The BPCE group strengthens its presence in sports by entrusting LAFOURMI with the activation of its partnerships for its two major networks, Banque Populaire and Caisse d’Épargne. The challenge goes beyond just speaking out: it is about structuring a consistent expression territory, capable of translating the values of performance, utility, and proximity claimed by both brands into lasting impact.
This decision comes after a call for tenders, in a context where sports activation strategies are becoming more complex, blending content, experiences and digital devices. LAFOURMI, an agency of The Fan Syndicate group, will be tasked with designing and deploying a comprehensive plan, tailored to engage audiences well beyond major events.
A battle for increasingly strategic attention
In a market saturated with sponsors, the ability to stand out now relies more on activation than on the actual rights. The two banks, already firmly established in the French sporting ecosystem, seek to capitalize on this heritage. Banque Populaire boasts nearly 9.7 million customers, while Caisse d’Épargne has 16.9 million, with a strong presence in the territories.
The challenge is twofold: to strengthen brand preference among the general public and give meaning to historical commitments in sports. This involves devices capable of telling a story, embodying values, and creating tangible interactions with fans.
In this context, LAFOURMI has emerged as a leading player. The agency, voted Agency of the Year 2025 at the SportBusiness.Club Awards, specializes in campaigns that speak directly to sports communities. Its client portfolio – ranging from major brands like Decathlon or beIN SPORTS to institutions like the FFF or FFT – is a testament to this expertise.
A BPCE group seeking narrative coherence
For BPCE, this collaboration is part of a structuring logic. While the two networks have powerful assets in sports, the question of their storytelling becomes crucial. The goal is to move beyond the juxtaposition of partnerships to build a readable and differentiating expression platform.
Engaging an integrated agency like LAFOURMI also allows for a cross-disciplinary approach, capable of connecting brand strategy, creation, and operational deployment. A lever that has become crucial at a time when activation devices must combine marketing performance and editorial relevance.
With over 10 million euros in revenue in 2024 for The Fan Syndicate and around fifty employees, the group is gradually establishing itself as a specialist in sports marketing in France, structured around two complementary entities: LEROY TREMBLOT for brand design and LAFOURMI for activation.
Alain Jouve
