Danone joins Paris 2024

The French dairy products giant becomes an official partner of the Paris 2024 Games organizing committee, which is still aiming for 80% of sponsorship revenue by the end of 2022.

And twenty-two. Like the number of Paris 2024 partners with the arrival, made official on Monday, of Danone in second place in the domestic sponsorship pyramid, alongside Accor, Cisco, Decathlon, FDJ, Le Coq Sportif and Pwc (Price Waterhouse Cooper) . It is for the category of fresh and plant-based dairy products that the French agrifood giant joined the Games Organizing Committee, which obtained from the IOC “ a category release “.

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With their joint partnership, signed with the IOC until 2023, the American Coca-Cola and the Chinese dairy giant Mengniu, had theoretically closed the door to the French group, according to the rule of exclusivity of Top sponsors. But the discussions between the IOC, the two partners and Paris 2024 have made it possible to release the rights in France.

It’s a process that exists on the part of the CIO and is called a category release. In this case, Coca-Cola and Mengniu, who have a global co-partnership, have made a release for France only on this category of fresh and plant-based dairy products. “, we explain on the side of Paris 2024, specifying that Mengniu has no activity in France.

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While Tony Estanguet, President of the OCOG, has undertaken to complete 80% of the 1.1 billion euros in sponsorship revenue by the end of 2022, i.e. 870 M€, the committee’s partnerships department says to itself ” very confident to reach this objective of 80% by the end of the year “, without specifying the percentage reached with the arrival of Danone.

The food giant will supply one million dairy products for Olympic and Paralympic athletes while another million products will be on sale at some six hundred outlets at venues and in host cities. “ The entire portfolio will be activated, including the best-known brands Actimel, Danone, Danette, Hipro and Alpro “, we explain within the group founded and then directed by Antoine Riboud, anxious to promote responsible food alongside Paris 2024.

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The portal to be a volunteer at the 2024 Olympics opens next March

Partner of the Albertville Winter Games in 1992 and the Football World Cup in 1998, Danone wishes to encourage its 100,000 employees to take part in several programs developed by Paris 2024, including the recruitment of 45,000 volunteers, the the flame or the marathon for all. The brand is also studying the possibility of creating its team of athletes, like many partners of Paris 2024. While waiting for its first communication campaigns which should flourish in early 2023.

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