The ‘first’ post-Covid Olympics are exciting sponsors. Fans? Not so much

New York CNN —

The brownish, once-polluted River Seine in Paris isn’t the glitziest or most glamorous, especially in a city filled with iconic landmarks. But for Chase, it’s hoping the waterway will be a showstopper.

At the 2024 Summer Olympics, which officially starts next Friday in the French capital, the bank, along with credit card company Visa, is debuting a floating lounge exclusively for holders of its pricey Chase Sapphire Reserve card. It’s just a small sliver of what companies are doing in their takeover during the two-week sporting spectacular.

Paris 2024 organizers are expected to bring in about $1.3 billion in sponsorship revenue from a mix of domestic partners totaling 60 companies, like Accor and LVMH, and international partners from Coca-Cola to Omega watches. In a first, Anheuser-Bush InBev is the beer sponsor for the Olympic games with a non-alcoholic brew taking the torch.

On the Sapphire’s lounge on the Seine, guests will be treated to fine French food, live entertainment including DJs and bands and a one-of-kind view of Paris meant to strike envy among their Instagram followers. That’s all by design to promote the exclusivity the card offers and perhaps its most lavish attempt at expanding its swanky lounge concept, most commonly seen at airports.

The games are “obviously, a huge cultural moment” with a captivated audience, according to Sam Palmer, general manager of Chase Sapphire, a popular Visa credit card that attracts high-end spenders with fancy perks, like the lounge, to offset the $550 annual fee.

A cyclist rides looking at Alexandre III bridge where rows of seats are set up for the games's opening ceremony.

“It’s is very much aligned with what Sapphire Reserve card members love,” he