TEAM DECATHLON AG2R LA MONDIALE

CONTEXT

Building on its collaboration with XIX Sports Group for the Olympic Games Paris 2024, Decathlon called on it to advise on and negotiate a co-naming rights deal with the AG2R La Mondiale cycling team, which led to it becoming known as Team Decathlon AG2R La Mondiale. 

objectives

goals

• Strategic sponsorship approach: analyses, insights, negotiations, implementation
• Advice on and optimization of the acquisition of marketing rights. 
• Assistance with mapping out an activation strategy and effective use of acquired rights. 
• Support with the signing of the Team Decathlon AG2R La Mondiale co-naming rights deal.

achievements

XIX Sports Group has overseen the creation of a powerful alliance: value alignment, ambitious goals, sizeable investments, and innovation as a core element. 

DECATHLON TEAMS UP WITH AG2R LA MONDIALE 

As a result of the deal, Van Rysel, the Decathlon group’s high-performance road brand, has become the new bike, helmet and eyewear supplier to Team Decathlon AG2R LA MONDIALE, which can now tap into its expertise. 

“The co-naming between Decathlon and AG2R La Mondiale perfectly illustrates the convergence of innovation, performance and long-term vision. By combining an accessible, universal brand with a historic player in global cycling, we have helped to build a lasting, meaningful alliance focused on excellence. We are proud to see the emergence of a collaboration that embodies both the modernity of sport and the strength of shared values.”

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