Marketing Strategy 25.04.08

“ The Favourite Series of French People” The Killer Application for National Media A Nascent Brand Management

“ The Favourite Series of French People” The Killer Application for National Media A Nascent Brand Management

The L1, the favourite series of 17 M people, whatever the segmentation 6 M women The most popular among the 15-24 The more you earn , the more you like it 1/3 of the population Sources : IPSOS study, November 2007 / TNS Sport study, December 2006 (15+) 2006 : soap 2007 : à la 24 TV campaign The favourite sport

The L1, a well perceived league full of promising talents Sources : LFP / TNS Sport study, June 2007 (15+) / CIES Football fans’ perception Very good players 93% A revealer of new talents 88% Facts & figures Internationals 35% The youngest league of the Big 5 Attendance + 11% in 4 years Total Average

“ The Favourite Series of French People” The Killer Application for National Media A Nascent Brand Management

The L1 is THE “reason why” people subscribe to Pay-TV Source : IPSOS study, November 2007 (15+) Ligue 1 Others Why do you subscribe to Canal + ?

The maintaining of L1 media rights is due to a significant potential growth and an efficient media strategy Source : LFP estimation based on the IPSOS study, November 2007 (15+) Media strategy Extension of contract length to 4 years 12 packages Media rights Canal + subscribers 7.4 M homes interested in football Canal + subscribers 5.1 M homes interested in a club

“ The Favourite Series of French People” The Killer Application for National Media A Nascent Brand Management

A new brand identity to differentiate competitions 10 The best national league New logos New trophies The promotion contest The ascending competition Sources : lfp.fr, pabloreinoso.com Specific sponsors

League Cup brand replications gave birth to a strong visual identity Sources : lfp.fr, pabloreinoso.com

L1 : a poor international brand to be strengthened Sources : lfp.fr, Deloitte Annual Review of Football Finance 2007 Broadcasters Small revenues Promotion of the league English version of the LFP website Soccerex International signal English comments Highlights magazine Clips with foreign players Great coverage Improvement of the TV product

References Couvelaere, V. & Richelieu, A. (2005) 'Brand Strategy in Professional Sports : The Case of French Soccer Teams', European Sport Management Quarterly, 5..1, 23-46 Desbordes, M. (2003) ‘Organiser un événement sportif’, Editions d’Organisation Coupe de la Ligue Dossier de presse www.lfp.fr 20.09.07 Coupe de la Ligue, 2002 www.pabloreinoso.com 2003 La Coupe de la Ligue en question www.lefigaro.fr 28.03.08 Le nouveau trophée de Ligue 1 Orange dévoilé le 14 janvier www.lfp.fr 11.01.07 Ligue 1 Les raisons d'investir Conférence de Presse www.lfp.fr 30.11.07 Ligue 2 Dossier de presse www.lfp.fr 27.07.07 Deloitte Annual Review of Football Finance 2007 LFP Situation du Football Professionnel Français Saison 2006/2007 www.lfp.fr