The Paris 2024 Olympic and Paralympic Games have attracted a diverse and substantial roster of sponsors, reflecting both longstanding partnerships and new entries into the Olympic and Paralympic sponsorship landscape.
The Paris 2024 Olympic and Paralympic Games sponsorships are divided into four tiers: Worldwide Partners, the highest tier of sponsorship that includes global brands that have partnered with the International Olympic Committee to support multiple Olympic and Paralympic Games over an extended period; Premium Partners, significant national sponsors that contribute substantially to the operations and success of the specific Olympic and Paralympic Games they are involved in; Official Partners, which includes sponsors that support specific operational needs of the Games, providing products, services, or technology essential for the event’s infrastructure and execution.
According to estimates, the Paris 2024 Olympic and Paralympic Games are expected to bring in anywhere from USD1.3 billion to USD3 billion in sponsorship revenue from a mix of domestic partners totaling 60 companies, like Accor and LVMH, and international partners from Coca-Cola to Omega watches. On the beer side of things, Anheuser-Bush InBev is the beer sponsor for the Games with a non-alcoholic brew taking the torch for the first time. The beer, Corona Cero, is not available in the United States, so US viewers will see ads for Michelob Ultra, which is the “exclusive beer sponsor” for Team USA athletes through 2028 and will be the official beer of the LA 2028 Olympic and Paralympic Games.
Some of the most prominent Worldwide Partners include well-known brands like Coca-Cola, Visa, Toyota, Samsung, and Airbnb. These companies have historically supported the International Olympic Committee and continue to do so, leveraging their sponsorships to enhance global brand visibility. New additions such as Alibaba and Intel emphasize the growing influence of technology in the Games.
In the Premium Partners category, LVMH has reportedly spent USD160 million to be the Games’ first-ever “creative partner”, according to CNN. Louis Vuitton has designed the trays that the medals will be presented on, leather maker Berluti crafted the French athletes’ uniforms at the opening ceremonies and Moët & Chandon champagne will be flowing at events and at a pop-up restaurant with celebrated chef Yannick Alléno.
Compared to previous Olympic and Paralympic Games, there is a marked increase in partners from sectors like digital technology and environmental sustainability. This reflects a broader shift towards innovation and eco-conscious initiatives, aligning with global trends and the increasing importance of corporate social responsibility.
Sources: https://olympics.com/ioc/paris-2024, https://asiasponsorshipnews.com
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
Paul Poole (South East Asia) Co., Ltd. has no commercial relationship with Paris 2024, the Olympic Games, the Paralympic Games or the Olympic movement or suggest any such relationship.
