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Local Sponsorship: How Groupama Has Been Supporting Amateur Sports for 10 Years

How Groupama has established itself over the past 10 years as the key partner in amateur cycling. An analysis of a highly effective community-based sponsorship strategy that bridges the gap between professional and amateur sports.

All articles

From a wasteland to glory: the first amateur club of the 26 Bleus

Mbappé at AS Bondy, Kanté at Suresnes... Discover the first 26 amateur clubs of your favorite players and the vital impact of local soccer on the French national team.

2026 World Cup: Why Amateur Soccer Is Your Best Platform for Marketing Activation

No ticket to become a partner of the 2026 World Cup? Amateur soccer offers equally engaging alternative sponsorship opportunities. Discover how to engage fans at the heart of clubs with act for sport.

2026 World Cup Sponsorship Market: Who's In and Who's Out?

Why Are the Sponsors of the 2026 World Cup Changing? Aramco, Bank of America, Lenovo… An Analysis of FIFA’s New Business and Marketing Challenges.

Sponsorship of the 2026 World Cup: A Look at FIFA's Partners

Global partners, official sponsors, regional rights: Get an inside look at the business side of the 2026 World Cup and the budgets of giants like Adidas and Coca-Cola.

Tactical analysis

Top 5 Most Memorable World Cup Campaigns

Check out the Top 5 best international World Cup marketing campaigns. From IKEA to Paddy Power, take a closer look at the campaigns that have left their mark on global soccer marketing.

Tactical analysis

Guillaume Sarfati's Perspective on Why Nike ACG Has Redefined Sports Hospitality

Nike ACG Express: A stroke of genius or just a marketing gimmick? Guillaume Sarfati analyzes this rail journey from Paris to the Alps. Discover how Nike is reinventing sports hospitality by blending performance, heritage, and memorable experiences.

Tactical analysis

From 7 to 77: What the Data Tells Us About the "Love Affair" with Amateur Sports

The success of act for sport? Detailed data that puts people first. Our insights reveal an intergenerational energy, spanning ages 7 to 77, driven by passionate volunteers. This precision allows brands to target their efforts effectively and meaningfully.

A 90-minute game means 90 fewer minutes of screen time in a teenager’s day!

Amateur sports are the last screen-free sanctuary. Act for Sport examines how a 90-minute game offers teens a joyful break from screens and provides brands with a valuable sponsorship opportunity that combines social impact with genuine engagement.

Amateur vs. Elite Sports Sponsorship: A Comparison of the Benefits

Effectiveness or profitability? You no longer have to choose. Discover how act for sport bridges the emotional impact of the field with economic performance. A structured approach to transforming local engagement into a measurable driver of growth.

Local Visibility Through Sports: Why Theory Alone Is No Longer Enough (3 Real-World Examples)

Brand awareness, local presence, or CSR: discover how amateur sports address brands’ business challenges. Move beyond theory and explore three real-world examples of how to turn sponsorship into an effective, structured, and measurable local marketing tool.

Performance marketing: What if we stopped sacrificing everything for immediate ROI?

Immediate ROI or long-term effectiveness? Discover how act for sport balances financial performance with local engagement. A structured approach to transforming amateur sponsorship into a powerful and measurable driver of growth.

Amateur Sports Sponsorship: How to Build a Compelling Case for Your Management

Learn how to turn your amateur sponsorship project into a strategic business tool. ROI, SROI, and on-the-ground impact: the keys to winning over your executive committee.

The BOtés: The faces of the AXA Women in the Field initiative, on their way to the finals

The Biarritz BOtés, the face of AXA’s “Femmes de Terrain” campaign, embody resilience in the Fédérale 2 final. Discover the stories of the women who serve as role models for women’s rugby.

Tactical analysis

2026 World Cup: Why the Real Battleground for Brands Lies in Amateur Clubs

The 2026 World Cup is coming. While the big names dominate the screens, find out how national brands are leveraging the power of amateur soccer.

Tactical analysis

October 4, 2026

LEGO x FIFA 2026: A Closer Look at the World Cup Marketing Stunt

The LEGO x FIFA collaboration for the World Cup has taken the internet by storm! We break down why and how this partnership is redefining sports sponsorship.

Tactical analysis

October 4, 2026

September 4, 2026

Women's Rugby: AXA Scores a Try. From Amateur Clubs to the French National Team

AXA is making a big push for women's rugby. Here's an example of an advertising campaign that spotlights female players and supports amateur clubs, from local teams all the way up to the French national team.

September 4, 2026

SPORSORA 2026 Outlook: Where Are the New Sponsorship Opportunities?

With a market worth €1.78 billion, sports sponsorship is entering a new era. Women’s sports, local engagement, societal transition: explore act for sport’s analysis to turn your investments into real, lasting impact.

"Tout est Marque" Podcast: G. Sarfati's Case for Hybrid Sponsorship—Combining Professional and Amateur Elements

Ambush marketing: parasitism or creative genius? Guillaume Sarfati, founder of act for sport, breaks down a debate that’s often too black-and-white. Why ingenuity must remain an alternative to massive budgets to keep sports marketing alive.

Long live ambush marketing: what if the debate deserved more than just principled stances?

