Faced with the constraints imposed by the health crisis, many French professional clubs have significantly increased their communication and digital marketing strategy over the past two seasons. An enrichment of digital policies that has not gone unnoticed by the new categories of advertisers, eager to try their hand at sponsorship to maintain the growth of their business but also… to shape their brand image. However, the market introduction of digital inventory poses new challenges for sports organizations. Investigation.
More than 15 million euros. This is the amount the Gorillas will invest in 2021-24 to be a premium partner of Paris Saint-Germain. This new player in fast delivery has spared no expense when it comes to entering the sponsorship market. And despite the acquisition of a global package covering various visibility spaces including LED panels at the Parc des Princes, Gorillas made no secret of the main assets of the Parisian club that convinced him to bet on such a deal. “With this first sports partnership, the Gorillas strengthen their presence in Europe while benefiting from the attacking force of Paris Saint-Germain on social networks, made up of several million fans”, reads the joint press release published in the month of last November. A press release that was accompanied by a 30-second video of the launch of the partnership, in which Marco Verratti participated, in a format and tones perfectly suited to distribution on social networks.
Gorillas is not the only actor of the new economy to have bet heavily on sports sponsorships in recent months to complete their communication strategy and boost the growth of their business. Other players preceded the German start-up in this sector, such as Uber Eats, Deliveroo, Socios.com, AliExpress … A movement that even tends to accelerate with, among others, the signature of Cazoo – e-retailer specialized in reconditioned vehicles – as main jersey sponsor of Olympique de Marseille and LOSC from the 2022-23 season. From the pure players who are increasingly attracted to the large communities gathered by professional clubs on their digital channels.
“It is not in the culture of sports organizations to exploit the potential of digital from the point of view of sponsorship. Initially, they mainly invested in these channels to enrich their communication strategy. But in recent years we have seen a change and this movement has accelerated with the health crisis. However, this transformation is mainly driven by advertisers, “decodes Sébastien Janodet, president of the Winning Team agency and former director of the partnership division of the LFP.” National or international brands accustomed to investing in sponsorships have long since integrated the importance of data in building their marketing strategy. Now they require a more or less significant level of digital activation depending on their investments. In addition, new entrants to the sponsorship market come mainly from the world of the web, e-commerce or new technologies . Actors who are hired by dozens and dozens of sports organizations when they begin to envisage the first agreements in the sector. It is therefore essential to speak their language in terms of activations, data, KPIs … to convince them to invest in you. OM and LOSC have no doubt made a difference in terms of digital activations to get Cazoo to collaborate re with them “, analyzes our specialist.
Among the new players who have invested in sponsorships in French sport in recent months, Free is a prime example. To better promote its Free Ligue 1 mobile application – the main tool through which Free leverages its near-live broadcast rights and other summaries of the L1 acquired by LFP for the 2020-24 period – the telephone operator has been launched. just over a year ago in an ambitious sponsorship policy aimed at concluding direct partnerships with French elite clubs. Agreements that allow the operator to promote their application directly to L1 fan communities, through posts published on the Twitter or Instagram accounts of the sponsored clubs. A policy that began in March 2021 through a partnership concluded with the Stade de Reims. And the Champagne club was not chosen by chance to launch this strategy.