04/06/2024 – A nice example of a sponsorship strategy, it comes from a major player in the market: la holding LVMH.
On the occasion of the Olympic and Paralympic Games Paris 2024, many brands wanted to be present to ride the wave of communication of this great event which returns to the Ville Lumiere after 100 since 100 years. Presences are in the form of images and events, many sportswear sponsors have stepped up to create celebratory products, like Nike who presented the brand's Olympic uniforms and 13 sneakers generated by artificial intelligence, created together with athletes including footballer Kylian Mbappé.
But above all, the example of the must be seen carefully luxury giant LVMH, who acquired the role of Premium Sponsor for this XXXIII Olympic Games and has defined a program of “go out into the field” by making its brands work by area of expertise and not simply combining products and communication with the event.
A streamlined but at the same time acute strategy because it is designed to offer the market a very concrete idea of the capacity of the individual brands in the portfolio, communicating in “live action” the link between sport and luxury, is – at the same time – offer the companies themselves an unprecedented and unique stage in which to move and show themselves in a very dynamic moment. In this way, LVMH has put the brands into play Chaumet for the creation of real jewels of Olympic and Paralympic medals, Moët Hennessy which will offer guests wines and champagne with tastings, gala dinners and events, e Sephora which will involve employees and customers with special initiatives designed specifically.
This pattern of events is naturally geared towards digital communication of the group, which will follow step by step the actions and reactions of professionals as well as a large public, effectively increasing engagement rates on social platforms, an element that will then be skilfully exploited over time by dedicated media managers.
What does this example teach, brought by a large group and yet very useful for understanding by many companies, even small? It teaches us to study events with a multidimensional perspective, consider them as pieces of a larger mosaic, with a function and not as a final moment of arrival.
Take part in an event or trade fair, act as a sponsor in a cultural or sporting event, it can be part of a brand strategy and not simply an objective with a target budget. The same investment must be considered in terms of return effects in the medium and long term, integrating the actions and related costs with the communication initiatives based on the event.
A methodology that can bring great results in terms of positioning and image, consequently in commercial terms.
For more information: management@mito.org.uk
