[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"company":38,"legal-nav-en":65,"article-activation-two-thirds-will-follow-but-where":92,"related-activation-two-thirds-will-follow-but-where":387},{"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",{"id":39,"documentId":40,"denomination":41,"formeJuridique":42,"capitalSocial":43,"adresse":44,"codePostal":45,"ville":46,"pays":47,"siren":48,"rcs":43,"tvaIntracommunautaire":49,"directeurPublication":41,"emailContact":50,"emailRgpd":43,"telephone":43,"linkedinUrl":51,"hebergeurNom":52,"hebergeurAdresse":53,"hebergeurRegion":54,"fournisseurEmail":55,"dpoNom":43,"createdAt":56,"updatedAt":57,"publishedAt":58,"nomCommercial":59,"siret":60,"codeApe":61,"directeurRole":62,"directeurBio":63,"directeurLinkedin":64},1,"blgmlpdqpv4rdotwlvvj5rk2","Brice Le Ficher","",null,"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",[66,72,78,85],{"id":67,"documentId":68,"title":69,"slug":70,"ordre":39,"cle":71},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice","mentions-legales",{"id":73,"documentId":74,"title":75,"slug":76,"ordre":4,"cle":77},52,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":79,"documentId":80,"title":81,"slug":82,"ordre":83,"cle":84},53,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use",3,"cgu",{"id":86,"documentId":87,"title":88,"slug":89,"ordre":90,"cle":91},54,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",{"id":93,"documentId":94,"title":95,"slug":96,"description":97,"content":98,"createdAt":159,"updatedAt":160,"publishedAt":161,"locale":29,"datePublication":162,"coverImage":163,"category":209,"localizations":314,"faq":380,"sources":381},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.",[99,105,109,114,118,122,127,131,135,139,143,147,151,155],{"type":100,"children":101},"paragraph",[102],{"text":103,"type":104},"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\".","text",{"type":100,"children":106},[107],{"text":108,"type":104},"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":110,"level":4,"children":111},"heading",[112],{"text":113,"type":104},"A national average always hides two populations",{"type":100,"children":115},[116],{"text":117,"type":104},"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":100,"children":119},[120],{"text":121,"type":104},"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":123,"children":124},"quote",[125],{"text":126,"type":104},"67% · share of French people saying they will follow the 2026 World Cup",{"type":110,"level":4,"children":128},[129],{"text":130,"type":104},"Density rather than volume",{"type":100,"children":132},[133],{"text":134,"type":104},"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":100,"children":136},[137],{"text":138,"type":104},"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":110,"level":4,"children":140},[141],{"text":142,"type":104},"Timing is not the same everywhere",{"type":100,"children":144},[145],{"text":146,"type":104},"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":100,"children":148},[149],{"text":150,"type":104},"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":110,"level":83,"children":152},[153],{"text":154,"type":104},"What it takes to execute",{"type":100,"children":156},[157],{"text":158,"type":104},"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":164,"documentId":165,"name":166,"alternativeText":167,"caption":43,"focalPoint":43,"width":168,"height":169,"formats":170,"hash":204,"ext":172,"mime":175,"size":205,"url":206,"previewUrl":43,"provider":207,"provider_metadata":43,"createdAt":208,"updatedAt":208,"publishedAt":208},17,"xlkwaf0xptxmwpm8ef6eovm3","activation-territoires.webp","Petits drapeaux plantés sur une carte du monde, Europe au premier plan",1600,1000,{"large":171,"small":180,"medium":188,"thumbnail":196},{"ext":172,"url":173,"hash":174,"mime":175,"name":176,"path":43,"size":177,"width":169,"height":178,"sizeInBytes":179},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_activation_territoires_c2f80a6c42.webp","large_activation_territoires_c2f80a6c42","image\u002Fwebp","large_activation-territoires.webp",54.99,625,54990,{"ext":172,"url":181,"hash":182,"mime":175,"name":183,"path":43,"size":184,"width":185,"height":186,"sizeInBytes":187},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_activation_territoires_c2f80a6c42.webp","small_activation_territoires_c2f80a6c42","small_activation-territoires.webp",23.45,500,