Besides, "Paris FC has a very important asset in the eyes of LVMH: Paris and the Eiffel Tower in its logo," an insider told RMCSport. "For this world-famous fashion brand, being able to communicate in sport from Paris is no mean feat." Some say that Bernard Arnault has a personal motive for the new push into sport – and that is to keep the peace among his five children, all but one of whom (Jean, the youngest at 26) now sit on the group's board of directors. According to a source with intimate knowledge of the Arnault family, the unthinkable is brewing: a feud among his offspring. The patriarch has famously sought to forge close ties among his children who he convenes weekly. But he has a Darwinian streak over who should be his eventual successor with one biographer saying he treats them like "race horses" with faults that must be "ironed out". That has seen the Arnault family compared to HBO series Succession, which sees the children of media mogul Logan Roy vying to take over as CEO.