Many companies and brands would most probably like to be associated with ideals of aspiring for excellence and exceptional achievements, endurance, competing for success, and winning, The Olympic Games, and Paralympic Games as well, are great opportunities for fulfilling this purpose. The Paris 2024 Summer Games are such occasions. However, there are more values that are attached to the Games such as friendship, ethics & fairness, equality, inclusion and diversity. The organising committee for the Paris 2024 Games especially emphasizes respect to sustainability with regard to protecting the environment, complying with measures to address climate change and saving energy.

Providing sponsorship to these top sport events is a most fitting way to develop and strengthen association with the aforementioned ideals or values. Its efficacy is likely to be greater than mere advertising because sponsoring these events creates a stronger and closer connection of the sponsor with the event sponsored and its participants, involving contribution and relationship; advertising alone (i.e., producing ads and acquiring space for them) does not entail this kind of attachment. Nevertheless, sponsors usually complement the exposure to names & logos of their brands, earned through sponsoring, with additional instruments of advertising (e.g., posters & billboards, image-building video clips, and merchandise). The ‘extra’ in sponsoring is often delivered via support and contribution to activities during the Olympic and Paralympic events.

The status of sponsor in the Olympic and Paralympic Games is obtained by participating in The Olympic Partner (TOP) sponsor programme of the International Olympic Committee (IOC). Notably, the Partner status, granted to admitted companies, applies to the Olympic and Paralympic Games together in Paris 2024. The IOC highlights the special role and status of Partners as follows: “Partners are essential stakeholders in the build-up and successful staging of the Paris 2024 Olympic and Paralympic Games“. This Partner role is clarified by the following elaboration: “Through their support (funding, technical services and products), they contribute to the organisation of the Paris 2024 Olympic and Paralympic Games, alongside the teams of the Organising Committee“. [Paris 2024 Partners, 1]

The Olympic Partner programme for Paris 2024 includes four groups of partners-sponsors: Worldwide Partners, Premium Partners, Official Partners, and Official Supporters. In total, 84 companies or specific brands participate as partners-sponsors of Paris 2024 Games, as shown in the table below. This post will concentrate on examples from the groups of Worldwide Partners and Premium Partners.

Partner Category	Description	# of Members	Companies / Brands
Worldwide Partners	Best-known, leading and global companies or brands; usually participate by multi-year deals during several Olympic Games.	14 Companies /brands	Airbnb, Alibaba, Allianz (France), Atos, Bridgestone, Coca Cola, Deloitte, Intel, Omega (by Swatch), Panasonic, Procter & Gamble, Samsung, Toyota, VISA
Premium Partners	French companies, specifically partners of the Paris 2024 Games	7 Companies /brands	ACCOR, BPCE, Carrefour, edf, LVMH Louis Vuitton, Orange, Sanofi
Official Partners	Mostly French companies, some likely to be known internationally; most likely partners-sponsors recruited for Paris 2024.	13 Companies /brands	E.g., Groupe ADP, Air France, ArcellorMittal, Caisse des Dépôts, Cisco, Danone, Decthalon, PwC
Official Supporters	Largely French companies, but some foreign, providing particular technical and professional services in the staging of Paris 2024 Games	50 Companies /brands	E.g., Abatable, Air Liquide, Aquatique Show, Doublet Wasserman, Egis, Fnac Darty, MIKO, La Poste, Salesforce, SNFC, VINCI
Total		84 Companies /brands

• Important Note: For brevity, from here on references to the Olympic Games of Paris 2024 apply also to the Paralympic Games.

The organising committee of Paris 2024 planned in its updated budget for revenue from official sponsorships in value of €1.24 billion (~$1.15 billion, June 2024). It has been reported that by May-June 2024 the organising committee secured over 87% ($1bn) [Kantar, 2] and even reached up to 99% [SportPro Media, 3] of this value of revenue; it expects to reach all of it by the date of the opening ceremony (26 July 2024). The term ‘value’ is essential here, because although part of the revenue from partners-sponsors can be received in cash funding, a great part of the revenue is actually materialised through the value of infrastructure systems, products and services provided by the sponsors for staging and executing the Olympic Games of Paris 2024. Information and communication technology (ICT] systems, products and services play a major role in execution of the competition events.

