Paris, 12 February 2019 – Lagardère Sports and Entertainment and Hyundai Motor France have won the SPORSORA 2019 Trophy in the Activation category for the Accélérateur by Hyundai tool. For 13 years, the SPORSORA trophies have been awarded to the most innovative and effective sports marketing strategies.

Lagardère Sports and Entertainment is mobilising the teams of Lagardère Sports – the exclusive marketing agency of Olympique Lyonnais – and Lagardère Plus – an agency dedicated to brand consulting and activation – to offer global support to Olympique Lyonnais and Hyundai Motor France as part of their premium partnership.

On 3 November, Hyundai Motor France launched the Accélérateur by Hyundai at the Groupama Stadium during the match between Olympique Lyonnais and FC Girondins de Bordeaux. This activation will be present during the entire Ligue 1 Conforama season. It gives Hyundai Motor France, a Premium Partner of Olympique Lyonnais since 2012, the opportunity to enhance the #HyundaiExperience, which includes numerous activities for fans during each club match at Groupama Stadium.

Picture : Vincent Bernard – Communication and Marketing Director at Hyundai Motor France and Adrien Bailleul – Account Director at Lagardère Plus.

The concept of the Accélérateur by Hyundai:

For the first time in a stadium in Europe, this virtual race, which is open to all spectators and made possible thanks to the stadium’s connectivity, is running on the Groupama Stadium application. Before each Olympique Lyonnais home match, the stadium speaker will give the starting signal, and participants then take part in a sprint; to move their vehicle forward, they must tap their smartphone as quickly and consistently as possible. The race is broadcast live on the giant screens. The winner of the game will be escorted with the person of his or her choice to the exceptional Hyundai seats located on the edge of the field, as close as possible to the players.

Watch the video HERE

Laurent Moretti, Managing Director France of Lagardère Sports and Entertainment: “This trophy rewards the work of a whole team of employees who are at the heart of the premium partnership between Olympique Lyonnais and Hyundai Motor France. This is a perfect example of what Lagardère Sports and Entertainment is able to offer the world of sport, by adapting to the challenges and expectations of all its stakeholders. The fact that Accélérateur by Hyundai  has won “Activation of the Year” demonstrates our expertise and gives us a great opportunity to showcase our digital know-how and our ability to understand and engage fans. This device, which is the first digital live experience in a stadium in Europe, confirms that we are leading the way when it comes to activating football’s partner brands.

Lionel French-Keogh, Managing Director of Hyundai Motor France: “This award acknowledges three fundamental values that have linked Hyundai Motor France and Olympique Lyonnais since 2012. First of all is excellence – all the actions that emerge from this partnership pursue the same objective of enhancing the value of Hyundai and the OL by providing unforgettable brand experiences. Innovation – even after seven seasons, we haven’t lost our ability to innovate, and this activation, in addition to being very engaging, is a top quality activity that rounds off our presence at Groupama Stadium. And finally, there is consistency. After having won an award in 2015 with the “SociOL Room by Hyundai”, this new award for “best activation relating to a sporting event” is a tribute to the results of a perfect collaboration between the teams of Hyundai Motor France, Lagardère Sports and Entertainment.”

About Lagardère Sports and Entertainment

Lagardère Sports and Entertainment is a leading sports and entertainment marketing agency with a global network of local experts dedicated to providing innovative solutions to its clients. Sports and entertainment have the particular power to elicit emotions and generate passion, sources of personal enrichment, sharing and intense collective experiences. At Lagardère Sports and Entertainment, we dedicate our passion and expertise to our clients by offering them privileged access to the endless opportunities within sports and entertainment. Lagardère Sports and Entertainment has more than 1700 employees worldwide and has a history that began more than 50 years ago. For more information, go to

About Hyundai Motor Europe

In 2018, Hyundai Motor achieved registrations of 543,292 vehicles in Europe – an increase of 3.9 percent compared to 2017, growing stronger than the market. 2018 was the fourth consecutive year with a record sales result. Hyundai has the youngest line-up in Europe and 75 percent of the vehicles Hyundai sold in the region are models designed, engineered, tested and built in Europe to meet the needs of European customers, served by the company’s extensive European infrastructure. This includes two factories in the Czech Republic and Turkey, which have a combined annual capacity of 600,000 units. Hyundai Motor sells cars in 41 European countries through close to 3,000 outlets. Hyundai Motor offers its unique Five Year Unlimited Mileage Warranty package with all new cars sold in the region, providing customers with a five-year warranty with no mileage limit, five years of roadside assistance and five years of vehicle health checks.

Press Contact 

Pierre-Marie Blois – Operations and Communication Senior Director
+33(0)6 82 68 51 61