In recent years, Stade de Reims has developed a real know-how in creating highly viral content on social media. A talent that the Champagne Club uses wisely to animate its major sponsorship deals. Rémois does not hesitate to go further and further in its activation strategy to the delight of all the club’s stakeholders. Decryption.
Stade de Reims has more ideas. And he knows how to be persistent in achieving them. On October 8, before hosting Paris Saint-Germain at Auguste-Delaune, the Reims players were treated to an unprecedented and moving pre-match speech at their hotel by… Mike Horn! A meeting made possible by Hexaôm, the main partner of Stade de Reims and counting the famous adventurer among its ambassadors.
“The first meeting between Stade de Reims and Mike Horn dates back to 2019. Our president Jean-Pierre Caillot was invited to the 100th anniversary of Maisons France Confort (note: the flagship brand of the Hexaôm group) at the company’s headquarters in Alencon. He then shared a meal at the same table as Mike Horn and it immediately bonded the two men. It was a very memorable meeting for our president,” explains Tanguy Audrit, Marketing Manager of Stade de Reims.
After this first meeting, the idea of including Mike Horn during the pre-match talk then germinated in the minds of the club and Hexaôm. Especially since the researcher already has experience in this field: he intervened with the German team during the 2014 World Cup. The first operation was then planned for January 2020, to welcome… Paris Saint-Germain in the semi-finals of the League Cup. But various stakeholders eventually have to give it up because of conflicting agendas. “We were really looking for the right moment to organize this meeting. Because it was necessarily a one-off. Repeating the same operation a second time would not have the same effect. Therefore, we had this idea in mind until we were able to realize it on October 8,” says Tanguy Audrit.
Activation that had a positive impact on sports results
Main partner and shirt sponsor of Stade de Reims, Hexaôm organized Mike Horn’s visit to Reims from start to finish on match day. The Reims clubs only took control when Mike Horn arrived at the players’ hotel. “Hexaôm is very committed to partnership. The group likes to cross-operate in its sponsorship and activation strategy. For example, Mike Horn and Cyril Despres (note: rally-raid driver supported by Hexaôm) participated together in the 2020 edition of Paris Dakar,” deciphers Tanguy Audrit.