• If we consider an extended period running from 2018 to 2034, surrounding the time of Paris 2024 Games, their economic impact may get much higher: according to a report of Centre de Droit et d’Economie du Sport, the Paris 2024 Games may generate income of as much as €11.145bn, including in tourism, construction, and other economic activity entailed in organising the event. (A ‘medium’ estimate sets a range of €6.7bn-€9bn) [3].

We focus here on sponsorship of the Olympic Games explicitly. Companies may also sponsor national teams from their home countries, which is not part of TOP though it requires approval of IOC. Additionally, the IOC also relaxed the rules for individual athletes to receive sponsorship [Kantar, 2]. In this realm, it is found that some companies formed special teams of selected athletes they support financially and logistically towards and while participating in either the Olympic or Paralympic Games; those teams are named after the supporting company or brand (e.g., P&G, VISA, Deloitte, Carrefour).

Key aspects of the involvement of companies & brands as partners-sponsors in Paris 2024 Olympic Games are the brand marketing activities and campaigns they perform next to the activities in which they support and enable execution of the events. On top of the more common values mentioned earlier, companies may choose to highlight the values they share with the ‘spirit of the Olympic Movement’ that are closest to their corporate and brands’ identity and image. There is furthermore preference to emphasise identification with the effort invested by the impaired or disabled athletes who compete in the Paralympic Games, their determination, and sacrifices they make to overcome their challenges. In addition, a key requirement of the IOC from its sponsors seems to be commitment and contribution to sustainable solutions and functions, products and services (e.g., energy, environment, food). The sponsors often explain in their ‘partner profiles’ [1] and their websites how they comply with this requirement on sustainability. This is apparently the way in which the organising committee of Paris 2024 Games wishes to stress the obligation of France, the hosting country, to the Paris 2015 Agreement on climate change wherein France has been a leading force in its establishment and its continued fulfillment.

Ellie Thorpe, director, BrandZ at Kantar (media & research group), rightly suggests that leading athletes (champions) make desirable optional destinations for sponsorship to brands and companies. It is especially a great opportunity for French brands, according to Thorpe, to showcase their stories on the global stage; a number of well-known brands from France have earlier taken this opportunity (e.g., Air France, LVMH Louis Vuitton + Dior, Orange, Decthalon, Carrefour, Danone). She recommends three implications for brands: (1) Invest in global reach (i.e., build positive brand perception through exposure and experiences); (2) Build a ‘Meaningful Difference’ for lasting impact (i.e., optimise brand’s creative); (3) Balance consistency of positioning with authenticity of messaging (i.e., connect with audiences in a way that fits the brand). Greater interaction of athletes with fans is expected into the future, which would ‘spill over’ and give more exposure to sponsors.

What Are Worldwide Partners-Sponsors Doing?

Airbnb fits in well with answering the demand for new, flexible and less formal lodging solutions during the Olympic Games around Paris and in other locations in France. Airbnb has a role in hosting spectators and fans in a new standard during Paris 2024 Games [1]. It is engaged in a 9-year partnership deal over five Olympic Games events (Summer & Winter until 2028). The programme of Airbnb at Paris 2024 includes: (1) an athlete travel grant valued $2000 to 1,000 qualified athletes, which may be used to cover also qualification and training costs: (2) Airbnb500 Travel Grant, that is, $500 allotted to eligible athletes for using Airbnb accommodation to explore a new destination and take time-off.

Coca Cola, an official Olympic sponsor since 1928, will be refreshing Olympic athletes, officials and spectators during the Paris 2024 Games (it partners with Chinese dairy producer Mengniu) [1]. In recent years Coca Cola took initiative to offer more ‘sportive’ refreshing drinks. Its leading motto says: “it’s magic when the world comes together”. On 26 June 2024 the company announced an extension of its long-run support to the Special (Paralympic) Games until 2031.

