I-LVMH, ekhokelwa nguBernard Arnault, yenza konke okusemandleni ukuba ithathe iParis ngo-2024, xa i-Olimpiki yasehlobo iya kubanjwa, i-Wall Street Journal yabika, njengoko kucatshulwe nguMtyalomali.
Enye yeempawu zayo zobucwebe, iChaumet, yenza igolide, isilivere kunye neembasa zobhedu kwiMidlalo yeOlimpiki kunye neParalympic. Enye yeempawu zayo zefashoni, iBerluti, yenza iyunifomu eza kunxiba iimbaleki zaseFransi ngexesha lomsitho wokuvula. I-Moët champagne kunye ne-Hennessy cognac ziya kunikwa kwibhokisi ye-VIP nganye.
Le nxaxheba iphambili ngexesha leenyanga ezinde ze-euphoria ejikeleze iMidlalo yeOlimpiki kunye neParalympic ixabisa i-LVMH i-150 yezigidi zee-euro, umthombo owaziyo lo mbandela uthe. Oku kwenza eli qela libe lelona qela labaxhasi basekhaya baseParis ngo-2024.
"Imidlalo iseParis kwaye iLVMH imele umfanekiso weFrance," utshilo u-Antoine Arnaud, unyana omkhulu kaBernard Arnault kunye nosihlalo waseBerluti. “Asinakukwazi ukuzibamba kodwa sibe yinxalenye yalo.”
Ukugxila kwembumba kwiiOlimpiki kubonisa ukutsibela okukhulu kweqhinga kwezemidlalo zezona nkampani zikhulu zehlabathi zeempahla zodidi. Bayaqonda ukuba isabelo esikhulayo seshishini labo sixhomekeke kubathengi abanokuthi bafikelele kwiziganeko ezidumileyo ezijika umva wokuzikhethela kwakudala. Malunga neepesenti ezingama-60 zeentengiso zeempahla zodidi emhlabeni namhlanje zivela kubantu abachitha ngaphantsi kwe-2,000 yee-euro ngonyaka kwiimveliso ezinjalo, ngokutsho kweBoston Consulting Group.
Kungekudala, iminyhadala yemidlalo yesiqhelo yayithathwa njengento engaphantsi kwinqanaba leemveliso zodidi oluphezulu, ezikhetha ukujolisa kwigalufa, i-tennis, ipolo, inqanawa kunye neeklabhu zeFomula 1. Kodwa kwixesha lemithombo yeendaba zentlalo, apho iimbaleki zifikelela ngaphandle komthungo kwintengiso yehlabathi kwaye ziphembelele abathengi ecaleni kweenkwenkwezi zepop kunye nabadlali baseHollywood, ukufikelela kwabo kunye nesibongozo sehlabathi jikelele kuye kwabaluleka kakhulu ukuba bangadlula.
Ngo-2022, indoda enabalandeli abaninzi kwimbali yeendaba zentlalo - inkwenkwezi yebhola ekhatywayo yasePortugal uCristiano Ronaldo - yavela kwiphulo likaLouis Vuitton. Kwi-chessboard ejongene naye yayihleli imbangi yakhe enkulu, i-Argentinian Lionel Messi. Nangona aba babini bengazange babe kunye kwi-photoshoot ka-Annie Leibovitz, oko akuzange kuthintele intengiso ukuba ibe yenye yeefoto ezithandwa kakhulu kwi-Instagram.
Phambi kwemidlalo yeOlimpiki, uVuitton waxhasa umntu obiyela ucingo kunye nendadi, ngelixa i-LVMH's Dior ixhasa i-gymnast kunye nomdlali wentenetya wesitulo esinamavili.
Uninzi lwabakhuphisana ne-LVMH benze iintshukumo ezifanayo. Kwihlobo elidlulileyo, uPrada uxhase iqela lesizwe laseTshayina kwiNdebe yeHlabathi yeFIFA yabasetyhini. Isithuba esibhengeza intsebenziswano sajongwa amaxesha ezigidi ezingama-300 kwinethiwekhi yentlalo yaseTshayina iWeibo. UGucci utyikitye inani leembaleki, kubandakanya nomdlali webhola oliNgesi uJack Grealish kunye nomdlali wentenetya wase-Italiya uYannick Sinner. Nangona kunjalo, akukho mntu uye wazama ukuthatha umsitho uphela ulingana neeOlimpiki.
