The 2024 Olympic Games may or may not turn out to be a good investment for Paris and France, but they certainly have been an investment of choice among the country’s largest companies. As rain fell on the Olympics’ opening weekend in Paris, Jean-Pascal Tricoire and Christel Heydemann were among those cheerily posing for photos in ponchos. But I’d offer two additional forces behind what may be the most corporate Olympic Games ever. The Olympic Games in that sense are a priceless global display of their savoir-faire. All told, partnering with the Paris Olympics is a no-brainer for the companies involved.

Source: Forbes July 29, 2024 19:34 UTC