312,23454,{"ext":172,"url":189,"hash":190,"mime":175,"name":191,"path":43,"size":192,"width":193,"height":194,"sizeInBytes":195},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_activation_territoires_c2f80a6c42.webp","medium_activation_territoires_c2f80a6c42","medium_activation-territoires.webp",38.31,750,469,38306,{"ext":172,"url":197,"hash":198,"mime":175,"name":199,"path":43,"size":200,"width":201,"height":202,"sizeInBytes":203},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_activation_territoires_c2f80a6c42.webp","thumbnail_activation_territoires_c2f80a6c42","thumbnail_activation-territoires.webp",9.25,245,153,9252,"activation_territoires_c2f80a6c42",98.09,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Factivation_territoires_c2f80a6c42.webp","strapi-provider-upload-azure-storage","2026-07-28T08:25:47.886Z",{"id":210,"documentId":211,"name":212,"slug":213,"titrePage":214,"seoDescription":215,"createdAt":216,"updatedAt":217,"publishedAt":218,"locale":29,"contenu":219},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",[220,224,228,232,236,240,244,274,278,282,286,290,294,298,302],{"type":100,"children":221},[222],{"text":223,"type":104},"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":110,"level":4,"children":225},[226],{"text":227,"type":104},"The activation budget is decided before the creative",{"type":100,"children":229},[230],{"text":231,"type":104},"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":100,"children":233},[234],{"text":235,"type":104},"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":110,"level":4,"children":237},[238],{"text":239,"type":104},"Target territories, not personas",{"type":100,"children":241},[242],{"text":243,"type":104},"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":245,"format":246,"children":247},"list","unordered",[248,256,262,268],{"type":249,"children":250},"list-item",[251,254],{"bold":252,"text":253,"type":104},true,"Hot territory",{"text":255,"type":104},": strong demand, offer present. Activation competes with what exists; share of voice is expensive.",{"type":249,"children":257},[258,260],{"bold":252,"text":259,"type":104},"Ripe territory",{"text":261,"type":104},": strong demand, no offer. The best effort-to-effect ratio, and the most often overlooked.",{"type":249,"children":263},[264,266],{"bold":252,"text":265,"type":104},"Cold territory",{"text":267,"type":104},": weak demand despite an offer. Interest has to be created before it can be captured, which is a different budget.",{"type":249,"children":269},[270,272],{"bold":252,"text":271,"type":104},"Emerging territory",{"text":273,"type":104},": weak but fast-rising demand. Justifies a light presence and a short review horizon.",{"type":110,"level":4,"children":275},[276],{"text":277,"type":104},"Timing: the curve matters more than the date",{"type":100,"children":279},[280],{"text":281,"type":104},"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":100,"children":283},[284],{"text":285,"type":104},"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":110,"level":83,"children":287},[288],{"text":289,"type":104},"Measuring an activation honestly",{"type":100,"children":291},[292],{"text":293,"type":104},"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":110,"level":4,"children":295},[296],{"text":297,"type":104},"Where to start",{"type":100,"children":299},[300],{"text":301,"type":104},"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":100,"children":303},[304,306,312],{"text":305,"type":104},"The underlying measurement methods are detailed in the Methodology category, and the vocabulary in the ",{"url":307,"type":308,"children":309},"\u002Fen\u002Fglossary","link",[310],{"text":311,"type":104},"glossary",{"text":313,"type":104},".",[315],{"id":316,"documentId":94,"title":317,"slug":318,"description":319,"content":320,"createdAt":162,"updatedAt":377,"publishedAt":378,"locale":379,"datePublication":162},233,"67 % suivront le Mondial, mais où sont-ils ?","activation-67-pourcent-suivront-le-mondial","67 % des Français déclarent vouloir suivre la Coupe du monde 2026. Un chiffre national ne cadre aucune activation : sa répartition, si.",[321,325,329,333,337,341,345,349,353,357,361,365,369,373],{"type":100,"children":322},[323],{"text":324,"type":104},"L'étude WPP Media menée avant la Coupe du monde 2026 établit que 67 % des Français déclarent vouloir suivre la compétition. Le chiffre est solide, il