[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"legal-nav-en":38,"articles-en":66,"company":2509},{"id":4,"documentId":5,"navSolution":6,"navProcess":7,"navCasUsage":8,"navBlog":9,"navCta":10,"footerBaseline":11,"footerLieu":12,"footerGererCookies":13,"blogTitre":14,"blogSeoDescription":15,"blogFiltreTous":16,"blogVide":17,"articleCtaTitre":18,"articleCtaDescription":19,"articleCtaBouton":10,"cookiesTitre":20,"cookiesTexte":21,"cookiesToutAccepter":22,"cookiesToutRefuser":23,"cookiesPersonnaliser":24,"cookiesEnSavoirPlus":25,"createdAt":26,"updatedAt":27,"publishedAt":28,"locale":29,"demoTitre":10,"demoIntro":30,"demoSeoDescription":31,"demoBouton":32,"demoSucces":33,"demoErreur":34,"demoMentionRgpd":35,"referencesEyebrow":36,"referencesTitre":37},2,"sqqeaziw9cclvom4d2ifob1u","Solution","How it works","Use cases","Blog","Request a demo","Search intelligence for sports and events. Incubated at Station F, Paris.","Paris · Station F","Manage cookies","Analysis and signals from the sports business.","Analysis and search signals for decision-makers in the sports business.","All","The first articles are coming shortly.","See what your audiences search for.","A demo on your sport: 30 minutes.","Your cookie choice","This site runs without any advertising tracker. Only strictly necessary cookies are used. We would like to add anonymous audience measurement to understand which pages are useful, and it will only be enabled if you accept. You can change your mind at any time.","Accept all","Reject all","Customise","Learn more","2026-07-27T12:03:44.604Z","2026-07-30T07:47:52.424Z","2026-07-30T07:47:52.416Z","en","Thirty minutes, on your sport and your territories: we show you what the searches say about your market. Reply within one business day.","Request a Noyzee demo: 30 minutes on your sport and your territories, to see what your audiences actually search for.","Send my request","Message sent. We will get back to you within one business day.","Sending failed. Try again in a moment, or email us directly.","The information you provide is used solely to handle your request. It is kept for 3 years from the last contact and is never shared with third parties.","References","They trust us",[39,46,52,59],{"id":40,"documentId":41,"title":42,"slug":43,"ordre":44,"cle":45},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice",1,"mentions-legales",{"id":47,"documentId":48,"title":49,"slug":50,"ordre":4,"cle":51},52,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":53,"documentId":54,"title":55,"slug":56,"ordre":57,"cle":58},53,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use",3,"cgu",{"id":60,"documentId":61,"title":62,"slug":63,"ordre":64,"cle":65},54,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",[67,319,512,669,867,1051,1275,1531,1716,1909,2110,2317],{"id":68,"documentId":69,"title":70,"slug":71,"description":72,"content":73,"createdAt":134,"updatedAt":135,"publishedAt":136,"locale":29,"datePublication":137,"coverImage":138,"category":186},188,"ruogn4mgpzzmxvwhksvz20su","PSG sponsors: contracts signed through 2032","psg-sponsors-long-contracts-brand-association","Nike through 2032, Qatar Airways through 2028. When a partnership is locked for a decade, the only question left is where the association actually forms.",[74,80,85,89,94,98,102,106,110,114,126,130],{"type":75,"children":76},"paragraph",[77],{"text":78,"type":79},"Two contracts carry most of Paris Saint-Germain’s sponsorship revenue. Nike, the club’s kit supplier since 1989, has extended through 2032 for more than €75M a year. Qatar Airways, shirt sponsor since 2022, is committed through 2028, for a figure estimated between €55M and €70M annually. Over that horizon, the sponsor’s question is no longer whether to sign.","text",{"type":81,"children":82},"quote",[83],{"text":84,"type":79},"75M · euros a year from Nike to PSG, under a deal running to 2032",{"type":75,"children":86},[87],{"text":88,"type":79},"When a partnership is locked for six or ten years, the trade-off moves. It is no longer about price or perimeter, both fixed, but about what remains open: the share of the club’s audience in whom the association actually forms, and the places where it has not formed yet.",{"type":90,"level":4,"children":91},"heading",[92],{"text":93,"type":79},"A global club does not have one audience, it has several",{"type":75,"children":95},[96],{"text":97,"type":79},"PSG is followed well beyond France. That international audience is not uniform: it mixes markets where the club has long been established, markets where it is growing fast, and markets where it is known without being followed. A sponsor on the shirt is exposed identically across all of them. It is not remembered identically.",{"type":75,"children":99},[100],{"text":101,"type":79},"The club’s own data does not settle this. Ticketing describes a local catchment, the store describes buyers, social platforms describe a declared audience. None of them says in which countries the club’s name and the sponsor’s are beginning to be searched together.",{"type":90,"level":4,"children":103},[104],{"text":105,"type":79},"Association is measured, not inferred",{"type":75,"children":107},[108],{"text":109,"type":79},"What people search for says it. The volume of queries pairing the club with its kit supplier or its airline, how that volume moves from one season to the next, how it splits by territory: those signals exist ahead of any brand-awareness survey, and they read market by market.",{"type":75,"children":111},[112],{"text":113,"type":79},"They separate two situations that exposure alone conflates. Markets where the association is already made, and where additional media pressure adds little. And markets where interest in the club is rising without the sponsor being attached to it yet — which is where investment still does something.",{"type":75,"children":115},[116,118,124],{"text":117,"type":79},"It is the same distinction set out in our piece on ",{"url":119,"type":120,"children":121},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand","link",[122],{"text":123,"type":79},"visibility versus demand",{"text":125,"type":79},", applied here to one club and to contracts whose end dates are known.",{"type":90,"level":4,"children":127},[128],{"text":129,"type":79},"Whose decision this is",{"type":75,"children":131},[132],{"text":133,"type":79},"For a brand committed through 2028 or 2032, activation is the one lever that is replayed every year. Knowing where to point it is not a retrospective exercise: it is what separates a budget split in proportion to audience from a budget concentrated where the association still has to be built.","2026-07-29T07:39:34.475Z","2026-08-06T14:20:06.838Z","2026-08-06T14:18:05.448Z","2026-07-30T07:45:46.910Z",{"id":139,"documentId":140,"name":141,"alternativeText":142,"caption":143,"focalPoint":143,"width":144,"height":145,"formats":146,"hash":180,"ext":148,"mime":151,"size":181,"url":182,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":184,"updatedAt":184,"publishedAt":185},27,"dodx1yydmg6friobrs7sdv95","psg-sponsors.webp","Vue aérienne des tribunes garnies et de la pelouse d’un grand stade de football",null,1600,1000,{"large":147,"small":156,"medium":164,"thumbnail":172},{"ext":148,"url":149,"hash":150,"mime":151,"name":152,"path":143,"size":153,"width":145,"height":154,"sizeInBytes":155},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_psg_sponsors_d037a84edb.webp","large_psg_sponsors_d037a84edb","image\u002Fwebp","large_psg-sponsors.webp",134.6,625,134604,{"ext":148,"url":157,"hash":158,"mime":151,"name":159,"path":143,"size":160,"width":161,"height":162,"sizeInBytes":163},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_psg_sponsors_d037a84edb.webp","small_psg_sponsors_d037a84edb","small_psg-sponsors.webp",38.22,500,312,38224,{"ext":148,"url":165,"hash":166,"mime":151,"name":167,"path":143,"size":168,"width":169,"height":170,"sizeInBytes":171},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_psg_sponsors_d037a84edb.webp","medium_psg_sponsors_d037a84edb","medium_psg-sponsors.webp",80.43,750,469,80428,{"ext":148,"url":173,"hash":174,"mime":151,"name":175,"path":143,"size":176,"width":177,"height":178,"sizeInBytes":179},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_psg_sponsors_d037a84edb.webp","thumbnail_psg_sponsors_d037a84edb","thumbnail_psg-sponsors.webp",10.23,245,153,10226,"psg_sponsors_d037a84edb",350.2,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fpsg_sponsors_d037a84edb.webp","strapi-provider-upload-azure-storage","2026-07-29T07:39:31.496Z","2026-07-29T07:39:31.497Z",{"id":64,"documentId":187,"name":188,"slug":189,"titrePage":190,"seoDescription":191,"createdAt":192,"updatedAt":193,"publishedAt":194,"locale":29,"contenu":195},"g06w8iybvxsr2s0tm0x270b4","Signals","signals","Demand signals: what fans are searching for","Analysis of the intent signals captured around sport: what fan searches reveal before the transaction, by discipline and territory.","2026-07-27T12:03:44.935Z","2026-07-28T10:06:24.122Z","2026-07-28T10:06:24.078Z",[196,200,204,208,217,221,225,254,258,262,266,270,274,278,304,308],{"type":75,"children":197},[198],{"text":199,"type":79},"A demand signal is a trace a fan leaves before buying: a search, a comparison, a question typed into an engine. Unlike an intention stated in a survey, it is addressed to no one: which is what makes it reliable. This page gathers what Noyzee observes of these signals in sport, and what can be decided from them.",{"type":90,"level":4,"children":201},[202],{"text":203,"type":79},"What a demand signal measures, and what it does not",{"type":75,"children":205},[206],{"text":207,"type":79},"Conventional sports business data measures exposure: how many people saw, for how long, on which screen. That is a supply-side measure, describing what was broadcast. A demand signal measures the opposite: what a person went looking for on their own, at a moment when nobody was soliciting them.",{"type":75,"children":209},[210,212,215],{"text":211,"type":79},"The difference is concrete. An audience of three million viewers says nothing about how many of them were looking for that particular match, and how many simply landed on it. Searches made in the preceding days separate the two: ",{"bold":213,"text":214,"type":79},true,"\"where to watch France Spain\"",{"text":216,"type":79}," is an intention, not an exposure.",{"type":75,"children":218},[219],{"text":220,"type":79},"A signal does not measure satisfaction, brand affinity or ad recall either. It does not replace awareness studies: it comes before the transaction, where they come after it.",{"type":90,"level":4,"children":222},[223],{"text":224,"type":79},"The four families of signals usable in sport",{"type":226,"format":227,"children":228},"list","unordered",[229,236,242,248],{"type":230,"children":231},"list-item",[232,234],{"bold":213,"text":233,"type":79},"Access signals",{"text":235,"type":79},": where to watch, on which channel, at what time. They reveal immediate consumption intent and cluster in the 72 hours before an event.",{"type":230,"children":237},[238,240],{"bold":213,"text":239,"type":79},"Acquisition signals",{"text":241,"type":79},": subscription comparisons, price, offer and cancellation searches. They announce a shift in the subscriber base, in either direction.",{"type":230,"children":243},[244,246],{"bold":213,"text":245,"type":79},"Presence signals",{"text":247,"type":79},": ticketing, travel, accommodation, fan zones. They locate physical demand, which media audiences cannot do.",{"type":230,"children":249},[250,252],{"bold":213,"text":251,"type":79},"Affiliation signals",{"text":253,"type":79},": searches about an athlete, a club, a kit supplier. They measure attachment where it forms, often far from the historical territory.",{"type":90,"level":4,"children":255},[256],{"text":257,"type":79},"Why demand becomes visible before it converts",{"type":75,"children":259},[260],{"text":261,"type":79},"Days, sometimes weeks, pass between the moment a fan takes an interest and the moment they pay. During that interval, they search. It is the only window in which a decision can still change something: once the transaction has happened, it is nothing more than a record.",{"type":75,"children":263},[264],{"text":265,"type":79},"That gap is what gives the signal its operational value. A broadcaster who sees searches spike on a fixture three days out can still adjust promotion. The same broadcaster, told the audience figure the next morning, can do nothing with it.",{"type":90,"level":57,"children":267},[268],{"text":269,"type":79},"The case of invisible territories",{"type":75,"children":271},[272],{"text":273,"type":79},"Signals regularly reveal demand where no commercial data expected it: a country with no rights sold, a city with no club, an age bracket absent from subscriber files. These territories appear in no existing dashboard, because dashboards only count what has already been monetised.",{"type":90,"level":4,"children":275},[276],{"text":277,"type":79},"What each segment decides with them",{"type":226,"format":227,"children":279},[280,286,292,298],{"type":230,"children":281},[282,284],{"bold":213,"text":283,"type":79},"Brands and sponsors",{"text":285,"type":79},": choose between two assets on the real demand of their target audience, rather than on the asset’s gross reach.",{"type":230,"children":287},[288,290],{"bold":213,"text":289,"type":79},"Federations and leagues",{"text":291,"type":79},": identify development territories where interest already exists, before investing in structure.",{"type":230,"children":293},[294,296],{"bold":213,"text":295,"type":79},"Event organisers",{"text":297,"type":79},": time the on-sale and the promotional pressure against the search curve rather than last year’s calendar.",{"type":230,"children":299},[300,302],{"bold":213,"text":301,"type":79},"Broadcasters",{"text":303,"type":79},": separate, within a subscription spike, what reflects durable interest from what reflects a tournament.",{"type":90,"level":4,"children":305},[306],{"text":307,"type":79},"How to read the articles in this category",{"type":75,"children":309},[310,312,317],{"text":311,"type":79},"Each analysis starts from a public figure, shows what conventional data leaves out, then what search signals add. Figures are sourced at the end of each article. For the vocabulary used, see the ",{"url":313,"type":120,"children":314},"\u002Fen\u002Fglossary",[315],{"text":316,"type":79},"glossary",{"text":318,"type":79},".",{"id":320,"documentId":321,"title":322,"slug":323,"description":324,"content":325,"createdAt":380,"updatedAt":381,"publishedAt":382,"locale":29,"datePublication":383,"coverImage":384,"category":419},186,"lk8ygcu95cemzu3b4wsqdf8c","Champions League rights: what €480M actually buys","champions-league-broadcaster-fragmented-access","Canal+ holds every Champions League match, split across two subscription tiers. Owning the rights does not guarantee the fan finds the game.",[326,330,334,338,342,346,350,354,358,369,372,376],{"type":75,"children":327},[328],{"text":329,"type":79},"Canal+ holds the full rights to the Champions League, the Europa League and the Conference League through 2026-27, for a reported €480M. Holding every match does not mean every subscriber reaches it: the fixtures are split across two tiers, one carrying the Wednesday game, the other carrying all of them. Only the final stays free-to-air, co-broadcast by M6.",{"type":81,"children":331},[332],{"text":333,"type":79},"480M · euros committed by Canal+ for the three European competitions",{"type":75,"children":335},[336],{"text":337,"type":79},"A rights holder buying 100% of a competition buys exclusivity. It does not buy an audience: between the right acquired and the fan who finds the match, there is a journey, and that journey is often lost.",{"type":90,"level":4,"children":339},[340],{"text":341,"type":79},"Fragmentation leaves no trace at the broadcaster",{"type":75,"children":343},[344],{"text":345,"type":79},"When one competition is split across two tiers of the same operator, the viewer does not think in packages. They want a specific match, on a specific evening. Discovering their subscription does not include it, the response is rarely to buy up: it is usually to give up, or go elsewhere.",{"type":75,"children":347},[348],{"text":349,"type":79},"That giving-up produces no data. No click, no abandoned cart, no churn: the person was never a customer. They searched, did not find what they expected, and stopped there. The broadcaster will never see that loss in its own numbers.",{"type":90,"level":4,"children":351},[352],{"text":353,"type":79},"What search does show",{"type":75,"children":355},[356],{"text":357,"type":79},"It does leave a trace elsewhere. “Champions League broadcaster”, “where to watch the Champions League”, “what channel tonight”: the volume of those queries, their shape across the week and their peak as a fixture approaches, measure the gap between interest and access.",{"type":75,"children":359},[360,362,367],{"text":361,"type":79},"The same mechanism was visible at the World Cup, where more than one French viewer in three looked at the wrong channel — the subject of our piece on ",{"url":363,"type":120,"children":364},"\u002Fen\u002Fblog\u002Ftv-rights-world-cup-wrong-channel",[365],{"text":366,"type":79},"World Cup broadcast rights",{"text":368,"type":79},". The difference here is that the confusion is not between two competing broadcasters, but between two offers from the same one.",{"type":90,"level":4,"children":370},[371],{"text":129,"type":79},{"type":75,"children":373},[374],{"text":375,"type":79},"For a rights holder, that gap is close to the only part of the contract still actionable after signature. The price is paid, the perimeter is fixed; what remains in play is the share of existing interest that actually reaches a screen.",{"type":75,"children":377},[378],{"text":379,"type":79},"Measuring that share before the season, territory by territory and fixture by fixture, is not retrospective analysis. It is what tells you where to push awareness of the offer, and which of the two tiers to lead with.","2026-07-29T07:39:34.148Z","2026-08-06T14:20:06.594Z","2026-08-06T14:18:05.081Z","2026-07-30T07:45:46.597Z",{"id":385,"documentId":386,"name":387,"alternativeText":388,"caption":143,"focalPoint":143,"width":144,"height":145,"formats":389,"hash":414,"ext":148,"mime":151,"size":415,"url":416,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":417,"updatedAt":417,"publishedAt":418},26,"ktm5owt7ftybdxqqc8mmr868","ldc-acces.webp","Portillon d'accès en acier affichant une croix rouge, passage refusé",{"large":390,"small":396,"medium":402,"thumbnail":408},{"ext":148,"url":391,"hash":392,"mime":151,"name":393,"path":143,"size":394,"width":145,"height":154,"sizeInBytes":395},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_ldc_acces_46bb31a533.webp","large_ldc_acces_46bb31a533","large_ldc-acces.webp",23.7,23704,{"ext":148,"url":397,"hash":398,"mime":151,"name":399,"path":143,"size":400,"width":161,"height":162,"sizeInBytes":401},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_ldc_acces_46bb31a533.webp","small_ldc_acces_46bb31a533","small_ldc-acces.webp",9.91,9912,{"ext":148,"url":403,"hash":404,"mime":151,"name":405,"path":143,"size":406,"width":169,"height":170,"sizeInBytes":407},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_ldc_acces_46bb31a533.webp","medium_ldc_acces_46bb31a533","medium_ldc-acces.webp",16.32,16320,{"ext":148,"url":409,"hash":410,"mime":151,"name":411,"path":143,"size":412,"width":177,"height":178,"sizeInBytes":413},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_ldc_acces_46bb31a533.webp","thumbnail_ldc_acces_46bb31a533","thumbnail_ldc-acces.webp",4.36,4358,"ldc_acces_46bb31a533",50.31,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fldc_acces_46bb31a533.webp","2026-07-29T07:39:30.505Z","2026-07-29T07:39:30.506Z",{"id":420,"documentId":421,"name":422,"slug":423,"titrePage":424,"seoDescription":425,"createdAt":426,"updatedAt":427,"publishedAt":428,"locale":29,"contenu":429},5,"osh0oulyyf866namy6am6tj2","Analysis","analysis","Analysis: audiences, media rights and sponsorship","Data-driven breakdowns of the sports business: OTT audiences, TV rights, awareness effects and sponsorship decisions grounded in real demand.","2026-07-27T12:03:44.973Z","2026-07-28T10:06:24.286Z","2026-07-28T10:06:24.251Z",[430,434,438,442,446,450,454,458,462,466,470,496,500,504],{"type":75,"children":431},[432],{"text":433,"type":79},"Sports audiences and media rights have been measured for a long time. What those measures lack is not precision: it is what comes before them. This page brings together what audience data tells us, what it leaves out, and how demand observed upstream changes the trade-offs.",{"type":90,"level":4,"children":435},[436],{"text":437,"type":79},"What an audience figure does not say",{"type":75,"children":439},[440],{"text":441,"type":79},"An audience is an outcome. It merges, into a single number, strong intent and passive exposure: the person who looked up the fixture, and the person who left the television on. For a broadcaster the distinction is strategic: the first will come back, the second will not.",{"type":75,"children":443},[444],{"text":445,"type":79},"The same blind spot applies to rights. A deal is negotiated on past audiences and coverage projections. It says nothing about demand that found no offer: territories where interest exists without accessible broadcast appear nowhere, precisely because they produced nothing.",{"type":90,"level":4,"children":447},[448],{"text":449,"type":79},"Churn is not a law of the model",{"type":75,"children":451},[452],{"text":453,"type":79},"Sports platforms regularly lose half the subscribers won during a major competition. That figure is presented as the price of capturing a peak. It is less so than it looks: tournament subscribers and sport subscribers leave different traces before they subscribe.",{"type":75,"children":455},[456],{"text":457,"type":79},"Someone searching \"how to watch the World Cup\" is buying an event. Someone searching a club, a league or a fixture list is buying a season. Both sign the same subscription on the same day; they are not retained by the same means.",{"type":90,"level":57,"children":459},[460],{"text":461,"type":79},"The awareness effect and its invisible half",{"type":75,"children":463},[464],{"text":465,"type":79},"A major arrival lifts audiences: measured, published, commented on. Less visible: the interest it creates well beyond the broadcast perimeter, among audiences the coverage never reaches. That gap between captured attention and available attention is the industry’s most expensive blind spot.",{"type":90,"level":4,"children":467},[468],{"text":469,"type":79},"What upstream demand adds to a negotiation",{"type":226,"format":227,"children":471},[472,478,484,490],{"type":230,"children":473},[474,476],{"bold":213,"text":475,"type":79},"Valuing a package",{"text":477,"type":79},": documenting existing, underserved demand country by country, rather than projecting audience from history.",{"type":230,"children":479},[480,482],{"bold":213,"text":481,"type":79},"Weighing exclusivity",{"text":483,"type":79},": measuring whether interest concentrates on an event or spreads across a season.",{"type":230,"children":485},[486,488],{"bold":213,"text":487,"type":79},"Setting a window",{"text":489,"type":79},": timing the go-to-market against the actual rise in interest, which does not always match the sporting calendar.",{"type":230,"children":491},[492,494],{"bold":213,"text":493,"type":79},"Justifying a renewal",{"text":495,"type":79},": showing demand growing before it shows up in audience figures.",{"type":90,"level":4,"children":497},[498],{"text":499,"type":79},"Reading sports business figures without fooling yourself",{"type":75,"children":501},[502],{"text":503,"type":79},"Three cautions recur in every analysis in this category. An audience figure is only comparable at identical measurement perimeter. A percentage rise on a small base says almost nothing. And an event-driven peak is never a level: compare it to the same point in the previous cycle, not to the month before.",{"type":75,"children":505},[506,508,511],{"text":507,"type":79},"The analyses published here follow those rules and cite their sources at the end. The vocabulary is defined in the ",{"url":313,"type":120,"children":509},[510],{"text":316,"type":79},{"text":318,"type":79},{"id":513,"documentId":514,"title":515,"slug":516,"description":517,"content":518,"createdAt":567,"updatedAt":568,"publishedAt":569,"locale":29,"datePublication":570,"coverImage":571,"category":606},222,"smu11j2qtksc9y28q4p6e9mo","Ligue 1 TV rights: the league becomes broadcaster","ligue-1-tv-rights-league-becomes-broadcaster","From 2026-27 all nine matches of a Ligue 1 round move to Ligue 1+, the league's own channel. A league that broadcasts itself has to find its own subscribers.",[519,523,527,531,535,539,543,547,551,555,559,563],{"type":75,"children":520},[521],{"text":522,"type":79},"From the 2026-27 season, Ligue 1 will have a single broadcaster, and that broadcaster belongs to the league. Ligue 1+, the channel launched by the LFP, takes all nine matches of a round after the contract giving beIN Sports the Saturday fixture was not renewed. French football stops being sold to broadcasters: it sells itself.",{"type":81,"children":524},[525],{"text":526,"type":79},"9 of 9 · every match of a Ligue 1 round on one service from 2026-27",{"type":75,"children":528},[529],{"text":530,"type":79},"The change looks industrial. It is commercial. A conventional broadcaster buys rights and files them inside a bundle that already exists: its subscribers are there before the match is. A league channel has no such base. Every subscriber has to be found, convinced and kept, one at a time.",{"type":90,"level":4,"children":532},[533],{"text":534,"type":79},"What the league can no longer borrow from anyone",{"type":75,"children":536},[537],{"text":538,"type":79},"Canal+, beIN and Amazon brought something other than money: an installed base, a sales force, a recruiting machine already proven on other content. In taking its rights back, the LFP takes back the acquisition burden that came with them — without the several million households on file that made it bearable.",{"type":75,"children":540},[541],{"text":542,"type":79},"Its own data does not help much here. A league knows its matchday crowd, its registered players, its shirt buyers. By construction it does not know the people who have never bought anything, and who are nonetheless where the subscribers have to come from.",{"type":90,"level":4,"children":544},[545],{"text":546,"type":79},"The questions fans ask before subscribing",{"type":75,"children":548},[549],{"text":550,"type":79},"That audience is not invisible. It shows up in what it searches for. “Where to watch Ligue 1”, “which channel shows Ligue 1”, “Ligue 1 subscription”: those queries exist, they can be counted, and they break down — by territory, by club, by point in the season.",{"type":75,"children":552},[553],{"text":554,"type":79},"They say three things no transactional database says. Where interest exceeds the subscriptions already sold. When the decision forms, which is not the same week everywhere. And which club the intent crystallises around, which drives the message as much as the media choice.",{"type":90,"level":4,"children":556},[557],{"text":558,"type":79},"A decision, not an observation",{"type":75,"children":560},[561],{"text":562,"type":79},"For a league turned broadcaster, the question is no longer “how many people watch us” but “where are the people who would watch us and cannot yet”. The first is measured afterwards. The second is measured beforehand, and it is the only one that lets an acquisition budget be argued.",{"type":75,"children":564},[565],{"text":566,"type":79},"The same reasoning governs the timing of offers, the territories to push first, the club to lead with in a given region. None of those trade-offs can be made on a national average.","2026-07-29T07:39:33.856Z","2026-08-13T10:39:55.739Z","2026-08-09T21:04:30.962Z","2026-07-29T07:39:28.331Z",{"id":572,"documentId":573,"name":574,"alternativeText":575,"caption":143,"focalPoint":143,"width":144,"height":145,"formats":576,"hash":601,"ext":148,"mime":151,"size":602,"url":603,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":604,"updatedAt":604,"publishedAt":605},25,"iubtc7w8wu9ij4ksrkamqk4o","ligue1-diffuseur.webp","Stade de football vide éclairé par ses projecteurs, pelouse déserte en