Paris, 18 June 2019 – When the French football team took to the field at the start of the FIFA Women’s World Cup France 2019 on 7 June, this gave EDF, partner of the French Football Federation (FFF) and National Supporter of the competition, the opportunity to unveil an ambitious activation programme developed by Lagardère Plus, the global partnership marketing agency of Lagardère Sports and Entertainment.

The campaign was launched on 3 June at an event organised by the agency at the EDF Foundation, in the presence of the press and partners including Frédérique Jossinet, head of Women’s Football at the FFF and Jean-François Pathy, Director of Marketing Services at FIFA.

Lagardère Plus, which has been working with EDF since the beginning of the year, has devised a new talent-based activation facility capable of propelling both the French women’s football (?) players and the brand into the limelight.

A new documentary: “AT THE SOURCE”

To return to the energy source of the French players, the brand will offer fans the chance to watch a 25-minute documentary entitled “AT THE SOURCE”. This film, conceptualised by Lagardère Plus and directed by Lagardère Studio, retraces the steps of five French players: Eugénie Le Sommer, Griedge Mbock, Amandine Henry, Sakina Karchaoui and Delphine Cascarino.

The film takes us back to the amateur clubs where, along with their friends and family, they began to identify the spark that started them on a path to a footballing life.

Discover the film:

An event-based facility for fans in the region:

Laura Georges, former French national team player and member of Team EDF will send two influencers, DouzeFévrier and Marie Noret, through the nine host cities of the World Cup (Nice, Reims, Montpellier, Le Havre, Rennes, Grenoble, Paris, Valenciennes and Lyon).

These two ambassadors will be responsible for electrifying the FIFA Fan Experiences, essential event spaces that will welcome the thousands of fans who have come to cheer on their team. On the programme: football-based entertainment to get to know the pitches, with the help of a sports coach, projection of the documentary “AT THE SOURCE” and setting up a filming point where fans can record videos of encouragement for their team taking part in the competition.

First successful step for EDF with the FIFA Fan Experience held on 7 June in Nice: our agency has enabled the brand to keep all its promises with this first facility that will be followed by many other regional highlights in the other host cities of the competition.

Watch the FIFA Fan experience facility in Nice:

Hervé Bodinier, Executive General Manager at Lagardère Plus: “We are very proud to support EDF in its activation programme for the FIFA Women’s World Cup and in promoting its partnership with the French Football Federation. The event-related and digital facilities that we have created with all those involved allow us to demonstrate our expertise in activating partnerships around major events and engaging fans with innovative content. With the documentary ”AT THE SOURCE”’, we also want to highlight the journey of the French players, accompanying EDF in its objective of promoting women’s sport.”

Alexandre Boulleray, Head of EDF’s Brand & Sponsoring Division: “Together with Lagardère Plus, we have designed a very ambitious activation programme that allows us to promote our partnerships with the FIFA Women’s World Cup and the FFF. This programme allows us to make a strong contribution to the promotion of women’s football while highlighting the values close to the EDF group, such as team spirit, inclusion and diversity, to inspire and create purpose. This competition will bring those who are passionate about football closer together in the territories where we are very active. For EDF, supporting a sporting event of this magnitude is a wonderful opportunity.”


About Lagardère Plus

Lagardère Plus is a global agency with a mission to transform traditional brand sponsorships into highly inventive and impactful marketing platforms. Plus has the expertise, experience, and privileged access of a global leader in sports, entertainment, media and lifestyle. We understand brands, fans and properties – and the dynamics between them – better than anyone. Whether your business is new to partnership marketing or a highly-experienced player, we hope to take you somewhere knew. Lagardère Plus has offices in Berlin, Dallas, Frankfurt, Hamburg, Hong Kong, London, Manchester, Munich, New York, Paris, Singapore, Shanghai, and Tokyo, and is part of Lagardère Sports and Entertainment, a company with more than 1,700 employees worldwide and 50 years of experience. For more information, find us at, on Instagram (lagardere_plus), Twitter (@Lagardere_Plus), and LinkedIn (èreplus).