[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"company":38,"article-swimming-olympic-legacy-marketing-rights":65,"legal-nav-en":574,"related-swimming-olympic-legacy-marketing-rights":600},{"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",{"id":66,"documentId":67,"title":68,"slug":69,"description":70,"content":71,"createdAt":178,"updatedAt":178,"publishedAt":179,"locale":29,"datePublication":180,"coverImage":181,"category":228,"localizations":443,"faq":547,"sources":564},357,"j5be7gn9qv77pjlnkcgt71fk","European Swimming Championships in Paris: the unsold legacy","swimming-olympic-legacy-marketing-rights","The European swimming championships in Paris filled the stands, not the marketing plan. Interest in Léon Marchand is real: it now has to be quantified to sell.",[72,78,82,87,91,95,99,103,108,112,116,140,159,163,167],{"type":73,"children":74},"paragraph",[75],{"text":76,"type":77},"The European Aquatics Championships ran from 31 July to 16 August 2026 in Paris and Saint-Denis, at the Olympic Aquatics Centre and in the Seine. France had not hosted them since 1987. Two weeks before the opening, the French Swimming Federation (FFN) reported 51,000 tickets sold out of 60,000 planned, and a total budget of 17.1 million euros almost on target.","text",{"type":73,"children":79},[80],{"text":81,"type":77},"On one point its director general, Laurent Ciubini, was less pleased. On the marketing side, he told Sport Business Club, the federation “was counting on a certain legacy from the Paris Games, but it was a bit disappointing.” The commercial plan was also cut back by the categories reserved by European Aquatics, to which the FFN pays 3.5 million euros in rights.",{"type":83,"level":4,"children":84},"heading",[85],{"text":86,"type":77},"Tickets that sell, rights that do not",{"type":73,"children":88},[89],{"text":90,"type":77},"The two results do not contradict each other. A ticket is sold to someone who has already decided, for one evening. A marketing right is sold to a partner who has to justify, to its own board, what a relationship with that audience will return over several years.",{"type":73,"children":92},[93],{"text":94,"type":77},"The attention created by Paris 2024 is real. Léon Marchand, four-time Olympic champion in Paris, has become one of the faces of French sport. But a partner does not buy fame: it buys an audience that can be described, located and followed over time. Without that description, the federation is selling a memory, and memories get negotiated down.",{"type":83,"level":4,"children":96},[97],{"text":98,"type":77},"Léon Marchand: demand that changed shape",{"type":73,"children":100},[101],{"text":102,"type":77},"The usual gauge of legacy, the licence, does not tell the whole story. According to Clément Anne, a statistician at INJEP quoted by RCF, swimming licences have risen by around 1 to 2% since the Games. The federation still sits at about 400,000 members, against more than 13 million occasional swimmers.",{"type":104,"children":105},"quote",[106],{"text":107,"type":77},"1 to 2% · rise in French swimming licences since the Paris Games, according to INJEP",{"type":73,"children":109},[110],{"text":111,"type":77},"That figure does not measure appetite. What gets counted, Clément Anne points out, is “licences issued, not licences refused.” Pool lanes and qualified instructors are in short supply: the licence hits a supply ceiling, not a demand one.",{"type":73,"children":113},[114],{"text":115,"type":77},"The people who searched for Léon Marchand during Paris 2024 have not gone anywhere. They search differently now: race times, tickets, replays, and for some of them a club or lessons near home. Those searches can be read along three lines.",{"type":117,"format":118,"children":119},"list","unordered",[120,128,134],{"type":121,"children":122},"list-item",[123,126],{"bold":124,"text":125,"type":77},true,"The curve",{"text":127,"type":77},": how demand moves before, during and after the event, and whether it tips into participation queries.",{"type":121,"children":129},[130,132],{"bold":124,"text":131,"type":77},"The content",{"text":133,"type":77},": what people actually look for, results, tickets, replays or registration. Each intent points to a different partner.",{"type":121,"children":135},[136,138],{"bold":124,"text":137,"type":77},"The geography",{"text":139,"type":77},": where these new audiences are, and whether they reach beyond the Paris region.",{"type":73,"children":141},[142,144,150,152,157],{"text":143,"type":77},"It is the same gap already described between ",{"url":145,"type":146,"children":147},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand","link",[148],{"text":149,"type":77},"visibility that is bought and demand that is measured",{"text":151,"type":77},": an audience figure does not say what people want to do next, as the ",{"url":153,"type":146,"children":154},"\u002Fen\u002Fblog\u002Fworld-cup-2026-record-reach-limits",[155],{"text":156,"type":77},"record reach of the World Cup on M6",{"text":158,"type":77}," showed.",{"type":83,"level":4,"children":160},[161],{"text":162,"type":77},"Selling rights on quantified demand",{"type":73,"children":164},[165],{"text":166,"type":77},"The FFN is already looking past the Europeans: the Olympic Aquatics Centre is due to host a World Cup leg in autumn 2027, then the French Championships in 2028. Each of those events raises the same commercial question.",{"type":73,"children":168},[169,171,176],{"text":170,"type":77},"For a federation, the concrete decision is to build its partnership offer on observed demand rather than on the fame of its champions: a search volume tracked over time, a share of participation intent, the areas where these audiences concentrate. An equipment brand, an energy company or a local authority can then buy a right on an audience it can see, and the federation can defend the price. The underlying logic is set out on the ",{"url":172,"type":146,"children":173},"\u002Fen\u002Fblog\u002Fcategory\u002Fparticipation",[174],{"text":175,"type":77},"Participation",{"text":177,"type":77}," page.","2026-10-04T21:39:23.727Z","2026-10-13T00:27:05.097Z","2026-10-13T07:00:00.000Z",{"id":182,"documentId":183,"name":184,"alternativeText":185,"caption":43,"focalPoint":43,"width":186,"height":187,"formats":188,"hash":223,"ext":190,"mime":193,"size":224,"url":225,"previewUrl":43,"provider":226,"provider_metadata":43,"createdAt":227,"updatedAt":227,"publishedAt":227},34,"ajl8f9jjh2youcnd16k12x6l","natation-heritage-olympique-droits-marketing.webp","Lignes d'eau flottant à la surface d'un bassin de natation, nageurs flous en arrière-plan",1280,800,{"large":189,"small":199,"medium":207,"thumbnail":215},{"ext":190,"url":191,"hash":192,"mime":193,"name":194,"path":43,"size":195,"width":196,"height":197,"sizeInBytes":198},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_natation_heritage_olympique_droits_marketing_867a43a4dd.webp","large_natation_heritage_olympique_droits_marketing_867a43a4dd","image\u002Fwebp","large_natation-heritage-olympique-droits-marketing.webp",84.05,1000,625,84048,{"ext":190,"url":200,"hash":201,"mime":193,"name":202,"path":43,"size":203,"width":204,"height":205,"sizeInBytes":206},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_natation_heritage_olympique_droits_marketing_867a43a4dd.webp","small_natation_heritage_olympique_droits_marketing_867a43a4dd","small_natation-heritage-olympique-droits-marketing.webp",32.78,500,312,32778,{"ext":190,"url":208,"hash":209,"mime":193,"name":210,"path":43,"size":211,"width":212,"height":213,"sizeInBytes":214},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_natation_heritage_olympique_droits_marketing_867a43a4dd.webp","medium_natation_heritage_olympique_droits_marketing_867a43a4dd","medium_natation-heritage-olympique-droits-marketing.webp",59.29,750,469,59286,{"ext":190,"url":216,"hash":217,"mime":193,"name":218,"path":43,"size":219,"width":220,"height":221,"sizeInBytes":222},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_natation_heritage_olympique_droits_marketing_867a43a4dd.webp","thumbnail_natation_heritage_olympique_droits_marketing_867a43a4dd","thumbnail_natation-heritage-olympique-droits-marketing.webp",10.35,245,153,10350,"natation_heritage_olympique_droits_marketing_867a43a4dd",125.58,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fnatation_heritage_olympique_droits_marketing_867a43a4dd.webp","strapi-provider-upload-azure-storage","2026-10-04T21:39:23.357Z",{"id":229,"documentId":230,"name":175,"slug":231,"titrePage":232,"seoDescription":233,"createdAt":234,"updatedAt":234,"publishedAt":235,"locale":29,"contenu":236},12,"tmaeiloah8hasnloxm2b5zfc","participation","Sports