[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"company":38,"legal-nav-en":65,"article-world-cup-2026-record-reach-limits":92,"related-world-cup-2026-record-reach-limits":469},{"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":179,"updatedAt":179,"publishedAt":180,"locale":29,"datePublication":181,"coverImage":182,"category":230,"localizations":360,"faq":442,"sources":459},240,"rntgm97dadn5fwdsb9sfg17d","60 million people reached: what reach does not measure","world-cup-2026-record-reach-limits","M6 reached 93% of the French population during the 2026 World Cup. Reach counts the people who came across the event, not the ones who were in a position to act.",[99,105,109,114,118,122,127,131,135,139,143,167,171,175],{"type":100,"children":101},"paragraph",[102],{"text":103,"type":104},"M6's report on the 2026 World Cup is unambiguous on one point: 60 million French people reached, or 93% of the national population, with coverage close to 100% among 25-49s and 15-34s. No bought media campaign produces a figure of that kind.","text",{"type":100,"children":106},[107],{"text":108,"type":104},"What remains open is what that figure entitles anyone to decide. Reach counts the people who came across the event at least once. It says nothing about those who were in a position to do something: subscribe, look up where to watch a match, travel, buy.",{"type":110,"level":4,"children":111},"heading",[112],{"text":113,"type":104},"Near-total reach no longer separates anything",{"type":100,"children":115},[116],{"text":117,"type":104},"Once an indicator hits 93%, it stops discriminating. Two regions, two age brackets, two supporter profiles show the same value while their behaviour differs. A figure that no longer separates anything can no longer be used to allocate a budget.",{"type":100,"children":119},[120],{"text":121,"type":104},"This is the mechanical limit of any successful coverage metric: it becomes an observation, not an arbitration tool. An allocation decision needs variables that actually vary.",{"type":123,"children":124},"quote",[125],{"text":126,"type":104},"60 million French people reached, 93% of the population, and a single piece of information: the competition was watched.",{"type":110,"level":4,"children":128},[129],{"text":130,"type":104},"Access, meanwhile, stayed fragmented",{"type":100,"children":132},[133],{"text":134,"type":104},"While reach saturated, the broadcast structure remained split in two: 54 matches free-to-air on M6, 104 on beIN Sports and therefore behind a subscription. A viewer reached by the competition was not thereby able to follow the team or the fixture they cared about.",{"type":100,"children":136},[137],{"text":138,"type":104},"That gap between exposure and access is exactly where searches form: which channel, which subscription, at what price, until when. Those searches, not reach, separate people blocked by an access problem from people who had no intention at all.",{"type":110,"level":83,"children":140},[141],{"text":142,"type":104},"What reach cannot be used for",{"type":144,"format":145,"children":146},"list","unordered",[147,155,161],{"type":148,"children":149},"list-item",[150,153],{"bold":151,"text":152,"type":104},true,"Sizing a paid offer",{"text":154,"type":104},": it adds up contacts, not purchase intentions.",{"type":148,"children":156},[157,159],{"bold":151,"text":158,"type":104},"Choosing a territory",{"text":160,"type":104},": uniform coverage ranks no area above another.",{"type":148,"children":162},[163,165],{"bold":151,"text":164,"type":104},"Choosing a moment",{"text":166,"type":104},": it is established across the whole competition and flattens the peaks.",{"type":110,"level":4,"children":168},[169],{"text":170,"type":104},"The right use for the figure",{"type":100,"children":172},[173],{"text":174,"type":104},"Reach on that scale remains valuable, but as a denominator rather than a target. It sets the ceiling of what an event can reach in France, which makes it possible to measure how far the genuinely active populations sit from it.",{"type":100,"children":176},[177],{"text":178,"type":104},"The gap between the two is the useful information. It reads in the behaviour observed during the competition, not in the audience report that closes it.","2026-08-17T07:05:39.290Z","2026-08-17T07:05:39.336Z","2026-08-11T08:34:12.000Z",{"id":183,"documentId":184,"name":185,"alternativeText":186,"caption":43,"focalPoint":43,"width":187,"height":188,"formats":189,"hash":224,"ext":191,"mime":194,"size":225,"url":226,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":228,"updatedAt":228,"publishedAt":229},14,"qhqi2vsco8toit0qn8mou5p1","mondial-signaux.webp","Foule rassemblée devant un écran géant en fan zone pour regarder un match de