Paris sets new trend as the product placement Olympics

PARIS : Winning athletes in Paris have received their medals on Louis Vuitton trays before being handed a Samsung flip phone to take a "victory selfie", heralding a new era of product placement at the Olympics that Los Angeles looks set to build upon.

The medalists' podium photo didn't happen by chance. Samsung told Reuters it began talks with the International Olympic Committee 18 months ahead of the Games to plot the product placement drive.

The boundary-pushing placement of wares by high-profile sponsors LVMH and Samsung in Paris is illustrative of how sponsors are seeking new commercial opportunities from an event that still has strict rules around advertising inside competition venues.

Samsung said the strategy was "driving awareness of the new Galaxy Z Flip6 globally," though it did not provide details on sales since the Paris Games opened.

Meanwhile online searches for LVMH grew 43 per cent in the United States during the first week of the Games, according to digital analysis provider Captify.

The opening ceremony saw artists Lady Gaga, Aya Nakamura and Celine Dion all clad in LVMH brand Dior, whilst the event included a minutes-long video showcasing Louis Vuitton's design and crafting of the Olympic flame trunks and medal trays.

"Paris has moved things on significantly for all and created something that's been like a playground for brands - the ultimate playground," said Steve Martin, founding partner of MSQ Sport and Entertainment, a sports marketing agency.

Paris 2024 has seen sponsors and broadcasters turn to product placement, influencers and celebrity commentators like U.S. rapper Snoop Dogg to reach younger audiences and new markets.

The International Olympic Committee this week said it was embracing the trend