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Sandrine Marcot Conference

Updated: Nov 18




We were very pleased to invite Sandrine Marcot, as part of the French Foreign Trade Advisors' conference series, to discuss the role of luxury and sports in international political relations. As Deputy President of the Union of Jewelry and Watchmaking and former Managing Director of the French Football Federation, she has effectively demonstrated the strategic interconnection between these global sectors and their significant economic and geopolitical impacts.


To introduce this conference, the Masters (GEAI) students presented the links and convergences between the luxury and fashion sectors, highlighting the soft power they represent for nations worldwide.


Ms. Marcot then shared interesting statistics for both sectors: a global luxury market valued at $1.5 trillion and a sports market at $1.4 trillion. Both sectors show similar growth, underscoring their importance and global impact. The example of Bernard Arnault, a global leader in luxury and an influential strategist in both sectors, further exemplifies this economic power and the growing interaction between luxury and sports.


Sandrine Marcot went on to explain how luxury and sports align with current geopolitical challenges, emphasizing their roles as soft power levers for many countries. These sectors influence international relations without military coercion, and major sporting events, such as the Olympic Games, were presented as crucial diplomatic tools. Concrete examples, such as the strategies of Qatar and Russia, which use sports to assert their presence on the international stage, illustrate this phenomenon.


In conclusion, Ms. Marcot provided an analysis of the evolution of luxury, focusing on the strategy of the LVMH group to maintain its dominant position while engaging in sports. The values of universality, excellence, and rigor, shared by both sectors, explain why luxury is so invested in sports, well beyond mere partnerships.


This presentation offered valuable insights into the strategic and diplomatic dimensions connecting these two worlds, providing enriching perspectives on their global influence. We extend our gratitude to Ms. Marcot for her inspiring presentation, which allowed students to gain a deeper understanding of these two sectors and the synergies that unite them.

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