Andrada Borda’s Post

LVMH Goes for Gold (and Maybe Some Sales) at the Paris Olympics Hold onto your berets, folks, because LVMH is going all out for the Paris Olympics. Think Eiffel Tower medallions, Berluti-clad athletes, and Moët Hennessy flowing in VIP lounges. This isn't just some casual sponsorship, either. LVMH is shelling out a reported €150 million ($166 million) to be the games' "creative partner," making them one of the biggest financial backers. Why the sudden love for sports? Luxury brands used to stick to stuffy, old-money sports like horse-riding and tennis. But LVMH is embracing the "democratization of luxury," targeting aspirational shoppers who want to look richer than they are. The Olympics offer a massive global audience, potentially billions of viewers. LVMH is hoping to convert some of those eyeballs into customers, especially as sales slow down in China. Will it work? Measuring the ROI of these mega-sponsorships is tough. But hey, for LVMH, this might be a long-term play to build brand awareness and capture a new generation of luxury consumers.

Luxury products group LVMH has seen predominantly positive sentiments following its sponsorship of the #2024Olympics. According to media intelligence firm Truescope, LVMH has accumulated over 2.9 billion potential impressions globally. Kelvin Koh, managing director of Truescope, highlighted that the brands' sentiments peaked with the prelude to the Olympics event, which propelled #LVMH and #LouisVuitton to the forefront of the top-mentioned hashtags among their brands, and even amongst Olympic-related conversations. Media intelligence firm CARMA said that many #netizens are commenting on the celebrity involvement and red-carpet events, adding that conversations about LVMH's #sponsorship of the 2024 Olympics are 24.1% positive and 10.4% negative. #BrandSentiments

🏅The Paris Olympics may already have one winner. In the coming weeks, all eyes will be on Paris for the 2024 Olympic Games. LVMH, the world's largest luxury goods company, has invested €150 million to become a premium sponsor and the first-ever creative partner. Its brands including Louis Vuitton, Christian Dior Couture, CHAUMET, and Moët Hennessy will be deeply integrated into the event, ready to shine. ✨ This unprecedented collaboration merges high fashion with sports, highlighting LVMH's dominance in the luxury market. With sales four times larger than its nearest rivals and a market cap of around €350 billion, LVMH's visibility at the Olympics will reinforce its global brand presence. The sponsorship includes designer medals, athletes' attire, and cultural events at iconic locations. 🌍 LVMH founder and CEO Bernard Arnault envisions Louis Vuitton as a cultural brand. And welcoming the world to Paris aligns with Arnault’s strategy to expand into hospitality. 🏨 His vision extends beyond sales, aiming to solidify LVMH's cultural significance. With a keen eye on maintaining brand prestige, Arnault is poised to make a lasting impact. 🌟 How do you think this high-profile sponsorship will influence LVMH's brand perception? https://lnkd.in/e5eJQhMQ

Did Louis Vuitton just hack the Olympics? During the opening ceremony, no ads are allowed, and Olympic stadiums must be free of advertising. But Louis Vuitton found an intriguing loophole. A mysterious torchbearer flipped his way through the Louis Vuitton workshop, and suddenly, the brand gained significant free publicity. Notice how prominently they displayed the monogrammed torch and medal cases — it felt like product placement. This clever move could certainly ruffle the feathers of the 15 TOP Olympic partners who, unlike LVMH, signed long-term contracts spanning at least four years but didn't get the same spotlight to showcase their products. As a brand manager specializing in luxury brand marketing at major sporting events, this is a fascinating case of strategic brand positioning. LVMH's ability to navigate strict advertising rules and still gain visibility is a testament to their innovative approach. LVMH will continue to dominate the Olympics, setting new standards for brand visibility in highly regulated environments. What do you think about this strategy? Is it a genius marketing move or a breach of Olympic spirit? Follow for more business insights on luxury branding and marketing strategies. #LuxuryBrands #MarketingStrategy #Olympics #LouisVuitton #LVMH #BrandVisibility #SportsMarketing #Innovation #BrandManagement

RIMOWA's recent ad campaign, launched during the Olympic Games, is a compelling case study in strategic brand alignment. By featuring minimalist visuals that echo the athletic spirit of the event, Rimowa not only showcases its luxury image but also taps into a globally significant moment, enhancing its brand relevance. This campaign highlights the power of cultural moments in marketing strategy. Brands should always look for opportunities to position themselves within the broader cultural conversation. What other brands have you seen leveraging cultural moments effectively? Let's discuss. 🗣️ #Rimowa #BrandStrategy #MarketingInsights #Olympics2024 #LuxuryBranding

