The LVMH-Paris 2024 Olympics Partnership: A Flashy Image Gain or a Premiumisation of the Games?

LVMH has become a Premium Partner of the Paris 2024 Olympic and Paralympic Games and will share its creative excellence and craftsmanship for key celebratory moments during the Olympic and Paralympic Games.

In a glitzy announcement, LVMH, the luxury behemoth, unveiled the details of its Premium Partnership with the Paris 2024 Olympic and Paralympic Games. With just a year to go until the global sporting event takes the world stage, the marriage of these two iconic entities promises an extravagant celebration of sports, craftsmanship, and, of course, French art de vivre.

LVMH’s mission, ‘The Art of Crafting Dreams,’ aligns with the grand vision of Paris 2024, or so they say. But, one can’t help but question whether this collaboration represents an image gain for the luxury group or an audacious attempt at premiumising the Olympic Games.

On the other hand, LVMH and France are inseparable, their destinies intertwined in a seamless dance of heritage and excellence.

As a true embodiment of French art de vivre, LVMH exudes the essence of France itself. It comes as no surprise, then, that LVMH has taken on the mantle of supporting France in organizing the 2024 Paris Olympic Games. Rooted in the very fabric of the nation’s history, LVMH’s Maisons have flourished in Paris, and the city’s spirit of creativity and innovation has fueled their growth.

The partnership will see LVMH’s artisans flex their creative muscles, contributing their exceptional savoir-faire and sense of French art de vivre to the organization of the Games. From fashion to leather goods, perfumes to cosmetics, wines to spirits, LVMH Maisons are renowned for cultivating the highest levels of quality. Yet, one must pause and ask, what place does this lavish indulgence have in an event that’s supposed to be inclusive and for everyone?

The Olympic Games are meant to be a celebration of human achievement and the spirit of unity transcending borders and social barriers. However, by attaching itself to this extravagant spectacle, LVMH risks creating a divide between the opulent few and the rest of the world. The ostentatious display of luxury products in the context of a sporting event that champions human triumphs feels somewhat out of touch with the original ethos of the Olympics.

Sure, Chaumet’s design of the Olympic and Paralympic medals sound exquisite, and Moët Hennessy’s exceptional wines and spirits add a touch of sophistication to hospitality programs. LVMH’s “Artisan of All Victories” campaign, highlighting their involvement with certain athletes, feels like an unnecessary branding exercise. The Olympic Games should be about recognizing and celebrating the achievements of all athletes, not just those attached to luxury partnerships.

The significant investments made by LVMH in its Premium Partnership with the Paris 2024 Olympic and Paralympic Games are poised to play a vital role in ensuring the seamless organization of this global event. With their unparalleled expertise in craftsmanship and creative excellence, LVMH’s artisans will leave an indelible mark on key celebratory moments during the Games.

This partnership also opens up an unprecedented avenue for LVMH to secure future aspirational clients.

The colossal exposure offered by the Olympics will thrust the luxury group into the international spotlight, giving them access to a diverse and expansive audience. As the world’s eyes are on Paris 2024, LVMH’s products and Maisons will be showcased to millions, solidifying their position as a status symbol and unparalleled craftsmanship. This heightened visibility will undoubtedly attract discerning clientele seeking to be associated with the grandeur and sophistication that LVMH epitomizes, ensuring a prosperous and aspirational future for the luxury conglomerate.

Paris 2024’s President Tony Estanguet states that the partnership will “let our country shine brightly around the entire world.” It’s undeniable that LVMH and its Maisons have a long history of supporting sports and prestigious competitions. But the Olympics should be about celebrating human potential and inspiring future generations, not providing a canvas for luxury brands to showcase their campaigns.

While LVMH’s partnership with Paris 2024 may indeed elevate the event’s spectacle, one has to wonder if it comes at the expense of the Games’ original essence. The balance between creating a premium experience and preserving the inclusive spirit of the Olympics is a delicate one, and it remains to be seen how this audacious partnership will unfold as the Games draw near.