LVMH, the leading luxury conglomerate, is ramping up its efforts to establish its presence in the world of sports ahead of the Paris 2024 Olympic and Paralympic Games. The company has recently announced several new sport sponsorship deals, showcasing its prestigious labels and aiming to enhance its visibility in the sporting world.
LVMH has a long history of sponsoring sporting events, such as providing trophy cases for prestigious competitions through its trunk-maker Louis Vuitton. It has also secured kit sponsorship deals with top teams and gained the support of notable football and basketball stars.
However, this autumn, LVMH’s sponsorship announcements have reached new heights as they strive to solidify their image as a winner in all arenas. One of the latest deals involves Christian Dior and French wheelchair tennis player, Pauline Déroulède, who will serve as the brand ambassador for the Paris 2024 Olympic and Paralympic Games.
In July, LVMH became one of the premium partners for the Paris Games, making a sponsorship estimated to be valued at around €150 million. The luxury giant is determined to maximize the returns from this partnership, leveraging the global resonance of the event, particularly the highly anticipated opening ceremony, which may take place along the banks of the river Seine in the heart of Paris.
LVMH has made it clear from the start that it aims to play a central role in the Paris Games. In the coming months, the group’s labels, including Louis Vuitton, Dior, and Berluti, will unveil various aspects of their partnership. Other LVMH brands, such as Chaumet, Sephora, and Moët Hennessy, will also be involved in different initiatives related to the event.
To further strengthen its connection to the Games, LVMH has selected several French Olympians as brand ambassadors. Joining Pauline Déroulède from Dior are Mélanie de Jésus dos Santos, Léon Marchand, and Enzo Lefort, who will represent different LVMH labels.
By engaging in Olympic sponsorships, LVMH aims to join the ranks of global partners like Coca Cola and Visa. The company believes that sport is a powerful communication tool, highlighting the value of success and drawing parallels between corporate achievements and sporting performance. It also allows LVMH to position itself as a unified entity rather than just a collection of individual brands, while giving prominence to its name alongside its labels.
In addition to the Paris Games, LVMH has recently partnered with other significant sporting events. Louis Vuitton supplied the official case for the trophy awarded during the Rugby World Cup 2023, held in France. They have also renewed their partnership with the America’s Cup, manufacturing the trophy and case for the historic sailing competition.
Louis Vuitton has a longstanding tradition of producing trophy cases for various famous sporting events, including the Football World Cup, the Monaco F1 Grand Prix, the Davis Cup, and the Roland Garros tennis tournament. The label’s collaboration with the Ballon d’Or (Golden Football) award showcased its craftsmanship and luxurious appeal.
Through its extensive involvement in sporting sponsorships, LVMH aims to solidify its position as a key player in the sports landscape and demonstrate its commitment to excellence across various arenas. As the Paris 2024 Olympic and Paralympic Games approach, LVMH’s presence in the sporting world is set to expand even further, establishing its credentials as a winner in all realms.
Useful links:
1. LVMH Investor Relations
2. Official Website of the Paris 2024 Olympic and Paralympic Games
