Since January 2017, Butagaz has committed its brand to handball, with the French national teams and the Ligue Féminine de Handball (LFH). A commitment that resonates with 2 professional ambassadors as well as 1,700 junior licensees.
Since January 2017, Butagaz has committed its brand to handball. First with the French national teams, then with the Ligue Féminine de Handball (LFH) by committing to the first naming partnership (title partner) of a women's league in France: the Ligue Butagaz Energie was born.
A commitment relayed by two of the sport's brightest stars: Cléopatre Darleux and Nikola Karabatic... but also by 1,700 young licensees playing in amateur clubs sponsored by the multi-energy supplier and its mascot, Bob.
With over 450,000 licensed players, handball is France's most successful team sport. A double medallist at the Tokyo Games, its popularity with the general public continues unabated. And sponsors make no mistake: associating their image with winning teams works!
"Grow alongside the sport, but also give it the energy to develop" is the credo adopted by Butagaz in its commitment to sport. A commitment that has diversified over the years:
A federal partner since 2017, Butagaz then supported the Ligue Féminine de Handball (LFH) by committing to the naming partnership of the women's championship: Ligue Butagaz Energie. At the same time, two of the sport's brightest stars - Cléopatre Darleux and Nikola Karabatic - have lent their support to the campaign. Building on this relationship, the two ambassadors have been integrated into the board of directors of the Butagaz Group Foundation (1) launched in September 2020.
Lastly, the brand's commitment to handball found a local echo closer to the players in September 2021 with the launch of the 'Au plus près des clubs' operation , aimed at helping amateur clubs take over via an allocation of sports equipment .
Philippe Bana: "The renewal of the 'Au plus près des clubs' operation confirms the strong links we have with Butagaz. This commitment on the part of our long-standing partner to the development of amateur sport perfectly reflects the values of proximity that we share. For the start of the 2022 season, all our structures will be able to count on real support from the FFHandball and its partners. I'm very proud to have Butagaz as part of the handball family.
"First and foremost, sports sponsorship is not an isolated investment for the Butagaz group. Handball is an integral part of all our initiatives, from media visibility to CSR (via the Foundation and our commitments to women's and amateur sport), as well as commercial and partnership development and internal communications," says Anne-Stéphanie Pierry, Butagaz Group Communications and CSR Director.
"All our handball activities complement each other, both from a media point of view and in terms of the messages we send out to each of our different audiences. The French national teams allow us to emerge in the national media and energize the brand, while amateur handball enables us to reach readers of local media and cultivate our proximity to territories where we have particular stakes (2)."
Out of 40 amateur clubs sponsored in 2021/2022, we received around 30 articles in the press, including Le Télégramme, La Dépêche and Ouest-France.
We're committed to getting out into the field and into the territories to meet handball fans. Throughout the season, Bob #LePlusChaudDesSupporters visits the 14 clubs in the Butagaz Energie League at special matches all over France. In each club, we invite our customers and partners, offer the public a real experience (photocall, throwing goodies into the stands during stoppages and half-time entertainment). What's more, we're always present at French home matches, with a stand in our colors and, of course, our blue bear Bob, a real opportunity to get close to the fans!
Beyond external communication, handball also enables us to feed our internal comm. strategy and bring the Butagaz brand to life in our various subsidiaries throughout France.
The Hermine Kernic club (Finistère) received their equipment from employees of Gazarmor (a Quimper-based subsidiary of the Butagaz group), and Butagaz ambassador Cléopatre Darleux.
Stéphanie Sulmont, the club's secretary, comments: "It was already a source of pride to be selected, and a great saving for the club, with nearly €900 worth of equipment. When Cleopatra arrived at the gym, the whole club was ecstatic: some fifty players, parents and volunteers were on hand to welcome her. It was a great privilege to be able to chat with her for almost an hour and a half!"
"Ultimately, we try to build bridges between the 2 worlds (editor's note: amateurs and professionals) to create exceptional moments for all audiences: fans, enthusiasts and Butagaz employees" concludes Anne-Stéphanie Pierry.
To find out more about the Butagaz Group's branding strategy, watch the interview with Natacha Cambriels (President of Butagaz), Nikola Karabatic (French international handball player) and Marie-George Buffet (former Minister of Sports) in Forbes Brand Voice's Sport & Esport Business program: https: //www.forbes.fr/sport-et-esport-business/butagaz-engage-dans-le-handball-francais-vecteur-de-solidarite-et-de-reussite/
(1) The Butagaz Group Foundation's raison d'être is to put the energy transition into practice in local areas. The two ambassadors take part in the Foundation's decision-making process and convey the message to the general public.
