Toulouse Football Club wins gold for its innovative sponsorship campaign
Toulouse Football Club was awarded gold in the B to B category at La Nuit des Rois for its 'Hidden Relationship' campaign. This bold operation, carried out in February 2025, turned a gala match against PSG into a true love declaration to the club's dream brands. Currently 10th in Ligue 1 with 44 points (12 wins, 8 draws, 13 losses), TFC has proven its activation power despite the economic difficulties of the season.
How TFC charmed sponsors
In 2025, faced with the loss of TV rights, Ligue 1 clubs struggled to find sponsors. Toulouse Football Club innovated by targeting 14 ideal brands for the club. Decision-makers received encrypted messages via SMS, WhatsApp and LinkedIn, inviting them to watch the TFC-PSG match closely on Valentine's Day. Each brand had a different appointment during the match.
The campaign's setup
The three-step plan was a success:
- Teasing: Brands received mysterious messages and dedicated mini-sites with codes to decrypt.
- Match Day: 30-second coded messages were broadcast on the stadium screens, intriguing the public and prospects.
- J+1: A mini-video with the match stats in terms of earned media was sent to each prospect.
Impressive results
The operation cost less than €10,000 and generated qualified leads. The match was watched by 2.1 million viewers and 31,703 spectators in the stadium. One hundred percent of prospects expressed interest in continuing discussions with the club. With 47 goals scored and 46 conceded this season, TFC continues to fight to remain competitive in Ligue 1, 32 points behind leader Paris Saint-Germain.
