Lagardere Sports announces new brand strategy

Leading French sports marketing firm Lagardere Sports and Entertainment on Wednesday announced a new brand marketing strategy, offering modern partnership marketing to better cater to Chinese clients.

Seeing clients' growing need for brand marketing, the company officially introduced its branding marketing unit, Lagardere Plus, to the Chinese market, which will help the firm grasp new business opportunities from the nation's booming sports sector.

Lagardere Sports claimed it would help companies embrace the transformation from traditional sponsors to highly innovative and effective marketing platforms that connect the brands with what consumers really care about. And the business will span from sports to entertainment, music, lifestyle, charity and other fields.

"Companies are no longer content with simply being sponsors. Instead, they yearn for specific and creative services to empower their brands,"said Echo Li, vice-president of the greater China region for Lagardere Sports and Entertainment.

Li said the move marked Lagardere Sports's new attempt to further tap into the local market.

"We are confident in China's future economic development, seeing the big potential of the sports market. We aim to be Chinese companies'trustworthy partner, contributing to the local sports industry with our global networks and abundant experiences," Li added.

Having been in the local market for over 20 years, Lagardere Sports covers a wide range of sports genres, including football, basketball and golf. During the past two years, the company has completed more than 10 partnership projects, including sponsorship deals with leading Chinese brands, like Tsingtao Brewery Co Ltd and Oppo.