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Key Considerations in a Time of Change the Rise of The Opportunity and challenge inThe betting Rise and of the integrity: French keySports considerations Industry in a timeMay 2019 of change February 2019 Editorial Director Head of Marketing Contributors James Emmett Milly Preston Saint-Clair Milesi Fran Reyes Art Director Sponsorship Director Cherry Fermor Simon Thomlinson Foreword The Rise of the French Sports Industry The League of Talents Nearly a year ago, France On the pitches of Ligue 1 Conforama, became champions of they play against established talents the world in Russia for in one of the most dynamic and the second time. With an attractive leagues in the world. N average age of 25 and This new slogan also contributes 10 months, the French football team to raising awareness of Ligue 1 became the youngest world champion Conforama worldwide. Following Didier Quillot, since Brazil in 1970. This worldwide the success of this new national CEO, LFP success highlighted hard work from audiovisual rights deal, the all of the French clubs to train young international development of Ligue talents. Kylian Mbappé, Ousmane 1 Conforama represents the LFP’s Dembélé, Samuel Umtiti, and Blaise number one priority. In this context, Matuidi have all bloomed in Ligue new events are scheduled for this 1 Conforama before reaching any summer. For the first time, four footballer’s Holy Grail. French clubs will be on tour in the US. By the middle of July, the four French A few months before this worldwide clubs will be in Washington DC for success, the tender went out for friendly matches and a tournament. national audiovisual rights. The Additionally, for the second year in a outcomes were highly successful for row, the Trophée des Champions will French football. Ligue 1 Conforama take place in Shenzhen, China. Finally, secured an exceptional and thanks to our partnership with the unprecedented visibility thanks to the firm BKT, we are also working towards arrival of a new player in Mediapro the further development of our brand and by continuing its partnership image in India, which is a promising with BeIN Sports. From 2020, Ligue 1 area for football. In summary, the Conforama will increase the results of LFP is committed to making Ligue 1 its national audiovisual rights by 60%. Conforama the next big thing! Ligue 1 Conforama adopted a new slogan, ‘The Ligue of Talents’, based on these past achievements. The high quality of training centres and the clubs which let young players express themselves enables new talents to reveal themselves every new season. 3 Vive La Revolution (Du Sport) Vive La Revolution (Du Sport) LEADERSReport Vive La Revolution (Du Sport) The next handful of years will see France play host to a succession of the world’s biggest sporting events above and beyond its regular carousel of major annual competitions. For the country’s sporting bodies, its political leaders, and its major industries, there is much to gain from the years ahead. rance is one of sport’s most prolific Income from the travel and tourism industry hosts. Football’s Uefa Euro 2016 is being represents a 3.6% share of the French GDP, higher followed by a Fifa Women’s World Cup than that of any other EU country. It offers a range of F this year, a Rugby World Cup in 2023, summer and winter sports destinations along with a and an Olympic Games in Paris in 2024. calendar of internationally popular sporting events, from the Evian Championship in women’s golf to the Under successive presidents and governments, the Vendee Globe sailing challenge, the Paris Marathon French political class has used sport as a platform for and the 24 Hours of Le Mans. Formula One’s French economic development and global projection, as well Grand Prix returned in 2018 after a ten-year absence. as an accelerant for infrastructural projects. Before its current run, it staged a Winter Olympics and Fifa World French Open tennis at Roland Garros attracted 480,500 Cup in the 1990s and a Rugby World Cup in 2007. spectators over two weeks in May and June 2018, with France is also a significant force in competition, winning the most coveted prize of them all at the INCOME FROM THE TRAVEL Fifa World Cup in Russia last year. As it had been in AND TOURISM INDUSTRY 1998, that victory was celebrated in the media for its REPRESENTS A 3.6% SHARE demonstration of the more youthful, multi-cultural aspects of national society. More directly, it was OF THE FRENCH GDP, HIGHER ample evidence again of the French academy THAN THAT OF ANY OTHER system with 50 French-born players involved at the EU COUNTRY. tournament - the rest represented Morocco, Portugal, Senegal and Tunisia. another 23,000 watching the qualifiers. A rolling €360 The unfolding major event strategy aims to tie million package of renovations, staggered annually together that reputation for sporting excellence with until 2021, will deepen its impact, with a new roof on the tourism needs of the world’s most visited country the Philippe Chatrier show court set to take sessions and a changing economic outlook. into the night. 