Samsung selfies, Dior clothes: Olympic product placement explodes

The prominent positioning of sponsors’ brands at the Olympics is a first, as Paris leans more on the private sector, not taxpayers, to foot the bill.

Sara Germano, Josh Noble and Adrienne Klasa

Aug 4, 2024 – 5.01am

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L VMH, Samsung and Coca-Cola have secured the sponsored placement of their products in previously ad-free parts of the Olympics, marking an unprecedented commercialisation by the Paris Games’ organisers.

Winning athletes have been presented with Samsung smartphones to take selfies after they receive medals carried out on Louis Vuitton trays, while competitors from some countries carried gold-coloured bottles of a Coca-Cola water brand during the opening ceremony.

Financial Times