Sports hospitality aces to power French Open

Article posted by Coliseum, August 2^nd, 2022

Image: Sodexo Live

The public relations firm Factory Sport & Entertainment, the Quarterback Group and Sodexo Live! – the former as lead agency of their ad hoc alliance – have been selected by the French Tennis Federation (FFT) as its exclusive marketing partners for Roland-Garros and the Rolex Paris Masters hospitality programs from 2023 to 2026.

Raising the Bar

‘sodexo’ stated that as an alliance, the three experts in sports hospitality will power the national, European and global reach of Roland-Garros and the Rolex Paris Masters brands. The alliance’s experience in marketing and commercializing major sporting events and its ability to reach regular clients in France and worldwide through top marketing resources and an extensive client portfolio will ensure sales from the very start of its collaboration with the FFT.

Sodexo Live! deliver far more than world-class sports, leisure and travel experiences. One will have access to the kind of insight and expertise that surprises and delights guests, enriches lives and turns venues and events into unforgettable memories. It helps one put the power of positive emotion into one’s experience, boost revenue growth and reach one’s true potential.

Apply for membership

Paris (France)-based the French Tennis Federation (FFT) is the governing body for tennis in France. It was founded in 1920, and is tasked with the organisation, coordination and promotion of the sport. It is recognized by the International Tennis Federation and by the French Minister of Sports.

The French Open, also known as Roland-Garros, is a major tennis tournament held over two weeks at the Stade Roland-Garros in Paris, France, beginning in late May each year. The tournament and venue are named after the French aviator Roland Garros.

Stade Roland-Garros is a complex of tennis courts located in Paris that hosts the French Open. The tournament, also known as Roland-Garros, is a Grand Slam championship played annually in May and June. The complex was constructed in 1928 to host France’s first defence of the Davis Cup.

Quarterback and Factory Sport & Entertainment, long-time partners of the FFT, have joined forces with Sodexo Live!, notably due to the latter’s Sports Travel and Hospitality division (STH) which has international expertise in designing and marketing hospitality programs for the most prestigious sporting events. Since 2005, STH has notably worked for the last five Rugby World Cups and, more recently, the Australian Open. STH has thus become one of the most recognized players in this market.

A Class Apart!

‘sodexo’ further stated that Sodexo Live!, Factory and Quarterback will use their expertise to help the FFT make the Roland- Garros hospitality experience a world-class one. In addition to marketing, the alliance will offer a variety of hospitality packages with different experiences. Each package will have a unique feel and customized products for clients that reflect their image and brand.

Additionally, the FFT can now offer clients additional hospitality packages to extend their experience outside Roland-Garros itself. This includes a collection of iconic venues marketed exclusively by Sodexo Live! Like the haute French restaurant Le Jules Verne and restaurant Madame Brasserie at the Eiffel Tower, as well as the boat rental service Yachts de Paris and the cruise company Bateaux Parisiens on the Seine.

Finally, Sodexo Live!, Factory and Quarterback will contribute to the FFT’s corporate social responsibility (CSR) approach by giving top priority to diversity, equity and inclusion as part of their human resources policies and to reducing the environmental impact of their activities. Each package sold will result in an eco-contribution donation and digital devices will be favored.

Noted Nathalie Bellon-Szabo, Chief Executive Officer (CEO) Worldwide of Sodexo Live!, “I would like to thank the FFT for its trust as it backs our strategy through which we serve our customers from the sports industry. Our ambition is to develop our ticketing and hospitality services and to attract new customers thanks to a full experience designed from end-to-end within sports venues around the world, in addition to the services we already offer. This will enable them to offer their audiences a more immersive and memorable experience.”

In a joint statement, Jo-Wilfried Tsonga, CEO of Factory, and Bruno Balaire, CEO of Quarterback, stated, “Factory and Quarterback are honored to have been the historical hospitality partners of the French Tennis Federation (FFT) for over 25 years. Aware of the commitment and confidence shown once again by all the FFT teams and its President Gilles Moretton, we are very pleased to be able to offer French and international companies exceptional moments of emotion and to contribute to the success and influence of the French Open and the Rolex Paris Masters.”

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 250 member-exclusive videos with valuable tips for your venue