Toulouse Football Club made a lasting impression in Ligue 1 with an original and effective marketing campaign. At the 24th edition of La Nuit des Rois, the club won Gold in the B to B category for its ‘Hidden Relationship’ initiative, developed with agency Verywell. The jury also awarded it their Favorite prize for this project, launched ahead of the match against Paris Saint-Germain on 15 February 2025 - the day after Valentine’s Day.
What did Toulouse Football Club do to win over the jury?
The TFC bet on a narrative approach centered on the invisible bonds between supporters and the club. The ‘Hidden Relationship’ campaign used anonymized personal data to craft tailored messages sent to season-ticket holders just before the PSG clash. The idea? To show the club knows its fans better than anyone, even when they least expect it. The results speak for themselves: record engagement on social media and media coverage far beyond expectations.
Agency Verywell played a key role in designing the operation. According to the La Nuit des Rois organizers, the campaign stood out for its originality and measurable impact. The jury praised an idea that seemed simple at first glance but was executed to devastating effect.
Why this award matters for Toulouse Football Club
For Toulouse Football Club, this accolade is further proof the club is banking on innovation to stand out. In Ligue 1, where marketing budgets vary widely, a campaign like this can make all the difference. It also strengthens the club’s image with commercial partners, a vital point as the TFC looks to attract new sponsors.
The club currently sits 17th in Ligue 1 with 0 points this season. Despite this tough start, this award shows the TFC remains a club to watch, even beyond the pitch.
Key takeaways from the award-winning campaign
Three elements powered the success of ‘Hidden Relationship’: deep personalization of messages, perfect timing (just before a marquee match) and flawless execution. Fan feedback was immediate, with a 40 % jump in interactions on posts tied to the campaign.
The TFC marketing team worked hand in hand with Verywell to leverage existing data without ever crossing the privacy line. A delicate balance, but one they nailed.
What’s next for Toulouse Football Club?
With this award, the club can build on its image as an innovative player in Ligue 1. Media fallout should linger, especially with younger supporters and partner brands. The next challenge? Replicating this creative approach for other key matches this season.
The TFC, which has yet to score or concede a goal this season, now has a fresh argument to make: its marketing boldness. Proof the club doesn’t rely solely on on-field performances to shine.
