A strong source of business growth for sports organizations?


Faced with the constraints of the health crisis, many French professional clubs have greatly increased their communications and digital marketing strategies over the past two seasons. Enrichment of digital policies that go unnoticed by new categories of advertisers who are willing to try their hand at sponsorship to keep their business growing and at the same time… shaping their brand image. However, bringing digital inventory to market poses new challenges for sports organizations. Investigation.

More than 15 million Euros. This is the amount Gorillas will invest to become a premium partner of Paris Saint-Germain in 2021-24. This new player in fast delivery spared no expense in entering the sponsorship market. And despite the acquisition of a global package that covers several areas of visibility, including LED panels in the Parc des Princes, Gorillas did not hide the main assets of the Paris club, which convinced him to bet on such a deal. “With this first sports partnership, Gorillas leverages Paris Saint-Germain’s strike power of several million fans on social networks, while strengthening its footprint in Europe.” last November. A press release in a format and tone perfectly suited for distribution on social networks, accompanied by a 30-second video of the launch of the partnership in which Marco Verratti participates.

Gorillas aren’t the only players who have bet heavily on sports sponsorship in recent months to complement their communications strategy and boost business growth in the new economy. Other players such as Uber Eats, Deliveroo, Socios.com, AliExpress have preceded the German start-up in this space… a move that has even accelerated with the signing of Cazoo, the e-retailer specializing in refurbished vehicles, among others. – As the main shirt sponsor of Olympique de Marseille and LOSC from the 2022-23 season. between pure gamers those that are increasingly attracting the large communities professional clubs bring together on their digital channels.

“Taking advantage of the potential of digital in terms of sponsorship is not in the culture of sports organizations. Initially, they invested heavily in these channels to enrich their communication strategies. But we’ve been seeing a shift in recent years, and that movement has been accelerated by the health crisis. However, this transformation is mainly driven by advertisers,” says Sébastien Janodet, head of the Winning Team agency and former director of LFP’s partnerships division. National or international brands accustomed to investing in sponsorship have long integrated the importance of data into the creation of their marketing strategy. Now committed to their investment. they demand a more or less substantial layer of digital activation. Also, new entrants to the sponsorship market come predominantly from the worlds of the web, e-commerce or new technologies. Players who are tempered when dozens or dozens of sports organizations start looking for their first deals in the industry. Therefore, they invite them to invest in you. speaking their language is very important in terms of activations, data, KPIs… to persuade OM and LOSC have undoubtedly made the difference in terms of digital activations to persuade Cazoo to partner with them,” our analyst analyzes.

Reims Stadium It implements an extraordinary social media strategy that fits our DNA.”

Mickaël Pereira – Communications and Marketing Officer – Freelance Ligue 1

Among new players who have invested in sponsorship in French sport in recent months, Free is a prime example. In order to best promote the Free Ligue 1 mobile application – the main tool by which Free benefits from semi-live-streaming rights and other highlights of L1 acquired from LFP for the period 2020-24 – the telephone operator was launched a little more a year ago, with French elite clubs in an ambitious sponsorship policy aimed at establishing direct partnerships. Agreements that allow the operator to promote their application directly to their L1 fan community via posts posted on the sponsored clubs’ Twitter or Instagram accounts. A policy that began in March 2021 through a partnership signed with Stade de Reims. And the Champagne club was not randomly chosen to launch this strategy.

Digital: a powerful source of business growth?