Groupe Apicil

CONTEXT

Building on a successful eight-year partnership with parasailing skipper Damien Seguin, Groupe APICIL decided to re-assess its sports sponsorship strategy and reflect on the direction it should take.

objectives

goals

• Onboarding report: assessment of sailing sponsorship actions, drawing on a data-driven strategic analysis and interviews with board members.
• Recommend opportunities, with a shift towards popular team sports attracting significant media coverage, while respecting targets and allocated budgets. Approach shortlisted rights holders. 
• Discussions and contract negotiations with rights holders. 
• Creation of a dedicated team, account director and project manager to coordinate and manage the interface for the implementation of sports partnerships between the French Rugby Federation (FFR) and European Professional Club Rugby (EPCR).

achievements

Rugby was an obvious choice:

a sport that is inclusive by nature, played by people from all walks of life, and is multi-disciplinary and based on collective values.

The dual collaboration with FFR and the EPCR ensures visibility and continued engagement all year round across the whole of France.

A hospitality and ticketing plan guarantees that all target groups can enjoy these great sporting occasions.

MAJOR PARTNER OF THE FRENCH RUGBY FEDERATION (FFR)

Groupe APICIL is making a commitment to all France’s national teams:

• Senior men’s and women’s teams

• Men’s U-20s team

• Men’s and women’s sevens teams 

FOUR-YEAR PARTNERSHIP

Through to the end of the 2027/28 season.

In-stadium visibility, ticketing and hospitality, special events.

5% FUNDING COMMITMENT

For charity projects

1st sensory room

At the Stade de France for the 6 Nations match between France and Scotland

EPCR’S FIRST FRENCH PARTNER

Through its commitment to the two European club competitions (the Investec Champions Cup and the EPCR Challenge Cup), Groupe APICIL has gained visibility and access to every stadium nationwide thanks to the TOP 14 clubs taking part in them.

FOUR-YEAR PARTNERSHIP

Through to the end of the 2027/28 season.

In-stadium visibility, ticketing and hospitality, special events.

CSR: IMPACT PROGRAMME 

Creation of a podcast to raise public awareness of mental health in rugby and sport in general.

“The APICIL Group’s support symbolises our desire to place strategy at the heart of sports sponsorship. By rethinking its commitment to rugby, the APICIL Group has successfully combined performance, proximity and societal impact. This shift towards a team sport that brings people together perfectly illustrates the ability of a committed player to combine meaning, visibility and responsibility.”

_{Ludovic DUMAS, President and founder of XIX Sports Group}