football",1280,800,{"large":190,"small":200,"medium":208,"thumbnail":216},{"ext":191,"url":192,"hash":193,"mime":194,"name":195,"path":43,"size":196,"width":197,"height":198,"sizeInBytes":199},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_mondial_signaux_4274ea55e8.webp","large_mondial_signaux_4274ea55e8","image\u002Fwebp","large_mondial-signaux.webp",171.25,1000,625,171252,{"ext":191,"url":201,"hash":202,"mime":194,"name":203,"path":43,"size":204,"width":205,"height":206,"sizeInBytes":207},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_mondial_signaux_4274ea55e8.webp","small_mondial_signaux_4274ea55e8","small_mondial-signaux.webp",57.74,500,312,57736,{"ext":191,"url":209,"hash":210,"mime":194,"name":211,"path":43,"size":212,"width":213,"height":214,"sizeInBytes":215},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_mondial_signaux_4274ea55e8.webp","medium_mondial_signaux_4274ea55e8","medium_mondial-signaux.webp",111.56,750,469,111562,{"ext":191,"url":217,"hash":218,"mime":194,"name":219,"path":43,"size":220,"width":221,"height":222,"sizeInBytes":223},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_mondial_signaux_4274ea55e8.webp","thumbnail_mondial_signaux_4274ea55e8","thumbnail_mondial-signaux.webp",16.78,245,153,16776,"mondial_signaux_4274ea55e8",252.9,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmondial_signaux_4274ea55e8.webp","strapi-provider-upload-azure-storage","2026-07-25T20:16:48.749Z","2026-07-25T20:16:48.750Z",{"id":90,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":29,"contenu":239},"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",[240,244,248,252,260,264,268,294,298,302,306,310,314,318,344,348],{"type":100,"children":241},[242],{"text":243,"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":245},[246],{"text":247,"type":104},"What a demand signal measures, and what it does not",{"type":100,"children":249},[250],{"text":251,"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":253},[254,256,258],{"text":255,"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":151,"text":257,"type":104},"\"where to watch France Spain\"",{"text":259,"type":104}," is an intention, not an exposure.",{"type":100,"children":261},[262],{"text":263,"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":265},[266],{"text":267,"type":104},"The four families of signals usable in sport",{"type":144,"format":145,"children":269},[270,276,282,288],{"type":148,"children":271},[272,274],{"bold":151,"text":273,"type":104},"Access signals",{"text":275,"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":148,"children":277},[278,280],{"bold":151,"text":279,"type":104},"Acquisition signals",{"text":281,"type":104},": subscription comparisons, price, offer and cancellation searches. They announce a shift in the subscriber base, in either direction.",{"type":148,"children":283},[284,286],{"bold":151,"text":285,"type":104},"Presence signals",{"text":287,"type":104},": ticketing, travel, accommodation, fan zones. They locate physical demand, which media audiences cannot do.",{"type":148,"children":289},[290,292],{"bold":151,"text":291,"type":104},"Affiliation signals",{"text":293,"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":295},[296],{"text":297,"type":104},"Why demand becomes visible before it converts",{"type":100,"children":299},[300],{"text":301,"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":303},[304],{"text":305,"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":307},[308],{"text":309,"type":104},"The case of invisible territories",{"type":100,"children":311},[312],{"text":313,"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":315},[316],{"text":317,"type":104},"What each segment decides with them",{"type":144,"format":145,"children":319},[320,326,332,338],{"type":148,"children":321},[322,324],{"bold":151,"text":323,"type":104},"Brands and sponsors",{"text":325,"type":104},": choose between two assets on the real demand of their target audience, rather than on the asset’s gross reach.",{"type":148,"children":327},[328,330],{"bold":151,"text":329,"type":104},"Federations and leagues",{"text":331,"type":104},": identify development territories where interest already exists, before investing in structure.",{"type":148,"children":333},[334,336],{"bold":151,"text":335,"type":104},"Event organisers",{"text":337,"type":104},": time the on-sale and the promotional pressure against the search curve rather than last year’s calendar.",{"type":148,"children":339},[340,342],{"bold":151,"text":341,"type":104},"Broadcasters",{"text":343,"type":104},": separate, within a subscription spike, what reflects durable interest from what reflects a tournament.",{"type":110,"level":4,"children":345},[346],{"text":347,"type":104},"How to read the articles in this category",{"type":100,"children":349},[350,352,358],{"text":351,"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":353,"type":354,"children":355},"\u002Fen\u002Fglossary","link",[356],{"text":357,"type":104},"glossary",{"text":359,"type":104},".",[361],{"id":362,"documentId":94,"title":363,"slug":364,"description":365,"content":366,"createdAt":439,"updatedAt":439,"publishedAt":440,"locale":441,"datePublication":181},238,"60 