Danone Eyes Sales Surge from Olympics Sponsorship and Brand Revamp
Source: The DairyNews
Danone, a key sponsor of the upcoming 2024 Paris Olympics, is anticipating a significant boost in sales, spurred by strategic branding and product enhancements, according to Reuters.
The company, known for its popular brands such as Activia yogurt, Evian water, and Silk plant-based drinks, engaged with the International Olympic Committee in mid-2022 to secure its sponsorship role.
This sponsorship aligns Danone with other major French corporations like LVMH and Sanofi, which have also joined as partners for the first time, eyeing the lucrative marketing exposure and sales opportunities typically associated with the Games. The 2024 Olympics are projected to generate over 1.24 billion euros in sponsorship revenue.
Danone's CEO, Antoine de Saint-Affrique, expressed optimism about the dual impact of the sponsorship, anticipating immediate sales benefits and a sustained influence on brand perception. Despite not disclosing specific financial details, Danone is visibly enhancing its presence in Paris with the introduction of branded products and physical kiosks at prominent Olympic sites.
Additionally, Danone plans to continue its Olympic involvement by supporting France's bid for the 2030 Winter Olympics, likely near its Evian facility. While its Evian brand missed out on an exclusive bottled water deal at the Games to Coca-Cola, Danone will feature its Danette brand prominently at Club Franc and a temporary store in the athletes’ village, ensuring visibility among participants and spectators alike
This sponsorship aligns Danone with other major French corporations like LVMH and Sanofi, which have also joined as partners for the first time, eyeing the lucrative marketing exposure and sales opportunities typically associated with the Games. The 2024 Olympics are projected to generate over 1.24 billion euros in sponsorship revenue.
Danone's CEO, Antoine de Saint-Affrique, expressed optimism about the dual impact of the sponsorship, anticipating immediate sales benefits and a sustained influence on brand perception. Despite not disclosing specific financial details, Danone is visibly enhancing its presence in Paris with the introduction of branded products and physical kiosks at prominent Olympic sites.
Additionally, Danone plans to continue its Olympic involvement by supporting France's bid for the 2030 Winter Olympics, likely near its Evian facility. While its Evian brand missed out on an exclusive bottled water deal at the Games to Coca-Cola, Danone will feature its Danette brand prominently at Club Franc and a temporary store in the athletes’ village, ensuring visibility among participants and spectators alike
