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LVMH Wins The Olympics

Updated: Aug 6, 2023

Moët Hennessy Louis Vuitton, commonly known as LVMH, is a French luxury goods company that's hoping to win multiple golds at next year's Paris Olympics.

Eiffel Tower, Paris

It's just struck a $166 million deal with the Paris 2024 Olympic and Paralympic Games to become one of the games’ “premium partners.” The deal, which will certainly make the Paris games the most fashionable in history, may also be a key feather in Antoine Arnault’s cap as he vies for his father’s throne.

With the Olympics now only a year out, the late-stage negotiations between the Paris 2024 Organising Committee and the world's biggest luxury group, which is also Europe's most valuable company with a market capitalisation of more than 400 billion euros ($445bn), have generated much interest in France, reports Reuters.

With the deal done, LVMH has announced it's keeping things 'Made in France', putting its collection of globally recognised luxury brands to work, reports TheFutureParty.

Louis Vuitton, Dior, and Berluti will provide clothing for the French team (the fancy kind, not the performing kind). Whilst Möet Hennessy will keep the champagne flowing for celebrations and Chaumet will create the competition medals and other “silverware.”

The partnership is a big victory for LVMH, which has been pushing hard into sports after Antoine Arnault (CEO Bernard Arnault’s son who serves as the group’s head of communications and image) recently said “athletes are getting interested in fashion, and wearing couture brands in a way they didn’t used to,” using things like tunnel walks and travel days as fashion flexes.

So, LVMH has met that demand, even beyond its Olympic 'partner' coup, by signing deals with the Alpine F1 team and the Paris Saint-Germain football club, and even redoing the NFL’s Vince Lombardi trophy.



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