Audit firms attack sports sponsorship

The main event in the foil World Cup competition, the Mazars Challenge International de Paris (Saturday and Sunday on L’Équipe live 2), welcomes the best international fencers to Coubertin from Thursday to Sunday. This year with two innovations. First, for the first time in history, the women’s and men’s races are grouped together on the same weekend. First of all, the French Fencing Federation (FFE) merged with the Mazars group, a French audit specialist, for two and a half years. With less than two years until the end of the Olympic Games, the company is unveiling its first commitment to the world of sports in its 78 years of operation. “Actually, we were more inclined towards culture. We are especially one of the patrons of the Musée d’Orsay. “Sports was more of an internal subject.”Christophe Berrard, partner at Mazars, is a member of the executive committee responsible for sports partnerships.

In the microcosm of the consulting and auditing firms made famous by the work of McKinsey, judgment is essential. “We must not forget that audit is their primary activity. The four largest on the market (Deloitte, EY, PwC, KPMG) sometimes managing the accounts of the biggest sports bodies like FIFA or UEFA”, recalls Christophe Lepetit, head of economic research at the Center for Sports Law and Economics in Limoges. In other words, their presence in the sector is not new. For example, Mazars contributed to the establishment of the National Sports Agency (ANS) before becoming a partner of the FFE. The National Control and Governance Directorate (DNCG), football’s financial police, is headed by Deloitte partner Jean-Marc Mickeler, while EY, PwC or KPMG publish regular reports on the sports industry. So why go out and advertise yourself as an event sponsor?

Among the arguments of Mazars, official supplier of the French Handball Federation and supporter of disabled athletes Margot Boule (rowing), Annouck Curzillat and Pierre-Antoine Baele (paratriathletes), is the difficulty of recruiting. “We live in a time when the training curriculum for the audit and consulting professions is intense. This commitment to sports is a way of remembering who we are and our state of mind.”Christophe Berrard assures.

At PwC France, which in July 2021 became the domestic partner of Paris 2024 and the French Olympic and Paralympic Team, this first major sports partnership appears to be an accelerator on several levels. “To stand out from the competition both with our clients and future talents, and to attract new clients in our relationships. It is also an opportunity to show our know-how in matters related to financial or human resource management.explains Agnès Hussherr, associate sponsor of Paris 2024 within the company.

Real competition between firms

“Like PwC, as the world of sports has become more professional, firms have moved from simple auditing to consulting”, analyzes Christophe Lepetit. Deloitte, a member of the IOC’s TOP program (the highest level of partnership in the Olympic movement) until 2032, is one of the auditors that wants to take advantage of this professionalism. “In addition to associating our name with a global event, we bring experience to the IOC on social issues or program management”Deloitte France consulting manager Rédouane Bellefqih insists. “Today, the world of sports has the same problems as business. It’s time to step up.”he continues.

The first post dedicated to sports was launched by Deloitte France a year and a half ago to satisfy the appetite of the growing environment. According to Christophe Lepetit, the sponsorship of sports events by consulting firms can be explained by their behind-the-scenes struggle to capture market share in the sports sector, estimated at more than 90 billion euros in France in 2020 by the BPCE group. “Each firm offers multiple services that allow it to create a new form of economic model. So there is a definite need for visibility to stand out. While insurers have invaded the sports sponsorship market to sell their services to professionals, audit companies today want to fully showcase their skills in sports.the economist summarizes.

Unlike its rivals, French Capgemini, founded by French rugby patron Serge Kampf, who died in 2016, has been investing in the field for more than 30 years. A historic partner of rugby, the company no longer sponsors French clubs, as it has long done with Grenoble and Biarritz, but prefers to associate itself with world events such as the World Cup in France (September 8-October 28). ). The firm’s director of communications and sponsorships, Thomas Hirsch, is optimistic about the entry of its peers into the sports partnership market. “More and more B2B companies want to gain visibility through partnerships. “Even if you’re not selling directly to consumers, it’s important to develop your image and bring something else.”. He knows what he’s talking about. By partnering with the Ryder Cup in 2021 for six years, Capgemini hopes to conquer the American market.

“Ultimately, it doesn’t matter what each person’s motivation is. Sports rights holders are always looking for partners. When you know the financial strength of these firms, it can be very interesting for the future of the sport.hopes Christophe Lepetit.