Working in Groupama's sponsorship department since 2015, Xavier has experienced the shift in sponsorship strategy from sailing to cycling. He explains this switch and the construction of their cycling take: "Par Passion du Vélo".
The genesis of sponsorship at Groupama, historically, is sailing. For 20 years, between 1997 and 2017, we accompanied Franck Cammas in all competitions and formed a duo synonymous with victory, forging a unique record of achievements (Transat Jacques Vabre, Trophée Jules-Verne, Route du Rhum, Volvo Ocean Race...). These twenty years have been punctuated by the construction of increasingly technical boats (editor's note: 5) over time to support the shared ambition to be at the cutting edge of technology and performance, from Groupama 1 to the AC 50 of the French America's Cup challenge (and the birth of Groupama Team France).
This project, Groupama Team France for the 35th America's Cup in 2017, will be the final chapter in Groupama's beautiful history with the world of sailing and Franck Cammas. The sporting framework of this competition was no longer in line with Groupama's long-term objectives. We wanted to refocus our image on other areas that were more in line with our DNA and our presence in the territories. Sailing has had a profound impact on Groupama's image, so we had to make a successful switch with new ambitions towards a new project: cycling.
As a popular sport that conveys a number of values that are important to Groupama as a mutual insurer (accessibility, proximity, team spirit), cycling quickly became an obvious choice for us, as it offers the opportunity to establish a goal of notoriety while developing proximity and an almost daily animation of all our territories (in France or abroad). This entry into the world of cycling took concrete form at the end of 2017 with the association with FDJ to create the Groupama-FDJ Cycling Team. This unprecedented partnership between two major French companies is the result of a shared ambition to perform and establish itself as the best French cycling team in the world.
In addition to our elite involvement with the Groupama-FDJ cycling team, the flagship of our sponsorship strategy in this sport, we see our presence in cycling in a more global sense, reaching out to all cycling enthusiasts wherever they ride.
Through our "Par passion du vélo" program, Groupama is making a concrete commitment to support cycling enthusiasts by promoting and protecting this passion, which unites millions of French people. The aim of this program is to support the development of cycling in all its dimensions: amateur, leisure, social and corporate.
Amateur cycling is an important part of the cycling ecosystem, and we can't ignore it. On a daily basis, thousands of sporting associations train the cyclists of tomorrow; they are the ones who keep this passion for cycling alive and kicking in the regions.
The athletes who make us dream all started out somewhere, as children in their village club. It's this ecosystem and pyramid, which starts with the small local structures, that a few years later enables us to experience the emotions of the great champions.
It was against this backdrop that we got in touch with Act for Sport, and the "Ton Club, Ton Maillot" (Your Club, Your Jersey) operation was born, with the aim of reaching out to the whole pyramid of French cycling: from local clubs in all regions to the biggest World Tour races.
The "Ton Club, Ton Maillot" (Your Club, Your Shirt) operation was launched in 2020, in a particularly complicated context for the world of business and sport. During this period, professional sport was very much in the spotlight, but we mustn't forget the amateur clubs: the COVID completely halted their activities and sources of income (membership fees, events, etc.). Double whammy: after the1st COVID wave, many small and medium-sized businesses cut their communications spending, including local sponsorship, depriving clubs of a major source of income.
We analyzed the operations and needs of amateur clubs, and realized that the "equipment" component could represent a significant part of the club's budget. In both professional and amateur sport, there's a sense of pride in belonging to a club, in wearing the jersey and colors of one's team.
The "Ton Club, Ton Maillot" operation aims to meet this need by offering complete competition outfits (jerseys and shorts) to clubs, representing a saving of several thousand euros (between €3,500 and €5,000) in their finances. We respect the clubs' history, so these outfits are entirely personalized in the club's colors, and they can add the logos of their local and historic partners.
This operation reinforces Groupama's position as a key player in French cycling, for pros and amateurs alike.
The "Ton Club, Ton Maillot" operation draws on the strength of our network in the territories. Conceived at national level, it trickles down to the small villages at local level, since the official presentation of the outfits is always organized in the local Groupama agencies. We create links and new encounters in the territories, opening up business opportunities for sales people in the field.
After 3 seasons, the program has already supported more than 300 clubs throughout France (editor's note: mainland France and French overseas departments and territories) and equipped more than 10,000 amateur licensees. Just like the Aviron Bayonnais club and its cycling section, winner of the 2nd and 3rd seasons of the operation.
