LONDON, Jan 10 Reuters Sanofi is hoping that by sponsoring the Olympic Games it can attract new talent, reward existing staff and shake off the French drugmaker39;s conservative image.

The 2024 Games has gained other new partners from the host nation France, including luxury goods giant LVMH and supermarket group Carrefour.

Sanofi, which some estimate is spending tens of millions of euros on the Paris Games, says it has sometimes struggled to convince prospective young data managers and data scientists that a pharmaceuticals company is a cool place to work.

We39;re using the Olympics to show that we are, said Josep Catlla, head of corporate affairs at Sanofi, which is also supporting popular French breakdancer Dany Dann.

The median age of Olympics viewers is rising, data firms have said, and the International Olympic Committee has been trying to drum up Gen Z and Millennial interest through social media campaigns as younger audiences move away from TV, and by introducing newer sports such as breakdancing and skateboarding.

Sanofi is financially supporting 14 individuals in Paris, including British Paralympic swimmer Ellie Challis, in a team comprising an equal number of men and women, and an equal number of Olympic and Paralympic athletes.

We39;re playing into the diversity aspect, Catlla said.

Sanofi is also bringing more than 8,000 employees to the Games as volunteers or through internal rewards programmes.

It declined to give details of how much it is…