participation: measuring demand beyond membership counts","A licence counts people who got a place, not those turned away or those who searched for a club and never found one. How to read participation demand by area.","2026-10-04T21:35:22.425Z","2026-10-04T21:35:22.370Z",[237,241,245,249,253,257,261,265,269,273,277,282,286,290,294,298,302,306,310,330,334,338,349,353,357,395,399,403,407,411,415,419],{"type":73,"children":238},[239],{"text":240,"type":77},"Sports participation is almost always measured by a single number: how many licences the federations issue. That number is reliable, comparable year on year, and published. It still has a built-in limit: it only counts people who got a place. This page covers what the licence misses, and how online search makes it visible.",{"type":83,"level":4,"children":242},[243],{"text":244,"type":77},"What a licence counts, and what it does not",{"type":73,"children":246},[247],{"text":248,"type":77},"A sports licence is a participation entitlement issued by an accredited federation in exchange for a fee. In France, according to INJEP (the national youth and community education institute), the 120 federations accredited by the sports ministry issued 17.2 million annual licences in 2024, up 3.8% on the year. INJEP is explicit that it counts licences, not people: one individual can hold several.",{"type":73,"children":250},[251],{"text":252,"type":77},"That count records a successful administrative act. It says nothing about people who asked for a place and did not get one, or about those who looked for a club without ever applying. Clément Anne, a statistician at INJEP, put it plainly when talking about swimming: what gets counted is “licences issued, not licences refused.”",{"type":73,"children":254},[255],{"text":256,"type":77},"Swimming shows the gap. The French swimming federation has around 400,000 members, while France has more than 13 million occasional swimmers and close to 4 million regular ones, according to INJEP data reported by RCF. The licence describes a small slice of participation, and none of the demand left at the door.",{"type":83,"level":4,"children":258},[259],{"text":260,"type":77},"A measure capped by supply",{"type":73,"children":262},[263],{"text":264,"type":77},"The number of licences depends on two variables: how many people want to play, and how many places clubs can offer. When supply is saturated, the second variable sets the result. The licence then measures capacity, not appetite.",{"type":73,"children":266},[267],{"text":268,"type":77},"After the Paris 2024 Games, several French federations described that ceiling. In autumn 2024 the basketball federation said it had had to turn away “between 100,000 and 110,000” players at the start of the season, and the head of the handball federation expected to refuse around 100,000 people over the season, according to franceinfo. The badminton federation cited an internal survey putting the previous season's refusals at between 22,000 and 45,000.",{"type":73,"children":270},[271],{"text":272,"type":77},"A survey of sports employers by COSMOS, AÉSIO mutuelle and OpinionWay points the same way: 50% report more participants or members since the Games, and a lack of available time slots is the main obstacle cited by those who do not feel ready to take them in.",{"type":73,"children":274},[275],{"text":276,"type":77},"The limits are physical and well known: time slots, pool lanes, pitches and courts, qualified coaches. For swimming, Clément Anne lists the number of available lanes, the number of lifeguard instructors and an ageing stock of pools. None of these constraints appears in a licence total.",{"type":83,"level":278,"children":279},3,[280],{"text":281,"type":77},"Participation demand, defined",{"type":73,"children":283},[284],{"text":285,"type":77},"Participation demand is everyone looking to play a sport in a given area, whether or not they get a place. It covers three groups: licence holders, the turned-away (on a waiting list or sent home for lack of room) and the searchers who never follow through, because price, schedule or distance stops them before they apply. Only the first group shows up in official statistics. The piece on turned-away club members and invisible demand covers the other two.",{"type":83,"level":4,"children":287},[288],{"text":289,"type":77},"When supply keeps up: padel",{"type":73,"children":291},[292],{"text":293,"type":77},"Padel shows the other side of the mechanism. The French Tennis Federation passed 100,000 padel licence holders for the first time in June 2025, up 42.7% on the end of the previous season (70,500). Over the same period the federation counted 2,917 padel courts in France, up 40% in a year, and 959 clubs and private venues offering the sport, up 25%.",{"type":73,"children":295},[296],{"text":297,"type":77},"Licences and courts grow together. When supply expands, the licence captures demand that was already there, and the number looks like it is exploding. The federation as a whole then passed 1.2 million licence holders across all its disciplines. The useful question is not whether padel attracts people, but where demand still outstrips the number of courts. That is the subject of the piece on padel players, courts and demand.",{"type":83,"level":4,"children":299},[300],{"text":301,"type":77},"What online search reveals",{"type":73,"children":303},[304],{"text":305,"type":77},"Before registering, paying for a licence or turning up at a club, people search. They type “swimming club near me”, “kids tennis registration”, “basketball licence price”, “beginner padel lessons”, “pool waiting list”. Those queries exist whether or not the person gets a place. They leave a trace of participation demand that does not depend on available supply.",{"type":73,"children":307},[308],{"text":309,"type":77},"Search allows three readings the licence cannot provide.",{"type":117,"format":118,"children":311},[312,318,324],{"type":121,"children":313},[314,316],{"bold":124,"text":315,"type":77},"Volume by area",{"text":317,"type":77},": where demand for a sport is densest, town by town or catchment by catchment, relative to population.",{"type":121,"children":319},[320,322],{"bold":124,"text":321,"type":77},"The nature of demand",{"text":323,"type":77},": price, schedules, adult classes, children's sessions, recreational or competitive play. Each type of query points to a different obstacle or expectation.",{"type":121,"children":325},[326,328],{"bold":124,"text":327,"type":77},"Timing",{"text":329,"type":77},": the start of the school year, the weeks after a major event, the end of a season. The curve shows when demand forms, often before registration opens.",{"type":73,"children":331},[332],{"text":333,"type":77},"Set against existing supply (clubs, facilities, time slots), these readings expose the areas where demand exceeds capacity. Those are exactly the places where the licence most underestimates potential participation.",{"type":83,"level":278,"children":335},[336],{"text":337,"type":77},"What search does not say",{"type":73,"children":339},[340,342,347],{"text":341,"type":77},"A query is a signal of intent, not participation. It does not say whether the person signed up elsewhere, gave up or plays outside any club. It is read as a trend and as a comparison between areas, not as a headcount. The reading precautions are set out in the ",{"url":343,"type":146,"children":344},"\u002Fen\u002Fblog\u002Fcategory\u002Fmethodology",[345],{"text":346,"type":77},"methodology",{"text":348,"type":77},".",{"type":83,"level":4,"children":350},[351],{"text":352,"type":77},"Who decides with participation demand",{"type":73,"children":354},[355],{"text":356,"type":77},"Participation demand feeds concrete decisions, taken