est utile, et il ne permet de prendre aucune décision d'activation. Aucun budget média ne s'achète à l'échelle « France ».",{"type":100,"children":326},[327],{"text":328,"type":104},"L'écart entre une statistique nationale et un plan exécutable est celui qui sépare une intention agrégée d'une intention située. Combler cet écart est l'essentiel du travail.",{"type":110,"level":4,"children":330},[331],{"text":332,"type":104},"Une moyenne nationale masque toujours deux populations",{"type":100,"children":334},[335],{"text":336,"type":104},"Un taux de 67 % peut recouvrir une France homogène, où chaque territoire y est, ou une France contrastée, où certaines zones dépassent 85 % et d'autres plafonnent à 40 %. Les deux hypothèses appellent des plans opposés : la première justifie une couverture large, la seconde une concentration.",{"type":100,"children":338},[339],{"text":340,"type":104},"Aucune enquête d'opinion, à cette taille d'échantillon, ne permet de trancher. Les recherches, elles, sont nativement localisées : elles disent où l'intérêt se forme, à quelle intensité, et à quel moment.",{"type":123,"children":342},[343],{"text":344,"type":104},"67 % : part des Français déclarant vouloir suivre la Coupe du monde 2026",{"type":110,"level":4,"children":346},[347],{"text":348,"type":104},"Densité plutôt que volume",{"type":100,"children":350},[351],{"text":352,"type":104},"Le réflexe consiste à classer les territoires par volume : les grandes agglomérations arrivent en tête, on y concentre les moyens. Ce classement est mécanique : il reproduit la carte de la population, pas celle de l'intérêt.",{"type":100,"children":354},[355],{"text":356,"type":104},"Rapporter le volume à la population change l'ordre. Des villes moyennes apparaissent avec des densités d'intention supérieures à celles des métropoles, et elles présentent deux avantages : la concurrence publicitaire y est moindre, et la part de voix s'y achète à un coût sans rapport avec celui des grands marchés.",{"type":110,"level":4,"children":358},[359],{"text":360,"type":104},"Le moment n'est pas le même partout",{"type":100,"children":362},[363],{"text":364,"type":104},"La courbe d'intention ne monte pas simultanément sur tout le territoire. Elle suit les calendriers de diffusion, les décalages horaires, les habitudes locales de consommation. Un plan national à date unique arrive trop tôt sur certaines zones et trop tard sur d'autres.",{"type":100,"children":366},[367],{"text":368,"type":104},"Décaler l'ouverture de la pression média de quelques jours selon les territoires ne coûte rien en production et modifie sensiblement le rendement. C'est l'un des rares arbitrages où l'information disponible se traduit directement en gain.",{"type":110,"level":83,"children":370},[371],{"text":372,"type":104},"Ce qu'il faut pour l'exécuter",{"type":100,"children":374},[375],{"text":376,"type":104},"Trois éléments suffisent : une mesure d'intention par territoire, une mesure de l'offre déjà présente sur ces mêmes territoires, et une lecture de la courbe dans le temps. Le reste (création, formats, achat) se décide ensuite, et se décide mieux.","2026-08-13T10:39:54.796Z","2026-08-13T10:39:54.865Z","fr",[],[382],{"id":383,"libelle":384,"url":385,"date":386},226,"Étude WPP Media : 67 % des Français déclarent vouloir suivre la Coupe du monde 2026, Orange Sports \u002F Media365","https:\u002F\u002Fsports.orange.fr\u002Ffootball\u002Fcoupe-du-monde\u002Farticle\u002Fcoupe-du-monde-2026-les-francais-prets-a-suivre-la-competition-mais-ne-savent-pas-ou-exclu-CNT000002pQXFm.html","2026",[388,572,799],{"id":389,"documentId":390,"title":391,"slug":392,"description":393,"content":394,"createdAt":467,"updatedAt":468,"publishedAt":469,"locale":29,"datePublication":470,"coverImage":471,"category":506},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.",[395,399,403,407,411,415,419,423,427,431,435,455,459,463],{"type":100,"children":396},[397],{"text":398,"type":104},"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":100,"children":400},[401],{"text":402,"type":104},"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":110,"level":4,"children":404},[405],{"text":406,"type":104},"The denominator you choose decides the budget",{"type":100,"children":408},[409],{"text":410,"type":104},"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":100,"children":412},[413],{"text":414,"type":104},"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":123,"children":416},[417],{"text":418,"type":104},"8% · share