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.
Today, a partnership is no longer just about having a presence at a sports venue. It truly comes into its own when it fosters connections, creates memories, and opens up opportunities for the people who bring sports to life every day.
For this second season of collaboration in the Auvergne-Rhône-Alpes region, Volvic has chosen to place local engagement at the heart of its efforts. The idea is simple: to leverage the strength of a long-standing partnership to support amateur clubs and highlight the young players who represent the future of rugby. Thanks to the bond between Volvic and ASM Clermont Auvergne, children from clubs across the region have been able to get a close-up look at the world of elite-level rugby. This hands-on experience gives meaning to the partnership by building a bridge between professional rugby and those who bring it to life every weekend.
This spirit was fully on display at the reception held before the match. Alongside the families, Emmanuel Garrere, director of the Société des Eaux de Volvic; Jean-Jacques Germain, president of RC Riom and former president of Volvic; and Jean-Michel Guillon, president of ASM, emphasized a simple truth: the children of amateur clubs are not just today’s fans. They are also the players, volunteers, and enthusiasts who will shape the future of rugby.
The journey to Marcel-Michelin Stadium began long before kickoff. Through a challenge issued to amateur clubs in the region, the teams competed to earn their spot. They were asked to post a team photo on social media, proudly wearing the jerseys provided by the brand. At the end of the contest, five clubs were selected:
For these clubs, the welcome at the stadium was a special occasion. More than 200 people—children, parents, and coaches—were hosted in Volvic’s private boxes. Over a cocktail reception and casual conversation, the young players were also surprised to meet Aurélien Rougerie, an iconic figure in Auvergne rugby. Between autograph sessions, souvenir photos, and advice from the former international player, the teams realized just how lucky they were to spend time with their idol in such a special setting.
Then came the long-awaited moment. A few minutes before halftime in the match against Racing 92, the children left the stands and made their way to the edge of the field. The noise of the stadium, the intensity of the game, the smell of the field: everything came together to make the moment unique. At the whistle, they stepped onto the field for a lap of honor, cheered on by 20,000 people. A simple yet memorable experience for those who were there.
Those unforgettable moments, the high-fives with the fans, and the look of wonder on their faces will remain etched in the memories of these young rugby players and their coaches for a lifetime. For a brand like Volvic, the impact of this campaign goes beyond mere visibility. It fosters lasting brand loyalty, rooted in shared emotions and the memory of an extraordinary day spent with family and teammates.
This initiative is reminiscent of landmark campaigns in the world of sports marketing, such as the one Land Rover launched around the Bouclier de Brennus. The underlying idea remains the same: professional sports should inspire the dreams of amateur athletes. By combining the power of a Top 14 club with the vitality of local rugby schools, Volvic demonstrates that sponsorship is a powerful catalyst for inspiring stories.
It is precisely that thrill, that pride in the parents’ eyes, and that joy on the field that define our purpose. We design sponsorship programs to connect the giants of professional sports with the next generation of amateur athletes. Our daily work involves giving back to the field what it gives us, by transforming marketing investments into magical, shared moments.
Go behind the scenes of our most memorable stories from the field and experience the thrill of amateur sports.
What is sponsorship activation in amateur sports?
In amateur sports, brand activation involves a brand designing concrete initiatives—such as events, jersey sponsorships, or exclusive experiences—that directly engage local players and clubs. Unlike traditional sponsorship, which relies solely on logo visibility, activation creates a strong, measurable, and lasting emotional connection between the brand and its local community.
What was the highlight of the evening for the children?
Without a doubt: the victory lap at halftime of the Top 14 match between ASM Clermont and Racing 92. The children from the five winning clubs took to the legendary field at Stade Marcel-Michelin in front of a raucous crowd. It was a magical, intense, and unforgettable moment that will remain etched in the memories of these young athletes and their coaches.
Which amateur clubs took part in this unique experience?
Five clubs from the Auvergne region were honored through the Volvic contest: Entente AS Romagnatoise and Artières Rugby, RC Riomois, RC Saint-Gènes-Champanelle, AS Pulvérières, and RC Clermont Cournon d’Auvergne. They shared the entire experience together, from the VIP hospitality in the boxes to the sidelines.
