Malo is the jersey sponsor of Stade Brestois in the Champions League. Can you already measure the impact of this media exposure for the brand?
The direct effect is difficult to measure. With the Sill group, we have been doing in-depth work in Malo for several years, on different media and supporting numerous Breton clubs and athletes. Stade Brestois’s run in the Champions League is the icing on the cake. What I can tell you is that, at the end of October, we recorded very interesting progress on the national territory, whether for sales of desserts or yogurts. And this in a market which is stable, even declining. We can make the analogy between Malo which fights against big brands, like Yoplait or Nestlé, and Stade Brestois which faces the best European teams. The famous “small but strong”!
What does the investment made this year represent for you?
This is a substantial effort compared to a typical year, almost double the amounts usually allocated. In addition to the financial effort, it is also a commercial effort. We invite many customers to each Champions League match. There will be around forty of them accompanying us to Barcelona. These matches are a moment to thank the distributors, who give us access to the general public, but also the financial partners, without whom we would not be much.
(Groupe Sill)
Are Champions League matches an opportunity to sign new contracts?
We are not sellers of Malo pots in Spain. This will make you smile, but “malo” means “bad” in Spanish. More seriously, we have solicited future partners whom we will meet this Tuesday. There is therefore a double challenge with this trip: supporting our team and having high-level meetings in Spain. Appearing on the jersey of the team that faces Barcelona gives credibility.
I would respond by looking to the past. This partnership is also a story of friendship between the president of the Sill group, Gilles Falc’hun, and the Le Saint brothers. With the idea that we can help each other to do great things together and uphold the values of our territory. The Sill group has always been there for the growth of Stade Brestois. We are determined to continue. With humility, but with a certain ambition. So far, it hasn’t worked too badly.
Senegal
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