of French respondents considering a subscription to follow the competition",{"type":110,"level":4,"children":420},[421],{"text":422,"type":104},"Where those 8% are",{"type":100,"children":424},[425],{"text":426,"type":104},"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":100,"children":428},[429],{"text":430,"type":104},"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":110,"level":83,"children":432},[433],{"text":434,"type":104},"Three decisions it changes",{"type":245,"format":246,"children":436},[437,443,449],{"type":249,"children":438},[439,441],{"bold":252,"text":440,"type":104},"Geographic split ",{"text":442,"type":104},"stops following population density and starts following intent density.",{"type":249,"children":444},[445,447],{"bold":252,"text":446,"type":104},"The message ",{"text":448,"type":104},"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":249,"children":450},[451,453],{"bold":252,"text":452,"type":104},"The window ",{"text":454,"type":104},"narrows to the days when intent forms, instead of spreading across the whole competition.",{"type":110,"level":4,"children":456},[457],{"text":458,"type":104},"What the figure does not say",{"type":100,"children":460},[461],{"text":462,"type":104},"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":100,"children":464},[465],{"text":466,"type":104},"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":472,"documentId":473,"name":474,"alternativeText":475,"caption":43,"focalPoint":43,"width":168,"height":169,"formats":476,"hash":501,"ext":172,"mime":175,"size":502,"url":503,"previewUrl":43,"provider":207,"provider_metadata":43,"createdAt":504,"updatedAt":504,"publishedAt":505},15,"de27hee35slrqwinfrv1bofd","activation-abonnement.webp","Main tenant une télécommande devant un téléviseur éteint, dans un salon",{"large":477,"small":483,"medium":489,"thumbnail":495},{"ext":172,"url":478,"hash":479,"mime":175,"name":480,"path":43,"size":481,"width":169,"height":178,"sizeInBytes":482},"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":172,"url":484,"hash":485,"mime":175,"name":486,"path":43,"size":487,"width":185,"height":186,"sizeInBytes":488},"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":172,"url":490,"hash":491,"mime":175,"name":492,"path":43,"size":493,"width":193,"height":194,"sizeInBytes":494},"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":172,"url":496,"hash":497,"mime":175,"name":498,"path":43,"size":499,"width":201,"height":202,"sizeInBytes":500},"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":210,"documentId":211,"name":212,"slug":213,"titrePage":214,"seoDescription":215,"createdAt":216,"updatedAt":217,"publishedAt":218,"locale":29,"contenu":507},[508,511,514,517,520,523,526,544,547,550,553,556,559,562,565],{"type":100,"children":509},[510],{"text":223,"type":104},{"type":110,"level":4,"children":512},[513],{"text":227,"type":104},{"type":100,"children":515},[516],{"text":231,"type":104},{"type":100,"children":518},[519],{"text":235,"type":104},{"type":110,"level":4,"children":521},[522],{"text":239,"type":104},{"type":100,"children":524},[525],{"text":243,"type":104},{"type":245,"format":246,"children":527},[528,532,536,540],{"type":249,"children":529},[530,531],{"bold":252,"text":253,"type":104},{"text":255,"type":104},{"type":249,"children":533},[534,535],{"bold":252,"text":259,"type":104},{"text":261,"type":104},{"type":249,"children":537},[538,539],{"bold":252,"text":265,"type":104},{"text":267,"type":104},{"type":249,"children":541},[542,543],{"bold":252,"text":271,"type":104},{"text":273,"type":104},{"type":110,"level":4,"children":545},[546],{"text":277,"type":104},{"type":100,"children":548},[549],{"text":281,"type":104},{"type":100,"children":551},[552],{"text":285,"type":104},{"type":110,"level":83,"children":554},[555],{"text":289,"type":104},{"type":100,"children":557},[558],{"text":293,"type":104},{"type":110,"level":4,"children":560},[561],{"text":297,"type":104},{"type":100,"children":563},[564],{"text":301,"type":104},{"type":100,"children":566},[567,568,571],{"text":305,"type":104},{"url":307,"type":308,"children":569},[570],{"text":311,"type":104},{"text":313,"type":104},{"id":573,"documentId":574,"title":575,"slug":576,"description":577,"content":578,"createdAt":634,"updatedAt":635,"publishedAt":636,"locale":29,"datePublication":637,"coverImage":638,"category":673},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.",[579,583,587,591,595,599,603,607,611,615,626,630],{"type":100,"children":580},[581],{"text":582,"type":104},"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.",{"type":123,"children":584},[585],{"text":586,"type":104},"75M · euros a year from Nike to PSG, under a deal running to 2032",{"type":100,"children":588},[589],{"text":590,"type":104},"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":110,"level":4,"children":592},[593],{"text":594,"type":104},"A global club does not have one audience, it has several",{"type":100,"children":596},[597],{"text":598,"type":104},"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":100,"children":600},[601],{"text":602,"type":104},"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":110,"level":4,"children":604},[605],{"text":606,"type":104},"Association is measured, not inferred",{"type":100,"children":608},[609],{"text":610,"type":104},"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":100,"children":612},[613],{"text":614,"type":104},"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":100,"children":616},[617,619,624],{"text":618,"type":104},"It is the same distinction set out in our piece on ",{"url":620,"type":308,"children":621},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand",[622],{"text":623,"type":104},"visibility versus demand",{"text":625,"type":104},", applied here to one club and to contracts whose end dates are known.",{"type":110,"level":4,"children":627},[628],{"text":629,"type":104},"Whose decision this is",{"type":100,"children":631},[632],{"text":633,"type":104},"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":639,"documentId":640,"name":641,"alternativeText":642,"caption":43,"focalPoint":43,"width":168,"height":169,"formats":643,"hash":668,"ext":172,"mime":175,"size":669,"url":670,"previewUrl":43,"provider":207,"provider_metadata":43,"createdAt":671,"updatedAt":671,"publishedAt":672},27,"dodx1yydmg6friobrs7sdv95","psg-sponsors.webp","Vue aérienne des tribunes garnies et de la pelouse d’un grand stade de football",{"large":644,"small":650,"medium":656,"thumbnail":662},{"ext":172,"url":645,"hash":646,"mime":175,"name":647,"path":43,"size":648,"width":169,"height":178,"sizeInBytes":649},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_psg_sponsors_d037a84edb.webp","large_psg_sponsors_d037a84edb","large_psg-sponsors.webp",134.6,134604,{"ext":172,"url":651,"hash":652,"mime":175,"name":653,"path":43,"size":654,"width":185,"height":186,"sizeInBytes":655},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_psg_sponsors_d037a84edb.webp","small_psg_sponsors_d037a84edb","small_psg-sponsors.webp",38.22,38224,{"ext":172,"url":657,"hash":658,"mime":175,"name":659,"path":43,"size":660,"width":193,"height":194,"sizeInBytes":661},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_psg_sponsors_d037a84edb.webp","medium_psg_sponsors_d037a84edb","medium_psg-sponsors.webp",80.43,80428,{"ext":172,"url":663,"hash":664,"mime":175,"name":665,"path":43,"size":666,"width":201,"height":202,"sizeInBytes":667},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_psg_sponsors_d037a84edb.webp","thumbnail_psg_sponsors_d037a84edb","thumbnail_psg-sponsors.webp",10.23,10226,"psg_sponsors_d037a84edb",350.2,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fpsg_sponsors_d037a84edb.webp","2026-07-29T07:39:31.496Z","2026-07-29T07:39:31.497Z",{"id":90,"documentId":674,"name":675,"slug":676,"titrePage":677,"seoDescription":678,"createdAt":679,"updatedAt":680,"publishedAt":681,"locale":29,"contenu":682},"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",[683,687,691,695,703,707,711,737,741,745,749,753,757,761,787,791],{"type":100,"children":684},[685],{"text":686,"type":104},"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":110,"level":4,"children":688},[689],{"text":690,"type":104},"What a demand signal measures, and what it does not",{"type":100,"children":692},[693],{"text":694,"type":104},"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":100,"children":696},[697,699,701],{"text":698,"type":104},"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":252,"text":700,"type":104},"\"where to watch France Spain\"",{"text":702,"type":104}," is an intention, not an exposure.",{"type":100,"children":704},[705],{"text":706,"type":104},"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":110,"level":4,"children":708},[709],{"text":710,"type":104},"The