It’s back to school – also – for the sports clubs of Indre-et-Loire, which have regained momentum since the Covid-19 crisis but many of which are still suffering from the lack of volunteers and reduced resources. In Touraine, around ten clubs were supported last season by a fairly new sponsorship system, devised by an Orleans start-up. Its goal: to offer tailor-made sponsorship to large companies to support amateur sport.
Gather amateur clubs to obtain sufficient visibility
The goal of the “All Sponsored” company is to release large endowment funds to distribute at several clubs. The idea comes from Stevens Lucereau, who was an educator in a football club and experienced the galley of financing. “My club did not interest large companies. That’s when I had the idea of bringing together amateur clubs to get enough visibility in the eyes of big companies.” explains the boss of the start-up. Stevens Lucereau had flair: a few months after the creation of his company, the coronavirus pandemic began and aggravated the difficulties of the clubs.
Help often comes in the form of free jersey games for the clubs, a way for the company, in particular, to strengthen its local roots, like Foncia with the rugby players of Saint-Pierre-des-Corps. The real estate group, noting a lesser territorial influence of its agency located in the town, now has its name on the jerseys. Another large company to invest in amateur sport: the Center savings bank, sponsor of several clubs in Touraine, such as the Château-Renault basketball club (CRAB).
These are beautiful jerseys, which the children are delighted to wear
“I was surprised to be contacted because we are not a small club but we are not one of the biggest in Indre-et-Loire“explains CRAB President Jean-Marie Robin.”We have to fill out a small file, take photos on our site, our Facebook. There is still one condition, it must be for young people. Buying jerseys is a certain cost, between 400 and 500 euros per set of jerseys. In three years, we had six. In addition, they are beautiful jerseys, which the children are delighted to wear.” The clubs are not chosen at random: they correspond to the company’s desire to invest in a certain sport, a certain territory. And they allow these big sponsors to keep an eye on the best talents in Tourainein the hope, perhaps, of having them join a professional team one day…