Paris 2024: why are derivative products not yet on the shelves, two years from the Olympic Games?

Is the organizing committee of the Paris 2024 Olympic Games neglecting certain recipes? Like those generated by the sale of derivative products, t-shirts, jackets, pins or even bags bearing the image of the event. In any case, some are wondering not to see them for sale on French shelves yet, less than two years from the Games in the capital.

This is the case of Michael Payne, who was marketing director of the International Olympic Committee (IOC) for 20 years and who therefore knows a lot about the issue of derivative products. These Olympic Games in Paris will be his 22nd, winter and summer combined, and after a three-day stay in the capital, he is amazed: “I’ve seen a lot of Messi, Tour de France, but no Olympics merchandise.

“I have never seen this in a host city, two years before the Games.”

Michael Payne, former CIO Marketing Director

at franceinfo

The report is there, but there is nothing to panic according to the organizers. “Time takes time“, advances for example the judo champion Teddy Riner, very committed to the organizing committee.

The judoka recognizes that “some countries do it a long time before.” But France”is used to doing it at the last minute, and we still do something exceptional.

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In these times of high inflation, with a tight budget, the receipts of these products could be welcome. “It’s not just a matter of buying, it’s a matter of membership“, recognizes Virginie Sainte-Rose, head of the partnership with Paris 2024 at Decathlon. “There will be a moment when there will be this click, when we will have people who want the products. The products will then be available“, she assures.

While the calendar for the ticket office has just been unveiled, public interest will increase in the coming months. The organizers also point out that derivative products are already on sale online. Their presence on the shelves will accelerate from the end of the year.

Paris 2024: why are derivative products not yet on the shelves – report by Emma Sarrango


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