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LIX<\/strong><\/p>\n <\/p>\n Remember these letters.<\/p>\n <\/p>\n It’s not a new name for the prestigious French engineering school Polytechnique on the Saclay plateau (nicknamed X), where LVMH CEO Bernard Arnault once cut his teeth, buta golden opportunity for luxury goods to move up to the top league and reach a wider audience.<\/strong><\/p>\n <\/p>\n This is Super Bowl LIX<\/strong>, the 59th edition of the American soccer championship final<\/strong>, to be played on February 8 from the Caesars Superdome in New Orleans<\/strong>.<\/p>\n <\/p>\n In 2024, Luxury surprised the world by successfully sponsoring the Paris Olympic and Paralympic Games<\/strong>. According to Euromonitor, it would do well to show off more during the Super Bowl.<\/p>\n <\/p>\n <\/p>\n While luxury brands have long enjoyed close ties with major sporting events and elite athletes<\/strong>, the Paris 2024 Olympic Games<\/strong>, backed by industry giants such as LVMH, have truly underlined luxury’s influential role in sport<\/strong> and set a new benchmark for future collaborations.<\/p>\n <\/p>\n The opening ceremony alone<\/strong> managed to bring together nearlya billion people<\/strong> around the world. While 60 million viewers tuned in to the competition at an average of 20 hours via France T\u00e9l\u00e9vision channels, 30 million Americans watched the sporting event<\/strong> on NBCU platforms.<\/p>\n <\/p>\n For Fflur Roberts, Head of Luxury at Euromonitor International<\/strong>, the Paris 2024 Games were a memorable moment for the sector: \u201c2024 proved to be a pivotal year for demonstrating the vast opportunities for luxury to deepen its presence in the world of sport\u201d.<\/em><\/p>\n <\/span><\/p>\n <\/span><\/p>\n \t\tParis 2024, a successful sporting precedent<\/h2>\n