Ambush marketing: parasitism or creative genius? Guillaume Sarfati, founder of act for sport, breaks down a debate that’s often too black-and-white. Why ingenuity must remain an alternative to massive budgets to keep sports marketing alive.

Tactical analysis

January 5, 2026

Local sponsorship: the secret weapon for energizing and revitalizing your network

A network that doesn’t engage locally will fade away. Discover how act for sport uses amateur sports clubs as a tool to drive engagement at your retail locations: Drive-to-Store, local data, and franchisee pride. Revitalize your catchment area!

Tactical analysis

January 5, 2026

The case of the stolen "L"s at Celio: a marketing stunt that masks a revolution

The "L" Theft at Celio Explained: A Look Back at a Bold Marketing Campaign for the Launch of the "ELLES" Women's Collection. What's the Connection to Sports Sponsorship and Gender Diversity on the Field? A Strategic Analysis by G. SARFATI

February 19, 2026

Funding for Amateur Sports: How Sponsorship Is Changing the Financial Trajectory of Clubs

Sponsorship is no longer just about a logo. It’s a major financial tool that reduces costs, offsets declining subsidies, and ensures that membership remains affordable. Find out how act for sport helps clubs thrive.

Tactical analysis

February 19, 2026

Digital Technology and Sports Sponsorship: A Revolution in the Making

The jersey is the hardware; digital is the software. Discover how act for sport is breaking down the barriers between the field and the screen through its unique expertise in data, the supply chain, and user-generated content. The phygital revolution is underway.

Tactical analysis

CSR and Amateur Sports: Why the "Last Mile" Is the Only One That Really Matters

Professional sports bring fame, while amateur sports bring legitimacy. To put an end to CSR-washing, brands need to focus on the “last mile”: the local club. Discover how act for sport makes impact tangible, appealing, and undeniable.

Tactical analysis

February 19, 2026

How to choose the right clubs to sponsor: from emotion to strategy

Sponsoring based on emotion is a mistake. Discover how to choose your partner clubs using consistency and digital maturity criteria to transform your sponsorship into a structured performance lever. The Defender example.

Tactical analysis

February 19, 2026

February 17, 2026

How Uber Eats conquered French amateur sports: the field strategy

Discover how Uber Eats conquered amateur soccer with the "À nos couleurs" program. A lesson in strategy combining national visibility and grassroots impact thanks to the act for sport method. From professional jerseys to district handrails.

Tactical analysis

February 17, 2026

February 23, 2026

ROI x15: how to increase your local visibility

A local ROI of x15 is possible. Discover how to transform your amateur sponsorship into a strategic asset using the act for sport method: precise targeting, real activation, and data management for increased brand awareness.

Tactical analysis

February 23, 2026

January 30, 2026

ORPI case study: from local presence to national success

Discover how to transform local proximity into a lever for national success. Through the Orpi case study and the Act for Sport method, learn how to industrialize your amateur sponsorship to boost your business and your brand image.

January 30, 2026

January 30, 2026

Sponsorship activation: Why your logo on the jersey is only 10% of the work

The logo on the jersey is just the beginning. Discover how sponsorship activation transforms passive visibility into concrete ROI through useful and connected field actions. Move from visual silence to real engagement!

Tactical analysis

January 30, 2026

January 22, 2026

Sponsorship or patronage: choosing the right option based on your objectives (and your tax situation)

Sponsorship or patronage? Don't choose at random. Find out how to balance CSR impact and business performance to secure your investments in amateur sports while optimizing your tax situation. The essential guide.

Tactical analysis

January 22, 2026

January 19, 2026

Local sponsorship: how to effectively activate your catchment area

Land is the ultimate tool for territorial conquest. In 2026, local sponsorship will surpass digital to create lasting brand preference. Through rigorous activation, it will boost in-store traffic and local SEO.

Tactical analysis

January 19, 2026

January 15, 2026

Sponsorship of women's sports

Why sponsoring women's sports is one of the best ROI opportunities in 2026

In 2026, women's sports are an under-exploited business opportunity. With an engaged audience and record ROI, this is a sponsorship opportunity not to be missed. Discover how to move from CSR to performance with the method and successes of act for sport.

Tactical analysis

January 15, 2026

February 11, 2026

ROI of sports sponsorship

ROI of sports sponsorship: why visibility is no longer enough (and what to measure instead)

In 2026, amateur sports sponsorship requires proof. To be successful, image (local attachment), business performance (ROI via activation), and social impact (SROI) must be measured using accurate and transparent management tools.

Tactical analysis

February 11, 2026

January 6, 2026

2026 Sponsorship Budget: How to do more (and better) with your investments?

In 2026, amateur sponsorship will become a strategic and sustainable investment. To maximize its impact, it will be necessary to balance rights and activations (1:1 ratio), centralize management, and strike a balance between local visibility and CSR objectives.

Tactical analysis

January 6, 2026

January 25, 2026

Complete guide to ROI in amateur sports sponsorship: getting the most out of every dollar invested in 2026

No more simple logos on jerseys: discover how to transform amateur sponsorship into a measurable and profitable strategic investment for your company.

Tactical analysis

January 25, 2026