LVMH sponsors 2024 Olympics in a power move for the luxury sector

France – Luxury powerhouse LVMH will sponsor the Paris 2024 Olympic and Paralympic Games, cementing the group’s presence in sports and entertainment.

If it feels like LVMH is muscling into every sector, it is because the French conglomerate is. After developments in travel, hospitality and culture, LVMH will be a Premium Partner of the world’s most influential sporting event. The luxury conglomerate wants to be the Artisan of All Victories for the Olympic and Paralympic Games, which will kick off in July 2024 in Paris, by means of a multi-faceted partnership.

So far, the group has confirmed that jewellery house Chaumet will oversee medal design, Moët Hennessy will be a partner for wines and spirits, and Sephora will host activations for the public during the Olympic torch relay. LVMH is also committed to working with French NGOs to fund programmes giving access to sports to underprivileged children.

The grand ambitions of the luxury conglomerate, promoting French excellence and getting involved in a wealth of initiatives, spotlights how luxury is reaffirming its power through cultural clout.