The L’Équipe channel, which recorded its historic audience record in 2020 with an increase of 10%, launched an advertising campaign carried out by the DDB agency on January 4.
This campaign highlights what is today the strong axis of the chain: its free admission. At a time when the televisual sports offer is essentially paying, the L’Équipe channel is the free sports and events channel. These are numerous and of great quality at the start of the year: football with the Spanish Super Cup and the Copa del Rey, the NFL with the Playoffs then the Super Bowl on February 7, Basketball with the Jeep Elite® , Handball with the French team which will try to qualify for the next Euro, Judo with the Doha Master, cyclo-cross with the World Championships, Motorcycles with the Enduropale du Touquet… and of course biathlon with the World Cup then the World Championships.
This rich back-to-school program will be the subject of a campaign with a generic teaser:
“Watch major events for free – the L’Équipe channel”.
It will be available for each sport and event and adapted for the football offer with the catch:
“Watch football in clear – the L’Équipe channel”.
This campaign will be launched digitally in January through a video spot and on the group’s media: L’Équipe, L’Équipe magazine, France Football, Vélo Magazine.