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“Business Intelligence,” “Insight Analytics,” “Data”… Even a decade ago, few of us would have associated these terms with the world of sport. Today, however, they are part and parcel of an economic sector that generates two percent of the world’s GDP. Timothée TRUCHOT (who graduated the Grande École Program in 2022), an analyst in sport marketing agency SportFive, has a front-row seat for the changes affecting this industry. And this could be just the beginning…

You joined SportFive less than a year ago. What can you tell us about it?

Sportfive is a sports marketing agency that acts as an intermediary between brands who want to raise their profile by sponsoring events, and sports organisations looking for partners to boost their revenue. This might take the form, for example, of selling space on players’ shirts or advertising space around a pitch. We are there to support and advise both parties, and then make the partnership work once it has been signed, through a variety of actions and operations.

You’re a business intelligence analyst. What does your department do?

Business Intelligence has two main aims. Firstly, to provide our sales teams with the best possible guidance in their brand targeting, using our economic intelligence and market analyses. Secondly, it provides the company’s other departments with data to help them in their decision-making. For example, knowing the profile and interests of Olympique Lyonnais fans through in-depth studies enables us to target advertisers who share common values and DNA more effectively. In a way, data allows us to add some rationality to our intuition. In my opinion, you can’t have one without the other.

I imagine business is booming in the run-up to the Olympic Games…

Of course, the 2024 Paris Olympic Games are an event that many brands want to be part of, in order to be visible to the greatest number of people around the world. Against this backdrop, our teams are in the starting blocks ready to build and then develop tailor-made partnerships, and ensure that our customers’ objectives are met (raising brand awareness, increasing purchase intent, improving employer branding, etc.). The Games are creating a real stir in the world of French sports sponsorship that goes far beyond the 2024 Olympic Games brand. It’s up to us to capitalise on this event – the perfect opportunity for our agency to highlight its services.

Nowadays, AI and data are everywhere. How do you see them influencing your industry in the future?

We’re still in the early stages of this revolution, but there’s no doubt these tools will play an increasingly important role in our daily lives, and in our decisions and activities in the future. In the space of just a few years, data has become essential, completely transforming the sports industry. Sports sponsorship will continue to rely on it, and we would be wrong to reject this type of technology. I use the term “tool” for a reason: it is useful for decision-makers, but it will always be up to them to press the final button. Human intuition is still very important… In fact, IÉSEG graduates have a rightful place in an agency like ours, in areas as varied as coaching and consulting, as well as HR, finance, graphic design, sales and, of course, data. So take note!

This article was written by Luna Créations for IÉSEG Network’s magazine, IÉS #18.