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Groupama x act for sport: How to Hold Your Own Against the Giants at the Tour de France?

The Tour de France attracts the giants. With the arrival of Decathlon and CMA CGM, how does Groupama set itself apart? By connecting the professional elite with amateur sports. An in-depth look at a winning regional sponsorship strategy with act for sport.

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Local Sponsorship: The Quintilian Questions to Uncover Your Club’s True Value

How can you attract sponsors beyond mere local goodwill? Discover how the Quintilian questioning method helps amateur clubs shape their identity, thereby offering brands a real opportunity for engagement.

Tactical analysis

It's Getting Under Our Skin: What Business Model for Women's Soccer?

The women's DFCO team is having its second-best season ever, but its future is in jeopardy. A fragile model in need of rethinking. How can sponsorship help shape women's sports? Discover act for sport's approach.

Tactical analysis

Make Impact Sexy Together: Brands Want Concrete Results, Not Marketing Bullshit

Brands want to make an impact, but lack simple solutions. Let’s combine visibility and social impact through amateur sports sponsorship. A turnkey, socially responsible, and effective approach.

Standard Jerseys vs. Digital-Print Jerseys: What Are the Differences in Amateur Sponsorship?

Amateur Sponsorship: Give Your Partner Clubs the Resources of the Pros.

Tactical analysis

When Art and Sports Come Together: Belgium’s Jersey for the 2026 World Cup

Find out how Adidas and Belgium are incorporating René Magritte's art into the 2026 World Cup jersey to reach a wider audience.

Tactical analysis

Amateur Sports Sponsorship vs. Elite Sports Sponsorship: A Comparison Based on the Numbers

Explore the metrics for professional and amateur sponsorship: qualified CPM, reach, cost per contact, and drive-to-store impact. Which option should you choose to maximize your ROI?

Tactical analysis

Insider: How Our Interns and Work-Study Students Are Transforming Amateur Sports at Act for Sport

At act for sort, there are no bit players. Our interns and work-study students manage the supply chain, create visuals, and connect brands with thousands of clubs. In June, we’re shining the spotlight on our young team members who are boosting the performance of our activations.

2026 World Cup and amateur soccer: launch of the Dembélé campaign by 900.care and Act for Sport

Forget the stars. For the 2026 World Cup, 900.care is celebrating soccer thanks to Dembélé (well, not the one who won the Ballon d’Or…)

Amateur Sports Sponsorship: 4 Keys to Going Beyond Traditional ROI and Measuring Your Impact

Don’t confuse immediate ROI with overall effectiveness. Learn how to balance your amateur sports sponsorship between widespread visibility and local business.

Tactical analysis

Volvic x ASM Clermont Partnership: When Professional Sports Boost Amateur Rugby

A look back at a magical evening: when Volvic and Act For Sport opened the doors of the ASM to the children of the Volvic Rugby Club.

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.

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