Hosting the Winter Olympics in the French Alps may lead to a boost for French soft power, according to Brand Finance, the world’s leading brand valuation consultancy and experts on soft power.
The International Olympic Committee (IOC) recommended France and the USA to host the Winter Olympics in 2030 and 2034 respectively, with the final decision made at the Olympic body’s session in Paris today.
Brand Finance’s latest global brand research study found that in France 11% of people follow Winter Sports, compared to 20% for ‘Athletics / Olympics’.
In the USA, 8% of people follow Winter Sports, compared to 20% for ‘Athletics / Olympics’.
The keenest winter sports followers are Austria 31%, Finland 29%, Norway 28%, Switzerland 27%, Poland 21% and Sweden 20%. Outside of Europe, the country with the largest proportion of fans is China, where 13% follow winter sports, especially after the Beijing 2022 Winter Olympics. This information is used to assess how consumers exposed to sponsorships in these categories are influenced, to deliver return on investment to the brands.
The French Alps, encompassing the regions of Auvergne-Rhone-Alpes and Provence-Alpes-Cote d’Azur, has been put forward for the 2030 Winter Olympics and Paralympics. This recommendation underscores France’s cultural, economic, and diplomatic influence on the global stage. Hosting the Winter Olympics offers France a unique opportunity to enhance its soft power by showcasing its rich heritage, commitment to sustainable practices, and leadership in international sporting events.
The selection of the French Alps is expected to drive substantial economic growth, attracting investments and boosting tourism. The regions’ picturesque landscapes and renowned hospitality will be on display, reinforcing France’s image as a premier destination for travellers worldwide. This exposure is anticipated to foster long-term tourism and business engagements, contributing to the regional and national economy.
France’s bid emphasises sustainable development and innovation, aligning with the IOC’s vision for future games. The focus on eco-friendly infrastructure, renewable energy sources, and community involvement highlights France’s commitment to addressing global environmental challenges. This approach not only enhances France’s reputation as a leader in sustainability but also sets a benchmark for future host countries.
David Haigh, CEO of Brand Finance, said, “The selection of the French Alps to host the 2030 Winter Olympics is a testament to France’s enduring influence and ability to unite people through sport.
This event will not only elevate France’s global standing but also drive economic growth, promote sustainability, and enhance its cultural prestige. We look forward to witnessing the positive impact of the Games on France’s nation brand value and international relations.”
The 2030 Winter Olympics in the French Alps will mark a significant chapter in the history of the Games, promoting global unity through sport. The event will provide a platform for athletes to excel, inspire future generations, and strengthen international cooperation. France’s successful bid will continue the nation’s legacy of hosting major international sporting events, fostering a spirit of excellence and camaraderie.
