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Paris 2024 announces Groupe BPCE as first Premium Partner

Paris 2024 has marked the one-year anniversary of its successful bid to host the Olympic Games by naming Groupe BCPE as its first Premium Partner.

In a six-year deal, effective from January 1 2019, the French banking conglomerate will get rights to activate the partnership in France and across all brands in its portfolio.

Groupe BPCE has been involved in French sports sponsorship for over 30 years, and has been a partner of the French National Olympic Sport Committee (CNOSF) since 2010.

Through its deal with the CNOSF, Groupe BCPE will also be an Official Partner of France’s Olympic and Paralympic teams at Paris 2024.

Paris 2024 has an organisational budget of €3.8bn, and 97 per cent of this is expected to be privately-funded, through ticket sales, marketing and licensing activities, and contributions from the International Olympic Committee.

Around one third of the budget is expected to be raised through sponsorship deals, whose revenue will go towards costs such as site rental, venue construction, accommodation and transport, venue security, and delivering the opening and closing ceremonies.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.