Globalization

New religion. Eldorado of business. In 70 years, sport has become a universal source of inspiration for humanity. An incentive to individual progress and collective understanding, for billions of people. Whether we are practicing, or glued in front of the sports event on our screen, in our sofa.

We are fascinated by Kylian Mbappé and his appointment with History: his incredible explosiveness, his technique, his intelligence, his candor and especially his talent, which himself does not seem to know the limits. Like a young superhero.

Whereas with Tom Brady's 44 years, it's a never-ending story of "class", victories, achievements and challenges that keeps provoking our admiration. No retirement possible! With Tom Brady's records, we have proof that Captain America exists.

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The Gods of Olympus

Ali, Messiah, Jordan, Bubka, Wood, Rossi, Ronaldo, Borg, Schumacher, Bolt etc. All these names ring in us, like magical and legendary marks, from the Olympus of Sport.

Some of us draw singular values from them, others collective values. But we listen to the legends: because they have the power to make us more magical. Because they offer us the perfect story-telling to inspire us and guide us towards the goals we have chosen. And it's this process of identification that makes their merchandising so successful. It's what makes them go from sports champions to wealthy legends.

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The marketing surface of the champion

For the most passive among us, we watch their exploits on our screens, between the commercials that highlight them. While others go to the stadium to cheer them on. We can even live live with our heroes, as followers of their social networks, or as readers of their young biography.

For those who want a little more, and to be like our champion. We have the Club's sportswear line, flocked with his name. Or for our daily life: we have his own line of clothes, his perfume, his watch, his drink, his haircut, his underwear, and we can even participate in his charities.

Finally, for the over-motivated, those who want to be our champion. We have the incredible, ever more immersive experience of video games, where we can be and have the performance of Pele or Federer, or anyone else.

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Towards a champion coaching 2.0?

But have we fully explored the fabulous monetizing power of our champions? Because, if the legends are listened to, why can't they finally COACH us? It's a fact: because they don't have the time, and because there would be too many of us a priori.

However, many sports celebrities already ensure their reconversion in the organization of Team building or Quick off, for companies. So yes, they have time after their sports career. And, indeed, their audience is still too numerous for a personalized coaching.

But tooodooo's marketing automation features allow to meet these time and volume constraints, in other words, availability and personalization for the athlete. We can perfectly set up a personalized coaching from a library of messages pre-validated by the athlete (set-up). Then, we parameterize these coaching messages according to the motivational needs, the context and the performance of the coachee.

Since the first hearings of the sport, companies have understood the interest of being associated with it. Société Générale with Rugby, or BNP with Roland Garros, for example, have become historical partners, even though they are not equipment manufacturers. Because their loyalty also consists in associating themselves over time with the values conveyed by these sports, with their public, in order to be themselves identified with these values of encouragement and performance.

It would make perfect sense for Société Générale to organize a challenge to Incentize its sales force, with the encouragement of Marc Lièvremont, one of the most successful rugby players in history. This is an example. Today, Marc Lièvremont is renowned for the quality of his interventions in companies, during major events. A personalized coaching of this illustrious champion, in a challenge, is therefore a great marketing opportunity for Société Générale, if the technology allows it.

Then, the pessimists will think that it is undoubtedly the cost of exploitation of the image of the champion which will be an obstacle to this evolution. Because obviously, the champion is a luxurious product of exception. But a "set-up challenge", whose story-telling is elaborated by Marc Lièvremont, can be sold just as much to the Société Générale as to the Coq Sportif or any other company in demand. A "set-up challenge" is scalable, in the same way as our champions are on video games. Imagine the monetization prospects for our sports stars, when we know that 63% of companies make challenges! Do you think that the marketing teams of our stars will be deprived for a long time of such a market opportunity, if the technology exists?

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