Back-to-school time for AMOS INTERNATIONAL
It is back-to-school time on the AMOS campuses! In Bordeaux, London, Lyon, and Paris, 4th year students who have chosen the GSBM Programme are in their chosen campus for the launch of their International Masters’ programme.
The International vision, a real strength in the AMOS DNA
International training has a central place in the professional career at AMOS.
Today with over 37 carefully selected partner universities over 4 continents, the variety and quality of the programmes offered abroad allow the students to project themselves into an international universe which corresponds to their professional project. This international expansion offers a great number of assets for the students to acquire new skills in Sport Management within a multicultural environment in order to succeed in their professional integration abroad.
Global Sport Business Master, a programme over 3 continents
Students start a programme 100% in English, which studies three essential geographic areas in the sports market: Europe, Asia, and North America.
The course is punctuated by:
- A seminar in Munich at the ISPO fair, globally known to showcase new innovations and trends in the equipment manufacturing and distribution sectors.
- A seminar in China which includes visits to Shanghai and Beijing, and meetings with professionals from the Asian sport business.
- A seminar in Chicago which is a full immersion in the Anglo-Saxon sports culture with visits to sports facilities, and conferences on the American economic model.
A word from the GSBM Ambassadors
On each campus, an international representative shared his experience on the European, American, and Asian markets. These are exceptional times in the launch of their academic year which also give our students a first moment to reflect on their future ambitions!
Henry Utku
AMOS Ambassador – Europe
Events and Basketball Operations Manager, EMEA – NBA
“Europe is a constant growing sports market with worldwide recognized sports teams and brands. The accessibility of sport through multiple channels has developed opportunities within sports transforming the direction and size of growth. A key example of the globalization of different sports is the international reach of US sports leagues in Europe hosting games, events, and the promotion of fan engagement. In parallel European sports leagues have taken a similar approach exploring opportunities in the US, Asia, and Middle East. AMOS students are getting the opportunity to develop their knowledge and be a part of the ever-growing globalised sports business.”
Huanhuan Zou Belous
AMOS Ambassador – Asia
Consultant Chinese Market
“The economic growth and globalisation in Asia are developing new opportunities for the sports industry, particularly in China. The development of sports practices is widely encouraged by the authorities to address public health issues, gather around common values while satisfying the demands of a growing urban population. China also aims to become an indispensable actor in major international sports events. A large number of sectors are involved in the sports and leisure industry, as well as in upstream projects, and in regards to their implementation and sustainability. Through this programme, students will be able to comprehend Asian sports industry and policies, as well as gain intercultural management skills.”
Deepak Trivedi
AMOS Ambassador – North America & UK
Sports Consultant
“The sports industry has grown tremendously in the last decade and this means there are many opportunities for students aspiring for a career in sports. The USA market has consistently been a leader in all aspects of sports business, from sports marketing and stadium development to fan experience. AMOS International is at the forefront of preparing students to be successful by providing opportunities for academic development and professional growth. As the sports industry has become so global, we take pride in developing students with a truly global mind- set and preparing them to become future industry leaders.”
