.png)
As a committed partner of the French Rugby Championship, iad stands out both on and off the field through innovative and unifying initiatives. By partnering with the TOP 14, the network of real estate agents is betting on the shared values of sport and entrepreneurship to strengthen its brand awareness, connect with the public, and engage its community.
In this Success Story:
Challenge
In 2022, iad, the leading network of real estate agents in France, aimed to take a significant step forward in terms of brand awareness, brand preference, and sense of belonging among its key audiences: prospects, clients, and its network of over 19,000 advisors.
Guided by SPORTFIVE, the brand launched its first national sponsorship partnership by becoming the Official Real Estate Partner of the TOP 14.
This move came at an opportune time: a Championship experiencing strong growth, boosted by the upcoming 2023 Rugby World Cup, record-breaking viewership, and a dynamic commercial environment. For iad, the goal was to establish a lasting presence in the world of sports, while leveraging the numerous touchpoints offered by the TOP 14.
Solution
To turn this partnership into a powerful communications driver, SPORTFIVE supported iad in defining and executing its activation strategy through a multi-faceted approach:
TV Billboards and Mass Visibility
Creation of a TV billboard using the brand’s signature playful and offbeat tone, emphasizing its unique value proposition.
Broadcast over three seasons around Canal+ rugby programs, especially the Canal Rugby Club, this format significantly boosted brand visibility.
Affinity Content and Media Days
Production of original content merging the worlds of rugby and real estate, shot during TOP 14 media days. SPORTFIVE managed the entire value chain: concept development, player involvement, and on-site production.
Over the past two years, 28 iad advisors participated in a unique experience, meeting players and co-creating video content.
Social Media Strategy & Community Engagement
Throughout the season, SPORTFIVE assisted iad in developing its social media editorial strategy, producing engaging content for both its communities and rugby fans via key initiatives:
Sharing media day content
Co-branded concept: "Ma Ville, mon club" (My City, My Club), where TOP 14 players share local tips while promoting iad’s local presence
"Ma Place de Rêve by iad" – a contest offering a unique VIP experience
Regular contests to win match tickets and other experiences
Presence at the TOP 14 Extra Tour with iad Advisors
The brand played an active role in the Ligue Nationale de Rugby's summer tour, with a booth and event activations in the fan village.
SPORTFIVE helped iad design and implement innovative on-site concepts, with strong involvement from local iad advisors to animate the village throughout the weekend.
Internal Network Engagement
A structured internal component, central to the strategy:
Over 600 match tickets distributed
Strong involvement of advisors in the TOP 14 Extra Tour
Creation of personalized communication kits
Player appearances at network conventions
Ongoing engagement of a dedicated rugby-focused community
Throughout the partnership, SPORTFIVE ensured smooth operational coordination, optimal use of rights, and continuous strategic support in close collaboration with iad’s teams.
Results
latest CSA 2025 report
In just two and a half seasons, the partnership between iad and the TOP 14 has become a benchmark in successful sponsorship, with measurable impact across all initial KPIs:
-
Partnership extended
Partnership extended until 2028: a clear sign of brand satisfaction
-
Brand awareness
+36 pts among buyers and +37 pts among sellers following the TOP 14
-
Brand recommendation
+24 pts among buyers and +37 pts among sellers
-
Social media reach
Over 2 million people reached
-
Internal mobilization
Over 2,000 active advisors in the dedicated group and more than 120 involved in the TOP 14 Extra Tour
By capitalizing on the emotional power of rugby and SPORTFIVE’s expertise, iad has established itself as a unique and legitimate player in the TOP 14 ecosystem, delivering real impact on both business and human fronts.
This positive momentum naturally led to a renewed partnership, with even greater ambitions to make rugby a central communication and marketing lever for the years to come.
