How the F&B sector is revolutionizing the Olympics 2024 in Paris

The Olympics have always been about more than just sports—they are a celebration of global unity, culture, and innovation. This year, the F&B industry is stepping up to the plate, showcasing its latest advancements to a worldwide audience. The Paris 2024 Games present a unique opportunity for F&B companies to demonstrate their commitment to sustainability, health, and local sourcing.

As we gear up for this global event, let's explore how these trends are set to transform the F&B experience at the Paris 2024 Olympics.

AB InBev: Cheers to Golden Moments

AB InBev has made headlines by becoming the first global beer sponsor of the Olympic Games with its zero-alcohol beer, Corona Cero. This partnership, which extends through the Paris 2024, Milan-Cortina 2026, and Los Angeles 2028 Games, underscores a commitment to responsible consumption.

The sponsorship includes the launch of the "For Every Golden Moment" campaign, which celebrates memorable moments from the Olympics and everyday life. This campaign will run in over 40 markets globally and features films, social media activities, out-of-home advertising, experiential events, and Olympic-themed bottles. AB InBev emphasizes that Corona Cero, a zero-alcohol beer, aligns with the Olympics' values of moderation and responsible consumption, supporting the IOC’s commitment to promoting sports and sustainability. [1]

Danone: Nurturing Balanced and Sustainable Nutrition

Danone has announced its official partnership with the Olympic and Paralympic Games Paris 2024, focusing on promoting balanced and sustainable nutrition during the Games. Danone will supply a range of its dairy and plant-based products, including brands like Hipro, Actimel, Activia, Alpro, and Danone, to athletes, volunteers, spectators, and media at various event sites.

As part of this partnership, Danone aims to support the delivery of approximately 13 million meals during the events. The company emphasizes its commitment to sustainable and local products, aligning with its broader mission of encouraging responsible eating habits and regular exercise. All of Danone's brands in France are B Corp certified, and a significant portion of its products have high Nutriscore ratings, reflecting their nutritional quality.

This collaboration is part of Danone's strategy to foster healthier lifestyles and support social and environmental sustainability, contributing to the legacy of the Paris 2024 Games. The partnership highlights the shared values and vision of Danone and the Olympic movement, focusing on health, well-being, and the promotion of sports. [2]

Carrefour: Promoting health as a Premium Partner

Carrefour, a premium partner for the Paris 2024 Olympic and Paralympic Games, is set to play a crucial role in ensuring that athletes have access to nutritious meals throughout the event. Carrefour will provide food to the Olympic and Paralympic Villages, demonstrating its commitment to health and nutrition. Additionally, Carrefour will launch exclusive collections of licensed Paris 2024 products, including clothing and stationery, enhancing the Olympic experience for fans and participants alike.

This partnership underscores Carrefour's dedication to promoting health and nutrition, in line with the values of the Olympics. The collaboration was formalized by Carrefour Group Chairman and CEO Alexandre Bompard and Paris 2024 President Tony Estanguet, marking a significant milestone for both organizations. [3]

Conclusion

The 2024 Paris Olympics present a unique opportunity for F&B companies to align with the global celebration of sports and nutrition. These partnerships and innovations set a new standard for future events, showing how the F&B sector can contribute to a healthier and more sustainable world. As the world comes together in Paris, the collaboration between the F&B industry and the Olympic movement promises to create an unforgettable and transformative experience for all.

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