Written by Victoria Chacon, Communications and Events Officer AMOS London
Nathalie Deutsch, Young Sports Maker
It was the event not to be missed at the start of the year! The second edition of Global Sports Week took place from the 1st to 5th February, under the patronage of UNESCO and the high patronage of Mr. Emmanuel Macron, President of the French Republic. With a new format that integrated digital and physical experiences, in Paris, Beijing, Tokyo, Milan, Dakar, Los Angeles and online, a new hybrid edition was made possible to keep the event successful, despite the current health situation. As a new unmissable event for the global sports industry, Global Sports Week not only offers a unique opportunity for leaders in sport and business, it also provides a special stage for the younger generation to raise their voices and lead the future. “The Young Sports Makers programme is aimed at young people from across the world - athletes, social entrepreneurs, students and young professionals - who carry the voice of the Generation Z. The Young Sports Makers were one of the breakout successes of the inaugural edition of Global Sports Week in February 2020. They participated directly throughout the programme, expressing opinions, and challenging received ideas through on-stage interactions with global leaders.” – Young Sports Maker, Global Sports Week’s website. For this edition, a new squad of Young Sports Makers with 22 young women,12 young men and 16 nationalities represented was formed to support the new format of the event. With a mission to shape debates and challenge the speakers and leaders in person, or through virtual events depending on their location, the YSM raised suggestions for the future, especially by highlighting the changes they wanted to see in the six shifts of the event: health, lifestyle, equality, data, climate, and power. Out of the 34 Young Sports Makers selected, one of our second year Global Sport Business Master student at AMOS London, Nathalie Deutsch, was represented. We spoke with her about this once-in-a-lifetime opportunity to become a Global Sports Week Young Sports Maker during this second edition of the Global Sports Week. She explains her experience representing her generation by sharing her thoughts on the insightful sessions on the topic of Data.
How did you learn about the Young Sports Makers programme Global Sports Week?
I have been following GSW since their first edition, as I had work colleagues who attended and I found the speakers and programme quite interesting, like a breath of renewal for this type of event (that can sometimes be “boring” and too corporate). I heard about the impact the Young Sports Makers (YSM) had in 2020 but I did not think too much of it afterwards to be honest, probably because I was only following the event from far. It is by following GSW on social media and subscribing to their newsletter that I heard about the 2021 YSM applications.For what reasons did you decide to participate in the programme?
I’m in my final GSBM year and had some time to spare! (Not really). On a more serious note, I found the programme quite interesting and as an international individual I thought that it would be nice to meet sports makers from all around the world and to have an active role on the event. Learning more about current issues in sports and what the industry is doing to resolve them is also a plus and a good reason to get involved.How were you chosen to be part of the new 34 Young Sports Makers squad?
First, I had to apply online and answer a series of questions (why I want to join, what is the biggest challenge I find in sports etc.) and submit a video of me answering the question. Then once you have been selected – this is the first stage - you have to do a workshop with all the other preselected YSM. This year we had the chance to work with Yunus Sports Hub (a global social business network creating solutions to local problems in and through sport), and after a couple of presentations, we were put into groups and had an hour to get to know each other, solve questions and write a mini essay around the 6 shifts of the GSW (Health, Power, Equality, Climate, Lifestyle, Data). It was a hard task due to the time pressure and with everything being online, connecting with other participants behind a screen and working as a team is an extra challenge. After the group work, I had to submit another essay and answer further questions. For the 2021 edition, we were 34 YSM selected with around 200 applications.What was your role during the Global Sports Week?
My role would have been a bit different if we could all attend the event in-person… I chose the Paris Hub and would have been based at the Arena, but because of Covid-19 I had to change to the Digital Hub. As YSMs, we represent our Generation Z, and our main role is to let our voice be heard. Our role is to challenge speakers for more concrete answers or actions for the future of sports, meet and chat with participants, participate in talks and roundtables… Some YSMs had the chance to be on-stage live at the Eiffel Tower, either as speakers or as community managers picking out questions from the Live Chat. As for me, I had the chance to speak on the closing session, representing the Data shift, live from the Eiffel tower but from the comfort of my home.Did you have any specific preparations for your participation?
Every YSM was assigned to a shift according to experience, preferences, and prepared questions. After being assigned to Data, I had to think about questions for the different sessions, and underline the most compelling challenges of the industry, while always keeping in mind that I represented GenZ.From your perspective, what do you see as the most significant mega-trends affecting sport right now?
#Lifestyle Storytelling is at its peak. #Data Gamification and hyper personalisation are the future #Power Athlete’s platforms are powerful tools for “changemaking” #Equality Tackling issues should be considered as a team sport and what is happening on the field should be translated in governance faster (and the other way around) #Health Physical activity is the best opportunity to recover from the pandemic #Climate Sport has a real impact, and everyone should help out concerning climate fight, with sports events organisers needing to adorn the role.You are coming to the end of your second year of the Global Sport Business Master, what does the future hold for you?