Today, a partnership is no longer just about having a presence at a sports venue. It truly comes into its own when it fosters connections, creates memories, and opens up opportunities for the people who bring sports to life every day.
For this second season of collaboration in the Auvergne-Rhône-Alpes region, Volvic has chosen to place local engagement at the heart of its efforts. The idea is simple: to leverage the strength of a long-standing partnership to support amateur clubs and highlight the young players who represent the future of rugby. Thanks to the bond between Volvic and ASM Clermont Auvergne, children from clubs across the region have been able to get a close-up look at the world of elite-level rugby. This hands-on experience gives meaning to the partnership by building a bridge between professional rugby and those who bring it to life every weekend.
This spirit was fully on display at the reception held before the match. Alongside the families, Emmanuel Garrere, director of the Société des Eaux de Volvic; Jean-Jacques Germain, president of RC Riom and former president of Volvic; and Jean-Michel Guillon, president of ASM, emphasized a simple truth: the children of amateur clubs are not just today’s fans. They are also the players, volunteers, and enthusiasts who will shape the future of rugby.
The journey to Marcel-Michelin Stadium began long before kickoff. Through a challenge issued to amateur clubs in the region, the teams competed to earn their spot. They were asked to post a team photo on social media, proudly wearing the jerseys provided by the brand. At the end of the contest, five clubs were selected:
For these clubs, the welcome at the stadium was a special occasion. More than 200 people—children, parents, and coaches—were hosted in Volvic’s private boxes. Over a cocktail reception and casual conversation, the young players were also surprised to meet Aurélien Rougerie, an iconic figure in Auvergne rugby. Between autograph sessions, souvenir photos, and advice from the former international player, the teams realized just how lucky they were to spend time with their idol in such a special setting.
Then came the long-awaited moment. A few minutes before halftime in the match against Racing 92, the children left the stands and made their way to the edge of the field. The noise of the stadium, the intensity of the game, the smell of the field: everything came together to make the moment unique. At the whistle, they stepped onto the field for a lap of honor, cheered on by 20,000 people. A simple yet memorable experience for those who were there.
Those unforgettable moments, the high-fives with the fans, and the look of wonder on their faces will remain etched in the memories of these young rugby players and their coaches for a lifetime. For a brand like Volvic, the impact of this campaign goes beyond mere visibility. It fosters lasting brand loyalty, rooted in shared emotions and the memory of an extraordinary day spent with family and teammates.
This initiative is reminiscent of landmark campaigns in the world of sports marketing, such as the one Land Rover launched around the Bouclier de Brennus. The underlying idea remains the same: professional sports should inspire the dreams of amateur athletes. By combining the power of a Top 14 club with the vitality of local rugby schools, Volvic demonstrates that sponsorship is a powerful catalyst for inspiring stories.
It is precisely that thrill, that pride in the parents’ eyes, and that joy on the field that define our purpose. We design sponsorship programs to connect the giants of professional sports with the next generation of amateur athletes. Our daily work involves giving back to the field what it gives us, by transforming marketing investments into magical, shared moments.
Go behind the scenes of our most memorable stories from the field and experience the thrill of amateur sports.
What is sponsorship activation in amateur sports?
In amateur sports, brand activation involves a brand designing concrete initiatives—such as events, jersey sponsorships, or exclusive experiences—that directly engage local players and clubs. Unlike traditional sponsorship, which relies solely on logo visibility, activation creates a strong, measurable, and lasting emotional connection between the brand and its local community.
What was the highlight of the evening for the children?
Without a doubt: the victory lap at halftime of the Top 14 match between ASM Clermont and Racing 92. The children from the five winning clubs took to the legendary field at Stade Marcel-Michelin in front of a raucous crowd. It was a magical, intense, and unforgettable moment that will remain etched in the memories of these young athletes and their coaches.
Which amateur clubs took part in this unique experience?
Five clubs from the Auvergne region were honored through the Volvic contest: Entente AS Romagnatoise and Artières Rugby, RC Riomois, RC Saint-Gènes-Champanelle, AS Pulvérières, and RC Clermont Cournon d’Auvergne. They shared the entire experience together, from the VIP hospitality in the boxes to the sidelines.
