LVMH has been negotiating with the Games Organizing Committee for months. “It is an open secret,” admitted Pierre Moscovici, president of the Court of Auditors, author of a progress report “relating to the preparation of the 2024 Olympic and Paralympic Games”, published in early January.
To control their budget, the Paris 2024 teams need a final Tier 1 partner. A so-called “premium” sponsor that will join BPCE, Carrefour, EDF, Orange and Sanofi and that will have to contribute between 100 and 150 million euros to the organizers .
But it is not so easy to convince companies. Because if being an Olympic sponsor allows you to participate in a planetary event, almost unavoidable with 4 billion expected viewers, it also requires you to comply with very specific rules. “A level 1 or level 2 partner cannot place their logo on athletes’ jerseys during competitions,” explains Emmanuelle Grimbert, sales manager for Kantar’s sports division. “It is also forbidden to advertise in stadiums,” she continues.
Companies have found the parade
To circumvent these bans, some companies have found a solution. They sponsor athletes through “athlete teams.” These athletes will then communicate on social networks wearing outfits in the company’s colors, they are authorized to do so until the day before the Games open. Kantar, the marketing analysis giant, has identified 20 “Athlete Teams” for the 2024 Olympic Games. Premium sponsors such as EDF, Sanofi and BPCE have created their teams, but also non-partner companies such as Michelin or the Maif .
Last restriction for the official partners of the organizing committees of the Olympic Games, the signed rights are limited to the organizing country, in this case France. It is impossible to communicate beyond the organizing country. “It is not interesting that all companies participate in the adventure of the Olympic Games, says Magali Tézenas du Montcel, CEO of sports marketing agency Sporsora. You have to stick to your brand theme.”
Stay in the subconscious of the French
The international is undoubtedly the key to the talks between LVMH and Paris 2024. According to a source familiar with the matter, Bernard Arnault would like to obtain a specific contract that would allow him to activate his Olympic rights outside of France. The case could be resolved in a few weeks. Because if being an Olympic sponsor has its share of limitations, being a partner of the Games continues to be “extremely interesting for companies”, specifies Magali Tézenas du Montcel, “in terms of media and commercial impact, but also for the employer brand. This can allow attracting talent”.
For the collaborating brands, “if they work their communication well”, concludes Emmanuelle Grimbert, “the games can be an opportunity to remain engraved in the subconscious of the French, to be identified as the bank of games, the energy supplier of the games , etc.. “. And leave an indelible mark.
Source: BFM TV