It is a hard time for everyone, and I wish that we could all answer that question. For now, I will be interning at Rugby League World Cup 2021 as a Volunteer & Accreditation Coordinator, working on an event that is all about diversity and inclusion, social impact, and legacy. I do not know what the future holds for me after that, but I know that I want to work on major sports events so that is probably where you will find me in the next few years ;)As a great representative of the new generation in the sports industry, would you like to give some advice to AMOS students and those who desire to pursue a career in sports in the future?
Do not stay passive in your studies, always grab every opportunity you can. Whether it is volunteering on events, networking with lecturers, researching new trends in the sports industry etc., always do more than you would normally do and fight for what you believe in, for sports have the power to change lives, as long as you use them selflessly.
Written by Victoria Chacon, Communication and Events Officer AMOS London.
Nathalie Deutsch, Young Sports Maker
It was the event not to be missed at the start of the year! The second edition of Global Sports Week took place from the 1st to 5th February, under the patronage of UNESCO and the high patronage of Mr. Emmanuel Macron, President of the French Republic. With a new format that integrated digital and physical experiences, in Paris, Beijing, Tokyo, Milan, Dakar, Los Angeles and online, a new hybrid edition was made possible to keep the event successful, despite the current health situation. As a new unmissable event for the global sports industry, Global Sports Week not only offers a unique opportunity for leaders in sport and business, it also provides a special stage for the younger generation to raise their voices and lead the future. “The Young Sports Makers programme is aimed at young people from across the world - athletes, social entrepreneurs, students and young professionals - who carry the voice of the Generation Z. The Young Sports Makers were one of the breakout successes of the inaugural edition of Global Sports Week in February 2020. They participated directly throughout the programme, expressing opinions, and challenging received ideas through on-stage interactions with global leaders.” – Young Sports Maker, Global Sports Week’s website. For this edition, a new squad of Young Sports Makers with 22 young women,12 young men and 16 nationalities represented was formed to support the new format of the event. With a mission to shape debates and challenge the speakers and leaders in person, or through virtual events depending on their location, the YSM raised suggestions for the future, especially by highlighting the changes they wanted to see in the six shifts of the event: health, lifestyle, equality, data, climate, and power. Out of the 34 Young Sports Makers selected, one of our second year Global Sport Business Master student at AMOS London, Nathalie Deutsch, was represented. We spoke with her about this once-in-a-lifetime opportunity to become a Global Sports Week Young Sports Maker during this second edition of the Global Sports Week. She explains her experience representing her generation by sharing her thoughts on the insightful sessions on the topic of Data.
How did you learn about the Young Sports Makers programme Global Sports Week?
I have been following GSW since their first edition, as I had work colleagues who attended and I found the speakers and programme quite interesting, like a breath of renewal for this type of event (that can sometimes be “boring” and too corporate). I heard about the impact the Young Sports Makers (YSM) had in 2020 but I did not think too much of it afterwards to be honest, probably because I was only following the event from far. It is by following GSW on social media and subscribing to their newsletter that I heard about the 2021 YSM applications.For what reasons did you decide to participate in the programme?
I’m in my final GSBM year and had some time to spare! (Not really). On a more serious note, I found the programme quite interesting and as an international individual I thought that it would be nice to meet sports makers from all around the world and to have an active role on the event. Learning more about current issues in sports and what the industry is doing to resolve them is also a plus and a good reason to get involved.How were you chosen to be part of the new 34 Young Sports Makers squad?
