Paris 2024: "We use merchandising to promote the brand & fan experience" (P. Guiramand, Sporeo)

"We had already identified the Forum des Halles (Paris, 1^st arrondissement) as the heart of Paris 2024's first retail activation, long before Westfield (an Australian shopping centre chain belonging to the Unibail-Rodamco-Westfield Group) became an official supporter of the Games. What was needed was an outlet that was both tourist-friendly and Parisian. The Carrousel du Louvre (Paris, 1^st arrondissement) is much more touristic. There are also promotions in the Westfield centres at Lyon Part-Dieu (Lyon, Rhône) and Westfield 4 Temps at La Défense (Puteaux, Hauts-de-Seine). Sporeo is also there to establish the brand. We use merchandising as a means of promoting the Paris 2024 brand and fan experience," said Pierre Guiramand, head of marketing and retail experience at Sporeo, a French company specialised in merchandising and licensing for sporting events, to News Tank on 11/04/2024.

Sporeo is working with the Paris 2024 COJOP to distribute sub-licensed products for the Olympic and Paralympic Games (excluding competition venues). The company is in charge of managing the official…