As part of its brand marketing programme, Coca Cola announced on 8 July 2024 its multichannel campaign accompanying the Paris 2024 Games: “unveiled and emotive, unifying campaign showcasing the power of sport to embrace our differences”. The creative centrepiece is an image of a hug to symbolise acceptance and inclusion (e.g., athletes in previous Games ‘come together’), featuring in a short film. Of course, the Coca Cola brand takes stage in the film (see in webpage the video clip on a swimming competition at Tokyo 2020, the hugs, and how the Coca Cola brand are integrated). To further engage consumers who are Olympic fans, Coca Cola is running a ‘game’ to win prizes when scanning selected brands (codes on bottles of drinks); the specific participating brands are Coca Cola Original Taste, Fairlife Core Power, Minute Maid, and summerwater — scan as many brands as one can to increase chances of winning (e.g., grand prize vacation in Paris, meeting with USA Athletic Team).

Omega (a brand of premium watches by Swatch) is Official Timekeeper of the Olympic Games in Paris 2024 (it has been serving in this role with the IOC since 1932), gained by Omega’s excellence in high-precision equipment & services for measuring times [1]. Its mission declared for the Olympics is “Measure every result and record every dream”. Its expertise is required, according to OMEGA, to separate split-second differences between gold, silver and bronze medals. See the impressive video clip of OMEGA prepared for Paris 2024 Olympics that shows athletes, in blowout size, perform over sites in Paris (displayed on top of page, a sample of watches shown at page bottom). The video clip introduced by OMEGA, which has been described as ‘spectacular’, “reimagines Paris as a surreal playground”. The message is “celebrating the spirit of overcoming challenges and pursuit of golden glory” (boldface added to highlight values), with the tagline “Born to be a Legend” (Mediabrief.com, 15 July 2024).

Procter & Gamble (P&G), the consumer goods giant, assumes the mission to support the Games with sustainable solutions to the community and environment, innovation in equality & inclusion [1]. Procter & Gamble prepares to launch Olympic-inspired marketing campaigns for over 30 of its well-known brands (e.g., Pampers, Ariel, Fairy, Gillette, Always, Head & Shoulders, Oral-B). The programme of P&G for the Games combines brand marketing and in-store campaigns. Its contribution as sponsor will be delivered, for instance, by making complimentary products available, along with assisting services, to athletes and staff at the Athletes’ Village. They will be offered with intention of helping athletes to achieve their best in sport competitions. Additionally, they establish partnerships with athletes — supporting more than 100 top performing athletes with financial resources and grants for their favourite charities. The athletes will take part in activating in-store (around Paris) and online retail programmes during the games.

Unlike in previous Games, the advertising endeavour for the Paris 2024 Games will be focused prominently on campaigns for more than 30 selected leading brands of P&G and their products (instead of promoting the corporate). The aim of P&G, according to Marc Pritchard, chief brand officer, is serving the Olympic & Paralympic athletes, their families and fans. Retailers in Europe would emphasise that products of P&G are “everyday champions” in household tasks. The corporate-level campaign will be dedicated to mothers of athletes and the sacrifices they make. (Fast Company/Reuters, 14 July 2024)

In the field of computing and communication technology, two sponsors are highlighted below:

Panasonic is a Worldwide Partner of Paris 2024 in the Audio/TV/Video category. It is commissioned to provide state-of-the-art audio & video equipment, including flat screens, digital video cameras, and DVD recorders for on-site TV screens and digital broadcast (in this role since 1987) [1]. The Panasonic Group commits to contribute to “efficient and sustainable event management”. In its press release (Tokyo, 15 April 2024) it announces that it will supply “state-of-the-art AV solutions” and details the equipment and technologies these will entail (e.g., in display, broadcast and projection).

Samsung is a Worldwide Partner of Paris 2024 in wireless communication and computing equipment (since 1998). It offers the enticing slogan “Do What You Can’t” [1]. Samsung’s shared idea with Paris 2024: “Open-mindedness can lay bedrock to new experiences and perspectives that can birth meaningful achievements and infinite possibilities” (boldface added to highlight values or goals). This follows the campaign’s slogan “Open always wins” (Samsung Galaxy in the Olympics). Samsung is expected to channel its marketing effort primarily to promote the AI capabilities it developed and installed in its latest Galaxy models (particularly Galaxy AI and S24), to be displayed in the Samsung’s Olympic showcase while allowing visitors to try them (SportPro Media, 8 May 2024).