First, I had to apply online and answer a series of questions (why I want to join, what is the biggest challenge I find in sports etc.) and submit a video of me answering the question. Then once you have been selected – this is the first stage - you have to do a workshop with all the other preselected YSM. This year we had the chance to work with Yunus Sports Hub (a global social business network creating solutions to local problems in and through sport), and after a couple of presentations, we were put into groups and had an hour to get to know each other, solve questions and write a mini essay around the 6 shifts of the GSW (Health, Power, Equality, Climate, Lifestyle, Data). It was a hard task due to the time pressure and with everything being online, connecting with other participants behind a screen and working as a team is an extra challenge. After the group work, I had to submit another essay and answer further questions. For the 2021 edition, we were 34 YSM selected with around 200 applications.What was your role during the Global Sports Week?
My role would have been a bit different if we could all attend the event in-person… I chose the Paris Hub and would have been based at the Arena, but because of Covid-19 I had to change to the Digital Hub. As YSMs, we represent our Generation Z, and our main role is to let our voice be heard. Our role is to challenge speakers for more concrete answers or actions for the future of sports, meet and chat with participants, participate in talks and roundtables… Some YSMs had the chance to be on-stage live at the Eiffel Tower, either as speakers or as community managers picking out questions from the Live Chat. As for me, I had the chance to speak on the closing session, representing the Data shift, live from the Eiffel tower but from the comfort of my home.Did you have any specific preparations for your participation?
Every YSM was assigned to a shift according to experience, preferences, and prepared questions. After being assigned to Data, I had to think about questions for the different sessions, and underline the most compelling challenges of the industry, while always keeping in mind that I represented GenZ.From your perspective, what do you see as the most significant mega-trends affecting sport right now?
#Lifestyle Storytelling is at its peak. #Data Gamification and hyper personalisation are the future #Power Athlete’s platforms are powerful tools for “changemaking” #Equality Tackling issues should be considered as a team sport and what is happening on the field should be translated in governance faster (and the other way around) #Health Physical activity is the best opportunity to recover from the pandemic #Climate Sport has a real impact, and everyone should help out concerning climate fight, with sports events organisers needing to adorn the role.You are coming to the end of your second year of the Global Sport Business Master, what does the future hold for you?
It is a hard time for everyone, and I wish that we could all answer that question. For now, I will be interning at Rugby League World Cup 2021 as a Volunteer & Accreditation Coordinator, working on an event that is all about diversity and inclusion, social impact, and legacy. I do not know what the future holds for me after that, but I know that I want to work on major sports events so that is probably where you will find me in the next few years ;)As a great representative of the new generation in the sports industry, would you like to give some advice to AMOS students and those who desire to pursue a career in sports in the future?
Do not stay passive in your studies, always grab every opportunity you can. Whether it is volunteering on events, networking with lecturers, researching new trends in the sports industry etc., always do more than you would normally do and fight for what you believe in, for sports have the power to change lives, as long as you use them selflessly.
Written by Victoria Chacon, Communication and Events Officer AMOS London.
Embracing diversity: Lessons from the field
Sports play an essential and unique role in our society. Sports bring people together, creating positive dynamics as well as offering opportunities such as physical activities, community building, employment but also entertainment. One of the most amazing factors about sport is that it is universal and is experienced everywhere, thus uniting individuals beyond their differences. You just need to look at the Olympic Charter and one of its fundamental principles: “The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth through sport practiced without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play.”
But if, on paper, this universal language has the power to bring people together and be a means of expression for society, does it really reflect reality when it is supposed to be a motor of integration and living better together?
This is the question we tried to answer at AMOS London during our masterclass: Diversity and Inclusion in the Sport Industry. Jamie Love (CEO Monumental Marketing) hosted the discussion around diversity in sports with four special guests who supported this talk and shared their stories, to express their point of view on the perspectives of their perspectives on diversity and inclusion in sports.
Jamie Love: CEO of Monumental Marketing, a digital marketing and PR agency and Lecturer at AMOS London. Jamie is also an influencer and a public figure for the LGBT community as well as Marketing, PR & Entertainment Director of Pride Edinburgh.
Ryan Atkins: Professional football referee and senior manager within the railway industry. He has operated on the EFL Championship and Leagues 1 and 2. In August 2017, he decided to come out, making him the only out gay man in professional football on the pitch. Ryan has used his role to open dialogues within the world of football and to drive change. He can often be seen in the media campaigning for LGBT equality in sport.
