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!
Back Market takes its first steps into sports sponsorship and goes against market standards by launching a national campaign called "Champions Ligue". The reconditioning leader's promise is simple: to offer amateur clubs new sets of jerseys for their women's teams for the 22/23 season.
Over the past few years, Back Market has become accustomed to provocative and offbeat communication, in OOH advertising, for example, where they chose to tackle Black Friday in 2019 (accompanied by the Marcel agency) or again in 2019 (and still the Marcel agency) with a particularly successful TV campaign.
It's also hard not to mention the Apple Store hack that caused such a stir in 2022.
So when the brand decided to get involved in sports sponsorship, it seemed only natural that they shouldn't do things "like everyone else". It's unlikely, therefore, that you'll find them on a PSG or OM jersey. By choosing amateur sport, Back Market has gone where no one expects and surprised everyone. Above all, they have chosen to enter the world of sport by the back door and gradually build their legitimacy.
On June 16, Back Market launched a nationwide call for applications from clubs with women's teams. In just one month, nearly 2,500 applications were received on the website: https: //championnesligue.backmarket.fr
The aim of the project is to bring together a community of amateur clubs that promote women's sport in their local areas, on grass pitches or parquet floors. On the program: soccer, handball, basketball, volleyball and rugby pas ball (always for women).
In France today, we know that amateur sport needs sponsors, and women's amateur sport even more so! When the question of sports sponsorship arose, it was logical for us to turn to women's amateur sport. We like its human side, its proximity, and it's in our DNA to support sportswomen who are still under-represented in the media." Quentin Vandegucht, Head of Media and Partnerships.
And on July 25, Back Market announced the 200 winning clubs who will be taking part in the #ChampionnesLigue adventure next season. An announcement widely relayed by the lucky winners!
Discover the list of selected clubs: https: //championnesligue.backmarket.fr/annonce
Each winning club will receive an equipment package including match kits for players and 2 sets of tracksuits for volunteers.
Equipment made from plastic recovered in the Mediterranean by the French brand NOLT, the 1st eco-responsible and circular equipment manufacturer. In collaboration with NOLT, the jerseys have been created in a unique design, with customizable colors and a feminine cut, for as much flow as the pros!
"At NOLTour mission is to make eco-designed, responsible and sustainable equipment accessible to all. Thanks to this operation, we're going one step further: we're going to equip thousands of sportswomen with made-to-measure shirts and shorts. A magnificent showcase for our know-how and our responsible model" comments Paul Guinard, co-founder of NOLT.
"Supporting amateur sport, promoting women's sport, contributing to a circular economy and eco-responsible values. For a first in sports sponsorship, BackMarket could hardly do better."
Source : https://www.footpack.fr/176348-back-market-va-sponsoriser-200-clubs-amateurs
Back Market takes its first steps into sports sponsorship and goes against market standards by launching a national campaign called "Champions Ligue". The reconditioning leader's promise is simple: to offer amateur clubs new sets of jerseys for their women's teams for the 22/23 season.
Over the past few years, Back Market has become accustomed to provocative and offbeat communication, in OOH advertising, for example, where they chose to tackle Black Friday in 2019 (accompanied by the Marcel agency) or again in 2019 (and still the Marcel agency) with a particularly successful TV campaign.
It's also hard not to mention the Apple Store hack that caused such a stir in 2022.
So when the brand decided to get involved in sports sponsorship, it seemed only natural that they shouldn't do things "like everyone else". It's unlikely, therefore, that you'll find them on a PSG or OM jersey. By choosing amateur sport, Back Market has gone where no one expects and surprised everyone. Above all, they have chosen to enter the world of sport by the back door and gradually build their legitimacy.
On June 16, Back Market launched a nationwide call for applications from clubs with women's teams. In just one month, nearly 2,500 applications were received on the website: https: //championnesligue.backmarket.fr
The aim of the project is to bring together a community of amateur clubs that promote women's sport in their local areas, on grass pitches or parquet floors. On the program: soccer, handball, basketball, volleyball and rugby pas ball (always for women).
In France today, we know that amateur sport needs sponsors, and women's amateur sport even more so! When the question of sports sponsorship arose, it was logical for us to turn to women's amateur sport. We like its human side, its proximity, and it's in our DNA to support sportswomen who are still under-represented in the media." Quentin Vandegucht, Head of Media and Partnerships.
And on July 25, Back Market announced the 200 winning clubs who will be taking part in the #ChampionnesLigue adventure next season. An announcement widely relayed by the lucky winners!
Discover the list of selected clubs: https: //championnesligue.backmarket.fr/annonce
Each winning club will receive an equipment package including match kits for players and 2 sets of tracksuits for volunteers.
Equipment made from plastic recovered in the Mediterranean by the French brand NOLT, the 1st eco-responsible and circular equipment manufacturer. In collaboration with NOLT, the jerseys have been created in a unique design, with customizable colors and a feminine cut, for as much flow as the pros!
"At NOLTour mission is to make eco-designed, responsible and sustainable equipment accessible to all. Thanks to this operation, we're going one step further: we're going to equip thousands of sportswomen with made-to-measure shirts and shorts. A magnificent showcase for our know-how and our responsible model" comments Paul Guinard, co-founder of NOLT.
"Supporting amateur sport, promoting women's sport, contributing to a circular economy and eco-responsible values. For a first in sports sponsorship, BackMarket could hardly do better."
Source : https://www.footpack.fr/176348-back-market-va-sponsoriser-200-clubs-amateurs
