LVMH is gearing up for an Olympic-sized partnership. The luxury powerhouse behind Louis Vuitton and Dior, is reportedly in talks to sponsor the 2024 Paris Olympic Games. LVMH Olymics
The eldest Arnault’s son reportedly wants to use the event to help convey LVMH’s role as a leader of craftsmanship and French heritage. The aim is to do so without excessive brand logo displays that might “cheapen” its image. With that said, LVMH’s involvement in the 2024could see high-profile social media and other campaigns for its leading labels.
Although reports of viewership for the 2022 Beijing Olympics saw an average total audience of just 11.4 million viewers—its lowest U.S. rating ever, according to —Antoine remains hopeful about next year’s games. “It will likely be the most-watched event in the history of television, in the history of the games—a spectacular event,” he toldin an interview. Steve Martin, CEO of Saatchi Sport & Entertainment, also claims that while LVMH is already linked to France, a formal sponsorship would distinguish the company from its peers. “I think it’s a very compelling way to do it—in their own backyard,” he says.
France has recently made headlines for street protests, which some fear could potentially hinder the games. Even LVMH had trouble avoiding pension reform protests this spring, when Bernard’s face appeared on placards and protestors swarmed LVMH’s headquarters as a call to action for the wealthy to help finance the state pension system. “If we get involved it would be to help out,” says LVMH fashion group CEO Sidney Toledano in a statement.
Tony Estanguet, president of the 2024 games chimed in on the event’s potential sponsorship deal with LVMH last week. “It takes time, but we want to make sure this partnership makes sense and is balanced,” he told
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