In 2017, Paris was chosen for the 2024 Summer Olympics ... Since then, the race for partners has started. Marlène Masure, the executive director of business development and partnerships, explains her strategy.
Why become a partner of the Olympic Games?
MARLÈNE MASURE. It is a pride to welcome this project to France, because we have been waiting for it for a hundred years! The last time was in 1924 and I'm not sure we will have the chance to relive the Olympic Games in the capital. Paris 2024 was created around the theme "sport can change everything", with several commitments: to use the city of Paris as an Olympic park, to have spectacular and carbon-neutral Games, which is very meaningful for our partners in full ecological transition.
Is partner engagement higher than before?
When a partner decides to support us, it is because they share this vision. He will build stories with us. These Games are the biggest event in the world with half the planet in front of its television screen, or 4 billion people. Companies have issues of image, growth, employer brand to recruit ... We first see the big groups, because the event must make our flagships shine. We will also take on board SMEs and start-ups, as they will play a role in our innovation strategy.
You have three partners for now…
EDF will help us deliver clean games with renewable energy. By its commitment around VSEs-SMEs and social and solidarity enterprises, the BPCE banking group represents economic inclusion. With them, we started a tour to explain to these small businesses the desirability of the Games and how to respond to a major call for tenders. As for the FDJ, it is the local partner with 30,000 points of sale throughout France. They will help us to engage the French around the Olympic Games.
Is the entry ticket the same for everyone?
Of course not, because their financial means are different. We have the “top” partners, signed by the International Olympic Committee (IOC). They include international rights for several Olympiads.
Including Airbnb. What upsets the town hall of Paris…
Our responsibility is to provide accommodation for all accredited persons. So much so that as of the bid, we signed up with 600 hotels to pre-book 42,000 rooms. The arrival of Airbnb does not call into question anything. With the latter, there are other things to tell, complementary to the hotel industry, around the experiences it offers on the visit of cities by residents.
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Next to the top IOC partners, there are national sponsors…
Yes, this is our part, within the organizing committee (Editor's note: Cojo) . Premium partners are those of rank 1, the highest. Then there are the official partners, then the official supporters. They will help us by providing us with products and services, such as sports equipment. We don't have one yet, but there is no emergency. They will activate their rights only after the Beijing Winter Games in mid-2022. They will have more modest entry tickets, in particular because their duration of engagement is shorter.
For what amount?
Joker, we do not communicate on it (Editor's note: the BPCE entry ticket is estimated at more than 120 million euros) .
What rights open these partnerships?
The first two rows will, for example, be able to use the Paris 2024 brand and the French Olympic and Paralympic teams now for row 1 and after Tokyo for row 2. They can also advertise to the general public. Those of rank 3 will communicate on Paris 2024, in B to B, on their website, in their stores. A premium partner also has priority for purchasing media spaces available around the sites, ticketing, etc.
What do companies really get out of it?
The Olympic rings are an ultra-powerful brand that carries the values of brotherhood, excellence, universality, performance. Studies show that a Games partner company is perceived as the leader in its sector, whether it really is or not. This is what we sell first.
How many partners do you need for your funding?
Just over thirty, including 5 or 6 premium. The issue is not quantity. We want to choose them.
There is still an envelope to fill ...
The total budget for the organization is 3.8 billion euros, including 1.1 billion euros from partners. It is crucial for us to succeed in our trading program. We would prefer that our premium partners be hired before Tokyo and we hope to secure 50% of our program at the end of 2020. We should reveal new partners during the first quarter.
Which categories are still open?
Mass distribution, transport, luxury… We are looking for companies that can enhance French know-how and allow us to deliver the Games. The opening ceremony, seen by 1 billion people, is a show, a kind of parade. It would be a shame not to have a French luxury brand.
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