nocturne",{"large":577,"small":583,"medium":589,"thumbnail":595},{"ext":148,"url":578,"hash":579,"mime":151,"name":580,"path":143,"size":581,"width":145,"height":154,"sizeInBytes":582},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_ligue1_diffuseur_44e2dbede7.webp","large_ligue1_diffuseur_44e2dbede7","large_ligue1-diffuseur.webp",46.43,46428,{"ext":148,"url":584,"hash":585,"mime":151,"name":586,"path":143,"size":587,"width":161,"height":162,"sizeInBytes":588},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_ligue1_diffuseur_44e2dbede7.webp","small_ligue1_diffuseur_44e2dbede7","small_ligue1-diffuseur.webp",14.58,14580,{"ext":148,"url":590,"hash":591,"mime":151,"name":592,"path":143,"size":593,"width":169,"height":170,"sizeInBytes":594},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_ligue1_diffuseur_44e2dbede7.webp","medium_ligue1_diffuseur_44e2dbede7","medium_ligue1-diffuseur.webp",29.26,29264,{"ext":148,"url":596,"hash":597,"mime":151,"name":598,"path":143,"size":599,"width":177,"height":178,"sizeInBytes":600},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_ligue1_diffuseur_44e2dbede7.webp","thumbnail_ligue1_diffuseur_44e2dbede7","thumbnail_ligue1-diffuseur.webp",4.25,4252,"ligue1_diffuseur_44e2dbede7",113.52,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fligue1_diffuseur_44e2dbede7.webp","2026-07-29T07:39:29.725Z","2026-07-29T07:39:29.726Z",{"id":420,"documentId":421,"name":422,"slug":423,"titrePage":424,"seoDescription":425,"createdAt":426,"updatedAt":427,"publishedAt":428,"locale":29,"contenu":607},[608,611,614,617,620,623,626,629,632,635,638,656,659,662],{"type":75,"children":609},[610],{"text":433,"type":79},{"type":90,"level":4,"children":612},[613],{"text":437,"type":79},{"type":75,"children":615},[616],{"text":441,"type":79},{"type":75,"children":618},[619],{"text":445,"type":79},{"type":90,"level":4,"children":621},[622],{"text":449,"type":79},{"type":75,"children":624},[625],{"text":453,"type":79},{"type":75,"children":627},[628],{"text":457,"type":79},{"type":90,"level":57,"children":630},[631],{"text":461,"type":79},{"type":75,"children":633},[634],{"text":465,"type":79},{"type":90,"level":4,"children":636},[637],{"text":469,"type":79},{"type":226,"format":227,"children":639},[640,644,648,652],{"type":230,"children":641},[642,643],{"bold":213,"text":475,"type":79},{"text":477,"type":79},{"type":230,"children":645},[646,647],{"bold":213,"text":481,"type":79},{"text":483,"type":79},{"type":230,"children":649},[650,651],{"bold":213,"text":487,"type":79},{"text":489,"type":79},{"type":230,"children":653},[654,655],{"bold":213,"text":493,"type":79},{"text":495,"type":79},{"type":90,"level":4,"children":657},[658],{"text":499,"type":79},{"type":75,"children":660},[661],{"text":503,"type":79},{"type":75,"children":663},[664,665,668],{"text":507,"type":79},{"url":313,"type":120,"children":666},[667],{"text":316,"type":79},{"text":318,"type":79},{"id":670,"documentId":671,"title":672,"slug":673,"description":674,"content":675,"createdAt":732,"updatedAt":733,"publishedAt":734,"locale":29,"datePublication":735,"coverImage":736,"category":770},223,"pr3b49zerm74d2isuvlic2lw","67% will follow the World Cup, but where are they?","activation-two-thirds-will-follow-but-where","Sixty-seven percent of French people say they will follow the 2026 World Cup. A national figure frames no activation: its distribution does.",[676,680,684,688,692,696,700,704,708,712,716,720,724,728],{"type":75,"children":677},[678],{"text":679,"type":79},"The WPP Media study run ahead of the 2026 World Cup establishes that 67% of French people say they will follow the competition. The figure is solid, it is useful, and it supports no activation decision whatsoever. No media budget is bought at the scale of \"France\".",{"type":75,"children":681},[682],{"text":683,"type":79},"The gap between a national statistic and an executable plan is the gap between aggregated intent and located intent. Closing it is most of the work.",{"type":90,"level":4,"children":685},[686],{"text":687,"type":79},"A national average always hides two populations",{"type":75,"children":689},[690],{"text":691,"type":79},"A rate of 67% can cover a homogeneous country, where every territory is there, or a contrasted one, where some areas exceed 85% and others sit at 40%. The two hypotheses call for opposite plans: the first justifies broad coverage, the second concentration.",{"type":75,"children":693},[694],{"text":695,"type":79},"No opinion survey at that sample size can settle it. Searches, by contrast, are natively located: they say where interest forms, at what intensity, and when.",{"type":81,"children":697},[698],{"text":699,"type":79},"67% · share of French people saying they will follow the 2026 World Cup",{"type":90,"level":4,"children":701},[702],{"text":703,"type":79},"Density rather than volume",{"type":75,"children":705},[706],{"text":707,"type":79},"The reflex is to rank territories by volume: large cities come top, resources concentrate there. That ranking is mechanical: it reproduces the population map, not the interest map.",{"type":75,"children":709},[710],{"text":711,"type":79},"Dividing volume by population changes the order. Mid-sized cities appear with intent densities above those of the metropolitan areas, and they carry two advantages: less advertising competition, and share of voice bought at a cost unrelated to that of the big markets.",{"type":90,"level":4,"children":713},[714],{"text":715,"type":79},"Timing is not the same everywhere",{"type":75,"children":717},[718],{"text":719,"type":79},"The intent curve does not rise simultaneously across a country. It follows broadcast schedules, time differences, local viewing habits. A national plan with a single date arrives too early in some areas and too late in others.",{"type":75,"children":721},[722],{"text":723,"type":79},"Shifting the start of media pressure by a few days per territory costs nothing in production and measurably changes the return. It is one of the rare trade-offs where available information converts directly into gain.",{"type":90,"level":57,"children":725},[726],{"text":727,"type":79},"What it takes to execute",{"type":75,"children":729},[730],{"text":731,"type":79},"Three things are enough: a measure of intent by territory, a measure of the offer already present in those same territories, and a reading of the curve over time. Everything else (creative, formats, buying) is decided afterwards, and decided better.","2026-07-28T08:25:50.763Z","2026-08-13T10:39:54.969Z","2026-08-09T21:04:31.173Z","2026-07-28T08:25:46.923Z",{"id":737,"documentId":738,"name":739,"alternativeText":740,"caption":143,"focalPoint":143,"width":144,"height":145,"formats":741,"hash":766,"ext":148,"mime":151,"size":767,"url":768,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":769,"updatedAt":769,"publishedAt":769},17,"xlkwaf0xptxmwpm8ef6eovm3","activation-territoires.webp","Petits drapeaux plantés sur une carte du monde, Europe au premier plan",{"large":742,"small":748,"medium":754,"thumbnail":760},{"ext":148,"url":743,"hash":744,"mime":151,"name":745,"path":143,"size":746,"width":145,"height":154,"sizeInBytes":747},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_activation_territoires_c2f80a6c42.webp","large_activation_territoires_c2f80a6c42","large_activation-territoires.webp",54.99,54990,{"ext":148,"url":749,"hash":750,"mime":151,"name":751,"path":143,"size":752,"width":161,"height":162,"sizeInBytes":753},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_activation_territoires_c2f80a6c42.webp","small_activation_territoires_c2f80a6c42","small_activation-territoires.webp",23.45,23454,{"ext":148,"url":755,"hash":756,"mime":151,"name":757,"path":143,"size":758,"width":169,"height":170,"sizeInBytes":759},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_activation_territoires_c2f80a6c42.webp","medium_activation_territoires_c2f80a6c42","medium_activation-territoires.webp",38.31,38306,{"ext":148,"url":761,"hash":762,"mime":151,"name":763,"path":143,"size":764,"width":177,"height":178,"sizeInBytes":765},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_activation_territoires_c2f80a6c42.webp","thumbnail_activation_territoires_c2f80a6c42","thumbnail_activation-territoires.webp",9.25,9252,"activation_territoires_c2f80a6c42",98.09,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Factivation_territoires_c2f80a6c42.webp","2026-07-28T08:25:47.886Z",{"id":771,"documentId":772,"name":773,"slug":774,"titrePage":775,"seoDescription":776,"createdAt":777,"updatedAt":778,"publishedAt":779,"locale":29,"contenu":780},8,"ap6sde7mzkrbqqjfeuquonlh","Activation","activation","Sports marketing activation: territories and timing","How to choose the territory and the timing of a sports activation from observed demand, rather than from the perimeter of the right you bought.","2026-07-27T14:35:06.984Z","2026-07-28T10:06:24.572Z","2026-07-28T10:06:24.536Z",[781,785,789,793,797,801,805,831,835,839,843,847,851,855,859],{"type":75,"children":782},[783],{"text":784,"type":79},"A sports marketing activation turns a right (a sponsorship, a partnership, a broadcast) into useful contact with an audience. What decides its success is rarely creative: it is the question of territory and timing. This page covers how observed demand answers both.",{"type":90,"level":4,"children":786},[787],{"text":788,"type":79},"The activation budget is decided before the creative",{"type":75,"children":790},[791],{"text":792,"type":79},"Convention says: buy the right, then work out how to activate it. That order is expensive, because the perimeter of the right then fixes the perimeter of the activation, wherever demand actually sits. Starting from demand reverses the constraint: choose the territory, then the right that covers it.",{"type":75,"children":794},[795],{"text":796,"type":79},"In practice, two sponsorship assets with identical national reach can show very different demand densities against a brand’s real target. That gap, invisible in a partnership deck, separates a profitable activation from a decorative one.",{"type":90,"level":4,"children":798},[799],{"text":800,"type":79},"Target territories, not personas",{"type":75,"children":802},[803],{"text":804,"type":79},"Sports marketing traditionally thinks in profiles: the committed supporter, the participant, the occasional spectator. Those categories describe well but locate badly. An activation happens in a place, with a geolocated media budget: it needs a map, not a portrait.",{"type":226,"format":227,"children":806},[807,813,819,825],{"type":230,"children":808},[809,811],{"bold":213,"text":810,"type":79},"Hot territory",{"text":812,"type":79},": strong demand, offer present. Activation competes with what exists; share of voice is expensive.",{"type":230,"children":814},[815,817],{"bold":213,"text":816,"type":79},"Ripe territory",{"text":818,"type":79},": strong demand, no offer. The best effort-to-effect ratio, and the most often overlooked.",{"type":230,"children":820},[821,823],{"bold":213,"text":822,"type":79},"Cold territory",{"text":824,"type":79},": weak demand despite an offer. Interest has to be created before it can be captured, which is a different budget.",{"type":230,"children":826},[827,829],{"bold":213,"text":828,"type":79},"Emerging territory",{"text":830,"type":79},": weak but fast-rising demand. Justifies a light presence and a short review horizon.",{"type":90,"level":4,"children":832},[833],{"text":834,"type":79},"Timing: the curve matters more than the date",{"type":75,"children":836},[837],{"text":838,"type":79},"Activation plans are set against calendars: a launch, an event, a season. Demand follows a curve that does not always match them: it rises before the announcement when a rumour circulates, dips during the event itself, and rebounds afterwards for follow-up content.",{"type":75,"children":840},[841],{"text":842,"type":79},"Following that curve changes two concrete decisions: when media pressure opens, and how spend splits between before, during and after. An activation concentrated entirely on the day itself misses the two windows where intent is strongest.",{"type":90,"level":57,"children":844},[845],{"text":846,"type":79},"Measuring an activation honestly",{"type":75,"children":848},[849],{"text":850,"type":79},"The effect of an activation on demand shows in the gap between the activated territory and a comparable one that was not. That is a comparison, not a proof: it does not rule out concurrent factors. Framing it that way, rather than as direct attribution, is what makes it defensible in a review.",{"type":90,"level":4,"children":852},[853],{"text":854,"type":79},"Where to start",{"type":75,"children":856},[857],{"text":858,"type":79},"A useful first reading fits in three questions: where is my target’s demand densest today, what share of it is already served, and at what point in the cycle does it rise. The answers often redirect the plan before the first creative exists.",{"type":75,"children":860},[861,863,866],{"text":862,"type":79},"The underlying measurement methods are detailed in the Methodology category, and the vocabulary in the ",{"url":313,"type":120,"children":864},[865],{"text":316,"type":79},{"text":318,"type":79},{"id":868,"documentId":869,"title":870,"slug":871,"description":872,"content":873,"createdAt":946,"updatedAt":947,"publishedAt":948,"locale":29,"datePublication":949,"coverImage":950,"category":985},220,"x5byr0wzfu0c7vldabo8h91u","8% plan to subscribe: what it forces on activation","activation-eight-percent-plan-to-subscribe","Only 8% of French viewers plan to subscribe to follow the World Cup. An activation sized on total audience therefore speaks to people who will not convert.",[874,878,882,886,890,894,898,902,906,910,914,934,938,942],{"type":75,"children":875},[876],{"text":877,"type":79},"The WPP Media study published ahead of the 2026 World Cup contains a figure that should reorganise a good many media plans: 8% of French respondents plan to subscribe to beIN Sports to follow the competition. Not 8% of the undecided: 8% of everyone. While audiences are counted in millions, the population actually addressable by a paid offer fits into a single-digit fraction.",{"type":75,"children":879},[880],{"text":881,"type":79},"That is not bad news in itself. It is targeting information, provided the consequence is drawn: a campaign built on the event’s total audience talks to ninety-two people in a hundred who will not take the action being asked of them.",{"type":90,"level":4,"children":883},[884],{"text":885,"type":79},"The denominator you choose decides the budget",{"type":75,"children":887},[888],{"text":889,"type":79},"An activation