Danone is expecting both a short- and long-term sales boost from the Olympic Games as a sponsor having invested in branding and positioned itself in physical kiosks around Paris.
The maker of Activia yoghurt, Evian water and Silk plant-based drinks first reached out to the International Olympic Committee in mid-2022 to get involved in the 2024 Paris Olympics.
Several major French companies, including LVMH and Sanofi, have emerged as first-time partners to the Games this year.
The companies hope to take advantage of the sales opportunities and marketing exposure the event typically gives sponsors.
The 2024 Olympics is expected to amass more than €1.24 billion in sponsorship revenue.
Sponsors rarely disclose how much they have spent or how much they hope to earn in such deals.
The chief executive of Danone Antoine de Saint-Affrique said, “It will definitely be a short-term driver of sales, but we see it having a longer-term impact too.”
Danone, which declined to go into detail about the size of its deal, also told Reuters it would support France’s bid for the 2030 Winter Olympics.
This event could be held close to Danone’s rainwater catchment pool in Evian.
Branding And Sales
The group will report its first post-Olympics earnings results in October.
It said that many of its products this summer will have Paris 2024 branding.
Danone added that it is building four “fresh dairy takeaway kiosks” at key Paris 2024 sites.
Danone’s Danette brand will be at Club Franc, where French athletes are set to celebrate their medals.
It will also be in a temporary convenience store at the athletes’ village.
However, the company’s Evian water brand did not manage to secure the deal to sell bottled water at the event.
Long-time sponsor of the Games Coca-Cola will be selling bottled water at the event.
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