What Are Premium Partners-Sponsors Doing?

Carrefour, a leading French food retailer with international reach, is a Premium Partner of Paris 2024 (freshly joined TOP in 2022) for offering quality food at the Olympic Games, guided by its aim to “nourish every hope” [1]. The goal nicely connects between providing nourishing food and the hope for Olympic medals. Carrefour is “fully on board” with the goal of organising Games that are sensible, inclusive and sustainable (shared values in boldface), the retailer declared when announcing that it joined as Partner (22 June 2022). The programme of Carrefour for the Olympic Games has four pillars: (1) supplying fresh produce and organic food for athletes’ meals — and thereby enable exposure to top quality French food; (2) enhance branding with values of sport, health through diet, work & social betterment; (3) business cooperation with all partners & franchisees on raising awareness to disability, nutrition, health through sport at work etc.; (4) commercial engagement by promoting an exclusive collection of wide-range ‘official’ products licensed for Paris 2024. Additionally, Carrefour supports a team of 17 athletes.

LVMH, known best for its luxury brand Louis Vuitton, is committed to contribute as Premium Partner in creative excellence, supporting an environmental and social vision of Paris 2024, while highlighting the savoir-faire of France and prestigious competitions [1]. LVMH looks to be a high-profile partner-sponsor on behalf of France, expected to be strongly visible at Paris 2024 Games. Thorpe [Kantar, 2] suggests that for LVMH: “The prestigious luxury house has an opportunity to strengthen its corporate reputation among a brand audience and predispose more people to think positively about its brands“, reminding consumers that the brands “are worth paying for“.

LVMH comes to the Olympics with the leading theme “The Art of Crafting Dreams” (see the accompanying video clip of its campaign). Louis Vuitton gets inspiration from values of courage, excellence, hard work, self-sacrifice, team spirit and inclusiveness that “define the world of sports”, and foremost the Olympic and Paralympic Games. Nonetheless, it should be noted that LVMH is home of Louis Vuitton together with other brands (e.g., Dior, Moet Hennessy, Chaumet), and all these designer brands-Maisons are part of the sponsorship deal. LVMH says that the success it will bring to Paris 2024 is built on creativity, passion and skills of artisans and talented craft-people. It contributes, in particular, in creating trunks (cases) for medals and torches (by Louis Vuitton — gaining supreme visibility in ceremonies), and also supporting athletes. LVMH also own Sephora, the cosmetic retailer, which will organise special events on location of Sephora stores along the Paris 2024 Torch Relay route. The Maisons of different LVMH’s brands are expected to contribute in the design and creation of artefacts and take part in social and cultural events during the games.

The official Partners-sponsors of Paris 2024 Olympic and Paralympic Games highlight in their publications of different forms the ways in which they support and contribute to staging the Games events; their support especially to help athletes and staff, social and cultures events and issues; or their technical capabilities, products and professional services. They emphasise those aspects to differing degrees, and they envelope them with sets of inspiring values, ideals or goals. At times they seem as ‘big’ words of values, which may feel presumptive. In doing so they raise quite a high bar for them to surpass, challenging the partners-sponsors to prove in their actions, for winning their ‘medals’, that they mean what those impressive and warming words connote. Good Luck to all the competing athletes, heroes of Paris 2024 Games.

Ron Ventura, Ph.D. (Marketing)

Sources:

[1] Partners of the Organising Committee of Paris 2024 Olympic & Paralympic Games (olympics.com)

[2] “Paris 2024 Offers Brands an Olympic-Sized Opportunity“, Ellie Thorpe (director, BrandZ), Kantar, 9 July 2024 (Kantar.com)

[3] “Paris 2024 at 99% of €1.24bn Sponsorship Target as New Economic Impact Report Released“, Sam Carp, SportPro Media, 14 May 2024 (sportpromedia.com)