KwiParis ngo-2024, isivumelwano sisivumelwano esibuthathaka. Abaququzeleli bathembisa indlela enengqiqo ngakumbi kweso siganeko, esijoliswe kubaphulaphuli abaninzi, ngaphandle kweendleko ezigqithiseleyo zemidlalo yangaphambili. Nangona imali ye-LVMH inceda iParis ngo-2024 ukufezekisa injongo yayo yokuba phantse ixhaswa ngemali yabucala (okwangoku i-97%, abaququzeleli bathi), iimpawu zenkampani zinomfanekiso wesiphelo esiphezulu esinokuphikisana nombono we-Olimpiki engaphantsi kwenkcitho.
Izinto zintsonkothile ngumfanekiso kaBernard Arnault eFransi: enye yawona madoda azizityebi emhlabeni yintonga yombane yokunganeliseki ngokukhula kokungalingani. Nangona kunjalo, i-LVMH iveza ukuba ipotifoliyo yayo ibandakanya iimveliso ezifikelelekayo ngakumbi, ezifana ne-Sephora yezithambiso ezinkulu kunye neentlobo ezininzi ze-champagne zodidi oluphakathi. Kwaye ukukhanya okuvela kwii-spotlights ze-Olimpiki kubonisa ithuba elingenakuphikiswa lokuba isigebenga siqinise isimo saso njengomthwali osemgangathweni wencasa yesiFrentshi, amandla oshishino kunye nobuchule.
“Amagcisa ethu athanda ukugqibelela, njengabadlali abaphambili kunye nabaqeqeshi,” utshilo uBernard Arnault. Kwaye izindlu zethu ziphethe umfanekiso weFransi kwihlabathi liphela.
Abaxhasi babheja ukuba iiOlimpiki, eziza kubanjwa ukusuka ngomhla wama-26 kweyeKhala ukuya kwi-11 ka-Agasti, ziya kuba zezona zinomtsalane kwisithuba esingaphezulu kweminyaka elishumi. Amalungiselelo akadlali, ngaphandle kokulibaziseka kunye nokugqithiswa kohlahlo lwabiwo-mali oluthintele amahlelo angaphambili. Iinkxalabo malunga nokuxinana kwezithuthi zikawonke-wonke kunye namaxabiso aphezulu etikiti kunye namagumbi ehotele azikhange zibathintele abaxhasi. Ithemba le-backdrop yaseParis kunye nomcimbi wokuvula kunye nabadlali kwiinqanawa ezihamba phantsi kwe-Seine kulula kakhulu ukuthengisa kunezinye iindawo ezicelomngeni eziye zanikezelwa ukususela eLondon 2012. Emva koko kwakukho uSochi 2014 phantsi kweliso likaVladimir Putin, kulandele isiphithiphithi saseRio 2016, ukuba kude kwePyeongchang, eMzantsi Korea, ngo-2018 kunye nemidlalo yobhubhane eTokyo 2021 naseBeijing 2022.
"Kufuneka uqinisekise amaqabane akho, kufuneka ubabonise, ukuba kuya kufaneleka," kusho uTony Estanguet (owazalwa ngo-6 Meyi 1978), owayesakuba ngumkhweli we-Olimpiki ophethe ikomiti eququzelelayo yaseParis 2024.
IiOlimpiki bezisoloko zixhomekeke ikakhulu kubaxhasi basekhaya, kodwa ukubandakanyeka kwe-LVMH kuya kuba yeyona nto itsala ingqwalasela kumaqabane aphambili angama-60 eParis 2024. Abantu abaqhelene nalo mba bathi i-LVMH ifuna kakhulu ngandlela thile. Ngexesha lothethathethwano, inkampani iye yade yanyanzelisa igalelo loyilo lomsitho wokuvula, oza kudlula kwikomkhulu likaLouis Vuitton, ivenkile yesebe le-LVMH yaseSamaritaine kunye nehotele yaseCheval Blanc. Ukufikelela kwisivumelwano, bekukho iintlanganiso zobuqu phakathi kuka-Arnaud kunye noMongameli weKomiti yeOlimpiki uThomas Bach ngoDisemba ka-2022.
Emva koko, xa kufika ixesha lokubhengeza intsebenziswano ehlotyeni edlulileyo - kanye unyaka omnye ngaphambi kweMidlalo - i-LVMH yaphula iindaba kungekhona kwinkomfa yenkomfa yendabuko, kodwa emthunzini we-Eiffel Tower, kwi-Champ de Mars. U-Bach naye wayekho kulo mcimbi.
"Ibonisa eyona nto isenziwa yiFrance," utshilo uAntoine Arnault ngelo xesha. "Ilifa, amabhongo, ubuchule, ukugqwesa."