plan is sized against a base. Take the competition’s projected audience and you get a flattering number and media pressure spread thin. Take the population that considers the act and you get a base twenty times smaller, but pressure concentrated where it can do something.",{"type":75,"children":891},[892],{"text":893,"type":79},"The second calculation is uncomfortable because it shrinks the reach on the slide. It produces a cost per conversion in another league entirely, for the simple reason that it stops paying for the attention of people who have no intention of buying.",{"type":81,"children":895},[896],{"text":897,"type":79},"8% · share of French respondents considering a subscription to follow the competition",{"type":90,"level":4,"children":899},[900],{"text":901,"type":79},"Where those 8% are",{"type":75,"children":903},[904],{"text":905,"type":79},"A national percentage is useless until it is located. The same study shows that 36% of French people still expect the wrong broadcaster: confusion about access and intent to subscribe are not spread evenly across the country.",{"type":75,"children":907},[908],{"text":909,"type":79},"Access searches (which channel, which subscription, at what price) make that mapping possible. They separate areas where intent exists but hits an information problem from areas where it does not exist at all. The first can be addressed with plain explanation, cheaply; the second cannot be addressed at all within the span of an event.",{"type":90,"level":57,"children":911},[912],{"text":913,"type":79},"Three decisions it changes",{"type":226,"format":227,"children":915},[916,922,928],{"type":230,"children":917},[918,920],{"bold":213,"text":919,"type":79},"Geographic split ",{"text":921,"type":79},"stops following population density and starts following intent density.",{"type":230,"children":923},[924,926],{"bold":213,"text":925,"type":79},"The message ",{"text":927,"type":79},"stops being an invitation to watch and becomes an answer to a precise question: where to watch, how to get access, at what price.",{"type":230,"children":929},[930,932],{"bold":213,"text":931,"type":79},"The window ",{"text":933,"type":79},"narrows to the days when intent forms, instead of spreading across the whole competition.",{"type":90,"level":4,"children":935},[936],{"text":937,"type":79},"What the figure does not say",{"type":75,"children":939},[940],{"text":941,"type":79},"Intent stated in a survey remains a statement: actual conversion will very likely fall below the 8% announced, as it almost always does. The figure therefore works as an order of magnitude and a signal of scarcity, not as a sales forecast.",{"type":75,"children":943},[944],{"text":945,"type":79},"Which is exactly why it gains from being crossed with observed behaviour rather than used alone. Stated preference gives the scale; searches give the address.","2026-07-27T15:05:01.589Z","2026-08-13T10:39:54.670Z","2026-08-09T21:04:30.536Z","2026-07-27T15:04:58.352Z",{"id":951,"documentId":952,"name":953,"alternativeText":954,"caption":143,"focalPoint":143,"width":144,"height":145,"formats":955,"hash":980,"ext":148,"mime":151,"size":981,"url":982,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":983,"updatedAt":983,"publishedAt":984},15,"de27hee35slrqwinfrv1bofd","activation-abonnement.webp","Main tenant une télécommande devant un téléviseur éteint, dans un salon",{"large":956,"small":962,"medium":968,"thumbnail":974},{"ext":148,"url":957,"hash":958,"mime":151,"name":959,"path":143,"size":960,"width":145,"height":154,"sizeInBytes":961},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_activation_abonnement_dd58c55e28.webp","large_activation_abonnement_dd58c55e28","large_activation-abonnement.webp",12.82,12820,{"ext":148,"url":963,"hash":964,"mime":151,"name":965,"path":143,"size":966,"width":161,"height":162,"sizeInBytes":967},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_activation_abonnement_dd58c55e28.webp","small_activation_abonnement_dd58c55e28","small_activation-abonnement.webp",4.82,4820,{"ext":148,"url":969,"hash":970,"mime":151,"name":971,"path":143,"size":972,"width":169,"height":170,"sizeInBytes":973},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_activation_abonnement_dd58c55e28.webp","medium_activation_abonnement_dd58c55e28","medium_activation-abonnement.webp",8.29,8294,{"ext":148,"url":975,"hash":976,"mime":151,"name":977,"path":143,"size":978,"width":177,"height":178,"sizeInBytes":979},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_activation_abonnement_dd58c55e28.webp","thumbnail_activation_abonnement_dd58c55e28","thumbnail_activation-abonnement.webp",2.13,2132,"activation_abonnement_dd58c55e28",39.4,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Factivation_abonnement_dd58c55e28.webp","2026-07-27T15:04:59.338Z","2026-07-27T15:04:59.339Z",{"id":771,"documentId":772,"name":773,"slug":774,"titrePage":775,"seoDescription":776,"createdAt":777,"updatedAt":778,"publishedAt":779,"locale":29,"contenu":986},[987,990,993,996,999,1002,1005,1023,1026,1029,1032,1035,1038,1041,1044],{"type":75,"children":988},[989],{"text":784,"type":79},{"type":90,"level":4,"children":991},[992],{"text":788,"type":79},{"type":75,"children":994},[995],{"text":792,"type":79},{"type":75,"children":997},[998],{"text":796,"type":79},{"type":90,"level":4,"children":1000},[1001],{"text":800,"type":79},{"type":75,"children":1003},[1004],{"text":804,"type":79},{"type":226,"format":227,"children":1006},[1007,1011,1015,1019],{"type":230,"children":1008},[1009,1010],{"bold":213,"text":810,"type":79},{"text":812,"type":79},{"type":230,"children":1012},[1013,1014],{"bold":213,"text":816,"type":79},{"text":818,"type":79},{"type":230,"children":1016},[1017,1018],{"bold":213,"text":822,"type":79},{"text":824,"type":79},{"type":230,"children":1020},[1021,1022],{"bold":213,"text":828,"type":79},{"text":830,"type":79},{"type":90,"level":4,"children":1024},[1025],{"text":834,"type":79},{"type":75,"children":1027},[1028],{"text":838,"type":79},{"type":75,"children":1030},[1031],{"text":842,"type":79},{"type":90,"level":57,"children":1033},[1034],{"text":846,"type":79},{"type":75,"children":1036},[1037],{"text":850,"type":79},{"type":90,"level":4,"children":1039},[1040],{"text":854,"type":79},{"type":75,"children":1042},[1043],{"text":858,"type":79},{"type":75,"children":1045},[1046,1047,1050],{"text":862,"type":79},{"url":313,"type":120,"children":1048},[1049],{"text":316,"type":79},{"text":318,"type":79},{"id":1052,"documentId":1053,"title":1054,"slug":1055,"description":1056,"content":1057,"createdAt":1148,"updatedAt":1149,"publishedAt":1150,"locale":29,"datePublication":1151,"coverImage":1152,"category":1189},219,"nkhm78km1kal9b7bo3uyrf46","World Cup 2026: what fans search for","world-cup-2026-fan-signals-before-kickoff","Before a high-stakes match, fans do not declare their intentions: they search. Where to watch, with whom, in which venue: all actionable signals.",[1058,1062,1066,1070,1074,1100,1104,1108,1128,1132,1136,1140,1144],{"type":75,"children":1059},[1060],{"text":1061,"type":79},"On the eve of a France–Spain World Cup fixture, hundreds of thousands of people ask the same questions: where to watch the match, which channel is showing it, which bar has a big screen, what time to arrive. Each of these queries is an intent that is timestamped, located and immediately actionable.",{"type":81,"children":1063},[1064],{"text":1065,"type":79},"×6: the volume of broadcast-related searches in the 48 hours before a high-stakes kick-off.",{"type":75,"children":1067},[1068],{"text":1069,"type":79},"That temporal concentration is what makes the signal valuable, and what makes it perishable: information that arrives too late has no operational value.",{"type":90,"level":4,"children":1071},[1072],{"text":1073,"type":79},"Four families of queries, four distinct uses",{"type":226,"format":227,"children":1075},[1076,1082,1088,1094],{"type":230,"children":1077},[1078,1080],{"bold":213,"text":1079,"type":79},"“Which channel”, “where to watch”. ",{"text":1081,"type":79},"A broadcast signal. It measures public uncertainty about the channel: a direct concern for the broadcaster, whose audience depends on clearing it.",{"type":230,"children":1083},[1084,1086],{"bold":213,"text":1085,"type":79},"“Bar with big screen”, “fan zone”, “public screening”. ",{"text":1087,"type":79},"A collective-viewing signal, strongly localised. This is the most actionable signal for a physical activation.",{"type":230,"children":1089},[1090,1092],{"bold":213,"text":1091,"type":79},"“Match time”, “probable line-up”. ",{"text":1093,"type":79},"An engagement signal: these queries come from an audience already committed to watching.",{"type":230,"children":1095},[1096,1098],{"bold":213,"text":1097,"type":79},"“Free stream”. ",{"text":1099,"type":79},"A friction signal: it indicates real demand poorly served by the legal offer, often a matter of price or accessibility.",{"type":90,"level":4,"children":1101},[1102],{"text":1103,"type":79},"What each stakeholder can do with it",{"type":75,"children":1105},[1106],{"text":1107,"type":79},"The same data serves different decisions depending on your position in the value chain.",{"type":226,"format":227,"children":1109},[1110,1116,1122],{"type":230,"children":1111},[1112,1114],{"bold":213,"text":1113,"type":79},"A broadcaster ",{"text":1115,"type":79},"concentrates promotion where channel uncertainty is highest, and aligns its pre-match output with the hours people actually search.",{"type":230,"children":1117},[1118,1120],{"bold":213,"text":1119,"type":79},"A sponsor ",{"text":1121,"type":79},"identifies the cities and venues where a physical activation will meet a real audience, rather than defaulting to the largest metropolitan areas.",{"type":230,"children":1123},[1124,1126],{"bold":213,"text":1125,"type":79},"An organiser or a local authority ",{"text":1127,"type":79},"sizes public screening, security and transport against measured demand rather than an estimate.",{"type":90,"level":4,"children":1129},[1130],{"text":1131,"type":79},"A short window, a repeating cycle",{"type":75,"children":1133},[1134],{"text":1135,"type":79},"Most of this demand forms in the forty-eight hours before kick-off and disappears within the hour after the final whistle. Exploiting the signal therefore requires continuous reading, not retrospective analysis.",{"type":75,"children":1137},[1138],{"text":1139,"type":79},"The pattern does repeat at every high-stakes fixture, which makes it predictable. Volumes observed on previous matches allow you to anticipate the scale and distribution of demand on the next, and so to prepare rather than react.",{"type":90,"level":57,"children":1141},[1142],{"text":1143,"type":79},"The underlying principle",{"type":75,"children":1145},[1146],{"text":1147,"type":79},"Before an event, the public does not declare its intentions: it searches for them. Reading those searches as they happen provides information that neither ticketing, nor CRM, nor past audiences can supply: because all of them arrive after the decision.","2026-07-27T12:03:46.387Z","2026-08-13T10:39:54.345Z","2026-08-09T21:04:30.323Z","2026-07-25T17:19:55.834Z",{"id":1153,"documentId":1154,"name":1155,"alternativeText":1156,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":1159,"hash":1184,"ext":148,"mime":151,"size":1185,"url":1186,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":1187,"updatedAt":1187,"publishedAt":1188},14,"qhqi2vsco8toit0qn8mou5p1","mondial-signaux.webp","Foule rassemblée devant un écran géant en fan zone pour regarder un match de football",1280,800,{"large":1160,"small":1166,"medium":1172,"thumbnail":1178},{"ext":148,"url":1161,"hash":1162,"mime":151,"name":1163,"path":143,"size":1164,"width":145,"height":154,"sizeInBytes":1165},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_mondial_signaux_4274ea55e8.webp","large_mondial_signaux_4274ea55e8","large_mondial-signaux.webp",171.25,171252,{"ext":148,"url":1167,"hash":1168,"mime":151,"name":1169,"path":143,"size":1170,"width":161,"height":162,"sizeInBytes":1171},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_mondial_signaux_4274ea55e8.webp","small_mondial_signaux_4274ea55e8","small_mondial-signaux.webp",57.74,57736,{"ext":148,"url":1173,"hash":1174,"mime":151,"name":1175,"path":143,"size":1176,"width":169,"height":170,"sizeInBytes":1177},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_mondial_signaux_4274ea55e8.webp","medium_mondial_signaux_4274ea55e8","medium_mondial-signaux.webp",111.56,111562,{"ext":148,"url":1179,"hash":1180,"mime":151,"name":1181,"path":143,"size":1182,"width":177,"height":178,"sizeInBytes":1183},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_mondial_signaux_4274ea55e8.webp","thumbnail_mondial_signaux_4274ea55e8","thumbnail_mondial-signaux.webp",16.78,16776,"mondial_signaux_4274ea55e8",252.9,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmondial_signaux_4274ea55e8.webp","2026-07-25T20:16:48.749Z","2026-07-25T20:16:48.750Z",{"id":64,"documentId":187,"name":188,"slug":189,"titrePage":190,"seoDescription":191,"createdAt":192,"updatedAt":193,"publishedAt":194,"locale":29,"contenu":1190},[1191,1194,1197,1200,1205,1208,1211,1229,1232,1235,1238,1241,1244,1247,1265,1268],{"type":75,"children":1192},[1193],{"text":199,"type":79},{"type":90,"level":4,"children":1195},[1196],{"text":203,"type":79},{"type":75,"children":1198},[1199],{"text":207,"type":79},{"type":75,"children":1201},[1202,1203,1204],{"text":211,"type":79},{"bold":213,"text":214,"type":79},{"text":216,"type":79},{"type":75,"children":1206},[1207],{"text":220,"type":79},{"type":90,"level":4,"children":1209},[1210],{"text":224,"type":79},{"type":226,"format":227,"children":1212},[1213,1217,1221,1225],{"type":230,"children":1214},[1215,1216],{"bold":213,"text":233,"type":79},{"text":235,"type":79},{"type":230,"children":1218},[1219,1220],{"bold":213,"text":239,"type":79},{"text":241,"type":79},{"type":230,"children":1222},[1223,1224],{"bold":213,"text":245,"type":79},{"text":247,"type":79},{"type":230,"children":1226},[1227,1228],{"bold":213,"text":251,"type":79},{"text":253,"type":79},{"type":90,"level":4,"children":1230},[1231],{"text":257,"type":79},{"type":75,"children":1233},[1234],{"text":261,"type":79},{"type":75,"children":1236},[1237],{"text":265,"type":79},{"type":90,"level":57,"children":1239},[1240],{"text":269,"type":79},{"type":75,"children":1242},[1243],{"text":273,"type":79},{"type":90,"level":4,"children":1245},[1246],{"text":277,"type":79},{"type":226,"format":227,"children":1248},[1249,1253,1257,1261],{"type":230,"children":1250},[1251,1252],{"bold":213,"text":283,"type":79},{"text":285,"type":79},{"type":230,"children":1254},[1255,1256],{"bold":213,"text":289,"type":79},{"text":291,"type":79},{"type":230,"children":1258},[1259,1260],{"bold":213,"text":295,"type":79},{"text":297,"type":79},{"type":230,"children":1262},[1263,1264],{"bold":213,"text":301,"type":79},{"text":303,"type":79},{"type":90,"level":4,"children":1266},[1267],{"text":307,"type":79},{"type":75,"children":1269},[1270,1271,1274],{"text":311,"type":79},{"url":313,"type":120,"children":1272},[1273],{"text":316,"type":79},{"text":318,"type":79},{"id":1276,"documentId":1277,"title":1278,"slug":1279,"description":1280,"content":1281,"createdAt":1384,"updatedAt":1385,"publishedAt":1386,"locale":29,"datePublication":1387,"coverImage":1388,"category":1422},224,"uqm9ivo2ujs2e47l5aecfa5d","What