by different players.",{"type":117,"format":118,"children":358},[359,365,371,377,383,389],{"type":121,"children":360},[361,363],{"bold":124,"text":362,"type":77},"Federations",{"text":364,"type":77}," (swimming, tennis and padel, handball, basketball, badminton): direct development towards the areas with the most unmet demand, and put a number on that demand for public authorities and partners. The piece on swimming, the Olympic legacy and marketing rights shows what that changes in a commercial negotiation.",{"type":121,"children":366},[367,369],{"bold":124,"text":368,"type":77},"Regional leagues and committees",{"text":370,"type":77},": allocate coach training and new sections where refusals concentrate.",{"type":121,"children":372},[373,375],{"bold":124,"text":374,"type":77},"Amateur clubs",{"text":376,"type":77},": open an adult slot, a recreational section or a second site where demand justifies it, rather than wherever a space happens to free up.",{"type":121,"children":378},[379,381],{"bold":124,"text":380,"type":77},"Local authorities",{"text":382,"type":77},": decide which facility to build and where, from observed demand rather than a facilities-per-capita ratio.",{"type":121,"children":384},[385,387],{"bold":124,"text":386,"type":77},"Facility operators",{"text":388,"type":77}," (pools, sports halls, padel centres): match time slots and pricing to the real demand at each site.",{"type":121,"children":390},[391,393],{"bold":124,"text":392,"type":77},"Equipment brands and retailers",{"text":394,"type":77},": locate the people taking up a sport, at the moment they kit themselves out.",{"type":73,"children":396},[397],{"text":398,"type":77},"Demand is not confined to a club's home area either. Part of a club's or team's following lives far from its ground and facilities, which the piece on fans who live far from the stadium explores.",{"type":83,"level":4,"children":400},[401],{"text":402,"type":77},"After a major event",{"type":73,"children":404},[405],{"text":406,"type":77},"Major sporting events produce a spike of attention. What matters to participation decision-makers is how much of that attention turns into a wish to play, and where. The licence total, published a season later and capped by supply, answers poorly and late.",{"type":73,"children":408},[409],{"text":410,"type":77},"In swimming, RCF notes that licences rose by around 8% after Athens 2004, while the increase since Paris 2024 is in the order of 1 to 2% according to INJEP. A gap like that can reflect weaker appetite, or supply that was already saturated. Only a measure of demand independent of supply can settle it. Search is one: it shows whether participation queries rose after the event, and in which areas.",{"type":83,"level":4,"children":412},[413],{"text":414,"type":77},"Where to start",{"type":73,"children":416},[417],{"text":418,"type":77},"A first reading comes down to three questions: where is participation demand for my sport densest, what share of it finds a place today, and which obstacles (price, schedules, distance) keep coming back in searches. The answers often shift the priority from a saturated area to an underserved one.",{"type":73,"children":420},[421,423,428,430,435,437,442],{"text":422,"type":77},"Demand signals in general are covered in ",{"url":424,"type":146,"children":425},"\u002Fen\u002Fblog\u002Fcategory\u002Fsignals",[426],{"text":427,"type":77},"Signals",{"text":429,"type":77},", case studies in ",{"url":431,"type":146,"children":432},"\u002Fen\u002Fblog\u002Fcategory\u002Fanalysis",[433],{"text":434,"type":77},"Analysis",{"text":436,"type":77},", and turning them into a field plan in ",{"url":438,"type":146,"children":439},"\u002Fen\u002Fblog\u002Fcategory\u002Factivation",[440],{"text":441,"type":77},"Activation",{"text":348,"type":77},[444],{"id":445,"documentId":67,"title":446,"slug":447,"description":448,"content":449,"createdAt":545,"updatedAt":545,"publishedAt":179,"locale":546,"datePublication":180},358,"Championnats d'Europe de natation à Paris : l'héritage invendu","natation-heritage-olympique-droits-marketing","L'Euro de natation à Paris a rempli ses tribunes, pas son plan marketing. L'attention autour de Léon Marchand existe : il reste à la chiffrer pour la vendre.",[450,454,458,462,466,470,474,478,482,486,490,510,527,531,535],{"type":73,"children":451},[452],{"text":453,"type":77},"Les Championnats d'Europe de natation se sont tenus du 31 juillet au 16 août 2026 à Paris et Saint-Denis, au Centre aquatique olympique et dans la Seine. La France ne les avait plus accueillis depuis 1987. À quinze jours de l'ouverture, la Fédération française de natation annonçait 51 000 billets vendus sur 60 000 prévus et un budget de 17,1 millions d'euros presque tenu.",{"type":73,"children":455},[456],{"text":457,"type":77},"Sur un point, son directeur général Laurent Ciubini se montrait moins satisfait : « Sur le plan marketing nous tablions autour d'un certain héritage des Jeux de Paris, mais ce fut un peu décevant ». Le plan commercial a aussi été réduit par les secteurs réservés par European Aquatics, à qui la FFN verse 3,5 millions d'euros de droits.",{"type":83,"level":4,"children":459},[460],{"text":461,"type":77},"Une billetterie qui se remplit, des droits qui se vendent mal",{"type":73,"children":463},[464],{"text":465,"type":77},"Les deux résultats ne se contredisent pas. Un billet se vend à un public déjà décidé, pour une soirée. Un droit marketing se vend à un partenaire qui doit justifier, devant son propre comité, ce que la relation avec ce public lui rapportera sur plusieurs années.",{"type":73,"children":467},[468],{"text":469,"type":77},"L'attention née de Paris 2024 est réelle. Léon Marchand, quadruple champion olympique à Paris, est devenu l'une des figures du sport français. Mais un partenaire n'achète pas une notoriété : il achète un public qu'on peut décrire, localiser et suivre dans le temps. Sans cette description, la fédération vend un souvenir, et un souvenir se négocie à la baisse.",{"type":83,"level":4,"children":471},[472],{"text":473,"type":77},"Léon Marchand : une demande qui a changé de forme",{"type":73,"children":475},[476],{"text":477,"type":77},"Le thermomètre habituel de l'héritage, la licence, ne raconte pas toute l'histoire. Selon Clément Anne, chargé d'études à l'INJEP cité par RCF, la hausse du nombre de licenciés en natation depuis les Jeux est de l'ordre de 1 à 2 %. La fédération reste autour de 400 000 licenciés, pour plus de 13 millions de pratiquants occasionnels.",{"type":104,"children":479},[480],{"text":481,"type":77},"1 à 2 % · hausse des licenciés en natation depuis les Jeux de Paris, selon l'INJEP",{"type":73,"children":483},[484],{"text":485,"type":77},"Ce chiffre ne mesure pas l'envie. « Ce qu'on comptabilise, ce sont les licences délivrées, pas les refus de licences », rappelle Clément Anne. Les lignes d'eau et les maîtres-nageurs manquent : la licence bute sur l'offre, pas sur la demande.",{"type":73,"children":487},[488],{"text":489,"type":77},"Les personnes qui cherchaient Léon Marchand pendant Paris 2024 n'ont pas disparu. Elles cherchent autrement : des horaires de courses, des billets, des replays, et pour une partie d'entre elles, un club ou des cours près de chez elles. Ces recherches se lisent sur trois axes.",{"type":117,"format":118,"children":491},[492,498,504],{"type":121,"children":493},[494,496],{"bold":124,"text":495,"type":77},"La courbe",{"text":497,"type":77}," : comment la demande évolue avant, pendant et après l'événement, et si elle bascule vers des requêtes de pratique.",{"type":121,"children":499},[500,502],{"bold":124,"text":501,"type":77},"Le contenu",{"text":503,"type":77}," : ce que les gens cherchent vraiment, résultats, billetterie, replay ou inscription. Chaque intention renvoie à un partenaire différent.",{"type":121,"children":505},[506,508],{"bold":124,"text":507,"type":77},"La géographie",{"text":509,"type":77}," : où se trouvent ces nouveaux publics, et s'ils dépassent l'Île-de-France.",{"type":73,"children":511},[512,514,519,521,526],{"text":513,"type":77},"C'est l'écart déjà décrit entre ",{"url":515,"type":146,"children":516},"\u002Fblog\u002Fsponsoring-sportif-visibilite-vs-demande",[517],{"text":518,"type":77},"la