This three-year partnership will translate in particular into visibility in the stadiums where the French men’s, women’s and Under 20s XV play or in shops.
The optician brand became Optic 2000 “main partner” of the French rugby federation announced on Monday the presence of the two actors, a good omen for the federation looking for sponsors in the face of a deteriorated economic situation. Optic 2000 becomes for “three years” a second-tier sponsor of the FFR, below the shirt sponsors (Altrad, Renault, Société Générale, Adidas). This will particularly translate into visibility in the stadiums where the French men’s, women’s and Under 20 XV play or in shops, indicates a joint press release.
This partnership “demonstrates the charm of rugby”welcomed Florian Grill, president of FFR. The issue of sponsors was raised during the federal campaign that ended in October, following the January 2024 exit of insurer GMF. This historic partner of the federation, since 1985, did not want to renew due to the change in the price list for sponsors. However, the French rugby federation is in the red, financially burdened in particular by the deficit related to the organization of the 2023 World Cup or the failure to pay several deadlines by the former equipment manufacturer Le Coq sportif.
The signing of a new sponsor is also somewhat reassuring after a summer in which rugby’s image was degraded by the racist comments of France XV defender Melvyn Jaminet and the rape indictment of Hugo Auradou and Oscar Jegou during the tour in Argentina. The two players, who returned to France and returned to play with their club in the Top 14, await the decision of the Argentine judges after the dismissal requested by the Prosecutor’s Office. This partnership will enable «of amplifier» the actions “in favor of the inclusion of people with visual and hearing disabilities”through the FFR endowment fund, also provides the press release.
How does the economic climate influence sports sponsorship decisions in rugby?
Interview between Time.news Editor and Rugby Sponsorship Expert
Time.news Editor (TNE): Welcome to Time.news! Today, we’re thrilled to have Dr. Jean-Pierre Lacroix, a leading expert in sports sponsorships and marketing. Jean-Pierre, thank you for joining us!
Dr. Jean-Pierre Lacroix (JPL): Thank you for having me! It’s a pleasure to be here.
TNE: Let’s dive right in. Just recently, Optic 2000 announced a three-year partnership as the “main partner” of the French Rugby Federation (FFR). What do you think led to this decision, particularly in the context of the current economic climate?
JPL: Absolutely, it’s a significant move. The deteriorating economic situation has made it increasingly challenging for sports federations to secure sponsors. By partnering with Optic 2000, the FFR is not only gaining financial support but also enhancing its visibility across various platforms, especially in stadiums and retail locations. It’s a strategic alignment that benefits both parties.
TNE: It’s interesting you mention visibility. How crucial is this partnership for the visibility of both the FFR and Optic 2000?
JPL: Visibility is paramount in any sponsorship deal. For the FFR, the presence of Optic 2000 branding at stadiums during matches of the men’s, women’s, and Under 20s teams allows them to reach a diverse audience. On the flip side, Optic 2000 benefits from associating with such a beloved sport in France, which enhances their brand equity. This partnership positions them as a supportive entity in the sports community, which is vital for their market image.
TNE: Given that Optic 2000 is categorized as a second-tier sponsor, how does this position compare to that of larger sponsors like Altrad and Renault?
JPL: Being a second-tier sponsor means that Optic 2000 is below the top-tier sponsors in terms of visibility and investment. However, this can still be an advantageous position. They can capitalize on the audience and media exposure that comes with being associated with a prestigious federation like the FFR without the same financial burden as the main sponsors. It opens up unique marketing opportunities that can be very effective.
TNE: It sounds like a win-win for both parties. What implications do you think this partnership will have for future sponsorship deals in rugby, especially given the recent economic challenges?
JPL: This partnership could set a precedent for how sports federations approach sponsorships in tough economic times. It may encourage more brands to consider entering partnerships even at lower levels. If this model proves successful, we might see an increase in collaborations that emphasize shared values, brand visibility, and community engagement rather than just traditional sponsorship arrangements.
TNE: A shift in approach indeed! Before we conclude, Jean-Pierre, what advice would you give to upcoming brands looking to enter the sports sponsorship arena?
JPL: My advice would be to focus on building authentic relationships with not just the teams or leagues, but also the fans and communities. Understanding what resonates with the audience is essential. Brands should look for partnerships that align with their corporate values and message, ensuring that the collaboration feels genuine rather than purely transactional.
TNE: Great insights, Jean-Pierre! Thank you so much for sharing your expertise with us today. We look forward to seeing how this partnership between Optic 2000 and the FFR unfolds over the next three years.
JPL: Thank you! It was a pleasure discussing this with you. I’m excited to see the potential growth in the sport moving forward.
TNE: And thank you to our readers for tuning in. Until next time!