Paris 2024 has unveiled an ambitious sponsorship strategy in order to fund the French capital’s bid for the Olympics and Paralympics – with lottery and betting company La Française des Jeux (FDJ) signed up as the first partner.
It is hoped that the multi-million Euro scheme will make a “significant” contribution to the Paris budget and help raise the profile of the bid across the city and France.
The idea is for multiple French companies to become bid partners, with each investing approximately €2 million (£1.5 million/$2.1 million) to become a “headline association”.
Each sponsor will be given a specific “theme” that they will be able to promote around the country.
Etienne Thobois, the Paris 2024 chief executive, said: “Paris 2024 is delighted to launch its new sponsorship programme today and we are thrilled to have La Française des Jeux as our inaugural partner.
“The support of FDJ, who has a long tradition and history working with Olympic and Paralympic sports, will make a valuable contribution to our bid.
“I want to thank La Française des Jeux for their committed partnership and we now look forward to announcing further Paris 2024 sponsors who will each help to promote sport to the public in France and provide support for our campaign to become the 2024 Olympic Host City.”
Public authorities in France are contributing €30 million (£21 million/$33 million) towards the Paris bid, which has a total budget of €60 million (£42 million/$66 million).
Organisers must raise the remaining amount needed to finance their efforts themselves.
In December, it was revealed that a crowdfunding scheme had raised just six per cent towards its target of €10 million (£7 million/$11 million).
“Je rêve des Jeux” – which translates as “I dream of the Games” was billed as a way for supporters of the bid to back it, although organisers claimed it wasn’t intended as a main source of funding.
“Je rêve des Jeux campaign was never thought as a financing tool for the Paris 2024 bid budget,” a Paris 2024 spokesman said at the time.
“The financing of the bid is in place and agreed, and our budget is based on a robust economic model.”
As part of their support, FDJ, who sponsor a WorldTour cycling team, will develop a Paris 2024 scratchcard due to be launched at the start of 2017.
Their theme will be “Women In Sport” so the company will also release promotional materials celebrating the success of female athletes.
“For many months now, FDJ has expressed its firm support for Paris to be selected to host the 2024 Games so it gives me great pleasure today to confirm our official sponsorship of the bid,” said FDJ chief executive Stéphane Pallez.
“The Paris 2024 campaign will continue to highlight the great passion for sport in France and we are honoured to make this contribution to help the city in its Olympic journey.
“We wish the bid team every success to help bring the Olympic flame to Paris in 2024.”
Further sponsors will now be announced in the coming weeks and months, organisers claim.
Paris is up against Budapest, Los Angeles and Rome in the race for the 2024 Games, with a decision set to be made by the International Olympic Committee in Lima in 2017.
By Dan Palmer
This article was republished with permission from the original publisher, www.insidethegames.biz