fans search for versus what they say","search-intent-versus-stated-preference","Surveys measure what audiences will state. Searches reveal what they are about to do: who to target, when to activate, which message.",[1282,1286,1290,1294,1314,1318,1322,1326,1340,1344,1348,1368,1372,1376,1380],{"type":75,"children":1283},[1284],{"text":1285,"type":79},"Sports marketing still leans heavily on stated preference: brand studies, panels, awareness trackers, satisfaction surveys. These tools have one virtue (they let you ask exactly the question you want) and one structural flaw: they measure an answer, not a behaviour.",{"type":81,"children":1287},[1288],{"text":1289,"type":79},"Audiences do not lie in a search bar.",{"type":90,"level":4,"children":1291},[1292],{"text":1293,"type":79},"Three biases stated preference cannot remove",{"type":226,"format":227,"children":1295},[1296,1302,1308],{"type":230,"children":1297},[1298,1300],{"bold":213,"text":1299,"type":79},"Social desirability. ",{"text":1301,"type":79},"Claiming to follow a prestigious sport, or to remember a well-regarded sponsor, costs less than admitting the opposite. The gap between statement and practice is especially wide in image-heavy sports.",{"type":230,"children":1303},[1304,1306],{"bold":213,"text":1305,"type":79},"Memory reconstruction. ",{"text":1307,"type":79},"Asking someone what they watched three months ago produces a reconstruction, not a record. Memorable events crowd out the rest.",{"type":230,"children":1309},[1310,1312],{"bold":213,"text":1311,"type":79},"Framing effects. ",{"text":1313,"type":79},"A list of brands offered in a questionnaire creates recognition where there was no spontaneous memory. The question manufactures part of its own answer.",{"type":75,"children":1315},[1316],{"text":1317,"type":79},"None of these biases is a correctable methodological defect: they follow from the nature of the exercise itself. They can be reduced, never removed.",{"type":90,"level":4,"children":1319},[1320],{"text":1321,"type":79},"What a search adds that a statement cannot",{"type":75,"children":1323},[1324],{"text":1325,"type":79},"A query is not an opinion: it is an action, performed unobserved, in a specific context, with a concrete intent. It has three properties stated preference lacks.",{"type":226,"format":227,"children":1327},[1328,1332,1336],{"type":230,"children":1329},[1330],{"text":1331,"type":79},"It is timestamped: you know exactly when the interest appeared, to the hour.",{"type":230,"children":1333},[1334],{"text":1335,"type":79},"It is located: the geographic distribution is native, with no sample weighting.",{"type":230,"children":1337},[1338],{"text":1339,"type":79},"It is phrased by the person themselves: the vocabulary is the audience’s, not the questionnaire’s.",{"type":90,"level":4,"children":1341},[1342],{"text":1343,"type":79},"Three decisions this guides",{"type":75,"children":1345},[1346],{"text":1347,"type":79},"The contribution is not theoretical. It bears on the three operational questions of any activation.",{"type":226,"format":227,"children":1349},[1350,1356,1362],{"type":230,"children":1351},[1352,1354],{"bold":213,"text":1353,"type":79},"Who to target. ",{"text":1355,"type":79},"Searches segment audiences by observed behaviour (what they actually look for) rather than by declared category. Two demographically comparable territories can show radically different intent.",{"type":230,"children":1357},[1358,1360],{"bold":213,"text":1359,"type":79},"When to activate. ",{"text":1361,"type":79},"Intent volumes date the windows of receptivity precisely. Around an event, most exploitable demand concentrates into a few days, sometimes a few hours.",{"type":230,"children":1363},[1364,1366],{"bold":213,"text":1365,"type":79},"Which message. ",{"text":1367,"type":79},"The exact phrasing of queries reveals what the audience expects. An organiser who discovers their target searches “how to get there” rather than “programme” does not run the same communication plan.",{"type":90,"level":4,"children":1369},[1370],{"text":1371,"type":79},"A typical trade-off",{"type":75,"children":1373},[1374],{"text":1375,"type":79},"An event organiser typically allocates acquisition budget by market size and sales history. Measuring intent surfaces territories where interest is dense but absent from the original plan, often secondary markets: at constant budget, the trade-off shifts. Stated preference points to the expected markets; intent points to the receptive ones.",{"type":90,"level":57,"children":1377},[1378],{"text":1379,"type":79},"Complementary, not a replacement",{"type":75,"children":1381},[1382],{"text":1383,"type":79},"Stated preference retains its uses: understanding motivations, testing a concept, measuring brand perception. It answers “why”. Intent measurement answers “who, where, when, and in which words”. Confusing the two, or using only one, means steering with half the instruments.","2026-07-27T12:03:46.169Z","2026-08-13T10:39:55.352Z","2026-08-09T21:04:31.375Z","2026-07-25T17:19:55.776Z",{"id":1389,"documentId":1390,"name":1391,"alternativeText":1392,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":1393,"hash":1418,"ext":148,"mime":151,"size":1419,"url":1420,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":1421,"updatedAt":1421,"publishedAt":1421},13,"bl0jkx3w177sqpicy154k53e","intention-declaratif.webp","Mains sur un ordinateur portable ouvert sur un moteur de recherche",{"large":1394,"small":1400,"medium":1406,"thumbnail":1412},{"ext":148,"url":1395,"hash":1396,"mime":151,"name":1397,"path":143,"size":1398,"width":145,"height":154,"sizeInBytes":1399},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_intention_declaratif_e861ce7dcc.webp","large_intention_declaratif_e861ce7dcc","large_intention-declaratif.webp",25.36,25362,{"ext":148,"url":1401,"hash":1402,"mime":151,"name":1403,"path":143,"size":1404,"width":161,"height":162,"sizeInBytes":1405},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_intention_declaratif_e861ce7dcc.webp","small_intention_declaratif_e861ce7dcc","small_intention-declaratif.webp",11.6,11602,{"ext":148,"url":1407,"hash":1408,"mime":151,"name":1409,"path":143,"size":1410,"width":169,"height":170,"sizeInBytes":1411},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_intention_declaratif_e861ce7dcc.webp","medium_intention_declaratif_e861ce7dcc","medium_intention-declaratif.webp",18.95,18954,{"ext":148,"url":1413,"hash":1414,"mime":151,"name":1415,"path":143,"size":1416,"width":177,"height":178,"sizeInBytes":1417},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_intention_declaratif_e861ce7dcc.webp","thumbnail_intention_declaratif_e861ce7dcc","thumbnail_intention-declaratif.webp",5.22,5220,"intention_declaratif_e861ce7dcc",32.97,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fintention_declaratif_e861ce7dcc.webp","2026-07-25T20:16:47.756Z",{"id":1423,"documentId":1424,"name":1425,"slug":1426,"titrePage":1427,"seoDescription":1428,"createdAt":1429,"updatedAt":1430,"publishedAt":1431,"locale":29,"contenu":1432},6,"pnx9grjh2yzsqnlm2svu6t7e","Methodology","methodology","Methodology: measuring demand rather than declaring it","How Noyzee measures fan intent: the difference between stated preference and search behaviour, the indicators, and how to turn them into activation decisions.","2026-07-27T12:03:45.015Z","2026-07-28T10:06:24.421Z","2026-07-28T10:06:24.382Z",[1433,1437,1441,1445,1449,1453,1473,1477,1481,1485,1489,1493,1519,1523],{"type":75,"children":1434},[1435],{"text":1436,"type":79},"Measuring demand means observing behaviour; declaring it means asking people what they would do. Both produce numbers, but they answer different questions. This page sets out the method Noyzee applies, its indicators and its limits.",{"type":90,"level":4,"children":1438},[1439],{"text":1440,"type":79},"Stated and revealed: a known gap, rarely corrected",{"type":75,"children":1442},[1443],{"text":1444,"type":79},"The gap between what people say and what they do has been documented in social science for decades. In sport it takes a particular form: stated attachment to a club far exceeds observed purchasing behaviour, and stated willingness to pay for a subscription always exceeds actual conversion.",{"type":75,"children":1446},[1447],{"text":1448,"type":79},"This is not a flaw in surveys: it is their nature. A question suggests an answer, a scale shapes its distribution, and a respondent presents a coherent version of themselves. A search has no audience: nobody searches to make a good impression.",{"type":90,"level":4,"children":1450},[1451],{"text":1452,"type":79},"The three indicators that structure the measure",{"type":226,"format":227,"children":1454},[1455,1461,1467],{"type":230,"children":1456},[1457,1459],{"bold":213,"text":1458,"type":79},"Intent volume",{"text":1460,"type":79},": the number of qualified searches across a given perimeter (discipline, club, athlete, territory) over a dated window.",{"type":230,"children":1462},[1463,1465],{"bold":213,"text":1464,"type":79},"Territorial density",{"text":1466,"type":79},": that volume relative to population, which reveals strong interest in a small market where gross volume shows nothing.",{"type":230,"children":1468},[1469,1471],{"bold":213,"text":1470,"type":79},"Intent depth",{"text":1472,"type":79},": the share of searches close to the decision (access, price, purchase) within the total, which separates curiosity from buying intent.",{"type":75,"children":1474},[1475],{"text":1476,"type":79},"None of the three means anything alone. High volume without depth describes awareness; high depth without volume describes a niche. It is their intersection that supports a decision.",{"type":90,"level":57,"children":1478},[1479],{"text":1480,"type":79},"What the method cannot do",{"type":75,"children":1482},[1483],{"text":1484,"type":79},"It does not forecast revenue. It establishes no causality: a rise in searches alongside a campaign does not prove the campaign caused it. And it says nothing about audiences who do not search: decisions made offline, by habit or by recommendation, escape it.",{"type":90,"level":4,"children":1486},[1487],{"text":1488,"type":79},"Turning a measure into a decision",{"type":75,"children":1490},[1491],{"text":1492,"type":79},"Data is only useful against a dated decision. The method starts from the decision, not the data: which trade-off has to be made, by when, and what difference in measurement would tip it.",{"type":226,"format":227,"children":1494},[1495,1501,1507,1513],{"type":230,"children":1496},[1497,1499],{"bold":213,"text":1498,"type":79},"Choosing a sponsorship asset",{"text":1500,"type":79},": compare candidate assets on territorial density against the brand’s target, not on their overall reach.",{"type":230,"children":1502},[1503,1505],{"bold":213,"text":1504,"type":79},"Opening a market",{"text":1506,"type":79},": look for high intent depth in an underserved territory, the mark of demand that is already mature.",{"type":230,"children":1508},[1509,1511],{"bold":213,"text":1510,"type":79},"Calibrating an on-sale",{"text":1512,"type":79},": follow the rise in intent volume to place the opening at the right moment rather than on a fixed date.",{"type":230,"children":1514},[1515,1517],{"bold":213,"text":1516,"type":79},"Defending a budget",{"text":1518,"type":79},": document how intent moved before and after an action, stating plainly that it is a correlation.",{"type":90,"level":4,"children":1520},[1521],{"text":1522,"type":79},"Reproducibility",{"type":75,"children":1524},[1525,1527,1530],{"text":1526,"type":79},"A measure is only worth something if it can be repeated identically. Every analysis published here states its perimeter, its time window and its source. The definitions used are in the ",{"url":313,"type":120,"children":1528},[1529],{"text":316,"type":79},{"text":318,"type":79},{"id":1532,"documentId":1533,"title":1534,"slug":1535,"description":1536,"content":1537,"createdAt":1614,"updatedAt":1615,"publishedAt":1616,"locale":29,"datePublication":1617,"coverImage":1618,"category":1653},218,"k84xn4e6hn9c4qdf1ojj39t8","Messi effect: MLS subscriptions more than doubled","messi-effect-invisible-demand-north-america","MLS Season Pass had under a million subscribers before Messi’s debut. It passed two million within the season. Demand was not created: it became visible.",[1538,1542,1546,1550,1554,1558,1562,1566,1570,1574,1578,1582,1602,1606,1610],{"type":75,"children":1539},[1540],{"text":1541,"type":79},"When Lionel Messi joined Inter Miami, audiences soared and the market discovered North America’s appetite for football. The story that took hold was one of demand created by a signing. That story is wrong, and the error it induces is expensive.",{"type":81,"children":1543},[1544],{"text":1545,"type":79},"×2 · MLS Season Pass subscribers between Messi’s debut and the end of the season.",{"type":75,"children":1547},[1548],{"text":1549,"type":79},"What the Messi effect produced was not new demand: it was the revelation of pre-existing demand. The service had under a million subscribers before his July debut; it passed two million by the end of the season. A population that size does not form in a few weeks: it was waiting for a reason to pay.",{"type":90,"level":4,"children":1551},[1552],{"text":1553,"type":79},"Why that demand was invisible",{"type":75,"children":1555},[1556],{"text":1557,"type":79},"It was invisible because the measurement instruments