PARIS – January 22, 2014 – Sportfive, international sports marketing agency owned by Lagardère Unlimited, has won a national tender process led by Areva, the global energy group. The agency will roll out the internal employee sports program between the Fédération Française d’Athlétisme and Areva’s 46,000 employees, who are spread across 65 locations in 14 countries, according to a press release.
Areva has been an official partner of French athletics since 2009, striving to increase the appeal of athletics as the sport continues to attract a growing number of participants. The energy group has since launched a comprehensive program to encourage its employees to commit to a running activity.
As part of this new collaboration, Sportfive will provide extensive support and expertise to Areva. The agency will ensure that the group fulfils its objectives and successfully engages with its active running community, currently comprising around 8,000 employees spread across the world. A special introductory programme will be produced to encourage staff to try running as a new sport.
Athletics and running represent highly popular and widely accessible sports. Sportfive, which has traditionally been closely associated with football, is excited about this partnership and the opportunity to further strengthen its portfolio of rights. Commenting on the deal, Florent Marty, Head of Marketing and Development for Sportfive in France, “We are delighted to have been selected to work with Areva to activate its internal sports programme. Sportfive continues to develop its expertise beyond pure media and marketing sales and this partnership further demonstrates the trust which Areva and a number of brands are starting to place with our teams.”
