A breath of fresh air for Paris 2024. On Wednesday, June 22, the signing of Carrefour as the premium partner – top-level sponsor – of the Olympic and Paralympic Games in Paris freed up the sales departments of the organizing committee (Cojop), both candidates willing to pay tens of millions of euros have not been pushed in recent months.
Alexandre Bompard, CEO of the French food giant, and Tony Estanguet, head of Cojop, made the announcement at Carrefour’s Drancy hypermarket, the largest in Seine-Saint-Denis, the department at the heart of the Olympic project. Negotiations between the two sides, which began more than two years ago, have been put on hold due to Covid-19.
“With its popular roots, 5,000 stores in France and the blue, white and red logo, the group wants to contribute to the success of this great sporting event. It is a great honor for the 150,000 people working in France under the Carrefour banner to take part in this adventure.”, – Alexandre Bompard, quoted in a press release, rejoiced. Tony Estangue nominated “commitment to healthy and sustainable food” French group that “shares our values and our desire to leave a useful legacy to society.”
Specifically, Carrefour will provide, in addition to the cash contribution: “majority”, on Cojop’s side, we insist on fresh and organic products (fruits, vegetables, grain products, meat, fish and seafood) to be used for cooking athletes in the Olympic Village. If the amount of the partnership is not known – Cojop refuses to give numbers – the entrance ticket for the premium sponsor is estimated at between 100 and 140 million euros.
The last premium partnership was almost a year ago
Carrefour’s announcement comes just a day before the Paris 2024 executive office, during which the latest changes to the Olympic venue map, a progress report on partnership revenue, or even a multi-year budget review will be unveiled later in the year.
The latest Paris 2024 premium partnership began nearly a year ago with the signing of pharmaceutical group Sanofi in July 2021. This expectation raised concerns about the impossibility for the organizers of the Games to achieve their goal of €1.088 billion through an internal partnership. “Realistic Goal” announced at the time of Paris’ candidacy, which became “real challenge”liked to remember in recent months Tony Estangue.
At the end of 2021, Cojop claimed to have received around €715 million. Thanks to the contribution of the food retail giant, Paris 2024 is approaching 80% of the expected billion set at the end of the year. “Find another [partenaire] 1st place would be nice”we say at Pulse, the headquarters of the organizing committee in Saint-Denis. “I think we will get there, I never had any doubts that we could get there”positive Tony Estangue.
The inflationary context, fueled by the war in Ukraine, does not seem to interfere with the plans of the organizers at the moment: a large group of luxury companies is proposed to join the circle of main sponsors; he will only wait for the right moment to announce it.