Director of the health and welfare branch of Macif, Jean-Marc Simon is at the origin of the partnership established with the winner of the tenth edition of the solo round the world race on a monohull, without stopovers or assistance. Between mid-October 2024 and early January 2025, even before victory was achieved at the end of an epic duel with Yoann Richomme (Paprec Arkéa), the insurance group estimated the media impact. They are equivalent to the purchase of sixty million euros of advertising space. And the final success will further amplify the brand’s notoriety, predicts the delighted manager…
Jean-Marc Simon. Yes, because they are very, very important. We have them measured by companies whose business is this. These external service providers scan all the impact that we can have on the web, in the written press, on the radio, on TV, etc. They are valued as an advertising equivalent. Before the victory, they were around sixty million euros.
What is the relationship between the stake invested, kept secret, and these benefits, when the boat wins?
They should represent between four and five times the investment over four years. It’s a colossal return. But it’s also because it’s a winning project, with a high-performance boat and a skipper who is just as efficient. Charlie was in the lead for over 80% of the race. He was the favorite and, as such, he was in high demand before the start.
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We are therefore going to experience a boom in brand exposure. In terms of benefits, this Vendée Globe alone will have financed the entire program for four years.
“We are going to experience a boom in brand exposure”
You were also the sponsor of François Gabart during his success in 2013…
Quite. And four years ago, Charlie’s boat was called Apivia, which is a Macif brand that we wanted to exhibit [Dalin avait fini deuxième du Vendée 2021, NDLR]. This is therefore the third time that we have participated in the event. With two victories and a second place, the results are rather satisfactory.
-Without a big sponsor, is it possible to win the race?
There are around ten or fifteen projects which aim to win the Vendée Globe. To win, you need resources and build a new boat with all the technological innovations such as foils or hull developments. But that’s not enough. A big budget does not mean that there will be victory at the end. It’s also about strong team expertise and a bit of success.
Is sailing particularly positive in terms of image?
Yes. We are aimed at the general public and this sport is a dream. The reputation of the Vendée Globe is increasingly important among the general public. So it matches well.
Your insurance group is the main partner of a rugby club, Stade Rochelais. Why this diversification?
First of all, you should know that during the ascent of the Charlie channel, we had in our zodiac the president of the club, Vincent Merling, and its director, Pierre Venayre. They are loyal partners. We have been with them since 1996. There, we have recommitted until 2030. It is a sponsorship of another type which does not have the same repercussions as a Vendée Globe but which is also very powerful in this which concerns the image.
When we talk about sports sponsorship, we quite naturally think of another free event for the public, the Tour de France. Are you thinking of financing a cycling team?
No, this is not a subject that we looked at. We already have these two sponsorships, which represent a certain investment, and we are completely satisfied with the results. So, we leave it there.
