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In June 2023, it was confirmed that luxury conglomerate LVMH would become a premium sponsor of the Paris Olympic Games of 2024, a status it paid nearly $160 million to obtain. While it may have come to a surprise to see the world’s leading luxury group become the commercial partner of a mainstream sports event, the move was a clear strategic one that has since led to more tactical spending in anticipation of the event in less than 100 days. In the past year, the group has boosted its real estate portfolio by acquiring buildings in prime locations in Paris, New York and other city centers to enhance its presence across retail and hospitality, which it has expanded ahead of the Olympics and will continue to do so afterwards.

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