the commercial success of the partnership concluded for the Paris 2024 Games, with nearly 4.5 million derivative products sold

Carrefour announces that it has sold nearly 4.5 million Olympic-related products, including no fewer than 560,000 Phryges, the red plush mascot. A very positive first assessment of this partnership with Paris 2024.

The major retailer has released the first sales figures for its Olympic-related merchandise. On Wednesday, September 11, Carrefour CEO Alexandre Bompard visited a store in Drancy, Seine-Saint-Denis, accompanied by a few athletes including Teddy Riner, Alexis Hanquinquant, Alexis and Félix Lebrun and a announced the sale of nearly 4.5 million derivative products, with a great success for the mascot Phryge, which sold 560,000 copies.

This overall figure is understood since the launch of the group’s Olympic and Paralympic Games collection in 2022, the CEO specified, with an acceleration from the start of the competitions.

In addition to the Phryge soft toys, the water bottles and tote bags are selling like hotcakes, as well as the school items from the JO range, notebooks, school bags, pencils, etc.

On the financial level, no amount has been communicated for the moment. The only indication is that the turnover of the Carrefour group increased by 25% during the Games. But this figure concerns the overall activity. That is to say that by integrating the sales of derivative products, the brand saw its activity increase by a quarter compared to a normal period, including all the positive collateral effects. The boss of Carrefour, Alexandre Bompard, recognizes the importance of the repercussions “commercially and especially intangibly for customers and employees” of the company.

At Decathlon, sales are going well for T-shirts and socks. The subsidiary of the Auchan group is talking about a 40% increase in sales of licensed products. For Le Coq Sportif, sales increased twelvefold between the first and second weeks of the Games. For its part, the Organising Committee for the Olympic and Paralympic Games (Cojop) is due to publish the sales figures for official stores in a few days.