Paris, 3 December 2019 – Lagardère Plus, of the global partnership marketing agency of Lagardère Sports and Entertainment, is proud to support Hyundai Motor France with the launch of  #HyundaiPreums in partnership with Olympique Lyonnais.

#HyundaiPreums is an in-stadium digital promotion that will allow fans to win two premium leather seats closest to the pitch at Groupama Stadium. The promotion is themed around how people often fight over who gets to sit in front passenger seat of a car by calling call “shotgun!”

Before each Olympique Lyonnais home game, the stadium announcer will signal the start. The participants must then type out as quickly as possible on their Twitter account a deliberately long sentence displayed simultaneously on the stadium screens (giant LED screens) and post it with the hashtag #HyundaiPreums. The fastest fan then wins the two best seats in the stadium and is escorted to the Hyundai seats pitchside with a friend of their choice.

#HyundaiPreums launched at the Groupama Stadium on 3 December at the game between Olympique Lyonnais and Lille. This activation will be repeated throughout the Ligue 1 Conforama season. It will also allow Hyundai, Premium Partner of Olympique Lyonnais since 2012, to enrich the HyundaiExperience, which includes many promotions for fans at each home game. (

A film featuring five stars of the Lyon team will promote the competition until the end of the season.

Lionel French Keogh, General Director, Hyundai Motor France“Innovative and lots of fun, this activation complements our already strong presence at the Groupama Stadium. Since 2012, we have been pursuing the same goal at Lyon’s home ground, enriching the fan experience.”

Thierry Sauvage, General Director, Olympique Lyonnais: “Hyundai is once again demonstrating its ability to innovate and play with the many opportunities offered by Olympique Lyonnais and its stadium. This activation, designed in partnership with the teams at Lagardère Plus, is likely to be one of the Groupama Stadium’s main attractions on match nights and will help enrich the quality of the spectator experience.”

Hervé Bodinier, Executive General Manager at Lagardère Plus: “We are very proud to have been involved in the creation of #HyundaiPreums in collaboration with Hyundai and Olympique Lyonnais. This activation fits perfectly with the desire to enrich the fan experience in the stadium. Made possible by the connectivity of the stadium, it integrates the brand and its product with humour in a way that ensures maximum fan engagement.”

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 new. 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), and Twitter (@Lagardere_Plus).

Press contact

Pierre-Marie Blois – Operations and Communication Senior Director
T +33(0)6 2 68 51 61