The slogan is straightforward: “Games Wide Open” (Ouvrons Grand les Jeux). Tony Estanguet, the president of Paris 2024, emphasized this when revealing the slogan. “'Games wide open' has been our guiding principle from the outset,” he stated. “It’s a succinct slogan that encapsulates our core values.”
The Games' website clearly articulates its inclusive aspirations: “It’s about sharing the Games' emotions with more people. It aims to deliver Games that are more responsible, inclusive, equal, and spectacular than ever.” Paris 2024 sets ambitious goals, seeking to use sports to enhance inclusivity and social cohesion, believing in the unique ability of sports to break down social and hierarchical barriers by levelling the playing field.
The commitment to solidarity and inclusivity is evident. The Paris Games were planned in collaboration with Muhammad Yunus, the 2006 Nobel Peace Prize laureate and social justice expert. They strive to serve the public and support Yunus’s “triple zero” objectives: zero poverty, zero unemployment, and zero net carbon emissions.
Therefore, it might seem ironic that the largest single sponsorship in the Games' history— a reported $166 million, according to Reuters—comes from the world’s leading luxury conglomerate, LVMH. It is home to 75 prestigious brands such as Fendi, Berluti, Marc Jacobs, Guerlain, and Tiffany & Co, with revenues of €86.2 billion in 2023. Its presence during the Games will be unmistakable, with brands (or Maisons as LVMH calls them) like Louis Vuitton, Christian Dior, and Chaumet. Sephora will sponsor the Olympic torch relay, and Berluti will outfit the French team.
“It's the price of the Olympic dream,” says Antoine Arnault, vice-chairman of Dior, and the son of LVMH’s chairman and CEO, Bernard Arnault. He views LVMH not just as a sponsor, but a creative partner. When questioned about the return on investment, he remarked, “It's not just about that. We felt a duty to contribute.”
This aligns with the notion of noblesse oblige—the responsibility of the privileged to act generously and responsibly. The investment, or philanthropy, was essential. France's President Emmanuel Macron was reportedly involved, and the deal was only finalized by the two “big bosses,” Bernard Arnault and IOC head Thomas Bach, last summer.
Arnault is no stranger to negotiation, evidently playing his cards close to his chest to secure the desired deal. LVMH's partnership resembles that of a Premium Partner of the Paris Games, akin to the status of a World Partner of the IOC, alongside Visa, Samsung, P&G, and other global brands.
A recent article in L’Express titled “L’histoire secrete des Jeux Olympiques de Paris” (“The secret history of the Paris Olympics”), reads like a French novel: “On December 17, 2022, the head of LVMH discreetly received Thomas Bach and a delegation from the COJOP at the Louis Vuitton Foundation. Amidst the bronzes of Giacometti and the canvases of Joan Mitchell, they agreed in principle to a partnership. For the details, the rest would follow.” The contract wasn’t signed until July 24, 2023.
According to L’Express, LVMH negotiated an “international extension” of the rights. In principle, a premium partner like LVMH can only use the Paris 2024 brand within France. It was able to obtain the right to use the logo in four or five countries.
From a branding and sponsorship perspective, this makes sense. Although it's somewhat atypical for the corporate brand Groupe LVMH to be at the forefront, its portfolio will be integrated into various facets of the Games, with activations expected in Paris and the group’s extensive retail network in key geographies.
There is also speculation that the medals presented during each ceremony will be brought to the podium in a Louis Vuitton trunk. It’s already being done for the Ballon d'Or, presented to the best European football player.
But how does a $5,200 Louis Vuitton handbag relate to the Olympic movement and inclusivity? LVMH offers an explanation. It’s about making it the “Artisan of All Victories” by celebrating shared values and the craftsmanship of artisans. And it’s beautifully captured in a short film called La Mission.
To LVMH, luxury signifies success. And the Paris Games will represent a democratization of luxury, aligning with the values of success and the meritocracy of sport. Luxury is achieved, purchased as a symbol of success. Both on the field and in workshops, athletes and artisans pursue their passions. This is depicted in LVMH’s “Playing Field” campaign, showcasing proud ‘Artisans of All Victories’.
LVMH’s multifaceted campaign is continually evolving, recently revealing Chaumet’s medal design. As expected, these aren’t just medals, but jewellery pieces featuring original iron from the Eiffel Tower.
The argument is compellingly presented, and as with so much from France, one tends to just go with the flow and the beauty. So what if it’s all a dream? It’s a pleasant one. Despite an affordability crisis, many might still toast with Veuve Clicquot this summer, dreaming of success.
