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.
Many feared that the momentum generated by the Paris 2024 Olympic Games would be nothing more than a marketing gimmick, an "empty shell" once the flame was extinguished. The reality on the ground, as we observe at act for sport, is much more encouraging. While some brands may have ridden the wave for a short time, the more mature players have understood that legacy cannot be decreed: it is built over time.
Guillaume Sarfati analyzes how leaders such as Allianz, Uber Eats, and Groupama have integrated amateur sports not as a budgetary "little brother" to professional sports, but as a strategic asset in its own right. The challenge is no longer simply to "do a good deed," but to become a lasting part of the daily lives and hearts of the French people.
The growing interest among brands reflects a quest for concrete effectiveness, complementing traditional media levers. Guillaume explains why the field offers opportunities that elite sports, despite their power, no longer address in the same way:
Our vision is clear: professionalize without condescension. It's about helping clubs structure themselves to meet the standards of large organizations, without ever lecturing the volunteers who keep the sport alive on a daily basis.
With revenue exceeding €3 million in 2025 and an advertiser loyalty rate of nearly 80%, we are proving that local sponsorship, when managed methodically (strategy + activation + management), becomes a sustainable investment.
Guillaume also discusses new solutions currently in development, such as the offering we are co-creating with the startup Rematch. This initiative aims to combine the best of both worlds: the tangible impact of equipment donations in the field and the power of digital video to maximize brand visibility within local communities.
Is amateur sport the new El Dorado of affinity marketing? What is the "right price" for a national campaign? How can we move from a "cash cow" approach to a genuine win-win partnership?
Many feared that the momentum generated by the Paris 2024 Olympic Games would be nothing more than a marketing gimmick, an "empty shell" once the flame was extinguished. The reality on the ground, as we observe at act for sport, is much more encouraging. While some brands may have ridden the wave for a short time, the more mature players have understood that legacy cannot be decreed: it is built over time.
Guillaume Sarfati analyzes how leaders such as Allianz, Uber Eats, and Groupama have integrated amateur sports not as a budgetary "little brother" to professional sports, but as a strategic asset in its own right. The challenge is no longer simply to "do a good deed," but to become a lasting part of the daily lives and hearts of the French people.
The growing interest among brands reflects a quest for concrete effectiveness, complementing traditional media levers. Guillaume explains why the field offers opportunities that elite sports, despite their power, no longer address in the same way:
Our vision is clear: professionalize without condescension. It's about helping clubs structure themselves to meet the standards of large organizations, without ever lecturing the volunteers who keep the sport alive on a daily basis.
With revenue exceeding €3 million in 2025 and an advertiser loyalty rate of nearly 80%, we are proving that local sponsorship, when managed methodically (strategy + activation + management), becomes a sustainable investment.
Guillaume also discusses new solutions currently in development, such as the offering we are co-creating with the startup Rematch. This initiative aims to combine the best of both worlds: the tangible impact of equipment donations in the field and the power of digital video to maximize brand visibility within local communities.
Is amateur sport the new El Dorado of affinity marketing? What is the "right price" for a national campaign? How can we move from a "cash cow" approach to a genuine win-win partnership?
