NYT “It’s essentially a three-minute LVMH ad”
It has been reported that some sponsors, including Louis Vuitton and Samsung Electronics, are blatantly featuring their products at the 2024 Paris Olympics, causing growing discontent among other sponsors.
On the 10th (local time), the New York Times (NYT) pointed out that the advertisements for products by LVMH Moet Hennessy Louis Vuitton (LVMH) and Samsung Electronics, sponsors of this Olympics, were excessively exposed, causing other sponsors to express dissatisfaction with the advertising distribution of the Olympics.
The biggest sponsor of these Olympics was LVMH, the world’s largest luxury goods company headquartered in France, which sponsored about $175 million.
The problem is that LVMH’s product logo was exposed too often throughout the Olympic Games.
According to the New York Times, LVMH was more involved than any previous Olympic sponsor, producing everything from the Olympic medals to the pedestals used to present them and even the uniforms for the French delegation.
The Olympic medals were designed by LVMH’s jewellery brand Chaumet, while menswear brand Berluti created the uniforms that the French delegation will wear at the Olympic and Paralympic opening ceremonies.
The leather trays used to present medals to athletes at the awards ceremony also feature the logo of LVMH’s flagship brand, Louis Vuitton.
The opening ceremony featured a segment introducing France’s long history of luxury goods production, featuring scenes of making travel bags with the Louis Vuitton logo on them, and dancers wearing costumes designed by LVMH.
The New York Times said of this scene, “It was essentially a three-minute LVMH commercial,” and “It surprised several executives at the International Olympic Committee (IOC) and particularly angered some of the other sponsors who have long worked with the IOC.”
The Galaxy Z Flip from Samsung Electronics, an official partner, was given to players at each awards ceremony, and scenes of players taking ‘selfies’ with each other also became a topic of conversation.
“We’ve been working with our sponsors to find ways to really promote them in a way that helps communicate or experience the Olympic Games,” Anne-Sophie Boumard, the IOC’s director of broadcast and marketing services, told the Times. “The ‘victory selfie’ is a perfect example of that.”
Panasonic’s Olympic marketing manager avoided giving a direct answer to a question about LVMH’s exposure at the Games, saying it was a “difficult question,” but said the Olympics are a “clean” event with minimal advertising exposure, unlike other sporting events.
He also pointed out that “Once something like this happens, the Olympics become very similar to other sporting events,” and that “excessive brand exposure can blur the identity of the Olympics.”
The New York Times also criticized, saying, “Olympic sponsors have gone beyond convention,” and “Louis Vuitton and Samsung have invaded previously sacred spaces at the Paris Games.”
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2024-08-13 05:52:24