in use could not see it. Television ratings measure those who watch an existing offer; ticketing measures those with access to a stadium; CRM databases measure those who have already bought. All three share the same blind spot: they only count audiences already served.",{"type":75,"children":1559},[1560],{"text":1561,"type":79},"A community following a foreign league, in a language that is not the market’s, with no dedicated local broadcaster, appears in none of these indicators. It exists nonetheless, it searches, it comments, and it waits for an offer.",{"type":75,"children":1563},[1564],{"text":1565,"type":79},"Search signals capture exactly that population: they record interest independently of whether an offer exists. This is what makes them useful where transactional data is silent: that is, precisely in developing markets.",{"type":90,"level":4,"children":1567},[1568],{"text":1569,"type":79},"The price of discovering late",{"type":75,"children":1571},[1572],{"text":1573,"type":79},"Discovering a market after its revealing event carries a mechanical cost. Broadcast rights are renegotiated upward, partnerships are signed at peak price, sponsorship inventory becomes scarce. Whoever arrives afterwards pays for the information the market has since absorbed.",{"type":75,"children":1575},[1576],{"text":1577,"type":79},"Holding the map beforehand allows three things: securing positions at pre-peak prices, calibrating an offer while demand is still unserved, and negotiating with knowledge of what is actually being sold.",{"type":90,"level":4,"children":1579},[1580],{"text":1581,"type":79},"What this means in practice",{"type":226,"format":227,"children":1583},[1584,1590,1596],{"type":230,"children":1585},[1586,1588],{"bold":213,"text":1587,"type":79},"For a league. ",{"text":1589,"type":79},"Identify unconverted audience pools before investing in international development, rather than following already-hot markets where competition is entrenched.",{"type":230,"children":1591},[1592,1594],{"bold":213,"text":1593,"type":79},"For a broadcaster. ",{"text":1595,"type":79},"Assess a competition’s latent demand in your territory before the tender, not after observing a competitor’s ratings.",{"type":230,"children":1597},[1598,1600],{"bold":213,"text":1599,"type":79},"For a brand. ",{"text":1601,"type":79},"Spot the communities already following a sport without being addressed: these are the activations with the best ratio of cost to useful reach.",{"type":90,"level":57,"children":1603},[1604],{"text":1605,"type":79},"The general rule",{"type":75,"children":1607},[1608],{"text":1609,"type":79},"A spectacular event almost never creates demand from nothing. It makes visible and monetisable a demand that was already present. The strategic question is therefore not “how do we react to the Messi effect?” but “which latent demands, invisible in our dashboards today, are waiting for their own trigger?”.",{"type":75,"children":1611},[1612],{"text":1613,"type":79},"That is the question Noyzee equips, by measuring interest where it is expressed before an offer exists to capture it.","2026-07-27T12:03:45.943Z","2026-08-13T10:39:54.045Z","2026-08-09T21:04:29.947Z","2026-07-25T17:19:55.722Z",{"id":1619,"documentId":1620,"name":1621,"alternativeText":1622,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":1623,"hash":1648,"ext":148,"mime":151,"size":1649,"url":1650,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":1651,"updatedAt":1651,"publishedAt":1652},12,"dpbx9506up5b3v26j5xwhwtt","effet-messi.webp","Vue large de tribunes pleines dans un stade de football en nocturne",{"large":1624,"small":1630,"medium":1636,"thumbnail":1642},{"ext":148,"url":1625,"hash":1626,"mime":151,"name":1627,"path":143,"size":1628,"width":145,"height":154,"sizeInBytes":1629},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_effet_messi_ea759d2627.webp","large_effet_messi_ea759d2627","large_effet-messi.webp",83.31,83314,{"ext":148,"url":1631,"hash":1632,"mime":151,"name":1633,"path":143,"size":1634,"width":161,"height":162,"sizeInBytes":1635},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_effet_messi_ea759d2627.webp","small_effet_messi_ea759d2627","small_effet-messi.webp",27.85,27848,{"ext":148,"url":1637,"hash":1638,"mime":151,"name":1639,"path":143,"size":1640,"width":169,"height":170,"sizeInBytes":1641},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_effet_messi_ea759d2627.webp","medium_effet_messi_ea759d2627","medium_effet-messi.webp",54.56,54556,{"ext":148,"url":1643,"hash":1644,"mime":151,"name":1645,"path":143,"size":1646,"width":177,"height":178,"sizeInBytes":1647},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_effet_messi_ea759d2627.webp","thumbnail_effet_messi_ea759d2627","thumbnail_effet-messi.webp",8.16,8164,"effet_messi_ea759d2627",128.75,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Feffet_messi_ea759d2627.webp","2026-07-25T20:16:47.160Z","2026-07-25T20:16:47.161Z",{"id":420,"documentId":421,"name":422,"slug":423,"titrePage":424,"seoDescription":425,"createdAt":426,"updatedAt":427,"publishedAt":428,"locale":29,"contenu":1654},[1655,1658,1661,1664,1667,1670,1673,1676,1679,1682,1685,1703,1706,1709],{"type":75,"children":1656},[1657],{"text":433,"type":79},{"type":90,"level":4,"children":1659},[1660],{"text":437,"type":79},{"type":75,"children":1662},[1663],{"text":441,"type":79},{"type":75,"children":1665},[1666],{"text":445,"type":79},{"type":90,"level":4,"children":1668},[1669],{"text":449,"type":79},{"type":75,"children":1671},[1672],{"text":453,"type":79},{"type":75,"children":1674},[1675],{"text":457,"type":79},{"type":90,"level":57,"children":1677},[1678],{"text":461,"type":79},{"type":75,"children":1680},[1681],{"text":465,"type":79},{"type":90,"level":4,"children":1683},[1684],{"text":469,"type":79},{"type":226,"format":227,"children":1686},[1687,1691,1695,1699],{"type":230,"children":1688},[1689,1690],{"bold":213,"text":475,"type":79},{"text":477,"type":79},{"type":230,"children":1692},[1693,1694],{"bold":213,"text":481,"type":79},{"text":483,"type":79},{"type":230,"children":1696},[1697,1698],{"bold":213,"text":487,"type":79},{"text":489,"type":79},{"type":230,"children":1700},[1701,1702],{"bold":213,"text":493,"type":79},{"text":495,"type":79},{"type":90,"level":4,"children":1704},[1705],{"text":499,"type":79},{"type":75,"children":1707},[1708],{"text":503,"type":79},{"type":75,"children":1710},[1711,1712,1715],{"text":507,"type":79},{"url":313,"type":120,"children":1713},[1714],{"text":316,"type":79},{"text":318,"type":79},{"id":1717,"documentId":1718,"title":1719,"slug":1720,"description":1721,"content":1722,"createdAt":1807,"updatedAt":1808,"publishedAt":1809,"locale":29,"datePublication":1810,"coverImage":1811,"category":1846},215,"vh1oic6kz6d3fvpohoi1xj08","F1: from 554,000 to 1.3 million US viewers","f1-converting-drive-to-survive-viewers","Average US F1 viewership rose from 554,000 to 1.3 million per race between 2018 and 2025. The question is where it becomes tickets.",[1723,1727,1731,1735,1739,1743,1763,1767,1771,1791,1795,1799,1803],{"type":75,"children":1724},[1725],{"text":1726,"type":79},"Drive to Survive achieved what decades of broadcasting had not: it widened Formula 1’s audience far beyond motorsport enthusiasts, particularly in North America. But that audience watches a series, not a championship. It knows characters, rivalries and behind-the-scenes drama; it does not necessarily know the calendar, the start times, or where to watch.",{"type":81,"children":1728},[1729],{"text":1730,"type":79},"554,000 → 1.3M · average US viewership per F1 race, 2018 to 2025.",{"type":75,"children":1732},[1733],{"text":1734,"type":79},"For promoters, rights holders and sponsors, this population is the main growth pool, and the main source of misjudgement, because it is counted as “fans” without behaving like them.",{"type":90,"level":4,"children":1736},[1737],{"text":1738,"type":79},"From narrative to purchase: a journey with observable stages",{"type":75,"children":1740},[1741],{"text":1742,"type":79},"Between the viewer of a series and the buyer of a ticket lies a progression that searches make legible.",{"type":226,"format":227,"children":1744},[1745,1751,1757],{"type":230,"children":1746},[1747,1749],{"bold":213,"text":1748,"type":79},"Narrative curiosity. ",{"text":1750,"type":79},"Searches about drivers, teams, episodes. The interest is in people, not in the competition.",{"type":230,"children":1752},[1753,1755],{"bold":213,"text":1754,"type":79},"Adoption of the sport. ",{"text":1756,"type":79},"Searches about standings, regulations, schedules. The interest shifts to the sporting object itself.",{"type":230,"children":1758},[1759,1761],{"bold":213,"text":1760,"type":79},"Consumption intent. ",{"text":1762,"type":79},"Searches about broadcasting, subscriptions, then tickets and circuits. This is where conversion becomes possible.",{"type":75,"children":1764},[1765],{"text":1766,"type":79},"A market where most volume remains at the first stage is not ready: investing in ticketing there would be premature. A market where the third stage is climbing fast is ready, and the distance between the two is measured in quarters.",{"type":90,"level":4,"children":1768},[1769],{"text":1770,"type":79},"Three decisions this reading informs",{"type":226,"format":227,"children":1772},[1773,1779,1785],{"type":230,"children":1774},[1775,1777],{"bold":213,"text":1776,"type":79},"Where to place or strengthen a Grand Prix. ",{"text":1778,"type":79},"A market’s potential is not read in its overall television audience, but in the density of intent at the consumption stage.",{"type":230,"children":1780},[1781,1783],{"bold":213,"text":1782,"type":79},"Which races to promote to which audiences. ",{"text":1784,"type":79},"Not every event draws the same interest across territories: some concentrate the attention of new audiences, others that of long-standing followers.",{"type":230,"children":1786},[1787,1789],{"bold":213,"text":1788,"type":79},"How to target a sponsorship activation. ",{"text":1790,"type":79},"Addressing a narrative audience with technical performance messaging, or the reverse, produces waste that intent-based segmentation avoids.",{"type":90,"level":4,"children":1792},[1793],{"text":1794,"type":79},"A lesson that travels beyond Formula 1",{"type":75,"children":1796},[1797],{"text":1798,"type":79},"The mechanism is not specific to motorsport. Whenever a mainstream piece of content (a documentary, a series, a film) exposes a discipline to a new audience, it creates a population of unconverted interested parties. Padel, cycling and rugby have all seen comparable effects at different scales.",{"type":75,"children":1800},[1801],{"text":1802,"type":79},"In every case the same error repeats: treating the new audience as a homogeneous block, and measuring its potential with tools designed for already-converted publics, ticketing, subscriptions, CRM. Those tools only see people who have already taken the step.",{"type":75,"children":1804},[1805],{"text":1806,"type":79},"Measuring intent instead locates each market along the journey, and allows investment at the right moment rather than at the moment the media effect is most visible: which is, generally, too late.","2026-07-27T12:03:45.738Z","2026-08-13T10:39:53.670Z","2026-08-09T21:04:29.258Z","2026-07-25T17:19:55.655Z",{"id":1812,"documentId":1813,"name":1814,"alternativeText":1815,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":1816,"hash":1841,"ext":148,"mime":151,"size":1842,"url":1843,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":1844,"updatedAt":1844,"publishedAt":1845},11,"znpiwmcpo8pcc3w156lmwysv","f1-audience.webp","Monoplace de Formule 1 en vitesse sur un circuit, filé de mouvement",{"large":1817,"small":1823,"medium":1829,"thumbnail":1835},{"ext":148,"url":1818,"hash":1819,"mime":151,"name":1820,"path":143,"size":1821,"width":145,"height":154,"sizeInBytes":1822},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_f1_audience_2c432396b7.webp","large_f1_audience_2c432396b7","large_f1-audience.webp",60.15,60154,{"ext":148,"url":1824,"hash":1825,"mime":151,"name":1826,"path":143,"size":1827,"width":161,"height":162,"sizeInBytes":1828},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_f1_audience_2c432396b7.webp","small_f1_audience_2c432396b7","small_f1-audience.webp",24.42,24424,{"ext":148,"url":1830,"hash":1831,"mime":151,"name":1832,"path":143,"size":1833,"width":169,"height":170,"sizeInBytes":1834},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_f1_audience_2c432396b7.webp","medium_f1_audience_2c432396b7","medium_f1-audience.webp",42.22,42224,{"ext":148,"url":1836,"hash":1837,"mime":151,"name":1838,"path":143,"size":1839,"width":177,"height":178,"sizeInBytes":1840},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_f1_audience_2c432396b7.webp","thumbnail_f1_audience_2c432396b7","thumbnail_f1-audience.webp",8.55,8550,"f1_audience_2c432396b7",83.53,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Ff1_audience_2c432396b7.webp","2026-07-25T20:16:46.441Z","2026-07-25T20:16:46.442Z",{"id":420,"documentId":421,"name":422,"slug":423,"titrePage":424,"seoDescription":425,"createdAt":426,"updatedAt":427,"publishedAt":428,"locale":29,"contenu":1847},[1848,1851,1854,1857,1860,1863,1866,1869,1872,1875,1878,1896,1899,1902],{"type":75,"children":1849},[1850],{"text":433,"type":79},{"type":90,"level":4,"children":1852},[1853],{"text":437,"type":79},{"type":75,"children":1855},[1856],{"text":441,"type":79},{"type":75,"children":1858},[1859],{"text":445,"type":79},{"type":90,"level":4,"children":1861},[1862],{"text":449,"type":79},{"type":75,"children":1864},[1865],{"text":453,"type":79},{"type":75,"children":1867},[1868],{"text":457,"type":79},{"type":90,"level":57,"children":1870},[1871],{"text":461,"type":79},{"type":75,"children":1873},[1874],{"text":465,"type":79},{"type":90,"level":4,"children":1876},[1877],{"text":469,"type":79},{"type":226,"format":227,"children":1879},[1880,1884,1888,1892],{"type":230,"children":1881},[1882,1883],{"bold":213,"text":475,"type":79},{"text":477,"type":79},{"type":230,"children":1885},[1886,1887],{"bold":213,"text":481,"type":79},{"text":483,"type":79},{"type":230,"children":1889},[1890,1891],{"bold":213,"text":487,"type":79},{"text":489,"type":79},{"type":230,"children":1893},[1894,1895],{"bold":213,"text":493,"type":79},{"text":495,"type":79},{"type":90,"level":4,"children":1897},[1898],{"text":499,"type":79},{"type":75,"children":1900},[1901],{"text":503,"type":79},{"type":75,"children":1903},[1904,1905,1908],{"text":507,"type":79},{"url":313,"type":120,"children":1906},[1907],{"text":316,"type":79},{"text":318,"type":79},{"id":1910,"documentId":1911,"title":1912,"slug":1913,"description":1914,"content":1915,"createdAt":1986,"updatedAt":1987,"publishedAt":1988,"locale":29,"datePublication":1989,"coverImage":1990,"category":2024},221,"jq0y2oqsp6ns8vlig73col9p","World