And the story will continue to unfold, as we launch a4th season in 2023 to continue our support for amateur cycling clubs.
The genesis of sponsorship at Groupama, historically, is sailing. For 20 years, between 1997 and 2017, we accompanied Franck Cammas in all competitions and formed a duo synonymous with victory, forging a unique record of achievements (Transat Jacques Vabre, Trophée Jules-Verne, Route du Rhum, Volvo Ocean Race...). These twenty years have been punctuated by the construction of increasingly technical boats (editor's note: 5) over time to support the shared ambition to be at the cutting edge of technology and performance, from Groupama 1 to the AC 50 of the French America's Cup challenge (and the birth of Groupama Team France).
This project, Groupama Team France for the 35th America's Cup in 2017, will be the final chapter in Groupama's beautiful history with the world of sailing and Franck Cammas. The sporting framework of this competition was no longer in line with Groupama's long-term objectives. We wanted to refocus our image on other areas that were more in line with our DNA and our presence in the territories. Sailing has had a profound impact on Groupama's image, so we had to make a successful switch with new ambitions towards a new project: cycling.
As a popular sport that conveys a number of values that are important to Groupama as a mutual insurer (accessibility, proximity, team spirit), cycling quickly became an obvious choice for us, as it offers the opportunity to establish a goal of notoriety while developing proximity and an almost daily animation of all our territories (in France or abroad). This entry into the world of cycling took concrete form at the end of 2017 with the association with FDJ to create the Groupama-FDJ Cycling Team. This unprecedented partnership between two major French companies is the result of a shared ambition to perform and establish itself as the best French cycling team in the world.
In addition to our elite involvement with the Groupama-FDJ cycling team, the flagship of our sponsorship strategy in this sport, we see our presence in cycling in a more global sense, reaching out to all cycling enthusiasts wherever they ride.
Through our "Par passion du vélo" program, Groupama is making a concrete commitment to support cycling enthusiasts by promoting and protecting this passion, which unites millions of French people. The aim of this program is to support the development of cycling in all its dimensions: amateur, leisure, social and corporate.
Amateur cycling is an important part of the cycling ecosystem, and we can't ignore it. On a daily basis, thousands of sporting associations train the cyclists of tomorrow; they are the ones who keep this passion for cycling alive and kicking in the regions.
The athletes who make us dream all started out somewhere, as children in their village club. It's this ecosystem and pyramid, which starts with the small local structures, that a few years later enables us to experience the emotions of the great champions.
It was against this backdrop that we got in touch with Act for Sport, and the "Ton Club, Ton Maillot" (Your Club, Your Jersey) operation was born, with the aim of reaching out to the whole pyramid of French cycling: from local clubs in all regions to the biggest World Tour races.
The "Ton Club, Ton Maillot" (Your Club, Your Shirt) operation was launched in 2020, in a particularly complicated context for the world of business and sport. During this period, professional sport was very much in the spotlight, but we mustn't forget the amateur clubs: the COVID completely halted their activities and sources of income (membership fees, events, etc.). Double whammy: after the1st COVID wave, many small and medium-sized businesses cut their communications spending, including local sponsorship, depriving clubs of a major source of income.
We analyzed the operations and needs of amateur clubs, and realized that the "equipment" component could represent a significant part of the club's budget. In both professional and amateur sport, there's a sense of pride in belonging to a club, in wearing the jersey and colors of one's team.
The "Ton Club, Ton Maillot" operation aims to meet this need by offering complete competition outfits (jerseys and shorts) to clubs, representing a saving of several thousand euros (between €3,500 and €5,000) in their finances. We respect the clubs' history, so these outfits are entirely personalized in the club's colors, and they can add the logos of their local and historic partners.
This operation reinforces Groupama's position as a key player in French cycling, for pros and amateurs alike.
The "Ton Club, Ton Maillot" operation draws on the strength of our network in the territories. Conceived at national level, it trickles down to the small villages at local level, since the official presentation of the outfits is always organized in the local Groupama agencies. We create links and new encounters in the territories, opening up business opportunities for sales people in the field.
After 3 seasons, the program has already supported more than 300 clubs throughout France (editor's note: mainland France and French overseas departments and territories) and equipped more than 10,000 amateur licensees. Just like the Aviron Bayonnais club and its cycling section, winner of the 2nd and 3rd seasons of the operation.
And the story will continue to unfold, as we launch a4th season in 2023 to continue our support for amateur cycling clubs.