visibilité achetée et la demande mesurée",{"text":520,"type":77}," : une audience ne dit pas ce que le public veut faire ensuite, comme le montrait la ",{"url":522,"type":146,"children":523},"\u002Fblog\u002Fmondial-2026-portee-record-m6-limites",[524],{"text":525,"type":77},"portée record du Mondial sur M6",{"text":348,"type":77},{"type":83,"level":4,"children":528},[529],{"text":530,"type":77},"Vendre des droits avec une demande chiffrée",{"type":73,"children":532},[533],{"text":534,"type":77},"La FFN regarde déjà au-delà de l'Euro : le Centre aquatique olympique devrait accueillir une étape de Coupe du monde à l'automne 2027, puis les Championnats de France en 2028. Chacun de ces rendez-vous repose la même question commerciale.",{"type":73,"children":536},[537,539,544],{"text":538,"type":77},"Pour une fédération, la décision concrète est de construire son offre de partenariat sur la demande observée plutôt que sur la notoriété de ses champions : un volume de recherches suivi dans le temps, une part d'intentions de pratique, des territoires où ces publics se concentrent. Un équipementier, un énergéticien ou une collectivité peut alors acheter un droit sur un public qu'il voit, et la fédération peut en défendre le prix. La logique de fond est développée dans la page ",{"url":540,"type":146,"children":541},"\u002Fblog\u002Fcategory\u002Fpratique",[542],{"text":543,"type":77},"Pratique",{"text":348,"type":77},"2026-10-04T21:39:23.515Z","fr",[548,552,556,560],{"id":549,"question":550,"reponse":551},681,"When were the European swimming championships in Paris?","From 31 July to 16 August 2026, mainly at the Olympic Aquatics Centre in Saint-Denis, with open water and high diving in the Seine. France had not hosted the event since 1987, in Strasbourg.",{"id":553,"question":554,"reponse":555},682,"How many tickets were sold for the 2026 European Aquatics Championships?","Two weeks before the opening, the French Swimming Federation reported 51,000 tickets sold out of 60,000 planned, according to its director general Laurent Ciubini. The total budget of 17.1 million euros was then described as almost on target.",{"id":557,"question":558,"reponse":559},683,"Why was the French Swimming Federation disappointed with its marketing rights?","Its director general Laurent Ciubini said the federation had counted on a legacy from the Paris Games on the marketing side, and that it was “a bit disappointing.” The commercial plan was also reduced by categories reserved by European Aquatics, to which the federation pays 3.5 million euros in rights.",{"id":561,"question":562,"reponse":563},684,"Did the Léon Marchand effect increase swimming club membership in France?","Only slightly, going by licences: they have risen by around 1 to 2% since the Paris Games according to INJEP, for about 400,000 members. But licences do not count refusals, and clubs are short of pool lanes and instructors. Demand to swim is therefore stronger than the figure suggests.",[565,570],{"id":566,"libelle":567,"url":568,"date":569},555,"2026 European Aquatics Championships (31 July - 16 August): 51,000 of 60,000 tickets sold, €17.1M budget, marketing “a little disappointing” per Laurent Ciubini (FFN), €3.5M rights paid to European Aquatics, Sport Business Club","https:\u002F\u002Fwww.sportbusiness.club\u002Fles-championnats-europe-de-natation-2026-en-ordre-de-marche\u002F","2026",{"id":571,"libelle":572,"url":573,"date":569},556,"Swimming: licences up 1 to 2% since the Games, around 400,000 members, “licences issued, not refusals” (Clément Anne, INJEP), RCF","https:\u002F\u002Fwww.rcf.fr\u002Farticles\u002Factualite\u002Fleon-marchand-la-vague-olympique-se-heurte-a-des-bassins-qui-debordent",[575,581,587,593],{"id":576,"documentId":577,"title":578,"slug":579,"ordre":39,"cle":580},95,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice","mentions-legales",{"id":582,"documentId":583,"title":584,"slug":585,"ordre":4,"cle":586},96,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":588,"documentId":589,"title":590,"slug":591,"ordre":278,"cle":592},97,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use","cgu",{"id":594,"documentId":595,"title":596,"slug":597,"ordre":598,"cle":599},98,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",[601,959,1212],{"id":602,"documentId":603,"title":604,"slug":605,"description":606,"content":607,"createdAt":707,"updatedAt":707,"publishedAt":708,"locale":29,"datePublication":709,"coverImage":710,"category":744},368,"x6y4sgx9cu5x3yepi4n15nto","Esports sponsorship: what non-endemic brands actually buy","esports-sponsorship-non-endemic-brands","Banks, carmakers, telecoms and hotel groups pay esports teams to reach a young audience. Whether that audience links the brand to the team is another matter.",[608,612,616,620,624,634,638,642,646,650,654,674,678,703],{"type":73,"children":609},[610],{"text":611,"type":77},"Orange has been Karmine Corp's main shirt sponsor since 2022 and extended for the 2026 and 2027 seasons. French bank CIC signed with the club for three seasons, 2024 to 2026. In summer 2026, BYD France became Team Vitality's official vehicle supplier. At the 2026 Esports World Cup, held in Paris, Allianz, Aramco, Saudia, Hilton and Sony were among the partners.",{"type":73,"children":613},[614],{"text":615,"type":77},"None of these brands sells games or gaming hardware. What they buy is access to a young audience that traditional advertising struggles to reach. The question they rarely ask when they sign: does that audience associate them with the team, or just see them go by?",{"type":83,"level":4,"children":617},[618],{"text":619,"type":77},"What an esports sponsorship contract guarantees",{"type":73,"children":621},[622],{"text":623,"type":77},"The contract guarantees presence: a logo on a jersey, a name in a broadcast credit, a mention at an event. That is exposure. It is counted in appearances, hours watched and impressions.",{"type":73,"children":625},[626,628,633],{"text":627,"type":77},"Association is a different outcome. It exists when the audience spontaneously links the brand to the team, the game or the community, to the point of searching for them together. No contract contains that link. Football shows the same gap: during the 2026 World Cup, ",{"url":629,"type":146,"children":630},"\u002Fen\u002Fblog\u002Fworld-cup-2026-sponsorship-noticed-versus-perceived",[631],{"text":632,"type":77},"45% noticed the sponsors and 34% thought better of them",{"text":348,"type":77},{"type":83,"level":278,"children":635},[636],{"text":637,"type":77},"When the partnership becomes a product",{"type":73,"children":639},[640],{"text":641,"type":77},"CIC went further than a logo. The bank offers payment cards in Karmine Corp colours, reserved for new customers aged 13 to 28, including a Gold edition limited to 1,000 cards. An offer like this turns the partnership into something people can search for. Queries combining the bank's name with the club's then become a direct indicator of association, separate from the volume of exposure.",{"type":104,"children":643},[644],{"text":645,"type":77},"13 to 28 years old · the age range targeted by CIC's Karmine Corp branded card",{"type":83,"level":4,"children":647},[648],{"text":649,"type":77},"Measuring association, not exposure",{"type":73,"children":651},[652],{"text":653,"type":77},"Search data separates the two. It shows:",{"type":117,"format":118,"children":655},[656,662,668],{"type":121,"children":657},[658,660],{"bold":124,"text":659,"type":77},"combined queries",{"text":661,"type":77}," linking the brand to the team or the game, and how they evolve season after season;",{"type":121,"children":663},[664,666],{"bold":124,"text":665,"type":77},"timing",{"text":667,"type":77},": whether those queries appear during matches, around an announcement, or continuously;",{"type":121,"children":669},[670,672],{"bold":124,"text":671,"type":77},"territory",{"text":673,"type":77},": where they form, which does not always match where the audience is.",{"type":73,"children":675},[676],{"text":677,"type":77},"A brand that is exposed but never searched alongside the team is buying visibility. A brand whose name is searched together with the club's has started building