Bernard Arnault in turn climbs onto the podium. The founder of the LVMH group, the world’s leading luxury group, announced that he had signed a sponsorship agreement with the Organizing Committee for the Olympic and Paralympic Games (Cojop), on Monday July 24, during a press conference held by his son Antoine Arnault, director of image, in Paris, in the presence of Thomas Bach, president of the International Olympic Committee. LVMH joins the quintet of premium sponsors of the sporting event, alongside the telephone operator Orange, the distributor Carrefour, the banking group BPCE, the energy company EDF and the pharmaceutical group Sanofi.
Louis Vuitton, Dior, Berluti, Sephora, Chaumet and the champagne and wine houses under the Moët Hennessy division are concerned, said the group, which owns 75 brands. The jeweler Chaumet will design the Olympic and Paralympic medals that will be struck by the Monnaie de Paris. Sephora perfumeries will be the “Partner of the Olympic Torch Relay”, whose route will cross all regions of France for three months, starting in April 2024.
The houses of Moët Hennessy, a group that brings together the champagnes, cognacs and wines of the LVMH group, win contracts in the “hospitality programs” – top-of-the-range services that accompany tickets for the Games. Finally, three of its clothing brands, Louis Vuitton, Dior and Berluti, will also be there. The trunk maker will make boxes for the medals. Dior will dress the athletes of the French delegation during the opening ceremony scheduled for July 26, 2024. And Berluti will wear them. THE “different aspects of their commitments” will be revealed at a later date, according to the group. “This unprecedented partnership with the Paris 2024 Olympic and Paralympic Games will help promote France around the world. It was natural for LVMH and its houses to join this major international event,” Bernard Arnault said in a statement.
A relief
One year before the start of the competition, the signing of this agreement is a relief for the public and private players in the Games, all of whom had been suspended for months from signing the world leader in luxury. “If we have LVMH, we are good”, said, in the fall, someone close to the file. So much so that during the press conference, Anne Hidalgo and Amélie Oudéa-Castéra did not lack superlatives to greet this signature. According to the mayor of Paris, this sponsorship contract will allow “to shine a light on Paris, its strength, its beauty and its know-how so well embodied by LVMH”. “With LVMH, the Games will be more beautiful, France will be stronger”added the sports minister.
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