Cup 2026 broadcaster: M6 has it","tv-rights-world-cup-wrong-channel","The 2026 World Cup broadcaster in France is M6, which paid €120M for the rights. More than one French viewer in three still thinks TF1 has it.",[1916,1920,1924,1928,1932,1936,1940,1944,1948,1962,1966,1970,1974,1978,1982],{"type":75,"children":1917},[1918],{"text":1919,"type":79},"Acquiring sports rights means buying a future audience. That audience still has to know where to watch. M6 invested around €120 million for the World Cup; a substantial share of the public nonetheless continues to associate the event with TF1, the historic broadcaster of football’s biggest fixtures.",{"type":81,"children":1921},[1922],{"text":1923,"type":79},"36%: the share of French viewers who believe TF1 broadcasts the World Cup, whose rights M6 acquired for €120M.",{"type":75,"children":1925},[1926],{"text":1927,"type":79},"This gap is not anecdotal. It is the principal risk of an investment of that size: an audience that cannot find the right channel is a lost audience, and most of the value of a sports right concentrates into a handful of evenings.",{"type":90,"level":4,"children":1929},[1930],{"text":1931,"type":79},"Habit is an asset of the outgoing broadcaster",{"type":75,"children":1933},[1934],{"text":1935,"type":79},"Decades of major competitions on the same channel install a reflex that no announcement can displace. Viewers do not look for a broadcaster: they look for a match. Absent clear information, they go where they have always found it.",{"type":75,"children":1937},[1938],{"text":1939,"type":79},"That reflex is directly observable in searches. “World Cup which channel”, “France match tonight channel”, “where to watch the game”: these queries come from people ready to watch, hours before kick-off. Their volume measures the extent of the uncertainty; their trend measures how effective the new broadcaster’s communication is.",{"type":90,"level":4,"children":1941},[1942],{"text":1943,"type":79},"Tracking the shift, week by week and territory by territory",{"type":75,"children":1945},[1946],{"text":1947,"type":79},"The value of this signal lies in its granularity. It does not merely say “there is confusion”: a one-off study can do that too. It shows where the confusion is concentrated and how quickly it clears.",{"type":226,"format":227,"children":1949},[1950,1954,1958],{"type":230,"children":1951},[1952],{"text":1953,"type":79},"By territory: some regions shift faster, depending on channel penetration and local habits.",{"type":230,"children":1955},[1956],{"text":1957,"type":79},"By age bracket, indirectly, through the phrasing used and the devices involved.",{"type":230,"children":1959},[1960],{"text":1961,"type":79},"Over time: every announcement campaign produces a visible effect within days, or produces none.",{"type":75,"children":1963},[1964],{"text":1965,"type":79},"This changes the nature of the steering. Without it, the broadcaster discovers the problem in the first match’s ratings: when nothing can be done but absorb it. With it, several weeks remain to concentrate resources where the message has not landed.",{"type":90,"level":4,"children":1967},[1968],{"text":1969,"type":79},"A stake that goes beyond a single competition",{"type":75,"children":1971},[1972],{"text":1973,"type":79},"Acquiring premium rights rarely serves an isolated objective. It aims to install a channel or a platform as a lasting sports destination. That objective assumes the public durably associates the broadcaster with the competition: not merely that they found the right channel on the night of the final.",{"type":75,"children":1975},[1976],{"text":1977,"type":79},"The persistence of that association after the event is therefore the decisive indicator, and it is measured the same way: searches linking the channel to other competitions, in the following months, show whether the habit transferred or whether the public reverted.",{"type":90,"level":57,"children":1979},[1980],{"text":1981,"type":79},"What this implies for the next rights tenders",{"type":75,"children":1983},[1984],{"text":1985,"type":79},"A rights holder presenting an asset to competing broadcasters has every interest in documenting this dimension: existing demand, its distribution, and the cost of transferring habit. A bidding broadcaster has every interest in assessing it before setting a price. In both cases, measuring intent turns a negotiation of estimates into a documented one.","2026-07-27T12:03:45.531Z","2026-08-13T10:39:53.336Z","2026-08-09T21:04:30.747Z","2026-07-25T17:19:55.580Z",{"id":1991,"documentId":1992,"name":1993,"alternativeText":1994,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":1995,"hash":2020,"ext":148,"mime":151,"size":2021,"url":2022,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":2023,"updatedAt":2023,"publishedAt":2023},10,"gynzm5lk2re6u22ro1r7gpw7","droits-tv.webp","Régie de diffusion télévisée : mur d'écrans de contrôle pendant une retransmission",{"large":1996,"small":2002,"medium":2008,"thumbnail":2014},{"ext":148,"url":1997,"hash":1998,"mime":151,"name":1999,"path":143,"size":2000,"width":145,"height":154,"sizeInBytes":2001},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_droits_tv_bfa95eee44.webp","large_droits_tv_bfa95eee44","large_droits-tv.webp",35.82,35820,{"ext":148,"url":2003,"hash":2004,"mime":151,"name":2005,"path":143,"size":2006,"width":161,"height":162,"sizeInBytes":2007},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_droits_tv_bfa95eee44.webp","small_droits_tv_bfa95eee44","small_droits-tv.webp",17.1,17100,{"ext":148,"url":2009,"hash":2010,"mime":151,"name":2011,"path":143,"size":2012,"width":169,"height":170,"sizeInBytes":2013},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_droits_tv_bfa95eee44.webp","medium_droits_tv_bfa95eee44","medium_droits-tv.webp",26.36,26358,{"ext":148,"url":2015,"hash":2016,"mime":151,"name":2017,"path":143,"size":2018,"width":177,"height":178,"sizeInBytes":2019},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_droits_tv_bfa95eee44.webp","thumbnail_droits_tv_bfa95eee44","thumbnail_droits-tv.webp",8.36,8356,"droits_tv_bfa95eee44",47.57,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fdroits_tv_bfa95eee44.webp","2026-07-25T20:16:45.772Z",{"id":64,"documentId":187,"name":188,"slug":189,"titrePage":190,"seoDescription":191,"createdAt":192,"updatedAt":193,"publishedAt":194,"locale":29,"contenu":2025},[2026,2029,2032,2035,2040,2043,2046,2064,2067,2070,2073,2076,2079,2082,2100,2103],{"type":75,"children":2027},[2028],{"text":199,"type":79},{"type":90,"level":4,"children":2030},[2031],{"text":203,"type":79},{"type":75,"children":2033},[2034],{"text":207,"type":79},{"type":75,"children":2036},[2037,2038,2039],{"text":211,"type":79},{"bold":213,"text":214,"type":79},{"text":216,"type":79},{"type":75,"children":2041},[2042],{"text":220,"type":79},{"type":90,"level":4,"children":2044},[2045],{"text":224,"type":79},{"type":226,"format":227,"children":2047},[2048,2052,2056,2060],{"type":230,"children":2049},[2050,2051],{"bold":213,"text":233,"type":79},{"text":235,"type":79},{"type":230,"children":2053},[2054,2055],{"bold":213,"text":239,"type":79},{"text":241,"type":79},{"type":230,"children":2057},[2058,2059],{"bold":213,"text":245,"type":79},{"text":247,"type":79},{"type":230,"children":2061},[2062,2063],{"bold":213,"text":251,"type":79},{"text":253,"type":79},{"type":90,"level":4,"children":2065},[2066],{"text":257,"type":79},{"type":75,"children":2068},[2069],{"text":261,"type":79},{"type":75,"children":2071},[2072],{"text":265,"type":79},{"type":90,"level":57,"children":2074},[2075],{"text":269,"type":79},{"type":75,"children":2077},[2078],{"text":273,"type":79},{"type":90,"level":4,"children":2080},[2081],{"text":277,"type":79},{"type":226,"format":227,"children":2083},[2084,2088,2092,2096],{"type":230,"children":2085},[2086,2087],{"bold":213,"text":283,"type":79},{"text":285,"type":79},{"type":230,"children":2089},[2090,2091],{"bold":213,"text":289,"type":79},{"text":291,"type":79},{"type":230,"children":2093},[2094,2095],{"bold":213,"text":295,"type":79},{"text":297,"type":79},{"type":230,"children":2097},[2098,2099],{"bold":213,"text":301,"type":79},{"text":303,"type":79},{"type":90,"level":4,"children":2101},[2102],{"text":307,"type":79},{"type":75,"children":2104},[2105,2106,2109],{"text":311,"type":79},{"url":313,"type":120,"children":2107},[2108],{"text":316,"type":79},{"text":318,"type":79},{"id":2111,"documentId":2112,"title":2113,"slug":2114,"description":2115,"content":2116,"createdAt":2205,"updatedAt":2206,"publishedAt":2207,"locale":29,"datePublication":2208,"coverImage":2209,"category":2243},217,"k2i3oz2ofren9sijvpw9um95","Sports sponsorship: visibility or real demand","sports-sponsorship-visibility-versus-demand","A sponsorship contract guarantees presence, not association in the minds of fans. How search signals measure what visibility actually produces.",[2117,2121,2125,2129,2133,2153,2157,2161,2165,2169,2173,2193,2197,2201],{"type":75,"children":2118},[2119],{"text":2120,"type":79},"Coca-Cola was a partner of the Rugby World Cup. Presence on the boards, in fan zones, across official assets: contractual visibility, guaranteed, invoiced, and measurable in seconds of exposure. Yet the question that contract cannot settle is the only one that matters: do spectators spontaneously associate the brand with the event?",{"type":81,"children":2122},[2123],{"text":2124,"type":79},"A sponsorship contract guarantees visibility. It does not guarantee that fans associate you with the event.",{"type":90,"level":4,"children":2126},[2127],{"text":2128,"type":79},"Why the usual indicators do not answer the question",{"type":75,"children":2130},[2131],{"text":2132,"type":79},"The sponsorship market is assessed through three families of indicators, none of which measures demand.",{"type":226,"format":227,"children":2134},[2135,2141,2147],{"type":230,"children":2136},[2137,2139],{"bold":213,"text":2138,"type":79},"Media exposure. ",{"text":2140,"type":79},"Seconds on screen, advertising value equivalent, share of visibility. These measure what the advertiser bought, not what the public retained. By construction, they are independent of effectiveness.",{"type":230,"children":2142},[2143,2145],{"bold":213,"text":2144,"type":79},"Stated awareness. ",{"text":2146,"type":79},"Post-event studies ask spectators to name the partners. They measure prompted memory, sensitive to question wording, to the order of the brands offered, and to social desirability.",{"type":230,"children":2148},[2149,2151],{"bold":213,"text":2150,"type":79},"Social engagement. ",{"text":2152,"type":79},"Views, mentions and interactions depend at least as much on amplification budget as on genuine adherence. An activation can generate a great deal of bought engagement and no lasting association.",{"type":90,"level":4,"children":2154},[2155],{"text":2156,"type":79},"What joint searches reveal",{"type":75,"children":2158},[2159],{"text":2160,"type":79},"There is one signal an advertiser cannot buy: the spontaneous search. When a spectator types a brand name alongside a competition, a club or a player, they express an association they built themselves. Nobody prompted them, no question steered them.",{"type":75,"children":2162},[2163],{"text":2164,"type":79},"That signal is measurable over time, which makes it particularly useful. Joint search volume before the event gives a baseline; during, a peak; after, a residue. It is that residue which separates an effective activation from an exposure without effect: an association that falls back to its starting level as soon as the competition ends has installed nothing.",{"type":75,"children":2166},[2167],{"text":2168,"type":79},"It also compares across assets. Two partnerships at the same price do not produce the same association, and the gap is often considerable. A secondary asset strongly identified with a community can generate a stronger association than a massive presence on a general-audience event.",{"type":90,"level":4,"children":2170},[2171],{"text":2172,"type":79},"Three decisions this measurement enables",{"type":226,"format":227,"children":2174},[2175,2181,2187],{"type":230,"children":2176},[2177,2179],{"bold":213,"text":2178,"type":79},"Renew or not. ",{"text":2180,"type":79},"At contract expiry, the question is no longer “were we visible?” (the answer is yes by construction) but “did the association grow?”