LVMH is investing in the 2024 Paris Olympics and Paralympics as the first luxury brand to sponsor the Games. Luxury fashion brands are increasingly partnering with athletes to connect with new fans and buyers. LVMH's presence will be seen through partnerships like medals designed by Chaumet and French athletes wearing Berluti at the opening ceremony. Luxury spending has slowed so connecting to the prestigious Olympics may boost LVMH's sales and reach new "aspirational" young buyers.