inside pocket of his jacket some news that was still kept secret: several brands of the group will be affected. The jeweler Chaumet will design the Olympic and Paralympic medals. Moët Hennessy will supply champagne, wine and cognac to the hospitality areas. Sephora will be a partner of the torch relay.
Three other brands from the group, Louis Vuitton, Dior and Berluti, will also be associated with the event. Details will be revealed later, little by little. But it is said that Berluti could dress the French delegation, at least for the most formal occasions, Louis Vuitton make the packaging and presentation boxes for the medals, and finally Christian Dior slip into the decor of the opening ceremony .
LVMH also plans to form a group of athletes to act as ambassadors for the group. At the top of the list, French swimmer Léon Marchand, new world record holder in the 400m medley.
As announced by FrancsJeux from the beginning of June, the arrival of LVMH in the Olympic universe will not only concern the Paris 2024 Games. The group has negotiated sponsorship agreements with the IOC with several national Olympic committees abroad, to most in the most interesting countries in commercial terms. Japan and South Korea, in particular.
LVMH will become a domestic partner of these national Olympic committees. Revenues from these various marketing agreements would be shared with the IOC.