. A negative answer across two consecutive cycles is a renegotiation argument that can be documented.",{"type":230,"children":2182},[2183,2185],{"bold":213,"text":2184,"type":79},"Choose between two properties. ",{"text":2186,"type":79},"At equal budget, comparing the demand generated by comparable assets moves the decision from intuition to measurement.",{"type":230,"children":2188},[2189,2191],{"bold":213,"text":2190,"type":79},"Correct an activation in flight. ",{"text":2192,"type":79},"Because signals are weekly, a dispositif that fails to land can be detected during the event rather than in the end-of-season review.",{"type":90,"level":4,"children":2194},[2195],{"text":2196,"type":79},"An asymmetry that rewards those who measure first",{"type":75,"children":2198},[2199],{"text":2200,"type":79},"The sports sponsorship market is still largely negotiated on stated audiences and price history. As long as real demand stays out of the negotiation, overpriced assets remain overpriced and undervalued ones go unnoticed. The advertiser who holds this reading before signing does not pay the same price as the one who discovers it afterwards.",{"type":75,"children":2202},[2203],{"text":2204,"type":79},"That is what Noyzee provides: a measurement of the real association between a brand and a sports property, built on what audiences search for, not on what they declare, nor on what they were shown.","2026-07-27T12:03:45.314Z","2026-08-13T10:39:52.934Z","2026-08-09T21:04:29.730Z","2026-07-25T17:19:55.506Z",{"id":2210,"documentId":2211,"name":2212,"alternativeText":2213,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":2214,"hash":2239,"ext":148,"mime":151,"size":2240,"url":2241,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":2242,"updatedAt":2242,"publishedAt":2242},9,"zw7veb4ffjs0csr0ajxwblyg","sponsoring-demande.webp","Match de football en nocturne, panneaux publicitaires des sponsors visibles en bord de terrain",{"large":2215,"small":2221,"medium":2227,"thumbnail":2233},{"ext":148,"url":2216,"hash":2217,"mime":151,"name":2218,"path":143,"size":2219,"width":145,"height":154,"sizeInBytes":2220},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_sponsoring_demande_07060a8fcc.webp","large_sponsoring_demande_07060a8fcc","large_sponsoring-demande.webp",36.79,36786,{"ext":148,"url":2222,"hash":2223,"mime":151,"name":2224,"path":143,"size":2225,"width":161,"height":162,"sizeInBytes":2226},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_sponsoring_demande_07060a8fcc.webp","small_sponsoring_demande_07060a8fcc","small_sponsoring-demande.webp",14.8,14802,{"ext":148,"url":2228,"hash":2229,"mime":151,"name":2230,"path":143,"size":2231,"width":169,"height":170,"sizeInBytes":2232},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_sponsoring_demande_07060a8fcc.webp","medium_sponsoring_demande_07060a8fcc","medium_sponsoring-demande.webp",26.03,26034,{"ext":148,"url":2234,"hash":2235,"mime":151,"name":2236,"path":143,"size":2237,"width":177,"height":178,"sizeInBytes":2238},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_sponsoring_demande_07060a8fcc.webp","thumbnail_sponsoring_demande_07060a8fcc","thumbnail_sponsoring-demande.webp",4.95,4950,"sponsoring_demande_07060a8fcc",54.53,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsponsoring_demande_07060a8fcc.webp","2026-07-25T20:16:45.081Z",{"id":1423,"documentId":1424,"name":1425,"slug":1426,"titrePage":1427,"seoDescription":1428,"createdAt":1429,"updatedAt":1430,"publishedAt":1431,"locale":29,"contenu":2244},[2245,2248,2251,2254,2257,2260,2274,2277,2280,2283,2286,2289,2307,2310],{"type":75,"children":2246},[2247],{"text":1436,"type":79},{"type":90,"level":4,"children":2249},[2250],{"text":1440,"type":79},{"type":75,"children":2252},[2253],{"text":1444,"type":79},{"type":75,"children":2255},[2256],{"text":1448,"type":79},{"type":90,"level":4,"children":2258},[2259],{"text":1452,"type":79},{"type":226,"format":227,"children":2261},[2262,2266,2270],{"type":230,"children":2263},[2264,2265],{"bold":213,"text":1458,"type":79},{"text":1460,"type":79},{"type":230,"children":2267},[2268,2269],{"bold":213,"text":1464,"type":79},{"text":1466,"type":79},{"type":230,"children":2271},[2272,2273],{"bold":213,"text":1470,"type":79},{"text":1472,"type":79},{"type":75,"children":2275},[2276],{"text":1476,"type":79},{"type":90,"level":57,"children":2278},[2279],{"text":1480,"type":79},{"type":75,"children":2281},[2282],{"text":1484,"type":79},{"type":90,"level":4,"children":2284},[2285],{"text":1488,"type":79},{"type":75,"children":2287},[2288],{"text":1492,"type":79},{"type":226,"format":227,"children":2290},[2291,2295,2299,2303],{"type":230,"children":2292},[2293,2294],{"bold":213,"text":1498,"type":79},{"text":1500,"type":79},{"type":230,"children":2296},[2297,2298],{"bold":213,"text":1504,"type":79},{"text":1506,"type":79},{"type":230,"children":2300},[2301,2302],{"bold":213,"text":1510,"type":79},{"text":1512,"type":79},{"type":230,"children":2304},[2305,2306],{"bold":213,"text":1516,"type":79},{"text":1518,"type":79},{"type":90,"level":4,"children":2308},[2309],{"text":1522,"type":79},{"type":75,"children":2311},[2312,2313,2316],{"text":1526,"type":79},{"url":313,"type":120,"children":2314},[2315],{"text":316,"type":79},{"text":318,"type":79},{"id":2318,"documentId":2319,"title":2320,"slug":2321,"description":2322,"content":2323,"createdAt":2408,"updatedAt":2409,"publishedAt":2410,"locale":29,"datePublication":2411,"coverImage":2412,"category":2446},216,"fpj2d15jotzf578gmfxko6wv","Sports OTT: keeping World Cup subscribers","sports-ott-retaining-world-cup-subscribers","beIN Sports kept only one subscriber in two after the World Cup. Pre-subscription searches separate lasting interest from tournament-driven demand.",[2324,2328,2332,2336,2340,2344,2348,2352,2356,2360,2364,2384,2388,2392,2396,2400,2404],{"type":75,"children":2325},[2326],{"text":2327,"type":79},"Signing up subscribers during a major tournament is easy: the event does the work. Keeping them is another matter. beIN Sports acknowledged retaining roughly half the subscribers acquired during a World Cup. That figure is routinely presented as an inevitability of the model: the price of capturing a spike. It is far less inevitable than it looks.",{"type":81,"children":2329},[2330],{"text":2331,"type":79},"50% · the share of World Cup subscribers still present after the event.",{"type":75,"children":2333},[2334],{"text":2335,"type":79},"What separates the subscriber who stays from the one who leaves is not decided after signup, in the quality of the retention offer. It is decided before, in the nature of the interest that triggered the subscription. And that nature is observable.",{"type":90,"level":4,"children":2337},[2338],{"text":2339,"type":79},"Two identical subscribers in the CRM, two very different values",{"type":75,"children":2341},[2342],{"text":2343,"type":79},"On the day they subscribe, two people are indistinguishable in your database: same offer, same date, same acquisition channel. They have nothing in common.",{"type":75,"children":2345},[2346],{"text":2347,"type":79},"The first searched, in the preceding weeks, for “Ligue 1 fixtures”, “which channel shows the Premier League”, “sports subscription no commitment”. Their interest is structural: they follow leagues, year-round, independently of any single event. The World Cup merely triggered a decision that was already forming.",{"type":75,"children":2349},[2350],{"text":2351,"type":79},"The second searched for “watch France-Argentina tonight”, “free match stream”, “watch the final”. Their interest is event-driven. They never expressed intent about a league, a club or a sport outside the tournament. Their cancellation is not a retention failure: it was written into the signup.",{"type":75,"children":2353},[2354],{"text":2355,"type":79},"Transactional data cannot see this difference, because it starts at payment. Search signals start earlier: which is precisely where the information lives.",{"type":90,"level":4,"children":2357},[2358],{"text":2359,"type":79},"What reading intent makes it possible to decide",{"type":75,"children":2361},[2362],{"text":2363,"type":79},"Separating these two populations transforms three decisions usually made blind.",{"type":226,"format":227,"children":2365},[2366,2372,2378],{"type":230,"children":2367},[2368,2370],{"bold":213,"text":2369,"type":79},"Offer design. ",{"text":2371,"type":79},"Selling a long commitment to an event-driven audience produces deferred churn, not loyalty. Selling a short one to a structural audience leaves value on the table. Knowing the split before the event lets you size both.",{"type":230,"children":2373},[2374,2376],{"bold":213,"text":2375,"type":79},"Retention content. ",{"text":2377,"type":79},"Retaining a subscriber means knowing what they actually follow. Searches reveal the competitions and clubs that interest them beyond the tournament: often different from what is assumed, and sometimes absent from the catalogue.",{"type":230,"children":2379},[2380,2382],{"bold":213,"text":2381,"type":79},"Churn forecasting. ",{"text":2383,"type":79},"The share of structural interest in an acquisition cohort is a predictor available as soon as the event ends, well before the first cancellations show up in dashboards.",{"type":90,"level":4,"children":2385},[2386],{"text":2387,"type":79},"The real cost of a subscriber who leaves",{"type":75,"children":2389},[2390],{"text":2391,"type":79},"The stake goes beyond the headline churn rate. A subscriber acquired and then lost has consumed acquisition budget, used bandwidth on the most expensive peak of the year, and leaves a negative imprint: re-acquiring someone who has already cancelled is markedly harder than converting a fresh prospect. Post-event churn is not only lost recurring revenue, it destroys future potential.",{"type":75,"children":2393},[2394],{"text":2395,"type":79},"Conversely, a broadcaster who knows that a meaningful share of a cohort shows lasting interest can justify higher retention spend on that specific segment, instead of spreading it evenly across a population half of which will statistically leave.",{"type":90,"level":57,"children":2397},[2398],{"text":2399,"type":79},"A reading you can apply before the next major event",{"type":75,"children":2401},[2402],{"text":2403,"type":79},"The coming tournaments will produce the same pattern: an acquisition spike, then a decline. The difference will lie in what broadcasters manage to read during the spike. Mapping intent by territory and by competition, before offers open, means approaching the event with a retention forecast rather than a hope.",{"type":75,"children":2405},[2406],{"text":2407,"type":79},"That is the principle Noyzee applies: measuring what audiences search for before they subscribe, so the question shifts from “how many did we sign up?” to “how many will we keep, and which ones?”.","2026-07-27T12:03:45.078Z","2026-08-13T10:39:52.597Z","2026-08-09T21:04:29.486Z","2026-07-25T17:19:55.437Z",{"id":771,"documentId":2413,"name":2414,"alternativeText":2415,"caption":143,"focalPoint":143,"width":1157,"height":1158,"formats":2416,"hash":2441,"ext":148,"mime":151,"size":2442,"url":2443,"previewUrl":143,"provider":183,"provider_metadata":143,"createdAt":2444,"updatedAt":2444,"publishedAt":2445},"j93ke0qhmyl92decp69qznon","churn-ott.webp","Télécommande pointée vers un téléviseur diffusant un match de football, dans un salon",{"large":2417,"small":2423,"medium":2429,"thumbnail":2435},{"ext":148,"url":2418,"hash":2419,"mime":151,"name":2420,"path":143,"size":2421,"width":145,"height":154,"sizeInBytes":2422},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_churn_ott_21d19b39e9.webp","large_churn_ott_21d19b39e9","large_churn-ott.webp",33.29,33286,{"ext":148,"url":2424,"hash":2425,"mime":151,"name":2426,"path":143,"size":2427,"width":161,"height":162,"sizeInBytes":2428},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_churn_ott_21d19b39e9.webp","small_churn_ott_21d19b39e9","small_churn-ott.webp",15.36,15364,{"ext":148,"url":2430,"hash":2431,"mime":151,"name":2432,"path":143,"size":2433,"width":169,"height":170,"sizeInBytes":2434},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_churn_ott_21d19b39e9.webp","medium_churn_ott_21d19b39e9","medium_churn-ott.webp",24.57,24570,{"ext":148,"url":2436,"hash":2437,"mime":151,"name":2438,"path":143,"size":2439,"width":177,"height":178,"sizeInBytes":2440},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_churn_ott_21d19b39e9.webp","thumbnail_churn_ott_21d19b39e9","thumbnail_churn-ott.webp",6.55,6548,"churn_ott_21d19b39e9",44.28,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fchurn_ott_21d19b39e9.webp","2026-07-25T20:16:44.461Z","2026-07-25T20:16:44.462Z",{"id":420,"documentId":421,"name":422,"slug":423,"titrePage":424,"seoDescription":425,"createdAt":426,"updatedAt":427,"publishedAt":428,"locale":29,"contenu":2447},[2448,2451,2454,2457,2460,2463,2466,2469,2472,2475,2478,2496,2499,2502],{"type":75,"children":2449},[2450],{"text":433,"type":79},{"type":90,"level":4,"children":2452},[2453],{"text":437,"type":79},{"type":75,"children":2455},[2456],{"text":441,"type":79},{"type":75,"children":2458},[2459],{"text":445,"type":79},{"type":90,"level":4,"children":2461},[2462],{"text":449,"type":79},{"type":75,"children":2464},[2465],{"text":453,"type":79},{"type":75,"children":2467},[2468],{"text":457,"type":79},{"type":90,"level":57,"children":2470},[2471],{"text":461,"type":79},{"type":75,"children":2473},[2474],{"text":465,"type":79},{"type":90,"level":4,"children":2476},[2477],{"text":469,"type":79},{"type":226,"format":227,"children":2479},[2480,2484,2488,2492],{"type":230,"children":2481},[2482,2483],{"bold":213,"text":475,"type":79},{"text":477,"type":79},{"type":230,"children":2485},[2486,2487],{"bold":213,"text":481,"type":79},{"text":483,"type":79},{"type":230,"children":2489},[2490,2491],{"bold":213,"text":487,"type":79},{"text":489,"type":79},{"type":230,"children":2493},[2494,2495],{"bold":213,"text":493,"type":79},{"text":495,"type":79},{"type":90,"level":4,"children":2497},[2498],{"text":499,"type":79},{"type":75,"children":2500},[2501],{"text":503,"type":79},{"type":75,"children":2503},[2504,2505,2508],{"text":507,"type":79},{"url":313,"type":120,"children":2506},[2507],{"text":316,"type":79},{"text":318,"type":79},{"id":44,"documentId":2510,"denomination":2511,"formeJuridique":2512,"capitalSocial":143,"adresse":2513,"codePostal":2514,"ville":2515,"pays":2516,"siren":2517,"rcs":143,"tvaIntracommunautaire":2518,"directeurPublication":2511,"emailContact":2519,"emailRgpd":143,"telephone":143,"linkedinUrl":2520,"hebergeurNom":2521,"hebergeurAdresse":2522,"hebergeurRegion":2523,"fournisseurEmail":2524,"dpoNom":143,"createdAt":2525,"updatedAt":2526,"publishedAt":2527,"nomCommercial":2528,"siret":2529,"codeApe":2530,"directeurRole":2531,"directeurBio":2532,"directeurLinkedin":2533},"blgmlpdqpv4rdotwlvvj5rk2","Brice Le Ficher","","29 rue du Capitaine Ferber","92130","Issy-les-Moulineaux","France","988 729 745","FR57988729745","brice@noyzee.io","https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fnoyzee","Microsoft Ireland Operations Limited (Microsoft Azure)","One Microsoft Place, South County Business Park, Leopardstown, Dublin 18, D18 P521, Irlande","France Central (Paris)","Google Ireland Limited (Google Workspace)","2026-07-25T17:19:58.435Z","2026-08-13T10:23:23.758Z","2026-08-13T10:23:23.751Z","Noyzee","988 729 745 00014","7022Z, Conseil pour les affaires et autres conseils de gestion","Fondateur de Noyzee","Brice Le Ficher est le fondateur de Noyzee, société incubée à Station F, à Paris, qui mesure l'intelligence de la demande des fans pour le sport business. Il publie régulièrement des analyses du secteur (audiences, droits médias, sponsoring) dont le blog de Noyzee reprend et développe les sujets. Il est directeur de la publication du site noyzee.io et l'auteur des analyses qui y paraissent.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fbrice-le-ficher-3b388415a\u002F"]