CORPORATE OLYMPIC BOARD

2024 Paris Olympics – Investment Business Case*        

Ouvrons Grand les Jeux, or “Games wide open” - Kudos to all athletes of the Olympic Games.

Corporate Investment and Strategy Analysis of the 2024 Paris Olympics

This report explores the strategic business decisions behind this corporate engagement, analyzing the benefits and motivations for companies and their leadership purpose.

The International Olympic Committee – IOC 's 2024 Paris Olympic Games serve as a testament to the power of collaboration between the corporate world and major sporting events, setting a new standard for corporate engagement.

1. ?What Makes the 2024 Olympics “The Most Corporate Olympics Ever”?

The 2024 Paris Olympics have been dubbed "The Most Corporate Olympics Ever" due to the unprecedented level of corporate involvement and investment. Major French and international companies have heavily invested in sponsorship and partnerships. These companies see the Olympics as a unique opportunity to enhance their global brand visibility and engage with a massive, diverse audience. The games' sponsors include global giants like Airbnb , Alibaba Cloud , Allianz , 可口可乐公司 , 英特尔 , and Toyota Motor Corporation , Technogym - the Olympics’ supplier of fitness equipment among others, making it a significant corporate affair.

Major French Companies involved are EDF électricité de France, 施耐德电气 , Saint-Gobain , and 液空 , Sanofi , 达能 and sports retailer 迪卡侬 . This unprecedented collaboration demonstrates a unique French model of corporate engagement with major international events.

Ouvrons Grand les Jeux, or “Games wide open” is the official slogan of the Paris 2024 Summer Olympics. The slogan was selected by France as an invitation to the world to experience the “powerful emotions and passions” of sport.

The 2024 Paris Olympics have seen an extraordinary level of corporate sponsorship and involvement.

Key factors include:

1. High-Level Sponsorship: Companies like 德勤 , Orange , Sanofi , and La Poste Groupe are among the major sponsors, providing financial support, technical services, and products essential for the Games' success.
2. Extensive Financial Commitments: The Paris 2024 committee allocated €4.4 billion for ticketing, licensing, and hospitality, with significant contributions from corporate sponsors.
3. Sustainability and Innovation: Companies are leveraging the Olympics to showcase their commitment to sustainability and innovation, aligning with the Games' goals of environmental responsibility and technological advancement.

2. Exceptional Corporate Leadership in France

French corporate boards and C-Suite leadership have shown exceptional commitment to supporting the 2024 Olympics. This support is notable in a #G7 economy, where large companies like 酩悦·轩尼诗-路易·威登集团 , 家乐福 , and Orange Burkina Faso S.A have taken significant roles. Their involvement showcases their strategic vision and leadership, recognizing the Olympics as a platform to demonstrate sustainability, corporate social responsibility, innovation, and national pride. The French business community's unity and collaboration underscore their collective effort to boost the national economy and global image through the Games.

3. Forces Behind the Corporate Focus

Several additional forces contribute to making the 2024 Olympics the most corporate-driven Games:

• Economic Impact: The Games are projected to generate substantial economic activity in France, creating jobs, boosting tourism, and stimulating investment. Businesses recognize the potential to capitalize on this and to contribute.
• Economic and Environmental Legacy: The focus on creating a sustainable and economically beneficial legacy has attracted companies committed to corporate social responsibility and long-term impact.
• Technological Advancements: Companies like Orange are providing cutting-edge technological solutions, such as fiber optic and mobile networks, to support the Games' infrastructure.
• Digital Innovation: The Paris Olympics emphasize advanced digital engagement, including augmented reality (#AR), virtual reality (#VR), and #AI-driven content curation. This catalytic focus on cutting-edge technology attracts tech companies and enhances corporate participation.
• Sustainability Initiatives: The 2024 Games aim to be the greenest ever, with a significant reduction in carbon footprint and sustainable practices. This aligns with many companies' #ESG (Environmental, Social, and Governance) goals, prompting their involvement.
• Cultural and Social Impact: The Games are seen as a platform to promote cultural exchange, social inclusion, and community engagement, aligning with the values of many corporate sponsors.
• Global Connectivity: Enhanced social media and digital platforms enable companies to connect with a global audience in real-time, making corporate sponsorship more impactful and measurable.

4. Strategic Vision Beyond Business KPIs

Many Boards and their CEOs perceive the 2024 Paris Olympics as a once-in-a-generation opportunity to elevate their brands on the world stage. The Games offer a unique platform to reach new markets, forge international partnerships, and enhance brand reputation. This exposure aligns with the strategic goals of many businesses seeking to expand globally and solidify their position as industry leaders.

