By Dimmed lights, arcades illuminated in the blue and red of the American banner, 10 TV screens tuned to NBC, and a DJ. It’s not an American sports bar, but the Palais Brongniart. The American Olympic Committee has set up its Team USA House in the former headquarters of the Paris stock exchange, in the 2nd arrondissement.
Napoleon had laid the foundation stone for the neoclassical building in 1808. Today, in the colonnade of the building’s façade, three large letters are currently displayed: “USA”.
Having been vacated by the stock exchange in 1998, the building is now reserved for private events, under the management of events company GL Events. The US Olympic Committee took advantage of the opportunity to set up a very VIP house in the building. Outside, a succession of official Paris 2024 vehicles and a few Mercedes minibuses with tinted windows drop off and pick up guests.
Inside, on either side of the nave, the 584-square-meter central space on the first floor, there is a bar. In the middle, a few hundred Americans stare at the screens, holding American beers or glasses of Uzès wine. Everywhere, caps and the words “Team USA.” At 9:54 pm on Sunday, August 4, the room was holding its breath. A photo finish was required to decide if the American sprinter Noah Lyles, who was destined for victory, had won the 100 m race.
Sponsorship in the spotlight
For the first time, the US has opened its Olympic “house” to the public. Admission costs €325, plus tax. That is the price for access to an all-you-can-eat bar and buffet, a live broadcast of the events and a close-up view of the delegation’s medal winners and figures from American sport. Loucas Xenakis, from California, has just spent the day there, thanks to an entry offered by his father. “In the stadiums, we’re all scattered, so it’s great to be together, united, behind our country,” he said enthusiastically.
Guests of honor on Sunday included Missy Franklin, five-time Olympic swimming champion. Former sprinter Tyson Gay also made an appearance. A small stage featured a succession of American medalists, such as gymnastics’ new darling, Stephen Nedoroscik, “Mr Pommel Horse,” also nicknamed “Clark Kent” because of his large glasses that have gone viral on social media. Athletes paid tribute to the people who had played a part in their success. Many of those in the hall were invited by the Olympians or their delegations, as well as by sponsors.
It is difficult to obtain information on the cost of the operation, or on its attendance. Access is included in certain hospitality packages sold with tickets and sometimes hotel reservations. Le Monde was only allowed a brief glimpse of the lounges upstairs where private events are held, organized by companies or delegations. Along the corridors, a few works of art and a small Eiffel Tower made out of Visa cards. On the first floor, the boutique showcases the sponsors of the American delegation, led by Ralph Lauren and Nike.
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