an association. The difference does not show up in a viewership report.",{"type":73,"children":679},[680,682,687,689,694,696,701],{"text":681,"type":77},"The same reasoning applies to long contracts, such as ",{"url":683,"type":146,"children":684},"\u002Fen\u002Fblog\u002Fpsg-sponsors-long-contracts-brand-association",[685],{"text":686,"type":77},"PSG's sponsorship deals signed through 2032",{"text":688,"type":77},": once the contract is fixed, activation is the only lever left. It also applies to one-off events like ",{"url":690,"type":146,"children":691},"\u002Fen\u002Fblog\u002Fesports-world-cup-paris-175000-tickets",[692],{"text":693,"type":77},"the Esports World Cup in Paris",{"text":695,"type":77},", where presence lasts a few weeks. Other articles in the ",{"url":697,"type":146,"children":698},"\u002Fen\u002Fblog\u002Fcategory\u002Fesports",[699],{"text":700,"type":77},"esports",{"text":702,"type":77}," category cover what audience metrics leave out.",{"type":73,"children":704},[705],{"text":706,"type":77},"For a non-endemic brand preparing a renewal or a first deal in esports, the decision is concrete: before negotiating logo size, check whether its name is already searched together with the target team's, and in which markets. Where it is not, the contract will buy exposure. Where it is, activation has something to convert.","2026-10-04T21:39:29.551Z","2026-11-03T04:46:23.605Z","2026-11-03T07:00:00.000Z",{"id":711,"documentId":712,"name":713,"alternativeText":714,"caption":43,"focalPoint":43,"width":186,"height":187,"formats":715,"hash":740,"ext":190,"mime":193,"size":741,"url":742,"previewUrl":43,"provider":226,"provider_metadata":43,"createdAt":743,"updatedAt":743,"publishedAt":743},37,"yl1g8sp6uj6lsy4jmuapm5zf","sponsoring-esport-marques-non-endemiques.webp","Rangée de postes de jeu vides dans une salle e-sport plongée dans la pénombre, écrans allumés, claviers rétroéclairés et fauteuils rouges sous des néons",{"large":716,"small":722,"medium":728,"thumbnail":734},{"ext":190,"url":717,"hash":718,"mime":193,"name":719,"path":43,"size":720,"width":196,"height":197,"sizeInBytes":721},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_sponsoring_esport_marques_non_endemiques_98b9879a8e.webp","large_sponsoring_esport_marques_non_endemiques_98b9879a8e","large_sponsoring-esport-marques-non-endemiques.webp",41.29,41288,{"ext":190,"url":723,"hash":724,"mime":193,"name":725,"path":43,"size":726,"width":204,"height":205,"sizeInBytes":727},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_sponsoring_esport_marques_non_endemiques_98b9879a8e.webp","small_sponsoring_esport_marques_non_endemiques_98b9879a8e","small_sponsoring-esport-marques-non-endemiques.webp",18.58,18576,{"ext":190,"url":729,"hash":730,"mime":193,"name":731,"path":43,"size":732,"width":212,"height":213,"sizeInBytes":733},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_sponsoring_esport_marques_non_endemiques_98b9879a8e.webp","medium_sponsoring_esport_marques_non_endemiques_98b9879a8e","medium_sponsoring-esport-marques-non-endemiques.webp",30.56,30560,{"ext":190,"url":735,"hash":736,"mime":193,"name":737,"path":43,"size":738,"width":220,"height":221,"sizeInBytes":739},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_sponsoring_esport_marques_non_endemiques_98b9879a8e.webp","thumbnail_sponsoring_esport_marques_non_endemiques_98b9879a8e","thumbnail_sponsoring-esport-marques-non-endemiques.webp",7.21,7214,"sponsoring_esport_marques_non_endemiques_98b9879a8e",58.8,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsponsoring_esport_marques_non_endemiques_98b9879a8e.webp","2026-10-04T21:39:29.171Z",{"id":745,"documentId":746,"name":747,"slug":700,"titrePage":748,"seoDescription":749,"createdAt":750,"updatedAt":750,"publishedAt":751,"locale":29,"contenu":752},10,"hrzueq8o9bj02c33ylx2rnjr","Esports","Esports viewership versus demand: what the numbers leave out","Esports is where demand reads most clearly: its audience searches online before buying a ticket or opening a stream. What viewership figures do not tell you.","2026-10-04T21:35:22.054Z","2026-10-04T21:35:21.996Z",[753,757,761,765,769,773,777,781,785,789,793,797,801,805,809,813,817,821,847,862,866,870,874,878,882,886,890,894,898,906,910,914,918,922,926,930,934,938,952,955],{"type":73,"children":754},[755],{"text":756,"type":77},"Esports is organised competitive video gaming, played by professionals within teams, in leagues and tournaments, and followed by an audience online and in arenas. It is also the part of the sports business where demand reads most clearly: its audience is born online, informs itself online and searches online before buying a ticket or opening a stream. This page sets out what the usual esports metrics count, what they leave out, and what observed demand lets you decide.",{"type":83,"level":4,"children":758},[759],{"text":760,"type":77},"Why esports is where demand reads most clearly",{"type":73,"children":762},[763],{"text":764,"type":77},"In most sports, part of demand flows through channels that leave few traces: the habit of going to the ground, the family TV subscription, the local club. In esports, that offline base is thin. A fan discovers a game online, follows a team online, watches its matches on a streaming platform and plans online to go and see it play.",{"type":73,"children":766},[767],{"text":768,"type":77},"Every step produces searches: a match time, the platform carrying it, the creator commentating it, a ticket price, a hotel near the venue. Those searches come before the act. They are addressed to no one, which sets them apart from a survey answer. They are dated and located, which sets them apart from an aggregated audience.",{"type":73,"children":770},[771],{"text":772,"type":77},"The result is an audience whose intent is largely observable. A football season-ticket holder searches little: they know the ground, the channel and the kick-off. An esports fan, however loyal, searches for every match time, because schedules change from one competition to the next and from one time zone to another.",{"type":83,"level":4,"children":774},[775],{"text":776,"type":77},"Esports viewership: what the dominant metrics measure",{"type":73,"children":778},[779],{"text":780,"type":77},"The esports economy is told through three indicators. All three are useful. None measures demand.",{"type":83,"level":278,"children":782},[783],{"text":784,"type":77},"Peak viewers",{"type":73,"children":786},[787],{"text":788,"type":77},"Peak viewers is the highest number of people watching a match or tournament broadcast at the same moment, across all platforms. It measures an instant, usually the end of a final. It says nothing about how many people tried to watch, how many stayed, or where they came from. It rewards format and time slot as much as interest. We look at what peak viewers do not measure.",{"type":83,"level":278,"children":790},[791],{"text":792,"type":77},"Hours watched",{"type":73,"children":794},[795],{"text":796,"type":77},"Hours watched is the total time all viewers spent in front of a broadcast. It accumulates: a long tournament carried on many channels mechanically produces more of it than a short event. It describes the supply of content as much as the audience's appetite.",{"type":83,"level":278,"children":798},[799],{"text":800,"type":77},"Co-streaming",{"type":73,"children":802},[803],{"text":804,"type":77},"Co-streaming is the live rebroadcast of a competition by content creators on their own channels, with their own commentary. It widens reach, but it blends two audiences: people who came for the competition and people who came for the creator. Viewership driven by co-streaming says little about demand for a team or a game, as the audience for a T1 versus Karmine Corp match shows.",{"type":73,"children":806},[807],{"text":808,"type":77},"All three indicators count exposure: how many people, and how long they spent in front of a screen. Exposure can be bought, scheduled and added up across channels. The 2026 Esports World Cup is a case in point: the organiser claims 850 million viewers across platforms and 440 million hours watched, against 175,000 tickets sold in Paris. Both series can be accurate at once. They do not measure the