Danone, a company with a new CEO, is placing its bets on the Paris Games’ focus on health and nutrition to increase summer sales of its yoghurts and plant-based products. Many major French companies are stepping up as first-time partners of the Olympic Games this year, looking to capitalize on the sales opportunities and marketing exposure typically associated with being a sponsor.
When Antoine de Saint-Affrique took on the role of CEO of Danone in 2022, one of his initial moves was to meet with the leader of the Olympic Games. The company’s chief financial officer, Juergen Esser, mentioned in an interview with Reuters that their plant-based products, yoghurts – especially high protein ones – are highly relevant for athletes and individuals focused on their health. He also expressed plans to showcase their full range of products, including water for hydration.
The IOC has emphasized that sponsors of food and beverages, such as Coca Cola bottled water and Nestle’s Garden Gourmet meat alternatives, are part of a concerted effort by the Olympics to promote health and wellness. This contrasts with past sponsorships, such as McDonald’s, which was a seven-time sponsor until the London 2012 Games and served large quantities of fast food items.
While Danone’s Evian water brand did not secure the opportunity to sell bottled water at the event, this privilege went to Coca-Cola as a long-time sponsor. Other brands under the Danone umbrella include Activia yoghurts and Silk plant-based products.