Jon Holmes: Digital media editor and journalist. As part of the team at Sky Sports Digital, he manages and maintain the SkySports.com website, their apps and other products, and perform a variety of editorial tasks. He is passionate about LGBT+ inclusion in sport. At Sky Sports, he co-ordinates and writes content relating to the media’s support of the Stonewall's award-winning Rainbow Laces campaign. He is also the founder and lead of Sports Media LGBT+ - a network, advocacy and consultancy group that is helping both his industry media and sport in general to become more welcoming and inclusive. He is also a committee member for both InterMediaUK and the Sports Journalists’ Association.
Claire Danson: Paraplegic Triathlete - She had an accident just over a year ago when she was competing at a high level as a Triathlete and she is now working her way back as a paraplegic athlete.
Jamie Bowie: Scottish track and field athlete who won a silver medal at the 2014 IAAF World Indoor Championships as part of the Great Britain’s 4 × 400m Relay.
Sport for all: a source of tolerance, social cohesion, and commitment
The Masterclass revolved around several topics about diversity and inclusion, with a focus mainly on disability and LGBTQ+, feeding with the experiences of the guests. But before going further, it is important to give a definition of the different areas of the subject discussed that day: What is diversity? What is inclusion? If we refer to the Cambridge dictionary, diversity is “when there is variety or things or people are included in something, or in a range of different things or people”. And inclusion stands for “the act of including someone or something as part of a group, list, etc., or a person or thing that is included”. Diversity aims to recognise, understand, and value the individual differences of everybody. As we can see diversity exists everywhere, we are all different. Age, gender, education, social background, race… we have all our inherent differences. There are no two of the same women or men. But even though diversity does exist, the fact is: inclusion is not yet integrated in our society.Back to some of the highlights
The first part of the conference was a reflection on how to organise the discussion and a perception of our speakers over the last few years. This involved an inventory on: what is diversity and inclusion in the world of sports today and what are the different changes across the industry? Diversity in sport has been a driver of positive social change for years. Even if customs are changing, and we are seeing more and more success stories on diversity in sport at different levels, there is still a long way to go so before the world of sport becomes more inclusive. Sport mirrors how we behave in society. When looking at the sports coverage, the media is sometimes far from reflecting social and cultural diversity which indicates that there is still no fair representation for all. “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. Sport can awaken hope where there was previously only despair. Sport speaks to people in a language they can understand.” – Nelson MandelaSo, what can be done to achieve more diversity?
Four main points emerged from the discussion:- Educating from the top to grassroot level
- Using media and platforms to raise profiles, sports, and groups they represent
- Emphasizing on inclusivity and diversity
- Community support
Written by Victoria Chacon, Communications and Events Officer AMOS London
Embracing diversity: Lessons from the field
Sports play an essential and unique role in our society. Sports bring people together, creating positive dynamics as well as offering opportunities such as physical activities, community building, employment but also entertainment. One of the most amazing factors about sport is that it is universal and is experienced everywhere, thus uniting individuals beyond their differences. You just need to look at the Olympic Charter and one of its fundamental principles: “The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth through sport practiced without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play.”
But if, on paper, this universal language has the power to bring people together and be a means of expression for society, does it really reflect reality when it is supposed to be a motor of integration and living better together?
This is the question we tried to answer at AMOS London during our masterclass: Diversity and Inclusion in the Sport Industry. Jamie Love (CEO Monumental Marketing) hosted the discussion around diversity in sports with four special guests who supported this talk and shared their stories, to express their point of view on the perspectives of their perspectives on diversity and inclusion in sports.
Jamie Love: CEO of Monumental Marketing, a digital marketing and PR agency and Lecturer at AMOS London. Jamie is also an influencer and a public figure for the LGBT community as well as Marketing, PR & Entertainment Director of Pride Edinburgh.
