LVMH’s high profile and highly visible product placement in the Paris Games opening ceremony surprised marketing experts and raises the possibility it could cause problems for the International Olympic Committee with their long-term sponsors.
The world’s largest luxury group has eked everything possible out of a partnership with the IOC which cost LVMH a reported 150 million euros ($163 million) when it was agreed in 2023.
What sets the Olympics apart from other events is that its stadia are free from advertising.
The uniforms worn by the French team at Friday’s opening ceremony were designed by LVMH, although due to the heavy rain they were largely covered by ponchos.
However, their branding was clearly on display on their trademark trunks and suitcases in one segment of the ceremony.
Aside from that, at this Olympics LVMH made the trunk for the torches, the medal bearers will be dressed in outfits designed …