- Global soft power expert David Haigh is available for interviews from London (English language).
- French soft power expert Bertrand Chovet is available for interviews from Paris (French language).
Hosting the Winter Olympics in the French Alps could significantly enhance French soft power, according to Brand Finance, the world’s leading brand valuation consultancy and soft power experts.
The International Olympic Committee (IOC) has recommended France to host the 2030 Winter Olympics, with the USA slated for 2034. The final decision was made at the Olympic body’s session in Paris today.
Data on Global Interest
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 countries with the keenest winter sports followers are Austria (31%), Finland (29%), Norway (28%), Switzerland (27%), Poland (21%), and Sweden (20%). Outside of Europe, China has the largest proportion of fans at 13%, particularly following the Beijing 2022 Winter Olympics. This data helps assess how sponsorships in these categories influence consumers, providing a return on investment for brands.
Strengthening French Soft Power
The French Alps, covering the regions of Auvergne-Rhône-Alpes and Provence-Alpes-Côte d’Azur, has been proposed for the 2030 Winter Olympics and Paralympics. This recommendation highlights France’s cultural, economic, and diplomatic influence on the global stage. Hosting the Winter Olympics offers France a unique chance to enhance its soft power by showcasing its rich heritage, commitment to sustainable practices, and leadership in international sporting events.
Economic and Cultural Impact
Selecting the French Alps is expected to drive substantial economic growth, attracting investments and boosting tourism. The regions’ picturesque landscapes and renowned hospitality will be showcased, reinforcing France’s image as a premier travel destination. This exposure is anticipated to foster long-term tourism and business engagements, benefiting both the regional and national economy.
Sustainability and Innovation
France’s bid emphasizes 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, commented:
“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.”
Global Sporting Legacy
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 continues the nation’s legacy of hosting major international sporting events, fostering a spirit of excellence and camaraderie.