Ryan Atkins: Professional football referee and senior manager within the railway industry. He has operated on the EFL Championship and Leagues 1 and 2. In August 2017, he decided to come out, making him the only out gay man in professional football on the pitch. Ryan has used his role to open dialogues within the world of football and to drive change. He can often be seen in the media campaigning for LGBT equality in sport.
Jon Holmes: Digital media editor and journalist. As part of the team at Sky Sports Digital, he manages and maintain the SkySports.com website, their apps and other products, and perform a variety of editorial tasks. He is passionate about LGBT+ inclusion in sport. At Sky Sports, he co-ordinates and writes content relating to the media’s support of the Stonewall's award-winning Rainbow Laces campaign. He is also the founder and lead of Sports Media LGBT+ - a network, advocacy and consultancy group that is helping both his industry media and sport in general to become more welcoming and inclusive. He is also a committee member for both InterMediaUK and the Sports Journalists’ Association.
Claire Danson: Paraplegic Triathlete - She had an accident just over a year ago when she was competing at a high level as a Triathlete and she is now working her way back as a paraplegic athlete.
Jamie Bowie: Scottish track and field athlete who won a silver medal at the 2014 IAAF World Indoor Championships as part of the Great Britain’s 4 × 400m Relay.
Sport for all: a source of tolerance, social cohesion, and commitment
The Masterclass revolved around several topics about diversity and inclusion, with a focus mainly on disability and LGBTQ+, feeding with the experiences of the guests. But before going further, it is important to give a definition of the different areas of the subject discussed that day: What is diversity? What is inclusion? If we refer to the Cambridge dictionary, diversity is “when there is variety or things or people are included in something, or in a range of different things or people”. And inclusion stands for “the act of including someone or something as part of a group, list, etc., or a person or thing that is included”. Diversity aims to recognise, understand, and value the individual differences of everybody. As we can see diversity exists everywhere, we are all different. Age, gender, education, social background, race… we have all our inherent differences. There are no two of the same women or men. But even though diversity does exist, the fact is: inclusion is not yet integrated in our society.Back to some of the highlights
The first part of the conference was a reflection on how to organise the discussion and a perception of our speakers over the last few years. This involved an inventory on: what is diversity and inclusion in the world of sports today and what are the different changes across the industry? Diversity in sport has been a driver of positive social change for years. Even if customs are changing, and we are seeing more and more success stories on diversity in sport at different levels, there is still a long way to go so before the world of sport becomes more inclusive. Sport mirrors how we behave in society. When looking at the sports coverage, the media is sometimes far from reflecting social and cultural diversity which indicates that there is still no fair representation for all. “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. Sport can awaken hope where there was previously only despair. Sport speaks to people in a language they can understand.” – Nelson MandelaSo, what can be done to achieve more diversity?
