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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.

February 19, 2026

All articles

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.

Tactical analysis

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 26, 2026

Funding for amateur sports: towards a new model of complementarity?

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.

January 26, 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

January 5, 2026

7 trends in amateur sports sponsorship (and how they will transform your partnerships)

Amateur sports sponsorship is changing in scale: it is becoming more local, more measurable, and more committed. ROI, digital technology, women's sports, and concrete CSR are reshaping what has become a strategic lever. 2025 laid the foundations, and 2026 is accelerating the process.

Tactical analysis

January 5, 2026

November 2, 2023

Butagaz and its mascot are back with young handball players

After 2 seasons and 70 sponsored clubs, the brand is back on amateur floors for a 3rd season, equipping young handball players.

Defender, a partner for all rugby styles

Defender, the official car of the TOP 14, continues its commitment to amateur teams by offering match outfits to the U12 "Defender of Tomorrow".

betFIRST: dress like the champion

Belgium's leading sports betting brand, betFIRST is also the major partner of Royal Antwerp FC, the reigning Jupiler Pro League champions. The brand extends its commitment to soccer by supporting amateur clubs.

La Boulangère: a taste for hand!

Official supplier to the French Handball Federation, and in particular to its women's teams, La Boulangère is extending this support by also committing itself to the women's teams of amateur clubs.

Discover the XBOX FC changing rooms

As the official gaming partner of the French Football Federation, Xbox inaugurates its second year of partnership with the launch of the XBOX FC program, aimed at amateur footballers and their infrastructures.

Vestiaire talk: Xavier Deshayes, Sponsoring and Patronage Manager, Groupama

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".

Uber Eats celebrates amateur clubs, their values and their identity!

All clubs have their own identity, and are the standard-bearers of their town, district or community. As part of its partnership with the FFF, Uber Eats wants to promote the pride of French amateur soccer. #ànoscouleurs

Butagaz and handball: from amateur gyms to the stars!

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.

Saint Maclou enters the fray!

With a network of 140 sales outlets, interior decorator Saint Maclou is launching a sports sponsorship program with the national ambition of equipping more than 3,000 junior rugby.wo.mens located as close as possible to its stores.

Back Market creates the "Champions League" for amateur sport

Back Market, the leading French company in the refurbished goods market, had an idea to help the development of women's sports: to equip the female members of amateur clubs in various sports. To do this, they created the Championnes Ligue!

Land Rover challenges its 74 partner clubs

Proud sponsor of 74 amateur rugby clubs throughout France, Land Rover is offering them the Land of Rugby Experience. 4 challenges to be carried out on social networks to win a unique experience: driving the Brennus Shield to the Stade de France!

The sports equipment market and environmental issues

In a world where fast-fashion is increasingly decried, how is the sporting goods industry adapting and reinventing its product life cycle? What are the environmental and social issues involved in sporting goods production?

Tactical analysis

Foncia and rugby, a story of values and brand activation.

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.

BigMat and the locker room builders.

For the past 3 seasons, BigMat has been investing in amateur sport through its Les Batisseurs Du Sport program. To take its support for clubs a step further, the company is now committed to helping them carry out renovation work.

Unibet continues to write its history at the heart of amateur soccer.

Since 2019, Unibet has made amateur soccer one of the focuses of its sponsorship strategy by supporting its core target: soccer fans. Discover Unibet's commitment to amateur soccer and the metrics of season 4.

Sponsorship and women's sport: a story to be told

The place of women in society is a deep-rooted issue that echoes on the sports field, where inequalities run so deep. Here's a look at the situation.

Tactical analysis

Amateur sport as a field of activation for federal partners

The federations provide a national, non-partisan voice, combining media exposure via national team matches and proximity via their amateur clubs. Analysis of the different strategies adopted by federal partners.

Tactical analysis

Land Rover and the #LandOfRugby Experience

Land Rover, a partner to all forms of rugby, is bringing its #LandOfRugby commitment to life with 74 amateur rugby teams across the country, within 30km of a dealership.

Bouygues Telecom supports associations

Committed to working alongside associations to encourage collective action, Bouygues Telecom pays particular attention to the world of amateur sport by financing match outfits for 50 soccer, basketball, rugby and handball clubs.

Vestiaire Chat: Ludovic Bonnet, former Marketing and Communications Director at BigMat

For a number of years now, BigMat has been promoting diversity and inclusion in the broadest sense of the term through its communication slogan: "People count too". How does amateur sport enable BigMat International to nurture this signature? Here's how.