same thing.",{"type":83,"level":4,"children":810},[811],{"text":812,"type":77},"Esports demand: what searches reveal before the act",{"type":73,"children":814},[815],{"text":816,"type":77},"Esports demand is the set of intentions an audience expresses before a committed act: buying a ticket, subscribing, travelling, buying a jersey, following a team. It shows in searches, because they precede those acts and carry their context: a place, a date, a game.",{"type":73,"children":818},[819],{"text":820,"type":77},"Four families of searches are enough to describe it.",{"type":117,"format":118,"children":822},[823,829,835,841],{"type":121,"children":824},[825,827],{"bold":124,"text":826,"type":77},"Match times and where to watch.",{"text":828,"type":77}," What time a team plays, where to stream a final. They show who wants to follow a specific competition, and from which time zone. See schedule searches around Worlds 2026.",{"type":121,"children":830},[831,833],{"bold":124,"text":832,"type":77},"Tickets and accommodation.",{"text":834,"type":77}," They signal an intention to travel, with a date and a destination. This is the most committed form of demand, and the most useful for sizing an event.",{"type":121,"children":836},[837,839],{"bold":124,"text":838,"type":77},"Games and teams.",{"text":840,"type":77}," Their relative volume shows which title, which organisation and which player carry interest, regardless of the exposure they are given.",{"type":121,"children":842},[843,845],{"bold":124,"text":844,"type":77},"Home cities.",{"text":846,"type":77}," The geography of searches locates the audience: a capital, mid-sized cities, neighbouring countries. It is what viewership figures lack most.",{"type":73,"children":848},[849,851,855,857,860],{"text":850,"type":77},"These signals replace neither ticketing nor viewership. They come before both, at a point when the venue, the date, the price or the partnership can still change. The ",{"url":690,"type":146,"children":852},[853],{"text":854,"type":77},"Esports World Cup in Paris",{"text":856,"type":77},", whose Counter-Strike 2 final had to change venue because tickets sold out, shows the cost of discovering demand at the box office. The notion of a signal is covered in the ",{"url":424,"type":146,"children":858},[859],{"text":427,"type":77},{"text":861,"type":77}," category.",{"type":83,"level":4,"children":863},[864],{"text":865,"type":77},"Who decides, and with what reading",{"type":73,"children":867},[868],{"text":869,"type":77},"Esports brings together decision-makers with different interests. Each has a question that observed demand answers better than exposure.",{"type":83,"level":278,"children":871},[872],{"text":873,"type":77},"Esports organisations",{"type":73,"children":875},[876],{"text":877,"type":77},"Organisations such as Karmine Corp or Team Vitality live off their community: event ticketing, merchandise, partnerships. Their question is where their audience actually is, beyond the people commenting on every match. The geography of searches tied to an organisation shows the cities where a fan event, a tour or a pop-up store would find its public.",{"type":83,"level":278,"children":879},[880],{"text":881,"type":77},"Game publishers",{"type":73,"children":883},[884],{"text":885,"type":77},"Publishers such as Riot Games run the competitions for their own games. They choose host cities for finals, time slots for regional leagues, the structure of circuits. Searches by territory and time zone show where demand outstrips the supply of live events.",{"type":83,"level":278,"children":887},[888],{"text":889,"type":77},"Event organisers",{"type":73,"children":891},[892],{"text":893,"type":77},"An organiser like the Esports World Cup sets capacities, venues and prices before knowing its sales. Demand by game, by day and by home city is the data that allows sizing before ticketing opens, rather than correcting afterwards.",{"type":83,"level":278,"children":895},[896],{"text":897,"type":77},"Non-endemic brands",{"type":73,"children":899},[900,902,905],{"text":901,"type":77},"A non-endemic brand is one whose business has no direct link to video games: banking, automotive, food, insurance. It enters esports to reach a young audience it struggles to reach elsewhere. Its question is not the size of the audience, but the density of its target within that audience and the association it can build there. See esports sponsorship for non-endemic brands and, for choosing territory and timing, the ",{"url":438,"type":146,"children":903},[904],{"text":441,"type":77},{"text":861,"type":77},{"type":83,"level":278,"children":907},[908],{"text":909,"type":77},"Broadcasters and platforms",{"type":73,"children":911},[912],{"text":913,"type":77},"Broadcasters and streaming platforms trade off exclusive rights against co-streaming, reach against control. Demand separates the attention captured by a competition from the attention captured by the creators commentating it. The final edition of ZEvent shows what live attention does, and does not, say about lasting interest.",{"type":83,"level":278,"children":915},[916],{"text":917,"type":77},"Federations and governing bodies",{"type":73,"children":919},[920],{"text":921,"type":77},"Bodies such as France Esports campaign for the recognition of the discipline with public authorities and the sports movement. They often rely on stated-preference surveys. Observed demand gives them a verifiable complement that does not depend on a question put to a panel. Esports' place in the Olympic movement raises the same question: on 30 October 2025 the IOC and Saudi Arabia ended the twelve-year partnership that was to stage the Olympic Esports Games. We analyse what that cancellation says about demand.",{"type":83,"level":278,"children":923},[924],{"text":925,"type":77},"Host cities and regions",{"type":73,"children":927},[928],{"text":929,"type":77},"A city or region hosting an esports event invests in a venue, logistics and an image. Its question is about spillover: who will come, from where, and for how long. Accommodation and transport searches tied to an event give a first estimate before attendance figures exist, and allow several candidate events to be compared.",{"type":83,"level":4,"children":931},[932],{"text":933,"type":77},"The limits of reading demand through search",{"type":73,"children":935},[936],{"text":937,"type":77},"Search does not see everything. Part of the esports audience gets its information directly from social networks, community servers or streaming platforms, without going through a search engine. In some markets the dominant engines are not the ones used in Europe, which means adapting the source.",{"type":73,"children":939},[940,942,946,948,951],{"text":941,"type":77},"A search is also an intention, not a purchase. A gap between two territories or two games is a ranking, not a sales forecast. Presenting it that way, rather than as an expected ticket count, is what makes it defensible in a review. These rules are set out in the ",{"url":343,"type":146,"children":943},[944],{"text":945,"type":77},"Methodology",{"text":947,"type":77}," category, and quantified sports business cases in the ",{"url":431,"type":146,"children":949},[950],{"text":434,"type":77},{"text":861,"type":77},{"type":83,"level":4,"children":953},[954],{"text":414,"type":77},{"type":73,"children":956},[957],{"text":958,"type":77},"A first reading of esports demand fits in three questions: which game or team carries my audience's interest, where that audience is, and when it searches. The answers often change the choice of a venue, a city or a partnership before ticketing or viewership would, later and at greater cost.",{"id":960,"documentId":961,"title":962,"slug":963,"description":964,"content":965,"createdAt":1066,"updatedAt":1066,"publishedAt":1067,"locale":29,"datePublication":1068,"coverImage":1069,"category":1103},361,"vs2ccenm1q356d64e9qz7vud","AI Overviews in France: the click disappears, demand stays","ai-overviews-click-disappears-demand-stays","Since 22 July 2026, Google answers at the top of the page and clicks fall. Searches do not: a sports club's site analytics now undercount public