(FILES) The 2024 Paris Olympic Games medals are displayed inside a custom-designed trunk manufactured by Louis Vuitton, an LVMH brand partner of the Paris Olympic and Paralympic Games, during a gathering at LVMH in Paris on July 22, 2024, ahead of the start of the 2024 Paris Olympic Games. With Chanel now a partner in the historic Oxford-Cambridge rowing race, L'Oréal sponsoring an America's Cup crew, and LVMH partnering the Olympic Games and Formula 1, several luxury groups have pulled out all the stops this year to forge partnerships in the world of sport, with huge sums at stake. (Photo by STEPHANE DE SAKUTIN / AFP) (Photo by STEPHANE DE SAKUTIN/AFP via Getty Images)