Paris 2024 Olympics Announced as France Licensing Day Keynote

The session, “Sporting Events and Licensing: The Keys to Success” aims to inspire other French brands and retailers to really embrace licensing. It will take place at France Licensing Day & Licensing International Awards at Cité Internationale Universitaire de Paris, France, on June 27.

June 6, 2024

3 Min Read
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With 48 days until Paris hosts the official opening ceremony for the Paris 2024 Olympics, France Licensing Day has announced an Olympics-theme keynote for this year’s event, which takes place June 27 at Cité Internationale Universitaire de Paris. 

Edouard Bardon, licensing and retail director, Paris 2024 Olympic Games and Bruno Schwobthaler, chief executive officer, Licensing for Growth, will present “Sporting Events and Licensing: The Keys to Success,” a retrospective of the Paris 2024 licensing program, which kicked off in 2019. 

“The Olympic and Paralympic Games of Paris 2024 are a unique opportunity to address the transformation of a sporting event into an experiential brand,” says Bardon.

Attendees at France Licensing Day will hear about the four pillars the teams leaned on for developing the Paris 2024 Olympics branding and licensing program – the mascot (crucial for all sporting events), its French heritage, the Olympic rings and the phrase, “allez Les Bleus” – and how they subsequently developed the brand story and DNA to inspire the licensing program and sell to licensees and retail.

The keynote aims to inspire other French brands and retailers to really embrace licensing, to be brave with it and to benefit from the amazing opportunities that it opens by answering the following questions:

Related:France Licensing Day Returns to Paris in June

  • How do you transform – from scratch – such a high-potential project as the Olympic Games into a successful licensing program – a project that has never been carried out in France before?

  • How have the different brands within the Paris 2024 licensing program contributed to its success – from the mascot to the emblem and even the French national team?

  • What lessons can sport (and non-sport) brand owners of all sizes keen to develop their own licensing business and strategy learn from Paris 2024’s experience?  

“We are honored to announce Edouard and Bruno as our keynote at France Licensing Day,” says Matthieu Battini, account director, France Licensing Day. “To have them talk about the Paris 2024 licensing program in the host city of The Olympic Games just 48 days before the opening ceremony is incredibly special. Delivering a successful licensing program requires a strong brand, an innate understanding of your audience and the ability to bring that brand’s story to life through the product. Sounds straightforward, but delivering a consumer products program around the Olympic Games is quite unique and unlike any other sport. The Olympic Games is a moment in time – it’s a few weeks every four years, or in the case of Paris, just three – and the teams were tasked with going as broad as possible and making the most of a relatively tiny window of opportunity to create a fanbase and sell product. 

Related:The France Licensing Landscape

“What’s more, that fan base is not a pre-existing, loyal easy-to-target community. French sports and non-sports fans will love the Olympics simply because they are in Paris; plus, you’re trying to sell to fans of sports all over the world, which means exploring every possible retail category. It’s going to be fascinating hearing Edouard’s story on how they created the Paris 2024 Olympics brand and licensing program.” 

France Licensing Day returns June 27 in Paris. The day will unite France’s key industry players with 50 of the world’s most influential brand owners and agents for a day of meetings and networking, insight and trend discovery, all focused on understanding what French consumers want from brands and licensed products.

The day of meetings will be followed by Licensing International France Awards – an evening of celebrations rewarding the French licensing success stories of 2023.

Registration for both events is now open. A France Licensing Day pass is free for all to attend. A day pass, plus a ticket to the prestigious Licensing International France Awards, including drinks and canapés, is priced at €64 (€56 for Licensing International members).

The event will take place in the beautiful surroundings of Cité Internationale Universitaire de Paris in Paris, France.

Learn more about exhibiting or visiting France Licensing Day 2024.

Register for France Licensing Day & Licensing International Awards 2024.

Watch, License Global at France Licensing Day 2023 …

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