We bring a brand-centric approach to sport and entertainment marketing, thanks to our potent combination of strategists, negotiators, creatives, digital experts and project managers.

Using our proprietary, strategic model, we consider all relevant business and brand factors to guide our clients through property, investment, activation and analytics decisions.

Property is paramount. We work with our clients to determine best fits based on their target interests, brand alignment, competitive activity, opportunities for activation and overall feasibility.

Investment is serious business. Our goal is to optimize asset mixes and financial commitments for our clients. On their behalf, we negotiate the most suitable programme by considering category and economic factors.


Activation means action. Drawing insight from our fan mapping model, we then execute across all touchpoints to hit our client’s targets. Social media, mobile and digital are at the forefront of our creative and innovative strategies.

Analytics helps us pilot our actions. We measure our client’s return on investment by establishing KPIs upfront. We take into account media efficiency, brand equities and purchase funnel analysis.

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Activation means action. Drawing insight from our fan mapping model, we then execute across all touchpoints to hit our client’s targets. Social media, mobile and digital are at the forefront of our creative and innovative strategies.

Analytics helps us pilot our actions. We measure our client’s return on investment by establishing KPIs upfront. We take into account media efficiency, brand equities and purchase funnel analysis.

Our Services

Brand Content

Brand content is at the heart of our consulting, activation and digital offer. We advise our clients throughout the entire process, from conception through to production. Our experts ensure the exclusive content we created is integrated into and compliments a brand’s editorial as well as reaching its target audiences.


Rights Acquisition

Rights acquisition is our historic expertise. Our clients trust us to negotiate their rights to get the maximum amount of value for their brand.


By growing fan engagement we build long term commercial value for brands. Our teams create integrated solutions that combine offline and online strategies and then implement them through interaction and unique experiences intended to bring brands to life, forging long term connections with fans that incite them to invest in brands.

Social Media, Mobile and Digital Strategies

Social media, mobile and digital strategies are an indispensable part of brand activation. For clients looking to get closer to fans and reach new audiences, we not only consult on technical development but create custom action plans to reach the right audience across various platforms.

Promotions and Retails

Promotions and retail complement our brand consulting offer. For our clients, we handle international marketing and negotiation rights for merchandising to leverage their investments.

Sponsorship Strategy

Sponsorship strategies give clients the ultimate visibility. By matching the right brands to the right events, we create a synergy between the two resulting in win-win deals for all parties. We have a track record of creating long-lasting partnerships that are beneficial to both events and brands.

Return on Investment Measurement

Return on investment measurement plays an integral part in all we do for our clients. To guarantee we hit our targets, we partner with companies and brands to select the best indicators of success to pilot our collective performance.



Our Network of Consulting agencies

With the continued expansion of brand consulting and digital businesses we develop consumer and fan experiences and provide advisory, activation, and analytical services for brands who are involved in sponsorship across sports, entertainment and lifestyle.


Our global consulting and activation offering to clients includes consulting hubs in the USA and across Europe. Our consulting division in Europe includes the expertise of leading consulting, activation and digital agencies akzio!, Zaechel, Sponsorship 360 and VIP Sportstravel.


Sponsorship consulting and activation in sports and culture are at the heart of akzio!’s expertise. Thanks to its 160 staff members and three offices across Germany, the agency works on three core business segments: strategic sponsorship advisory, activation of sponsorship rights and operational implementation. For its clients, azkio offers end-to-end services, working on creative and functional aspects as well as economic planning and implementation of the projects it undertakes.


Sponsorship 360 provides tailor made solutions to brands in order to build and animate communication platforms. Using sport assets, the agency works from the creation of strategic partnerships through the deployment of 360° activation programs. With strong knowledge of the luxury sector and global brand strategies, it has a solid reputation in domains such as motorsport, tennis, cycling and sailing as well as in using ambassadors in communication.


As a part of the consulting hub in Germany, Zaechel  specialises in creating premium brand experiences that generate emotional ties between fans and brands. For companies, clubs, and associations, Zaechel offers include hospitality services, events planning, promotion and hostess services and digital solutions.


VIP Sportstravel

VIP Sportstravel are a global 360° hospitality agency specialising in tailor-made, brand-driven services. They make major sporting events unforgettable – for guests of sponsors, corporates and sports organisations.

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Our stories

EA Sports

As the producer of the best-selling FIFA sports video game franchise, EA Sports is a company at the top of its game. For the past 15 years, it has relied on Lagardère Sports to keep it there. As the exclusive activation agency for EA Sports’ three major global football properties – a technology partnership with the Premier League, a video gaming partnership with FC Barcelona and a global ambassador partnership with Lionel Messi

– we currently deliver a full programme of activation, including global advertising campaigns, in-market events and promotions and multi-layered digital programming. Our job is ensuring that we drive maximum value from all EA Sports’ partnerships. With our in-depth knowledge of the football marketing rights landscape, we are uniquely well-placed to do so.


Our stories

Engie / Roland Garros

When the French Open’s official sponsor GDF SUEZ rebranded as ENGIE two weeks before the 2015 tournament began, activating the partnership on Roland Garros’ website and social networks was going to be a challenge. We rose to it, with an innovative content campaign that took ENGIE’s presence to the next level. Our dedicated team of journalists, cameramen, bloggers and remote-controlled robots roamed the stadium,

supplying a wealth of exclusive digital content that enabled tennis fans to immerse themselves in this prestigious event. As a result, ENGIE benefited from massively increased visibility both on-site and online, with over 100 branded videos and sketches posted on all Roland Garros’ official digital platforms.


Our stories

Hyundai SociOL Room

When Hyundai France was looking for a partner to drive their digital activation strategy, raise their brand awareness and grow their online community, they came to us. They were attracted by our unique expertise in sport marketing and the football business and by our relationship with the Olympique Lyonnais football club that has lasted for nearly 20 years.

We came up with the Hyundai sociOL room – a dedicated connected lounge in the OL stadium that supplies exclusive content and enables fans to follow matches on the social networks. After kicking off in the 2013 season, the project has turned out to be a winner, attracting 2 million social network contacts, 120,000 Twitter followers and a 15% Facebook engagement rate for each game.


Our stories

Allianz Riveria Lab

Our innovation-driven approach to sport marketing made us the natural partner when Allianz France was looking to activate its naming rights for the Nice stadium – one of the venues that will host the Euro 2016 competition. With the Allianz Riviera Fan Lab, we turned the Allianz Riviera stadium into a centre for cutting-edge innovation – enhancing spectators’ matchday experience and boosting Allianz’s brand image and online community.

Our comprehensive range of digital activations includes an interactive system enabling supporters to put their questions to players after a match, a live content feed delivered through Google Glasses, a Dronecam and remote-controlled robots that take fans behind the scenes. The result: a 13% engagement rate for our dedicated content and over 50,000 Facebook fans in three months.


Our stories

Pepsi / CAF

To help Pepsi, the official partner of major CAF events, increase its sponsorship value with digital assets, Lagardère Sports has created a multi-screen gaming programme and delivered two games and campaigns across Africa and worldwide. Pepsi Fantasy Football – available via the CAF website, the CAF app and the CAF Facebook page – launched during the Orange Africa Cup of Nations 2013 and 2015, while our second live

prediction game – Pepsi FootballNOW – is available during main CAF events from 2013 to 2016. Pepsi chose us for our in-depth knowledge of the African market and our innovative digital solutions. They chose right. The campaign has enhanced the brand’s sponsorship value via increased visibility, contacts and engagement with African clients, in line with its global strategy.