Four main points emerged from the discussion:- Educating from the top to grassroot level
- Using media and platforms to raise profiles, sports, and groups they represent
- Emphasizing on inclusivity and diversity
- Community support
Written by Victoria Chacon, Communications and Events Officer AMOS London
Le marketing sportif de demain devra être « authentique » et « responsable »
31Covid-19, confinement, déconfinement, virus... La crise sanitaire qui a frappé le monde entier de manière si soudaine et sournoise a profondément déstabilisé le secteur du sport. Si chacun s’accorde à admettre que rien ne sera jamais plus comme avant, ce sont principalement les secteurs du marketing et de la communication qui vont devoir revoir leur copie et adopter de nouvelles stratégies. Les marques, agences, clubs et professionnels du sport, après avoir improvisé des communications de crise en multipliant leurs interactions sur le digital, n’ont plus dorénavant qu’un seul objectif : viser la simplicité et l’authenticité. Des tendances qui seront les tendances de demain. Celles qui parleront aux consommateurs et qui inciteront les marques à être plus responsables, plus solidaires... Reste que cette nouvelle direction ne pourra fonctionner que si les marques sont sincères. Fini l’opportunisme. Les temps ont changé. L’un des enseignements que nous avons tirés de cette période compliquée, c’est que la contrainte stimule la créativité. Face à cette situation inédite, les marques ont été amenées à revoir leurs façons de communiquer, à enrichir les contenus qu’ils produisaient, à réinventer leurs événements. Celles qui ont su tirer leur épingle du jeu sont les marques qui ont fait preuve de sincérité et de simplicité. Celles qui ont montré de l’empathie et du respect. Des valeurs fondamentales en ces périodes d’inquiétude et de stress. Erreur à ne pas commettre ? Se recroqueviller. Au contraire, il faut aller de l’avant, rester proche de ses cibles, essayer de montrer l’exemple en émettant des messages positifs et en élargissant sa vision à moyen et long terme. « Il est important de ne pas céder à l’opportunisme, car les consommateurs ne sont pas dupes, témoigne Antoine Robin, Associé fondateur chez Come#Together. Et surtout ne pas attendre un retour à la normale pour se remettre en question, récrire sa feuille de route, profiter des nouvelles perspectives qu’on subit pour en tirer les enseignements les plus constructifs. » En d’autres termes, être authentique et garder fidèlement sa ligne de conduite. Une vision partagée par Christophe Quiquandon Fondateur de l’agence Bros. « L’idéal est d’avoir été authentique, transparent et engagé avant la crise. Il est important d’éviter l’écueil de l’opportunisme. Mon conseil serait d’être authentique, engagé, et de faire preuve de créativité pour émerger dans un monde de la communication qui pourrait devenir vite uniforme du fait que tout le monde veuille cocher les mêmes cases. » Pour Christophe Quiquandon, le terrain est dorénavant miné. « Attention aux effets boomerangs. Pour ceux qui feront de grands statements ou s’érigeront en donneurs de leçons, il faudra qu’ils soient en mesure de pouvoir ouvrir leurs arrières-cuisines sereinement. Sinon, les revers de bâton seront sévères. »
L’exemple d’ASICS
Le 16 mai 2020, la marque japonaise lançait un challenge solidaire connecté, baptisé #unitedwerun. L’objectif était simple : enchaîner les kilomètres de course à pied pour la Fondation de France et la recherche contre la Covid-19. À chaque kilomètre parcouru le compteur défilait et enregistrait les scores. Objectif : atteindre 1 000 000 kilomètres. Une occasion pour chacun d’associer le plaisir de la course à pied à une action commune de solidarité. Simple, efficace, solidaire et ouvert à tous. À l’image de la marque. « Nous n’avons pas changé de stratégie marketing, explique Arnaud Leroux, directeur Marketing d’ASICS pour l’Europe du Sud. Au contraire, la crise nous a confortés dans les principes que nous avions déjà identifiés. Favoriser la pratique sportive des Français, et notamment celle du running. Agir comme l’expert des catégories sur lesquelles nous sommes présents. Éduquer, accompagner, guider les consommateurs afin qu’ils choisissent le produit le plus adapté à leurs besoins et leurs pratiques. Et être porteur de sens, d’une vision pertinente et inspirante pour chacun. » Pour Arnaud Leroux, « il ne faut pas être opportuniste, ne pas « profiter » de la crise pour pousser ses propres intérêts, alors que justement l’humanité entière a besoin d’une véritable solidarité ». Il poursuit : « Cette crise est extrêmement profonde, et chamboule énormément de choses. Nous avons besoin d’une perspective positive, motivante, inspirante. Nous avons besoin de valeurs fédératrices, d’une vision motivante. Il est temps de mettre en application les valeurs d’entreprise qui sont souvent placardées dans les bureaux... et véritablement les appliquer, les mettre en application. Si on ne le fait pas maintenant, alors quand ? Je pense que les consommateurs sauront voir, comprendre et suivre les marques dont les actes seront au diapason des discours. Et malheur à celles qui seront perçues comme opportunistes. » Le marketing de demain doit être plus responsable et solidaire. L’éco-responsabilité doit être au centre des préoccupations... Nous devons TOUS être plus responsables et plus solidaires. « Mais ce n’est pas que l’enjeu du marketing, rappelle Arnaud Leroux. « C’est toute l’entreprise qui doit œuvrer pour changer les choses. Et sans tarder. Ce n’est plus une question. Plus un choix. De toute façon, les consommateurs le demandent de plus en plus. Les distributeurs aussi. Ceux qui seront réfractaires resteront sur le bord du chemin. ASICS prône l’esprit sain dans un corps sain. Désormais, il faut aussi rajouter « dans un monde sain ». Nous avons un bon nombre d’engagements d’ici 2025 et 2030, et chaque nouvelle collection intègre de plus en plus de produits avec des % de matériaux recyclés. C’est bien, mais pas encore suffisant -nous devrons perpétuellement accélérer, et ne jamais nous satisfaire des acquis. » A bon entendeur.Alain Jouve, rédacteur en chef Sport Stratégies
Le marketing sportif de demain devra être « authentique » et « responsable »
31Covid-19, confinement, déconfinement, virus... La crise sanitaire qui a frappé le monde entier de manière si soudaine et sournoise a profondément déstabilisé le secteur du sport. Si chacun s’accorde à admettre que rien ne sera jamais plus comme avant, ce sont principalement les secteurs du marketing et de la communication qui vont devoir revoir leur copie et adopter de nouvelles stratégies. Les marques, agences, clubs et professionnels du sport, après avoir improvisé des communications de crise en multipliant leurs interactions sur le digital, n’ont plus dorénavant qu’un seul objectif : viser la simplicité et l’authenticité. Des tendances qui seront les tendances de demain. Celles qui parleront aux consommateurs et qui inciteront les marques à être plus responsables, plus solidaires... Reste que cette nouvelle direction ne pourra fonctionner que si les marques sont sincères. Fini l’opportunisme. Les temps ont changé. L’un des enseignements que nous avons tirés de cette période compliquée, c’est que la contrainte stimule la créativité. Face à cette situation inédite, les marques ont été amenées à revoir leurs façons de communiquer, à enrichir les contenus qu’ils produisaient, à réinventer leurs événements. Celles qui ont su tirer leur épingle du jeu sont les marques qui ont fait preuve de sincérité et de simplicité. Celles qui ont montré de l’empathie et du respect. Des valeurs fondamentales en ces périodes d’inquiétude et de stress. Erreur à ne pas commettre ? Se recroqueviller. Au contraire, il faut aller de l’avant, rester proche de ses cibles, essayer de montrer l’exemple en émettant des messages positifs et en élargissant sa vision à moyen et long terme. « Il est important de ne pas céder à l’opportunisme, car les consommateurs ne sont pas dupes, témoigne Antoine Robin, Associé fondateur chez Come#Together. Et surtout ne pas attendre un retour à la normale pour se remettre en question, récrire sa feuille de route, profiter des nouvelles perspectives qu’on subit pour en tirer les enseignements les plus constructifs. » En d’autres termes, être authentique et garder fidèlement sa ligne de conduite. Une vision partagée par Christophe Quiquandon Fondateur de l’agence Bros. « L’idéal est d’avoir été authentique, transparent et engagé avant la crise. Il est important d’éviter l’écueil de l’opportunisme. Mon conseil serait d’être authentique, engagé, et de faire preuve de créativité pour émerger dans un monde de la communication qui pourrait devenir vite uniforme du fait que tout le monde veuille cocher les mêmes cases. » Pour Christophe Quiquandon, le terrain est dorénavant miné. « Attention aux effets boomerangs. Pour ceux qui feront de grands statements ou s’érigeront en donneurs de leçons, il faudra qu’ils soient en mesure de pouvoir ouvrir leurs arrières-cuisines sereinement. Sinon, les revers de bâton seront sévères. »