Foncia's history with rugby began in 2015, via its partnership with Racing 92. Nadjet Boubekeur explains how the brand activated this brand commitment to make it national.
The story between Foncia and rugby began in 2015, via its partnership with Racing 92. The fact that the club is owned by Foncia's founder, and that the company's historic headquarters are based in Antony, surely encouraged this rapprochement.
"The values of rugby - solidarity, mutual aid and surpassing oneself - are values that we uphold, and they fit in perfectly with our service businesses," declares Nadjet Boubekeur, Groupe Emeria.
The renewal of the partnership in 2018 was the trigger for an activation strategy to move from a "passive" to an "active" partnership. The result was the #àDOMICILE campaign, devised with the Sport Market agency. The aim is to make every match an experience that can be enjoyed at home and at the stadium.
Find out more about the #àDOMICILE campaign: https://www.sportbuzzbusiness.fr/activation-foncia-joue-adomicile-avec-le-racing-92.html
With over 500 branches throughout France, the challenge for Foncia as a local player is to have a message that speaks to everyone, everywhere. "Our aim was to reach local residents and rugby fans throughout the country. As a local player, our objective was to have a message that spoke to everyone, everywhere," asserts Nadjet Boubekeur.
To meet this need, Groupe Emeria approachedAll Sponsored to engage its brand with 22 amateur rugby clubs.
Selected in conjunction with local agencies, so that this sporting presence is consistent with their commercial presence, we find clubs in Rueil-Malmaison, Dijon, Lisieux, Vincennes, Saint-Raphaël, La Rochelle, Clermont-Ferrand, Grenoble, Pau, Versailles, Aix-en-Provence, Nantes, Perpignan, Nice, Toulouse, Metz (Thionville), Palaiseau, Anglet (Arcangues), Tours (Saint-Pierre-des-Corps), Cognac and Bordeaux.
"This involvement in amateur rugby provides a great opportunity for visibility for the brand and reinforces its image as a grassroots player. It has also enabled us to coordinate and give direction to numerous requests from Foncia agencies wishing to get involved locally in sports partnerships", continues Nadjet.
While the sports equipment was supplied by head office, it was indeed the agencies that organized the official handovers and will manage the relationship with the clubs, with match tickets and a few surprises on the program.... 🎁
NB: The equipment is made from recycled plastic and designed in Europe by Nolt.
The story between Foncia and rugby began in 2015, via its partnership with Racing 92. The fact that the club is owned by Foncia's founder, and that the company's historic headquarters are based in Antony, surely encouraged this rapprochement.
"The values of rugby - solidarity, mutual aid and surpassing oneself - are values that we uphold, and they fit in perfectly with our service businesses," declares Nadjet Boubekeur, Groupe Emeria.
The renewal of the partnership in 2018 was the trigger for an activation strategy to move from a "passive" to an "active" partnership. The result was the #àDOMICILE campaign, devised with the Sport Market agency. The aim is to make every match an experience that can be enjoyed at home and at the stadium.
Find out more about the #àDOMICILE campaign: https://www.sportbuzzbusiness.fr/activation-foncia-joue-adomicile-avec-le-racing-92.html
With over 500 branches throughout France, the challenge for Foncia as a local player is to have a message that speaks to everyone, everywhere. "Our aim was to reach local residents and rugby fans throughout the country. As a local player, our objective was to have a message that spoke to everyone, everywhere," asserts Nadjet Boubekeur.
To meet this need, Groupe Emeria approachedAll Sponsored to engage its brand with 22 amateur rugby clubs.
Selected in conjunction with local agencies, so that this sporting presence is consistent with their commercial presence, we find clubs in Rueil-Malmaison, Dijon, Lisieux, Vincennes, Saint-Raphaël, La Rochelle, Clermont-Ferrand, Grenoble, Pau, Versailles, Aix-en-Provence, Nantes, Perpignan, Nice, Toulouse, Metz (Thionville), Palaiseau, Anglet (Arcangues), Tours (Saint-Pierre-des-Corps), Cognac and Bordeaux.
"This involvement in amateur rugby provides a great opportunity for visibility for the brand and reinforces its image as a grassroots player. It has also enabled us to coordinate and give direction to numerous requests from Foncia agencies wishing to get involved locally in sports partnerships", continues Nadjet.
While the sports equipment was supplied by head office, it was indeed the agencies that organized the official handovers and will manage the relationship with the clubs, with match tickets and a few surprises on the program.... 🎁
NB: The equipment is made from recycled plastic and designed in Europe by Nolt.