Enjoyed seeing how LVMH maximized their olympic partnership spend by inserting their brand (likely not contractual) in an endemic way where it complemented things. Nothing wrong with that and, with the exception of someone on the development team at the I.O.C., who's surprised? Trays to hand out medals? Why wouldn't they be LV branded? The olympic medals? Made by LVMH jeweler, Chaumet (someone has to make them). Looks like LVMH took advantage, tastefully, where they could. Partnership 101. Given the latest games and degree of commercialization, highly likely to see more brand activation creep into things for Fondazione Milano Cortina 2026 and LA28 Olympic & Paralympic Games. Bet on it. The obvious trick will be what brands do it tastefully vs not. https://lnkd.in/gb4DKiFn

Who else noticed the deep integration that LVMH was able to pull off with the Paris Olympics? Astute marketers will know that while sponsorship is always a major funding mechanism for the Olympics, the rules typically ensure that sponsors are nowhere to be seen on the field of play. LVMH's sponsorship flies in the face of this tradition and will likely usher in a whole new era of Olympics marketing. With the next Olympics being held in Italy - high fashion's ancestral home - and the following in the capital of stardom, Los Angeles, while some are predicting a retreat to the historic norms, I foresee a doubling down of this strategy in the coming years. #olympics #marketing #productplacement #olympicsmarketing

Does Olympic sponsorship offer brands gold? 🥇 There have been new pressures on brands engaging in Olympic sponsorship for Paris this year. Just like consumers, brands have been facing rising inflation costs and there’s been less money just sitting in brand bank accounts ready to be dolled out for sponsorship. The late sign-up of telco’s and banks to Olympic sponsorship, and the sheer turnover of sponsors for Paris has been evidence of that shift. It’s a cost-cutting environment. But, the Olympics is big business. The latest consumer polls show that; ✅ 65% of Gen X will watch the Olympics ✅ 62% of Millennials ✅ 62% of Gen Z My comments for The Australian Financial Review Lauren Sams👇🏼 “The Olympics is big business,” says Macquarie Business School Professor Jana Bowden. It puts Olympic sponsors and their brand ambassadors in front of consumers and into their living rooms. That’s a tantalising eyeball opportunity for big brands.” For brands, says Bowden, the Olympics’ “feel-good factor” is irresistible. “There’s an obvious benefit in being the true-blue Aussie fashion brand that supports our Aussie champions – there’s immediate visibility, in-your-face brand recognition and there’s also a feel-good factor that consumers get when a local brand backs our sporting elite,” she says. “Our athletes are relatable, marketable and bankable. They have a lot to offer because their narrative is about the everyday Australian – that’s a powerful human story that connects with consumers.” Our Olympians are seen as local heroes leading regular, yet stellar, lives. Their value is in who they are, what they are what they do as well as how they show-up for their followers and fans in their own social media platforms. Brands forensically analyse that to assess the cut-through of our sporting heroes and that’s the real leverage. #LinkedInNews Misa Han https://lnkd.in/g4SxTPV9 Macquarie University #macquarieuniversity #macquariebusinessschool #consumerbehaviour #consumerengagement #consumerpsychology #shopperinsights #retail #fashion #brandengagement #sponsorship #olympics

Luis Vuitton Sponsorship of America’s Cup This research explores how positive associations between Luis Vuitton and America’s Cup can lead to positive brand perception. The effectiveness of this depends on several factors. Frequent exposure to the sponsorship (through brand presence), a positive experience at the event, and a high level of involvement among consumers (like fans) all strengthen the connection. Additionally, consumers who already have positive experiences with the brand, generally approve of sponsorships, and see a good fit between the event and the brand (shared values, target audience) are more likely to be positively influenced. This research also proposes a three dimensional framework for understanding how sponsorships impact brand value: -Cognitive: Functional aspects like quality, reliability, etc. -Affective: Emotional experiences and feelings associated with the brand. -Symbolic: The meaning and identity consumers associate with the brand.

Interesting read in The Economist on the paradoxical choice for a luxury conglomerate such as LVMH to sponsor a sporting event more associated with the masses than the upper class. Yet, the move is a clever way to embody the culture and entertainment re-focusing of #LVMH. The Paris Olympics are as much about marketing the City of Lights as they are about the Olympics itself. And both excel at doing this hand in hand.