In mid-2022, Danone, a company led by CEO Antoine de Saint-Affrique, began reaching out to the International Olympic Committee (IOC) to promote its yoghurts and plant-based products during the Paris Games. The focus on health and nutrition is expected to boost summer sales for the company, as many major French companies are first-time partners of the Olympic Games this year.
The IOC has emphasized that sponsors of food and beverages, such as Coca Cola bottled water and Nestle’s Garden Gourmet meat alternatives, are part of an effort to promote health and wellness. This contrasts with past sponsorships, such as McDonald’s, which was a seven-time sponsor until the London 2012 Games and served large quantities of fast food items.
When de Saint-Affrique took on the role of CEO at Danone in 2022, he made it a priority to meet with the leader of the Olympic Games. The company’s chief financial officer, Juergen Esser, mentioned in an interview with Reuters that their plant-based products, yoghurts – especially high protein ones – are highly relevant for athletes and individuals focused on their health. He also expressed plans to showcase their full range of products, including water for hydration.
Despite Danone’s Evian water brand not securing the opportunity to sell bottled water at the event, Coca-Cola was given that privilege as a long-time sponsor. Other brands under the Danone umbrella include Activia yoghurts and Silk plant-based products.
