LVMH's brand sentiments spike following sponsorship of the Olympics

Luxury products group LVMH has seen predominantly positive sentiments following its sponsorship of the 2024 Olympics.

According to media intelligence firm Truescope, LVMH has accumulated over 2.9 billion potential impressions globally. 

This is according to data recorded from at least 2,400 articles over the course of 30 days leading up to the Olympics. Media coverage ranged from highlighting LVMH's CEO Bernard Arnault, who has been dubbed the 'Olympics' godfather', his passing and LVMH's sponsorship. 

Don't miss: HK brands trendjack Vivian Kong winning HK's first Olympic gold

Kelvin Koh, managing director of Truescope, highlighted that the brands' sentiments peaked with the prelude to the Olympics event, which propelled #LVMH and #LouisVuitton to the forefront of the top-mentioned hashtags among their brands, and even amongst Olympic related conversations.

"LVMH’s strategic engagement with the Paris Olympics has left a significant impression on global audiences," said Koh. 

Interestingly, hashtags associated to the global event includes fashion terms such as 'Louis Vuitton', 'LVMH', 'L'officiel Thailand' and 'Lofficiel Mode'. 

Media intelligence firm CARMA said that many netizens are commenting on the celebrity involvement and red-carpet events, adding that conversations about LVMH's sponsorship of the 2024 Olympics are 24.1% positive and 10.4% negative.

Many positive sentiment conversations discussed the fashion and style of the celebrities, for example LeBron James' jacket and Zendaya's outfit.

On the other hand, many users have expressed their dislike for the outfits worn during the opening ceremony, calling them unflattering and poorly tailored, said CARMA. 

Some users also commented that the event appeared as an advertising campaign for LVMH, and that the presence of celebrities such as Chrissy Teigen was unnecessary and detracted from the athletes. Some users questioned why the Games needed so many sponsors.

Meanwhile, neutral commenters defended LVMH's sponsorship as it is one of the largest benefactors for the Olympics, added CARMA. 

This comes after LVMH was named the premium partner of the 2024 Paris Olympic and Paralympic games. 

As part of the partnership, LVMH and its maisons - in particular Louis Vuitton, Dior and Berluti - will present different aspects of the sponsorship. Jeweller Chaumet will design the Olympic and Paralympic medals while Moët Hennessy wines and spirits maisons will provide their products as part of hospitality programmes during the event. 

Meanwhile, beauty retailer Sephora was a partner for the Olympic torch relay.  

Photo courtesy of LVMH/Facebook

Gear up for the most captivating PR conference of the year! #PRAsia #Singapore &  #Malaysia returns, bringing you the tools and insights you need to dominate in this dynamic environment. Join over 100 industry leaders and experts for an action-packed program filled with insightful discussions and valuable takeaways.

Related articles:  
You can now play and engage with the Paris 2024 Olympic and Paralympic games on Roblox  
Toyota taps into the power of community in new global Olympics, Paralympics campaign  
Why the Paralympics' humorous TikTok strategy manages to toe the line 'brilliantly'