"Brands are the last chance for the Games to rekindle the flame with the French”, Marion Gommenne

Faced with the rejection of the Games by some French people, brands can reverse the trend by playing the inclusion and authenticity card, while focusing on concrete actions.

When it comes to expressing their discontent, the French know how to rise to the top of the podium. It is therefore quite natural that they have organized themselves to make their rejection of the Games heard. With the help of #JeChieDansLaSeineLe23Juin and its associated site, TikTok campaigns and the organization of the flight of Parisians during the Olympic period, there is no shortage of actions of popular resistance.

The Games can still reverse the trend and fulfill this role by relying on valuable partners: brands. Initially financial sponsors, they are now positioning themselves as influential players, capable of responding to the greatest challenge currently facing the Paris Games: that of proximity.

A first victory in this sense was won on May 8 with the arrival of the Olympic flame aboard the Belem, in Marseille. In partnership with Coca-Cola, the first stage of the Torch Relay was able to create a popular and festive gathering. Simple but effective ingredients: a free concert, local artists and a television broadcast.

Everything can still be decided.

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