millions de Français touchés : ce que la portée ne mesure pas","mondial-2026-portee-record-m6-limites","M6 a touché 93 % de la population française pendant le Mondial 2026. La portée compte les personnes qui ont croisé l'événement, pas celles qui étaient en situation d'agir.",[367,371,375,379,383,387,391,395,399,403,407,427,431,435],{"type":100,"children":368},[369],{"text":370,"type":104},"Le bilan de M6 sur la Coupe du monde 2026 est sans ambiguïté sur un point : 60 millions de Français touchés, soit 93 % de la population nationale, et une couverture proche de 100 % sur les 25-49 ans comme sur les 15-34 ans. Aucune campagne média achetée ne produit ce genre de chiffre.",{"type":100,"children":372},[373],{"text":374,"type":104},"Reste à savoir ce que ce chiffre autorise à décider. La portée compte les personnes qui ont croisé l'événement au moins une fois. Elle ne dit rien de celles qui étaient en situation de faire quelque chose : s'abonner, chercher où voir un match, se déplacer, acheter.",{"type":110,"level":4,"children":376},[377],{"text":378,"type":104},"Une portée quasi totale ne sépare plus rien",{"type":100,"children":380},[381],{"text":382,"type":104},"Quand un indicateur atteint 93 %, il cesse de discriminer. Deux zones, deux tranches d'âge, deux profils de supporters y affichent la même valeur, alors que leurs comportements diffèrent. Un chiffre qui ne sépare plus rien ne peut plus servir à répartir un budget.",{"type":100,"children":384},[385],{"text":386,"type":104},"C'est la limite mécanique de tout indicateur de couverture réussi : il devient un constat, pas un outil d'arbitrage. Une décision d'allocation a besoin de variables qui varient.",{"type":123,"children":388},[389],{"text":390,"type":104},"60 millions de Français touchés, 93 % de la population, et une seule information : la compétition a été vue.",{"type":110,"level":4,"children":392},[393],{"text":394,"type":104},"L'accès, lui, est resté fragmenté",{"type":100,"children":396},[397],{"text":398,"type":104},"Pendant que la portée saturait, la structure de diffusion restait coupée en deux : 54 matchs en clair sur M6, 104 sur beIN Sports, donc derrière un abonnement. Un téléspectateur touché par la compétition n'était pas pour autant en mesure de suivre l'équipe ou la rencontre qui l'intéressait.",{"type":100,"children":400},[401],{"text":402,"type":104},"Cet écart entre exposition et accès est exactement l'endroit où se forment des recherches : quelle chaîne, quel abonnement, à quel prix, jusqu'à quand. Ce sont ces recherches, et non la portée, qui distinguent les personnes bloquées par un problème d'accès de celles qui n'avaient aucune intention.",{"type":110,"level":83,"children":404},[405],{"text":406,"type":104},"Ce que la portée ne permet pas de faire",{"type":144,"format":145,"children":408},[409,415,421],{"type":148,"children":410},[411,413],{"bold":151,"text":412,"type":104},"Dimensionner une offre payante ",{"text":414,"type":104},": elle additionne des contacts, pas des intentions d'achat.",{"type":148,"children":416},[417,419],{"bold":151,"text":418,"type":104},"Choisir un territoire ",{"text":420,"type":104},": une couverture homogène ne hiérarchise aucune zone.",{"type":148,"children":422},[423,425],{"bold":151,"text":424,"type":104},"Choisir un moment ",{"text":426,"type":104},": elle s'établit sur toute la compétition et lisse les pics.",{"type":110,"level":4,"children":428},[429],{"text":430,"type":104},"Le bon usage du chiffre",{"type":100,"children":432},[433],{"text":434,"type":104},"Une portée de cette ampleur reste précieuse, mais comme dénominateur plutôt que comme cible. Elle fixe le plafond de ce qu'un événement peut atteindre en France, ce qui permet de mesurer à quel point les populations réellement actives en sont éloignées.",{"type":100,"children":436},[437],{"text":438,"type":104},"L'écart entre les deux est l'information utile. Il se lit dans les comportements observés pendant la compétition, pas dans le bilan d'audience qui la clôture.","2026-08-17T07:05:38.652Z","2026-08-17T07:05:38.730Z","fr",[443,447,451,455],{"id":444,"question":445,"reponse":446},169,"How many French people did M6 reach during the 2026 World Cup?","60 million, or 93% of the national population, across linear broadcast and the M6+ platform combined, with coverage close to 100% among 25-49s and 15-34s.",{"id":448,"question":449,"reponse":450},170,"Why is 93% reach hard to act on?","Because at that level the indicator no longer discriminates. Two regions or two profiles show the same value while their behaviour differs. A figure that separates nothing cannot be used to allocate a budget.",{"id":452,"question":453,"reponse":454},171,"Was the 2026 World Cup entirely free to watch in France?","No. 54 matches were broadcast free-to-air on M6 and 104 on beIN Sports, behind a