#CEOs envision the 2024 Paris Olympics as their businesses' most important global exposure due to several strategic reasons:

• Brand Association: Partnering with the Olympics associates companies with positive values such as excellence, unity, and global cooperation, enhancing brand perception. The global reach of the Olympics provides unparalleled brand exposure and visibility.
• Market Differentiation: The Olympics provide a unique platform to differentiate from competitors through innovative marketing and sponsorship campaigns.
• Long-Term Benefits: The anticipated economic and social benefits of the Games, such as increased tourism and urban development, present long-term opportunities for business growth and community engagement.
• Corporate Responsibility: Participation reflects a commitment to global sportsmanship, unity, and social responsibility.
• Innovation Showcase: The event offers a stage to showcase technological and sustainability innovations, reinforcing the company’s market leadership and future-oriented vision.

5. The No-Brainer Partnership

Partnering with the Paris 2024 Olympics is a strategic no-brainer for involved companies due to:

• Massive Audience Reach: The Olympics attract billions of viewers worldwide, providing vast exposure with unparalleled marketing i.e. Market Expansion.
• Enhanced Brand Equity: Association with the Olympics elevates brand prestige and loyalty.
• Networking Opportunities: The Games provide a unique platform for B2B networking and partnerships.
• Positive Impact on Sales: Increased visibility and positive brand association can lead to higher consumer engagement and sales.
• Community Engagement: The Games offer a platform for companies to engage with local communities and promote social inclusion and diversity.

NOTE: If your company missed it this time; hope for Milan2026 or L.A.2028

6. Business Case*: Learning from French Business Leaders

For the first time ever, Paris 2024 aims to showcase the very best of France, highlighting its creativity and avant-garde spirit. The goal is to extend the emotions of the Games to a wider audience, making them more responsible, inclusive, equal, and spectacular than ever before. Paris 2024 embodies the slogan: Games wide open!

The corporate strategy surrounding the 2024 Paris Olympics provides a compelling business case for the global companies. Which aligns with the #purpose of International Olympic Committee – IOC and its new Olympic motto: “Faster, Higher, Stronger – Together”.

Key takeaways include:

• Leveraging Major Events for Brand Building: Major international events offer unique opportunities for brand visibility and should be leveraged as part of a broader marketing strategy.
• Aligning with Global Values: Participating in events that emphasize sustainability, innovation, and social responsibility can enhance a company’s reputation and align it with contemporary global values.
• Integrating Advanced Technologies: Utilizing cutting-edge technologies such as AR, VR, and AI can significantly enhance consumer engagement and provide a competitive edge.
• Collaborative Efforts: Demonstrating unity and collaboration within a national or global context can reinforce a company’s commitment to broader societal goals and improve its public image.

The French companies' strategy for the 2024 Olympics [and for that reason the Policy of France, so to mention] demonstrates a forward-thinking approach that integrates corporate responsibility, advanced technology, and strategic branding, offering a blueprint for sustainability and success in global corporate involvement.

And so, does every other international business entity involved in the business of sports.

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7. Recommendations for Global Corporate Boards and CEOs:

• Develop a Comprehensive Olympic Strategy: Align Olympic investments with broader business goals and objectives.
• Focus on Sustainability and Social Impact: Leverage the Olympics to showcase your company's legacy commitment to social and environmental responsibility.
• Embrace Innovation and Technology: Utilize the Games as a platform to demonstrate your company's technological prowess and innovation.
• Engage Employees and Stakeholders: Create opportunities for employees and stakeholders to participate in and experience the Olympic spirit.
• Build strong relationships: Foster collaboration and trust with the event organizers, government agencies, and other stakeholders.
• Measure and communicate impact: Track the tangible benefits of your involvement and communicate them effectively to stakeholders.

By embracing these principles, companies can leverage major events like the Olympics to achieve significant business and social outcomes and contribute to the success of future Olympic Games.

The #Paris2024 Games serve as a shining example of how corporate investment can contribute to a more prosperous and sustainable future.

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"Bo" Subodh Dalvi, Board Director | Executive Advisor | Entrepreneur & Impact●Investor |

Sources:

• Paris Games Live: Sponsors of the 2024 Summer Olympics Official List
• Standard Digital: Paris 2024 - The Most Connected Olympics Ever
• MSN: Paris Olympics 2024 Business Strategy Analysis

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