SPORTFIVE brings the magic of rugby to life and connects the brand with fans, on and off the field.
SPORTFIVE supports TotalEnergies across all fronts to bring its rugby partnerships to life — through strategy, creative, digital, and local activations. The agency designs meaningful and authentic experiences that bring the brand closer to rugby fans and stakeholders all over France.
In this Success Story:
The challenge
In 2024, TotalEnergies entered into new partnerships with the French Rugby Federation (FFR) and the National Rugby League (LNR), in addition to its long-standing partnership with the Section Paloise club.
To activate its rugby partnerships, TotalEnergies has three key ambitions:
To make its commitment visible and credible across the country, by combining local proximity with national consistency.
To engage diverse audiences by creating authentic, memorable, and tailored experiences.
To stand out in a landscape where many brands are already well-established or have recently invested in rugby, especially in the wake of the Rugby World Cup in France.
In a single question:
How can we create genuine, day-to-day connections with rugby fans and stakeholders throughout France?
A winning activation strategy
The SPORTFIVE solution? To meet these challenges, we adopted a strong positioning: “It all starts on the field” — grounding every activation in real-life connection and local proximity, driven by the emotion and core values of the sport.
To bring this positioning to life, SPORTFIVE co-developed with TotalEnergies a series of complementary activations, focused in particular on:
PROXIMITY
Engaging 14 artists, each representing a region of France, to create artworks that reflect both rugby and their local identity.
USEFULNESS
Giving fans the chance to travel to the stadium alongside rugby legends, in support of the carpooling platform promoted by the brand in partnership with the LNR.
PASSION
Enabling Section Paloise fans to send video messages of support to their favorite players, strengthening the bond between supporters and their passion.
INNOVATION
Connecting the forecourts of four stadiums in a live multiplex to find the best fans during the TOP 14 Fan Days.
Results
Across more than 120 pieces of content produced over one season, we generated 11.5 million impressions and over 100,000 engagements around the TotalEnergies brand.
Julie DEJEAN, Brand and Sponsorship Manager, TotalEnergies: “With extensive experience activating various sports partnerships worldwide, we were looking for an agency to support us in our rugby partnerships—one ready to work in a spirit of co-creation that combines our ideas, skills, and expertise. After a year of collaboration, this successful synergy has enabled us to deliver numerous original and effective projects, meeting our ambitions in an atmosphere of shared enjoyment and values aligned with rugby.”
Adrien BAILLEUL, Director of Brand Marketing Solutions at SPORTFIVE France: “At SPORTFIVE, our expertise lies in designing tailor-made initiatives. With TotalEnergies, we have implemented activations rooted in reality that bring rugby’s values to life and create genuine connections between the brand and its audiences all across France.”
Go see the episodes of the series "Hors Jeu", "Tu me fais rouler" et "Ne te laisse pas Béarnais".