four families of signals usable in sport",{"type":245,"format":246,"children":712},[713,719,725,731],{"type":249,"children":714},[715,717],{"bold":252,"text":716,"type":104},"Access signals",{"text":718,"type":104},": where to watch, on which channel, at what time. They reveal immediate consumption intent and cluster in the 72 hours before an event.",{"type":249,"children":720},[721,723],{"bold":252,"text":722,"type":104},"Acquisition signals",{"text":724,"type":104},": subscription comparisons, price, offer and cancellation searches. They announce a shift in the subscriber base, in either direction.",{"type":249,"children":726},[727,729],{"bold":252,"text":728,"type":104},"Presence signals",{"text":730,"type":104},": ticketing, travel, accommodation, fan zones. They locate physical demand, which media audiences cannot do.",{"type":249,"children":732},[733,735],{"bold":252,"text":734,"type":104},"Affiliation signals",{"text":736,"type":104},": searches about an athlete, a club, a kit supplier. They measure attachment where it forms, often far from the historical territory.",{"type":110,"level":4,"children":738},[739],{"text":740,"type":104},"Why demand becomes visible before it converts",{"type":100,"children":742},[743],{"text":744,"type":104},"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":100,"children":746},[747],{"text":748,"type":104},"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":110,"level":83,"children":750},[751],{"text":752,"type":104},"The case of invisible territories",{"type":100,"children":754},[755],{"text":756,"type":104},"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":110,"level":4,"children":758},[759],{"text":760,"type":104},"What each segment decides with them",{"type":245,"format":246,"children":762},[763,769,775,781],{"type":249,"children":764},[765,767],{"bold":252,"text":766,"type":104},"Brands and sponsors",{"text":768,"type":104},": choose between two assets on the real demand of their target audience, rather than on the asset’s gross reach.",{"type":249,"children":770},[771,773],{"bold":252,"text":772,"type":104},"Federations and leagues",{"text":774,"type":104},": identify development territories where interest already exists, before investing in structure.",{"type":249,"children":776},[777,779],{"bold":252,"text":778,"type":104},"Event organisers",{"text":780,"type":104},": time the on-sale and the promotional pressure against the search curve rather than last year’s calendar.",{"type":249,"children":782},[783,785],{"bold":252,"text":784,"type":104},"Broadcasters",{"text":786,"type":104},": separate, within a subscription spike, what reflects durable interest from what reflects a tournament.",{"type":110,"level":4,"children":788},[789],{"text":790,"type":104},"How to read the articles in this category",{"type":100,"children":792},[793,795,798],{"text":794,"type":104},"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":307,"type":308,"children":796},[797],{"text":311,"type":104},{"text":313,"type":104},{"id":800,"documentId":801,"title":802,"slug":803,"description":804,"content":805,"createdAt":860,"updatedAt":861,"publishedAt":862,"locale":29,"datePublication":863,"coverImage":864,"category":899},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.",[806,810,814,818,822,826,830,834,838,849,852,856],{"type":100,"children":807},[808],{"text":809,"type":104},"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":123,"children":811},[812],{"text":813,"type":104},"480M · euros committed by Canal+ for the three European competitions",{"type":100,"children":815},[816],{"text":817,"type":104},"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":110,"level":4,"children":819},[820],{"text":821,"type":104},"Fragmentation leaves no trace at the broadcaster",{"type":100,"children":823},[824],{"text":825,"type":104},"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":100,"children":827},[828],{"text":829,"type":104},"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":110,"level":4,"children":831},[832],{"text":833,"type":104},"What search does show",{"type":100,"children":835},[836],{"text":837,"type":104},"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":100,"children":839},[840,842,847],{"text":841,"type":104},"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":843,"type":308,"children":844},"\u002Fen\u002Fblog\u002Ftv-rights-world-cup-wrong-channel",[845],{"text":846,"type":104},"World