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Lagardère Sports develops ‘SportsSponsoringWiki’ sponsorship information platform

Sports marketing agency Lagardère Sports, the sports arm of France-based media conglomerate Lagardère, has launched a new digital information platform entitled ‘SportsSponsoringWiki’.

The platform will seek to inform all stakeholders in sport sponsorship of the ”possibilities and mechanisms” of sport sponsoring and marketing.

The platform, which is available in both English and German, will offer detailed information on aspects including: how sports sponsoring may benefit brand perception; the Bundesliga and its presence on television; hospitality opportunities; virtual advertising; measuring sport sponsorship; and digital possibilities.

In addition, the service will provide interested parties with general definitions on the basis of a sports sponsoring glossary.

It will also offer an interactive feature which will allow brands to display their logos on example shirts and various perimeter advertising boards.

Eike Gyllensvärd, senior vice-president of sales at Lagardère Sports Germany, where the agency is particularly active in the sale and activation of German football sponsorship rights, said: “With this, we have created a multimedia opportunity for communicating the basics of sponsoring in a playful way and bringing light into the darkness of the marketing jungle. The entire industry will benefit from this.”

The new development comes ahead of the expected takeover of Lagardère Sports by H.I.G Europe, an arm of the international private equity and asset management company. It also follows the recent news that Lagardère Sports reported €64m ($69.6m) in recurring earnings before tax and interest during 2019.