2024-07-15 11:46:22
LVMH, Alibaba, Samsung, Coca Cola… more than 75 international and national sponsors are investing in Paris 2024 in return for exclusive exposure for their brands. Sponsors who call the positive values of sport, and who come to ride the Olympic wave.
“Innovation”, “Inclusion”, “enthusiasm”: general themes to unite around the Orange brand, Game partner of the Olympic Games and sponsors the Marathon for All which will take place in the streets of the capital on August 10. A strategy for the democratization of sports.
« This is the first time in history that an Olympic event will be open to the public, said Alexis Berger, CEO of the partnership Paris 2024 is a mobile phone operator, 40,000 athletes will be able to be an Olympic athlete for one day. They will have this medal for life. It is at the heart of our DNA, because we are always there to put the love of the fans at the heart of the action and we cannot be more at the heart of the action than by telling the fans: “Put it in. sneakers, go on the treadmill and run like Olympic athletes” ».
Experience of sports association
The challenge of these games for Orange is also technical. As the official provider, the operator is responsible for all the telecom networks for the event: 120 connected sites, and transmitting images to television stations around the world.
« There is a reason why we are the official supplier. Paris 2024 is for us because we have this experience, continued Alexis Berger, we just had a great rugby world cup. We provide support: UEFA, FIFA, Grand Slam tournament, we are present in all these events. So, I would say above all that it is our experience that makes the difference ».
Bridgestone can pride itself on the gaming experience. The Japanese tire manufacturing group is also running a “sports card” in its strategy. It has been a partner of the Olympic Games for ten years. In Paris 2024, the brand supplies the official tires and financially supports the athletes.
Good economic effects
Investments which give Bridgestone unparalleled and meaningful media visibility positive economic impact. « We know that integrating our communication and our image with the Olympic and Paralympic Games has a very positive effect on our brand image, in relation to our brand, that is to say that the team has good values, but also on shopping plans, so we have. figures which prove to us that it is a very good partnership », explained Bénédicte Bohbot, sales director at Bridgestone Benelux.
Privacy is needed about concrete economic benefits. Another well-kept secret: of the cost of this Olympic partnership for brands. It can exceed 100 million euros for Premium, up to 25% of the amount can be tax exempt. The sponsor represents, in any case, the main source of funding for the Paris Olympic Organizing Committee.
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