NY Times · Jul 21, 2024
For LVMH, the Olympics Are Welcome, but Not Without Risk
During the Summer Games the beach volleyball competitions will take place in front of the Eiffel Tower. Other events will be held at Parisian sites like the Grand Palais and the Champ de Mars.Among the dozens of sponsors of this summer’s Olympic and Paralympic Games in Paris, one will be by far the most visible and influential: LVMH, the French luxury goods conglomerate. The company has invested 150 million euros ($163 million) in the 2024 Olympic Games, a gamble for a brand that has long marketed its goods to the upper echelons of society. And the company isn’t just putting its name on the event. It is putting its products … well, pretty much everywhere.