Leon Marchand's brand is on fire as his Olympic star rises
By Mimosa Spencer and Helen Reid
PARIS, Aug 2 (Reuters) -Leon Marchand's golden Olympic exploits have propelled the French swimmer to a new level of fame and provided a boon for his sponsors, as well as creating potential openings for other brands.
As sponsor and official timekeeper of the Paris 2024 Olympics respectively, LVMH and Omega had already funnelled global attention to their brands. Marchand is also an ambassador for both Omega and LVMH's Louis Vuitton, so the labels are getting a new level of exposure as Marchand mania sweeps through family living rooms, bars and fan zones.
"Sometimes, lightning strikes in a bottle and it did for them," said Terrence Burns, Olympics sponsorship expert and CEO of the T. Burns Sports Group, describing LVMH's link to the athlete.
The 22-year-old Marchand has won three gold medals at the Games and is vying for two more, becoming the French face of the Olympics and performing to an adoring home crowd.
Mentions of Marchand on social media spiked to more than 200,000 on Wednesday from barely 1,300 four days earlier, according to analytics firm Sprinklr.
"They did the research, they watched him forever," Burns said of LVMH's signing of the athlete.
Omega, which belongs to Swatch group UHR.S is the official timekeeper of the games. Vuitton, owned by premium Olympics sponsor LVMHLVMH.PA, has featured prominently in the Games, designing the trunk that housed the Olympic flame as well as the trays for medals ceremonies.
Omega signed Marchand onto its books a year ago, the Swiss-based watchmaker said.
"We were ready to be there," said Omega chief executive Raynald Aeschlimann, describing the energy of the packed stadium on Wednesday, when Marchand made sports history winning the 200 metres breaststroke and butterfly golds on the same night.
"This is a legend forming -- we're going to let him be, but he knows we're here," said Aeschlimann, showing his Omega Speedmaster Chronoscope watch with the Paris 2024 flame logo on its back. Marchand has worn a similar model on the podium.
NEW OPPORTUNITIES
Marchand wears swim wear brand Speedo, which has benefitted from added visibility even if it is not an official sponsor of the athlete.
Asked if that might change, the brand did not rule out seeking a deal with him.
"We’re always open to exploring opportunities with outstanding athletes," said Simon Rowe, Senior Vice President, Global Sports Marketing at Speedo.
"While there are no formal agreements in place at the moment, we admire Leon’s talent and are closely following his career."
Out of the pool, the swimmer is decked out in the French team's tracksuit, designed by Le Coq Sportif.
Le Coq Sportif declined to comment on any brand impact as a result of Marchand's ascent to stardom.
Marchand is a long way from reaching the stature of athletes like U.S. gymnast Simone Biles. According to TikTok, #LeonMarchand currently has 4,300 posts -- significantly fewer than #SimoneBiles, which counts 38,800 posts.
It may not be easy for other brands to muscle in on Marchand.
"I'm aiming to stay scarce with regards to sponsorships, I don't want to be a walking advertisement," Marchand said a year ago, after winning gold at the world championships in Fukuoka, Japan.
Reporting by Helen Reid, Sheila Dang and Mimosa Spencer
Editing by Richard Lough and Frances Kerry
Mga Kaugnay na Asset
Pinakabagong Balita
Disclaimer: Ang mga kabilang sa XM Group ay nagbibigay lang ng serbisyo sa pagpapatupad at pag-access sa aming Online Trading Facility, kung saan pinapahintulutan nito ang pagtingin at/o paggamit sa nilalaman na makikita sa website o sa pamamagitan nito, at walang layuning palitan o palawigin ito, at hindi din ito papalitan o papalawigin. Ang naturang pag-access at paggamit ay palaging alinsunod sa: (i) Mga Tuntunin at Kundisyon; (ii) Mga Babala sa Risk; at (iii) Kabuuang Disclaimer. Kaya naman ang naturang nilalaman ay ituturing na pangkalahatang impormasyon lamang. Mangyaring isaalang-alang na ang mga nilalaman ng aming Online Trading Facility ay hindi paglikom, o alok, para magsagawa ng anumang transaksyon sa mga pinansyal na market. Ang pag-trade sa alinmang pinansyal na market ay nagtataglay ng mataas na lebel ng risk sa iyong kapital.
Lahat ng materyales na nakalathala sa aming Online Trading Facility ay nakalaan para sa layuning edukasyonal/pang-impormasyon lamang at hindi naglalaman – at hindi dapat ituring bilang naglalaman – ng payo at rekomendasyon na pangpinansyal, tungkol sa buwis sa pag-i-invest, o pang-trade, o tala ng aming presyo sa pag-trade, o alok para sa, o paglikom ng, transaksyon sa alinmang pinansyal na instrument o hindi ginustong pinansyal na promosyon.
Sa anumang nilalaman na galing sa ikatlong partido, pati na ang mga nilalaman na inihanda ng XM, ang mga naturang opinyon, balita, pananaliksik, pag-analisa, presyo, ibang impormasyon o link sa ibang mga site na makikita sa website na ito ay ibibigay tulad ng nandoon, bilang pangkalahatang komentaryo sa market at hindi ito nagtataglay ng payo sa pag-i-invest. Kung ang alinmang nilalaman nito ay itinuring bilang pananaliksik sa pag-i-invest, kailangan mong isaalang-alang at tanggapin na hindi ito inilaan at inihanda alinsunod sa mga legal na pangangailangan na idinisenyo para maisulong ang pagsasarili ng pananaliksik sa pag-i-invest, at dahil dito ituturing ito na komunikasyon sa marketing sa ilalim ng mga kaugnay na batas at regulasyon. Mangyaring siguruhin na nabasa at naintindihan mo ang aming Notipikasyon sa Hindi Independyenteng Pananaliksik sa Pag-i-invest at Babala sa Risk na may kinalaman sa impormasyong nakalagay sa itaas, na maa-access dito.
