CASE STUDIES
EDF
ADVISORY | IMPLEMENTATION | STRATEGY
17 Sport partnered with EDF to help establish them as a sustainability leader in French sports, promoting their commitment to helping solve societal and environmental issues.
THE CHALLENGE
The sports industry is uniquely positioned to mobilize a broad audience and use its power as a force for good but so far it’s lagging behind. And with issues such as climate change or access to sport directly impacting the sports industry, it is crucial that fans and organizations alike realize their role in changing behavior and attitudes toward environmental and social issues and take action to create change.
EDF has been involved in French sports sponsorship for more than thirty years with an aim to engage an entire country on environmental and social responsibility. Alongside their carbon emissions reduction 2050 objectives in place, EDF wanted to use sports as a platform as well as their partnership with Paris 2024 to take these aspirations to the next level. With 17 Sport’s assistance, EDF had the opportunity to establish itself as a leader in sport for good and set an example for France and the world.
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OUR SOLUTION
Committed to using the power of sports to build a more positive future — while also accomplishing commercial goals — 17 Sport developed a purpose-driven amplification strategy for EDF that leverages EDF’s numerous sponsorships and key media stakeholders across France. We created a robust ecosystem that integrates storytelling, EDF sponsored athletes and federations, and unique experiences to amplify EDF’s voice and highlight its dedication to drive social and environmental impact at scale.
Our collaboration with EDF enables us to amplify their purpose authentically through sports. Our methodology to transform the sports industry as a force for good in combination with our powerful network of partners gives us the ability to generate impactful, quality media that seeks to inspire and achieve EDF’s lofty objectives in the space.
Amplification has also been integrated on a strategic level and fully embedded within the marketing activation plan for the EDF sponsored sports athletes, teams and properties. This amplification helps to inspire, educate, and enable resonant change throughout each activation.
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THE IMPACT
Through press, traditional and digital media, we helped EDF inspire and educate millions of people on sport and its role to play in social and environmental causes. In 2023, coverage of EDF and their environmental and social commitments through sport have appeared over 165 times across national and regional French media including the likes of TF1, Sport en France, L'Equipe, Ecolosport, and more. Our strategy uses this immense influence to drive visibility and brand awareness for EDF, which is already considered one of the most important sports sponsors in France.
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PROJECT TESTIMONIAL
“Collaborating with 17 Sport has allowed us to promote our commitment to sports in a relevant and ambitious way, in particular our partnership with Paris 2024.
Thanks to this strategy, we are able to position ourselves with them as a committed and essential player in French sports while highlighting our social and environmental commitments.”
Alexandre Boulleray, Head of Sponsoring and External Activations Paris 2024, EDF
