The Paris Olympics have marked a significant shift in product placement, with winning athletes receiving their medals on Louis Vuitton trays and using Samsung flip phones for "victory selfies." This new era of commercial integration is expected to be expanded upon for the Los Angeles 2028 Games.
Samsung revealed to Reuters that it began discussions with the International Olympic Committee (IOC) 18 months prior to the Games to strategically place its products. The high-profile product placements by sponsors like LVMH and Samsung in Paris highlight the ongoing trend of seeking innovative commercial opportunities within the Olympics' strict advertising regulations.
Samsung described the strategy as a way to "drive awareness of the new Galaxy Z Flip6 globally," although specific sales figures have not been disclosed since the Paris Games began. Concurrently, LVMH saw a 43% increase in online searches in the United States during the first week of the Games, according to Captify, a digital analysis provider.
The opening ceremony showcased LVMH’s Dior on artists like Lady Gaga, Aya Nakamura, and Celine Dion, and featured a video detailing Louis Vuitton’s creation of the Olympic flame trunks and medal trays. Steve Martin, founding partner of MSQ Sport and Entertainment, remarked that Paris 2024 has created "the ultimate playground" for brands.
As Paris 2024 embraces product placement, influencers, and celebrity endorsements, such as U.S. rapper Snoop Dogg, the trend is set to influence future Olympic events. The IOC has indicated its support for this evolving marketing approach. "This is the path that we are taking, deliberately, and you will see things evolve in that direction in future Games," said Anne-Sophie Voumard, the IOC's Managing Director of Television and Marketing Services.
Los Angeles 2028 organizers, with a budget projected at $6.9 billion, are privately funding the Games through sponsorship, ticket sales, broadcast deals, and merchandise, rather than taxpayer money. LA28 officials have raised over $1 billion in domestic sponsorships and expect to announce an auto sponsor by the end of the year. "We’re in the market for the category, we've got very active discussions and I imagine that before year-end, we're likely to announce our partner," said LA28 CEO Casey Wasserman.
The increased product placement at Paris 2024 has sparked debate about the extent of commercial visibility. Michael Payne, former IOC marketing director, warned that such overt displays could set a precedent. "If you let that genie out of the bottle, you will never put it back," Payne cautioned.
Despite the concerns, the IOC's approach appears to be setting a new standard for Olympic marketing, which Los Angeles is poised to build upon. "There couldn't be a better commercial market," said Harry Poole, vice president of marketing solutions at Excel Sports Management.
(Source:www.reuters.com)
Samsung revealed to Reuters that it began discussions with the International Olympic Committee (IOC) 18 months prior to the Games to strategically place its products. The high-profile product placements by sponsors like LVMH and Samsung in Paris highlight the ongoing trend of seeking innovative commercial opportunities within the Olympics' strict advertising regulations.
Samsung described the strategy as a way to "drive awareness of the new Galaxy Z Flip6 globally," although specific sales figures have not been disclosed since the Paris Games began. Concurrently, LVMH saw a 43% increase in online searches in the United States during the first week of the Games, according to Captify, a digital analysis provider.
The opening ceremony showcased LVMH’s Dior on artists like Lady Gaga, Aya Nakamura, and Celine Dion, and featured a video detailing Louis Vuitton’s creation of the Olympic flame trunks and medal trays. Steve Martin, founding partner of MSQ Sport and Entertainment, remarked that Paris 2024 has created "the ultimate playground" for brands.
As Paris 2024 embraces product placement, influencers, and celebrity endorsements, such as U.S. rapper Snoop Dogg, the trend is set to influence future Olympic events. The IOC has indicated its support for this evolving marketing approach. "This is the path that we are taking, deliberately, and you will see things evolve in that direction in future Games," said Anne-Sophie Voumard, the IOC's Managing Director of Television and Marketing Services.
Los Angeles 2028 organizers, with a budget projected at $6.9 billion, are privately funding the Games through sponsorship, ticket sales, broadcast deals, and merchandise, rather than taxpayer money. LA28 officials have raised over $1 billion in domestic sponsorships and expect to announce an auto sponsor by the end of the year. "We’re in the market for the category, we've got very active discussions and I imagine that before year-end, we're likely to announce our partner," said LA28 CEO Casey Wasserman.
The increased product placement at Paris 2024 has sparked debate about the extent of commercial visibility. Michael Payne, former IOC marketing director, warned that such overt displays could set a precedent. "If you let that genie out of the bottle, you will never put it back," Payne cautioned.
Despite the concerns, the IOC's approach appears to be setting a new standard for Olympic marketing, which Los Angeles is poised to build upon. "There couldn't be a better commercial market," said Harry Poole, vice president of marketing solutions at Excel Sports Management.
(Source:www.reuters.com)