interest.",[966,970,974,978,982,986,990,994,998,1002,1006,1010,1014,1018,1029,1033,1053,1062],{"type":73,"children":967},[968],{"text":969,"type":77},"Google launched AI Overviews in France on 22 July 2026, two years after the United States. You type a question, a summary appears at the top of the page with a handful of links to its sources. For part of those searches, the journey ends there.",{"type":73,"children":971},[972],{"text":973,"type":77},"The change does not reduce public interest. It reduces the share of that interest that leaves a trace on the website of the organisation being searched for.",{"type":83,"level":4,"children":975},[976],{"text":977,"type":77},"What the Pew Research Center measured",{"type":73,"children":979},[980],{"text":981,"type":77},"The Pew Research Center analysed the browsing of 900 US adults in March 2025: 68,879 Google searches, of which 12,593 displayed a summary. When a summary appeared, users clicked a traditional result in 8% of visits. Without one, in 15%. Links cited inside the summary itself were clicked in just 1% of visits.",{"type":73,"children":983},[984],{"text":985,"type":77},"Pew also found that 26% of visits with a summary ended on the results page, against 16% without. The question was asked, the answer was read, and nobody went further.",{"type":104,"children":987},[988],{"text":989,"type":77},"8% versus 15% · share of visits with a click on a result, with and without a summary (Pew Research Center, 2025)",{"type":73,"children":991},[992],{"text":993,"type":77},"These are US figures. They show a direction, not a rate to transpose directly onto the French market.",{"type":83,"level":4,"children":995},[996],{"text":997,"type":77},"AI Overviews in France: fewer clicks, not fewer searches",{"type":73,"children":999},[1000],{"text":1001,"type":77},"Google, meanwhile, does not describe search as shrinking. In its third-quarter 2025 results, Alphabet said AI Overviews drive meaningful query growth. In the fourth quarter, according to the company, Search saw “more usage than ever before.”",{"type":73,"children":1003},[1004],{"text":1005,"type":77},"The two findings do not contradict each other. People search as much, or more. They click less. The click disappears, demand does not.",{"type":83,"level":4,"children":1007},[1008],{"text":1009,"type":77},"What a club's analytics will no longer see",{"type":73,"children":1011},[1012],{"text":1013,"type":77},"For a sports organisation, many of the public's questions are ones a summary can answer without a visit: kick-off time, how to reach the venue, ticket prices, how to sign up. Every one of those answers read on the results page is a sign of interest that will never appear in the site's statistics.",{"type":73,"children":1015},[1016],{"text":1017,"type":77},"Analytics always had this limit: it tells you who arrived, never what people thought before coming, nor why they did not come. With summaries, it now also counts a shrinking fraction of those who looked you up. A fall in traffic can therefore sit alongside stable or rising demand.",{"type":73,"children":1019},[1020,1022,1027],{"text":1021,"type":77},"What remains readable is what people type, before they click or even if they never do. A query is dated, located and phrased by the public itself. That is the measure described in our piece on ",{"url":1023,"type":146,"children":1024},"\u002Fen\u002Fblog\u002Fsearch-intent-versus-stated-preference",[1025],{"text":1026,"type":77},"search intent versus stated preference",{"text":1028,"type":77},", and it does not depend on the click.",{"type":83,"level":278,"children":1030},[1031],{"text":1032,"type":77},"Three questions before concluding that interest has dropped",{"type":117,"format":118,"children":1034},[1035,1041,1047],{"type":121,"children":1036},[1037,1039],{"bold":124,"text":1038,"type":77},"Query volume",{"text":1040,"type":77}," naming the club, competition or event: has it fallen, or only traffic?",{"type":121,"children":1042},[1043,1045],{"bold":124,"text":1044,"type":77},"Phrasing",{"text":1046,"type":77},": more practical questions, fewer brand searches?",{"type":121,"children":1048},[1049,1051],{"bold":124,"text":1050,"type":77},"Geography",{"text":1052,"type":77},": has demand moved towards areas the site does not capture?",{"type":73,"children":1054},[1055,1057,1060],{"text":1056,"type":77},"Other measurement approaches are covered in our ",{"url":343,"type":146,"children":1058},[1059],{"text":346,"type":77},{"text":1061,"type":77}," section.",{"type":73,"children":1063},[1064],{"text":1065,"type":77},"For a digital marketing lead at a club, federation or event organiser, the decision is concrete: before cutting a budget or revising a programme because traffic is down, compare that traffic with the volume of searches that name the organisation. If queries hold and visits fall, the problem is not the public's interest but the way it is being captured.","2026-10-04T21:39:13.123Z","2026-10-27T05:00:00.132Z","2026-10-27T07:00:00.000Z",{"id":1070,"documentId":1071,"name":1072,"alternativeText":1073,"caption":43,"focalPoint":43,"width":186,"height":187,"formats":1074,"hash":1099,"ext":190,"mime":193,"size":1100,"url":1101,"previewUrl":43,"provider":226,"provider_metadata":43,"createdAt":1102,"updatedAt":1102,"publishedAt":1102},29,"ra2r7ik6r5magd1ea7rr6781","ai-overviews-clic-disparait-demande-reste.webp","Mains tenant un smartphone allumé dans la pénombre, l'écran éclairant les doigts",{"large":1075,"small":1081,"medium":1087,"thumbnail":1093},{"ext":190,"url":1076,"hash":1077,"mime":193,"name":1078,"path":43,"size":1079,"width":196,"height":197,"sizeInBytes":1080},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_ai_overviews_clic_disparait_demande_reste_9a245da222.webp","large_ai_overviews_clic_disparait_demande_reste_9a245da222","large_ai-overviews-clic-disparait-demande-reste.webp",12.83,12832,{"ext":190,"url":1082,"hash":1083,"mime":193,"name":1084,"path":43,"size":1085,"width":204,"height":205,"sizeInBytes":1086},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_ai_overviews_clic_disparait_demande_reste_9a245da222.webp","small_ai_overviews_clic_disparait_demande_reste_9a245da222","small_ai-overviews-clic-disparait-demande-reste.webp",5.9,5898,{"ext":190,"url":1088,"hash":1089,"mime":193,"name":1090,"path":43,"size":1091,"width":212,"height":213,"sizeInBytes":1092},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_ai_overviews_clic_disparait_demande_reste_9a245da222.webp","medium_ai_overviews_clic_disparait_demande_reste_9a245da222","medium_ai-overviews-clic-disparait-demande-reste.webp",9.36,9360,{"ext":190,"url":1094,"hash":1095,"mime":193,"name":1096,"path":43,"size":1097,"width":220,"height":221,"sizeInBytes":1098},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_ai_overviews_clic_disparait_demande_reste_9a245da222.webp","thumbnail_ai_overviews_clic_disparait_demande_reste_9a245da222","thumbnail_ai-overviews-clic-disparait-demande-reste.webp",2.64,2640,"ai_overviews_clic_disparait_demande_reste_9a245da222",17.65,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fai_overviews_clic_disparait_demande_reste_9a245da222.webp","2026-10-04T21:39:12.531Z",{"id":1104,"documentId":1105,"name":945,"slug":346,"titrePage":1106,"seoDescription":1107,"createdAt":1108,"updatedAt":1109,"publishedAt":1110,"locale":29,"contenu":1111},6,"pnx9grjh2yzsqnlm2svu6t7e","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",[1112,1116,1120,1124,1128,1132,1152,1156,1160,1164,1168,1172,1198,1202],{"type":73,"children":1113},[1114],{"text":1115,"type":77},"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":83,"level":4,"children":1117},[1118],{"text":1119,"type":77},"Stated and revealed: a known gap, rarely corrected",{"type":73,"children":1121},[1122],{"text":1123,"type":77},"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":73,"children":1125},[1126],{"text":1127,"type":77},"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":83,"level":4,"children":1129},[1130],{"text":1131,"type":77},"The three indicators that structure the measure",{"type":117,"format":118,"children":1133},[1134,1140,1146],{"type":121,"children":1135},[1136,1138],{"bold":124,"text":1137,"type":77},"Intent volume",{"text":1139,"type":77},": the number of qualified searches