Lessons from LVMH’s Paris 2024 Olympics Strategy
The evolution of brand presence at major global sporting events has been characterized by innovative strategies and bold moves, from Coca-Cola’s subtle beginnings at the 1928 Olympics to Apple’s groundbreaking “1984” Super Bowl commercial. As luxury giant LVMH demonstrated at the Paris 2024 Olympics, there is an art to seamlessly integrating a brand into such events in a way that enhances visibility and cultural relevance.
In 1928, Coca-Cola began its enduring partnership with the Olympic Games, starting with the 1928 Amsterdam Olympics. That summer, a freighter transported the U.S. Olympic team—along with 1,000 cases of Coca-Cola—to the event, where the beverage was sold from kiosks around the Olympic Stadium and the rowing course. Apart from this, the only other branding Coca-Cola employed was flyers displayed at each stadium entrance.
Decades later, in 1984, Apple would redefine the concept of brand presence at major sporting events. As Steve Jobs famously stated, “I want something that will stop the world in its tracks.” Apple’s Media Director at the time responded, “Well, there’s only one place that can do that — the Super Bowl.” With its 60-second “1984” commercial introducing the new Macintosh computer, Apple forever changed the landscape of Super Bowl advertising and how brands engage with the event.
Since then, the Super Bowl has become the marquee event for commercials and brands seeking to enhance their visibility. For instance, last year’s State Farm Halftime Report generated $16 million in media value for the brand. Similarly, brands like Pepsi have capitalized on this platform by sponsoring several Super Bowl halftime shows, leveraging the event’s massive audience to boost its brand presence, which expanded across retail promotions, branded social channels and other media outlets.
Luxury Meets the World Stage: LVMH’s Bold Olympic Partnership
Just as the Super Bowl has become a prime stage for brand visibility, the recent Olympic Games may have rewritten the script on how a global lifestyle brand and its portfolio can seamlessly maximize its presence and cultural relevance over 17 days of events.
As the premium partner of the Paris 2024 Olympic and Paralympic Games, LVMH and several of its portfolio brands—including Berluti, Chaumet, Dior, Louis Vuitton, Moët Hennessy and Sephora—were seamlessly integrated into the event, bringing to life the brand’s mission: “The Art of Crafting Dreams.”
By investing approximately $160 million in this partnership, LVMH demonstrated how high-end luxury can achieve cultural relevance on a global stage, making an impression on both the Games and the athletes. Even if you think you missed this, you probably didn’t. For example, as part of LVMH’s premium partnership with Paris 2024, the Olympic medals and torches were housed in unique Louis Vuitton trophy trunks featuring a non-LV branded version of its iconic pattern. French design house Berluti set the fashion tone by styling tuxedos and shoes for Team France during the opening ceremonies of the Paris 2024 Olympic and Paralympic Games. Sephora hosted events at 46 of its stores along the Olympic torch relay route, where customers had the chance to win beauty products or tickets to the Games.
In addition, LVMH was responsible for designing the outfits for the volunteer medal bearers who presented the medals to the winning athletes. These bearers carried trays designed by Louis Vuitton that contained the gold, silver and bronze medals crafted by Maison Chaumet.
“LVMH demonstrated how high-end luxury can achieve cultural relevance on a global stage, making an impression on both the Games and the athletes.”
A comparable, albeit smaller-scale, example is Ralph Lauren’s prominent display of its iconic polo player logo on the official Team USA uniforms. According to the Financial Times, other brands also leveraged the Games to enhance their visibility, stating that “Its competitors are also getting in the game. Italian luxury house Prada has been a sponsor of China’s women’s football team since last year, designing chic androgynous suits for them, and Chinese table tennis player Ma Long is a brand ambassador. American designer Thom Browne, part of the Italian Zegna group, has dressed teams, including the Cleveland Cavaliers and FC Barcelona. Sticking closer to luxury’s more exclusive origins, watchmaker Rolex is a fixture at major tennis tournaments from Wimbledon to Roland-Garros, while Hermès pays homage to its equestrian roots by backing a number of the sport’s top athletes and events.”
It is not uncommon for brands to study LVMH’s approach to the Olympics as a model for how an individual brand or a portfolio of brands can similarly integrate their presence into such a high-profile event. LVMH’s involvement over the 17 days of the Paris Olympics was notably classy and understated, which set it apart. What stands out most is the methodical and strategic way each of LVMH’s brands played a role, from the design of the medal trays and medals to the uniforms, city-wide retail experiences, and the distinctive medal trunks. There were no large logos emblazoned across athletes’ chests or prominent signage dominating the screen. Instead, LVMH’s presence was subtle, reflecting the brand values expected from a luxury brand.
We’ll have to see how this unfolds at next year’s Super Bowl and whether any brand tries to replicate the same level of effortless integration of their product into the storyline. I wouldn’t be surprised if some brands—or perhaps even the 2028 Los Angeles Olympics—get pitched as the “official sponsor” by one of the movie studios.
Questions? Feel free to email me here. As always, thank you for reading.
Image Source: Louis Vuitton