6 Viva La Revolution The Rise of the French Sports Industry French Open tennis on the distinctive clay of Roland Garros. 7 LEADERSReport Then there is cycling’s three-week Tour de France, men’s tournament, with €775 million of that directly perhaps the most effective travelogue in sport with a attributable to its staging. Those upgrades delivered a television audience in 190 countries. According to a significant expansion in capacity - with the number of 2017 report by Financial Review, towns nationwide pay venues with more than 50,000 seats doubling from two Tour promoter Amaury Sport Organisation €60,000 to to four - and in the availability of hospitality places. host the start of a stage and €110,000 to welcome a finish, and can expect a return of between three and Top-flight French football venues, which have six times that outlay. Around 40 cities and towns are historically been publicly owned, offered an average involved each year; an estimated 12 million people turn of 1,178 VIP seats going into Euro 2016, according to out to watch the peloton go by from the roadside. ESSMA. That worked out at around 4% of capacity, compared to a European average of between 8% and Yet for all the country’s scenery and heritage, it is 12%. This rose significantly among stadiums used for hoped the incoming swing of major sporting events the tournament - most notably at Lyon’s Groupama will highlight the emergence of a new France. Since Stadium, which has 6,000 VIP seats, Marseille’s Stade his election in 2017, President Emmanuel Macron Velodrome, which more than trebled its hospitality has emphasised the nation’s potential as a centre for capacity from 2,000 to 6,500, and the Parc des Princes, technological innovation and climate research. whose 4,378 business and VIP seats now account for 11% of overall capacity. The latest edition of EY’s FDI Attractiveness Survey found a 31% rise in the number of inward investment Three Euro 2016 venues will be used for the Women’s projects in 2018 as France rose above the UK to World Cup, with the Groupama Stadium, in its sponsor- be ranked second behind Germany in ‘investor free guise as the Stade de Lyon, staging the semi-finals perceptions of European country attractiveness’. Paris and final. The city has a unique status in the women’s THE LATEST EDITION OF EY’S FDI ATTRACTIVENESS SURVEY FOUND A 31% RISE IN THE NUMBER OF INWARD INVESTMENT PROJECTS IN 2018 AS FRANCE ROSE ABOVE THE UK TO BE RANKED SECOND BEHIND GERMANY IN ‘INVESTOR PERCEPTIONS OF EUROPEAN COUNTRY ATTRACTIVENESS’. is now seen as more appealing than London, with game: Olympique Lyonnais Feminin are the reigning Brexit potentially creating further opportunities south French and European champions; they have secured of the Channel. In May, IBM confirmed plans to create 16 domestic league titles and won the Uefa Women’s 1,800 new jobs in the country. Champions League five times. By mid-April, over 720,000 of 1.3 million available The Fifa Women’s World Cup tickets had been sold for the tournament, which takes Hosting the 2019 Fifa Women’s World Cup is a timely place from 7th June to 7th July. Three marquee fixtures opportunity for France. TV viewership has climbed sold out within 48 hours: the opening game between across a succession of tournaments, with the total France and South Korea at the Parc des Princes, and global audience of Uefa Women’s Euro 2017 in the the semi-finals and final. Prices are competitive, Netherlands reaching 150 million. ranging from an entry-level €9 for group matches to €84 for a top-category seat at the final. To an extent, the Women’s World Cup will build on the footballing legacy of Uefa Euro 2016, whose The competition is expected to bring its share of economic impact was valued by Keneo and the CDES financial benefits but its social impact will be critical, at €1.22 billion. According to stadium management too. Two of Fifa’s global partners - Visa and Adidas - group ESSMA, €1.7 billion was invested in nine have committed to matching their marketing spend on new or renovated French stadiums ahead of the last year’s men’s World Cup in Russia for the Women’s 8 Viva La Revolution The Rise of the French Sports Industry 2018 French and European champions, Olympique Lyonnais Feminin. World Cup this year. Nike, meanwhile, has coordinated skateboarding and surfing, with all four disciplines a significant international push around its activities this lending themselves well to a festivalised setting summer, when it will supply unique kits to 14 of the 24 alongside live music and entertainment.
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