across a given perimeter (discipline, club, athlete, territory) over a dated window.",{"type":121,"children":1141},[1142,1144],{"bold":124,"text":1143,"type":77},"Territorial density",{"text":1145,"type":77},": that volume relative to population, which reveals strong interest in a small market where gross volume shows nothing.",{"type":121,"children":1147},[1148,1150],{"bold":124,"text":1149,"type":77},"Intent depth",{"text":1151,"type":77},": the share of searches close to the decision (access, price, purchase) within the total, which separates curiosity from buying intent.",{"type":73,"children":1153},[1154],{"text":1155,"type":77},"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":83,"level":278,"children":1157},[1158],{"text":1159,"type":77},"What the method cannot do",{"type":73,"children":1161},[1162],{"text":1163,"type":77},"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":83,"level":4,"children":1165},[1166],{"text":1167,"type":77},"Turning a measure into a decision",{"type":73,"children":1169},[1170],{"text":1171,"type":77},"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":117,"format":118,"children":1173},[1174,1180,1186,1192],{"type":121,"children":1175},[1176,1178],{"bold":124,"text":1177,"type":77},"Choosing a sponsorship asset",{"text":1179,"type":77},": compare candidate assets on territorial density against the brand’s target, not on their overall reach.",{"type":121,"children":1181},[1182,1184],{"bold":124,"text":1183,"type":77},"Opening a market",{"text":1185,"type":77},": look for high intent depth in an underserved territory, the mark of demand that is already mature.",{"type":121,"children":1187},[1188,1190],{"bold":124,"text":1189,"type":77},"Calibrating an on-sale",{"text":1191,"type":77},": follow the rise in intent volume to place the opening at the right moment rather than on a fixed date.",{"type":121,"children":1193},[1194,1196],{"bold":124,"text":1195,"type":77},"Defending a budget",{"text":1197,"type":77},": document how intent moved before and after an action, stating plainly that it is a correlation.",{"type":83,"level":4,"children":1199},[1200],{"text":1201,"type":77},"Reproducibility",{"type":73,"children":1203},[1204,1206,1211],{"text":1205,"type":77},"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":1207,"type":146,"children":1208},"\u002Fen\u002Fglossary",[1209],{"text":1210,"type":77},"glossary",{"text":348,"type":77},{"id":1213,"documentId":1214,"title":1215,"slug":1216,"description":1217,"content":1218,"createdAt":1308,"updatedAt":1308,"publishedAt":1309,"locale":29,"datePublication":1310,"coverImage":1311,"category":1345},359,"odzrtl3m46q70jhh39q7v9hq","Karmine Corp viewership: 1.48 million peak, but who was watching?","t1-karmine-corp-viewership-co-streaming","T1 vs Karmine Corp peaked at 1,475,658 viewers at the 2026 Esports World Cup. The record adds up more than 200 channels and says nothing about who would buy.",[1219,1223,1227,1231,1235,1239,1243,1247,1251,1271,1281,1285,1289,1304],{"type":73,"children":1220},[1221],{"text":1222,"type":77},"At the 2026 Esports World Cup in Paris, the match between T1 and Karmine Corp peaked at 1,475,658 concurrent viewers, according to Esports Charts. That is almost the peak of the entire League of Legends tournament (1,477,470, on 18 July). Karmine Corp went on to reach the final, lost 3-0 to Dplus KIA.",{"type":73,"children":1224},[1225],{"text":1226,"type":77},"The figure travelled as proof of the club's pull. What it actually measures is narrower: how many screens were open at the same moment, across every broadcast.",{"type":83,"level":4,"children":1228},[1229],{"text":1230,"type":77},"A peak that adds up more than 200 channels",{"type":73,"children":1232},[1233],{"text":1234,"type":77},"Esports Charts counts more than 200 channels that broadcast or co-streamed the tournament, roughly 60% more than in 2025. The peak adds them all together: official channels in several languages and co-streamers from many countries. Across the EWC, Kameto was among the on-site creators serving French-speaking viewers. Chinese platforms are not part of the count.",{"type":73,"children":1236},[1237],{"text":1238,"type":77},"Esports Charts notes that Karmine Corp's run drove a major increase in French-language viewership. Yet Korean remained the most watched language of the tournament, and the breakdown by language and by channel is not public.",{"type":104,"children":1240},[1241],{"text":1242,"type":77},"1,475,658 peak · T1 vs Karmine Corp, the most watched match of the EWC 2026 LoL tournament",{"type":83,"level":4,"children":1244},[1245],{"text":1246,"type":77},"What Karmine Corp's viewership does not tell you",{"type":73,"children":1248},[1249],{"text":1250,"type":77},"For a rights holder or a sponsor, three questions remain open.",{"type":117,"format":118,"children":1252},[1253,1259,1265],{"type":121,"children":1254},[1255,1257],{"bold":124,"text":1256,"type":77},"What share is French?",{"text":1258,"type":77}," Across all EWC 2026 co-streams, every game included, Streams Charts estimates France at 4.5% of hours watched and French at 5.7% of the audience. These are estimates, and they do not cover this match.",{"type":121,"children":1260},[1261,1263],{"bold":124,"text":1262,"type":77},"Who follows the club, who follows the game?",{"text":1264,"type":77}," A viewer of T1 vs Karmine Corp may be there for T1, for the Korean league, for a co-streamer or simply for the fixture.",{"type":121,"children":1266},[1267,1269],{"bold":124,"text":1268,"type":77},"Who would buy?",{"text":1270,"type":77}," A ticket, a jersey, a subscription: the peak carries no information about intent.",{"type":73,"children":1272},[1273,1275,1279],{"text":1274,"type":77},"It is the same limit as a record television reach: it counts contacts, not people in a position to act (",{"url":153,"type":146,"children":1276},[1277],{"text":1278,"type":77},"60 million people reached: what reach does not measure",{"text":1280,"type":77},").",{"type":83,"level":4,"children":1282},[1283],{"text":1284,"type":77},"Search, on the other hand, is local",{"type":73,"children":1286},[1287],{"text":1288,"type":77},"A search is made from a place, at a time, about something. “Karmine Corp jersey”, “LEC tickets”, “Karmine Corp next match”: each query says where interest comes from and what it is about. Aggregated by territory, these queries separate what the peak blends together: French interest from global interest, curiosity about a fixture from purchase intent.",{"type":73,"children":1290},[1291,1293,1297,1299,1303],{"text":1292,"type":77},"They also show what remains after the event. A peak lasts a minute. A rise in searches about a club, if it holds, can be measured week after week, and that is what shows whether a match created new audiences or merely gathered existing ones. The same reasoning applies to ",{"url":690,"type":146,"children":1294},[1295],{"text":1296,"type":77},"ticketing for the Esports World Cup in Paris",{"text":1298,"type":77}," and to the other topics in the ",{"url":697,"type":146,"children":1300},[1301],{"text":1302,"type":77},"esports category",{"text":348,"type":77},{"type":73,"children":1305},[1306],{"text":1307,"type":77},"For a Karmine Corp sponsor, or a rights holder negotiating on the strength of this record, the concrete decision is not to price the peak as a French audience. It has to be cross-checked against localised demand: searches about the club in France, how they have moved since the EWC, and what they are about (tickets, jerseys, broadcasts). That demand, not the peak, sets what a partnership can return in the French market.","2026-10-04T21:39:31.158Z","2026-10-20T04:00:00.121Z","2026-10-20T07:00:00.000Z",{"id":1312,"documentId":1313,"name":1314,"alternativeText":1315,"caption":43,"focalPoint":43,"width":186,"height":187,"formats":1316,"hash":1341,"ext":190,"mime":193,"size":1342,"url":1343,"previewUrl":43,"provider":226,"provider_metadata":43,"createdAt":1344,"updatedAt":1344,"publishedAt":1344},38,"zmol7y66dcqc553vpkhe542n","t1-karmine-corp-audience-co-streaming.webp","Gros plan sur un clavier mécanique de jeu rétroéclairé en rouge dans la pénombre, des doigts posés sur les 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