Daniel Langer Calls LVMH's Olympic Sponsorship a "Masterclass" in Brand Engagement, Predicts Future Growth with LA Games

LVMH's $163 million sponsorship of the 2024 Paris Olympic Games has been hailed as a strategic success in luxury brand engagement. The luxury giant's investment, which included designing medals and outfitting French athletes, created an unparalleled marketing showcase that Pepperdine Graziadio faculty member Daniel Langer described as a "masterclass" in brand engagement. 

"The unprecedented sponsorship of the Olympics by LVMH took brand engagement to a completely different level," Langer told Business Insider. LVMH's involvement in the Games not only highlighted the company’s luxury brands but also gave it the home-field advantage in Paris. This allowed LVMH to provide exclusive experiences to its high-profile clientele, offering them access that few other brands could match.

The company's luxury showcase extended beyond the athletes and onto the global stage, with LVMH hosting a star-studded pre-Olympics party attended by luminaries such as Anna Wintour, LeBron James, and Zendaya.

Looking ahead, Langer sees no reason for LVMH to stop its Olympic strategy. "LVMH is a global company, and the USA is one of their main markets. Therefore, I could well imagine sponsoring future Olympics to be a long-term engagement," he said, with the upcoming 2028 Los Angeles Olympics presenting another major opportunity for the luxury brand to tap into the US market.

LVMH's sponsorship came at a pivotal time, as the company aims to reignite growth after a 1.3% revenue slump in the first half of 2024. With the global luxury market facing challenges, Langer believes LVMH's Olympic engagement offers a unique platform to maintain its dominance in an increasingly competitive landscape.