Cup broadcast rights",{"text":848,"type":104},". The difference here is that the confusion is not between two competing broadcasters, but between two offers from the same one.",{"type":110,"level":4,"children":850},[851],{"text":629,"type":104},{"type":100,"children":853},[854],{"text":855,"type":104},"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":100,"children":857},[858],{"text":859,"type":104},"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":865,"documentId":866,"name":867,"alternativeText":868,"caption":43,"focalPoint":43,"width":168,"height":169,"formats":869,"hash":894,"ext":172,"mime":175,"size":895,"url":896,"previewUrl":43,"provider":207,"provider_metadata":43,"createdAt":897,"updatedAt":897,"publishedAt":898},26,"ktm5owt7ftybdxqqc8mmr868","ldc-acces.webp","Portillon d'accès en acier affichant une croix rouge, passage refusé",{"large":870,"small":876,"medium":882,"thumbnail":888},{"ext":172,"url":871,"hash":872,"mime":175,"name":873,"path":43,"size":874,"width":169,"height":178,"sizeInBytes":875},"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":172,"url":877,"hash":878,"mime":175,"name":879,"path":43,"size":880,"width":185,"height":186,"sizeInBytes":881},"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":172,"url":883,"hash":884,"mime":175,"name":885,"path":43,"size":886,"width":193,"height":194,"sizeInBytes":887},"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":172,"url":889,"hash":890,"mime":175,"name":891,"path":43,"size":892,"width":201,"height":202,"sizeInBytes":893},"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":900,"documentId":901,"name":902,"slug":903,"titrePage":904,"seoDescription":905,"createdAt":906,"updatedAt":907,"publishedAt":908,"locale":29,"contenu":909},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",[910,914,918,922,926,930,934,938,942,946,950,976,980,984],{"type":100,"children":911},[912],{"text":913,"type":104},"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":110,"level":4,"children":915},[916],{"text":917,"type":104},"What an audience figure does not say",{"type":100,"children":919},[920],{"text":921,"type":104},"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":100,"children":923},[924],{"text":925,"type":104},"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":110,"level":4,"children":927},[928],{"text":929,"type":104},"Churn is not a law of the model",{"type":100,"children":931},[932],{"text":933,"type":104},"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":100,"children":935},[936],{"text":937,"type":104},"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":110,"level":83,"children":939},[940],{"text":941,"type":104},"The awareness effect and its invisible half",{"type":100,"children":943},[944],{"text":945,"type":104},"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":110,"level":4,"children":947},[948],{"text":949,"type":104},"What upstream demand adds to a negotiation",{"type":245,"format":246,"children":951},[952,958,964,970],{"type":249,"children":953},[954,956],{"bold":252,"text":955,"type":104},"Valuing a package",{"text":957,"type":104},": documenting existing, underserved demand country by country, rather than projecting audience from history.",{"type":249,"children":959},[960,962],{"bold":252,"text":961,"type":104},"Weighing exclusivity",{"text":963,"type":104},": measuring whether interest concentrates on an event or spreads across a season.",{"type":249,"children":965},[966,968],{"bold":252,"text":967,"type":104},"Setting a window",{"text":969,"type":104},": timing the go-to-market against the actual rise in interest, which does not always match the sporting calendar.",{"type":249,"children":971},[972,974],{"bold":252,"text":973,"type":104},"Justifying a renewal",{"text":975,"type":104},": showing demand growing before it shows up in audience figures.",{"type":110,"level":4,"children":977},[978],{"text":979,"type":104},"Reading sports business figures without fooling yourself",{"type":100,"children":981},[982],{"text":983,"type":104},"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":100,"children":985},[986,988,991],{"text":987,"type":104},"The analyses published here follow those rules and cite their sources at the end. The vocabulary is defined in the ",{"url":307,"type":308,"children":989},[990],{"text":311,"type":104},{"text":313,"type":104}]