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Home Sport JO-2024: the Banque Populaire-Caisse d'Epargne group, first sponsor

JO-2024: the Banque Populaire-Caisse d'Epargne group, first sponsor

JO-2024: the Banque Populaire-Caisse d'Epargne group, first sponsor
AFP / File

The Paris-2024 Olympics on Thursday formalized the signing of a partnership with the group People's Bank-Caisse d'Epargne (BPCE), the first contract of their national marketing program, which should earn them 1.2 billion euros .

BPCE and its entities (Banque Populaire, Caisse d'Epargne, Banque Palatine, Natixis) will be able to use the "Paris 2024" brand” and its logo, including Olympic rings, on the French territory from 1 January 2019, said the Organizing Committee of the Olympic Games (Cojo), chaired by Tony Estanguet.

The amount of the ticket paid by the group has not been communicated, but the figures circulating for the leading partners, such as BPCE, range from 60 to 120 million euros for the period 2019-2024. In comparison, the equipment manufacturer Nike pays 50 million euros per year to the French Football Federation (FFF) to be the equipment manufacturer of the Blues.

"The partners of Paris 2024 will contribute for six years to fund actions for the sport and the programs Impact and Heritage of Paris 2024″ in "the fight against sedentarity", "education through sport", "social inclusion through sport", the " change of outlook on disability … ", promises Paris-2024.

Groupe BPCE, the fruit of the union of the Banque Populaire and Caisse d'Epargne networks, is the second largest banking group in France. His interest in the Games was known. Since 2010, the group has been a sponsor of the French Olympic Committee (CNOSF) and the French Olympic and Paralympic teams. The rights of the CNOSF and the teams of France are absorbed in the marketing program of Paris-2024 from 1 January 2019.

"With 31 million customers, 9 million members and 106,500 employees, and thanks to its territorial roots, Groupe BPCE will participate in the mobilization of all around this historic event," promise Paris-2024 and the mutual group in a communicated, mentioning in particular the "support of associations and clubs” and "support for athletes".

The success of the marketing program is a major challenge for Paris-2024, which hopes to reap 1.2 billion euros from sponsors on a total organization budget of 3.8 billion, of which 97% from the private sector. The other budget, that of buildings, amounts to 3 billion, of which 1.5 from the State and the collectivities.

Paris-2024 was pleased to be able to make this announcement "exceptionally early", one year to the day after the attribution of the Games of 2024 and four months of the kick-off to "activate” marketing rights. Each edition has dozens of sponsors, with three possible partnership ranks.

BPCE acquired the rights only for France, because the world rights are reserved for the companies of the "TOP program” of the International Olympic Committee (IOC), which have exclusivity in their sector. At this stage, seven groups have acquired these rights for 2021-2024, like Toyota for the automobile, Omega for the watches and chronometers, Alibaba for the e-commerce, while others, like Coca-Cola, which has exclusivity on non-alcoholic beverages, are awaiting renewal.

The IOC does not allow brands to be present in stadiums during competitions, but these may be displayed outdoors. The Olympic law voted by the Parliament in March also provides that sponsors will exceptionally be allowed on historical monuments or classified sites hosting events and within a radius of 500 meters around, such as the Grand Palais or the Eiffel Tower in Paris.

13/09/2018 20:54:25 –
Paris (AFP) –
© 2018 AFP


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