(2) Butagaz has 5 million individual and business customers in France, most of them in rural areas.
Since January 2017, Butagaz has committed its brand to handball. First with the French national teams, then with the Ligue Féminine de Handball (LFH) by committing to the first naming partnership (title partner) of a women's league in France: the Ligue Butagaz Energie was born.
A commitment relayed by two of the sport's brightest stars: Cléopatre Darleux and Nikola Karabatic... but also by 1,700 young licensees playing in amateur clubs sponsored by the multi-energy supplier and its mascot, Bob.
With over 450,000 licensed players, handball is France's most successful team sport. A double medallist at the Tokyo Games, its popularity with the general public continues unabated. And sponsors make no mistake: associating their image with winning teams works!
"Grow alongside the sport, but also give it the energy to develop" is the credo adopted by Butagaz in its commitment to sport. A commitment that has diversified over the years:
A federal partner since 2017, Butagaz then supported the Ligue Féminine de Handball (LFH) by committing to the naming partnership of the women's championship: Ligue Butagaz Energie. At the same time, two of the sport's brightest stars - Cléopatre Darleux and Nikola Karabatic - have lent their support to the campaign. Building on this relationship, the two ambassadors have been integrated into the board of directors of the Butagaz Group Foundation (1) launched in September 2020.
Lastly, the brand's commitment to handball found a local echo closer to the players in September 2021 with the launch of the 'Au plus près des clubs' operation , aimed at helping amateur clubs take over via an allocation of sports equipment .
Philippe Bana: "The renewal of the 'Au plus près des clubs' operation confirms the strong links we have with Butagaz. This commitment on the part of our long-standing partner to the development of amateur sport perfectly reflects the values of proximity that we share. For the start of the 2022 season, all our structures will be able to count on real support from the FFHandball and its partners. I'm very proud to have Butagaz as part of the handball family.
"First and foremost, sports sponsorship is not an isolated investment for the Butagaz group. Handball is an integral part of all our initiatives, from media visibility to CSR (via the Foundation and our commitments to women's and amateur sport), as well as commercial and partnership development and internal communications," says Anne-Stéphanie Pierry, Butagaz Group Communications and CSR Director.
"All our handball activities complement each other, both from a media point of view and in terms of the messages we send out to each of our different audiences. The French national teams allow us to emerge in the national media and energize the brand, while amateur handball enables us to reach readers of local media and cultivate our proximity to territories where we have particular stakes (2)."
Out of 40 amateur clubs sponsored in 2021/2022, we received around 30 articles in the press, including Le Télégramme, La Dépêche and Ouest-France.
We're committed to getting out into the field and into the territories to meet handball fans. Throughout the season, Bob #LePlusChaudDesSupporters visits the 14 clubs in the Butagaz Energie League at special matches all over France. In each club, we invite our customers and partners, offer the public a real experience (photocall, throwing goodies into the stands during stoppages and half-time entertainment). What's more, we're always present at French home matches, with a stand in our colors and, of course, our blue bear Bob, a real opportunity to get close to the fans!
Beyond external communication, handball also enables us to feed our internal comm. strategy and bring the Butagaz brand to life in our various subsidiaries throughout France.
The Hermine Kernic club (Finistère) received their equipment from employees of Gazarmor (a Quimper-based subsidiary of the Butagaz group), and Butagaz ambassador Cléopatre Darleux.
Stéphanie Sulmont, the club's secretary, comments: "It was already a source of pride to be selected, and a great saving for the club, with nearly €900 worth of equipment. When Cleopatra arrived at the gym, the whole club was ecstatic: some fifty players, parents and volunteers were on hand to welcome her. It was a great privilege to be able to chat with her for almost an hour and a half!"
"Ultimately, we try to build bridges between the 2 worlds (editor's note: amateurs and professionals) to create exceptional moments for all audiences: fans, enthusiasts and Butagaz employees" concludes Anne-Stéphanie Pierry.
To find out more about the Butagaz Group's branding strategy, watch the interview with Natacha Cambriels (President of Butagaz), Nikola Karabatic (French international handball player) and Marie-George Buffet (former Minister of Sports) in Forbes Brand Voice's Sport & Esport Business program: https: //www.forbes.fr/sport-et-esport-business/butagaz-engage-dans-le-handball-francais-vecteur-de-solidarite-et-de-reussite/
(1) The Butagaz Group Foundation's raison d'être is to put the energy transition into practice in local areas. The two ambassadors take part in the Foundation's decision-making process and convey the message to the general public.
(2) Butagaz has 5 million individual and business customers in France, most of them in rural areas.