subscription. Exposure to the competition therefore did not guarantee access to the fixture being sought.",{"id":456,"question":457,"reponse":458},172,"What should be looked at instead of reach?","The behaviour that separates: access searches, questions about the broadcaster and the price, concentrated in time and localised. They distinguish a blocked intention from an absent one.",[460,465],{"id":461,"libelle":462,"url":463,"date":464},249,"Bilan d'audience M6 sur la Coupe du monde 2026 : 20,2 millions de téléspectateurs sur France-Espagne, 12,2 millions sur la finale (59,2 % de part d'audience), 60 millions de Français touchés soit 93 % de la population, The Media Leader","https:\u002F\u002Ffr.themedialeader.com\u002Fderriere-les-records-daudience-la-coupe-du-monde-2026-a-t-elle-ete-une-bonne-affaire-pour-m6\u002F","2026",{"id":466,"libelle":467,"url":468,"date":464},250,"Répartition des droits de diffusion de la Coupe du monde 2026 en France : 54 matchs en clair sur M6, 104 matchs sur beIN Sports, Soccerway","https:\u002F\u002Ffr.soccerway.com\u002Factualites\u002Ffootball-coupe-du-monde-pas-de-diffusion-de-la-coupe-du-monde-2026-pour-tf1-m6-remporte-les-encheres\u002FKU3CAXhc",[470,658,851],{"id":471,"documentId":472,"title":473,"slug":474,"description":475,"content":476,"createdAt":532,"updatedAt":533,"publishedAt":534,"locale":29,"datePublication":535,"coverImage":536,"category":572},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.",[477,481,485,489,493,497,501,505,509,513,524,528],{"type":100,"children":478},[479],{"text":480,"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":482},[483],{"text":484,"type":104},"75M · euros a year from Nike to PSG, under a deal running to 2032",{"type":100,"children":486},[487],{"text":488,"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":490},[491],{"text":492,"type":104},"A global club does not have one audience, it has several",{"type":100,"children":494},[495],{"text":496,"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":498},[499],{"text":500,"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":502},[503],{"text":504,"type":104},"Association is measured, not inferred",{"type":100,"children":506},[507],{"text":508,"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":510},[511],{"text":512,"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":514},[515,517,522],{"text":516,"type":104},"It is the same distinction set out in our piece on ",{"url":518,"type":354,"children":519},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand",[520],{"text":521,"type":104},"visibility versus demand",{"text":523,"type":104},", applied here to one club and to contracts whose end dates are known.",{"type":110,"level":4,"children":525},[526],{"text":527,"type":104},"Whose decision this is",{"type":100,"children":529},[530],{"text":531,"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":537,"documentId":538,"name":539,"alternativeText":540,"caption":43,"focalPoint":43,"width":541,"height":197,"formats":542,"hash":567,"ext":191,"mime":194,"size":568,"url":569,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":570,"updatedAt":570,"publishedAt":571},27,"dodx1yydmg6friobrs7sdv95","psg-sponsors.webp","Vue aérienne des tribunes garnies et de la pelouse d’un grand stade de football",1600,{"large":543,"small":549,"medium":555,"thumbnail":561},{"ext":191,"url":544,"hash":545,"mime":194,"name":546,"path":43,"size":547,"width":197,"height":198,"sizeInBytes":548},"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":191,"url":550,"hash":551,"mime":194,"name":552,"path":43,"size":553,"width":205,"height":206,"sizeInBytes":554},"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":191,"url":556,"hash":557,"mime":194,"name":558,"path":43,"size":559,"width":213,"height":214,"sizeInBytes":560},"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":191,"url":562,"hash":563,"mime":194,"name":564,"path":43,"size":565,"width":221,"height":222,"sizeInBytes":566},"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":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":29,"contenu":573},[574,577,580,583,588,591,594,612,615,618,621,624,627,630,648,651],{"type":100,"children":575},[576],{"text":243,"type":104},{"type":110,"level":4,"children":578},[579],{"text":247,"type":104},{"type":100,"children":581},[582],{"text":251,"type":104},{"type":100,"children":584},[585,586,587],{"text":255,"type":104},{"bold":151,"text":257,"type":104},{"text":259,"type":104},{"type":100,"children":589},[590],{"text":263,"type":104},{"type":110,"level":4,"children":592},[593],{"text":267,"type":104},{"type":144,"format":145,"children":595},[596,600,604,608],{"type":148,"children":597},[598,599],{"bold":151,"text":273,"type":104},{"text":275,"type":104},{"type":148,"children":601},[602,603],{"bold":151,"text":279,"type":104},{"text":281,"type":104},{"type":148,"children":605},[606,607],{"bold":151,"text":285,"type":104},{"text":287,"type":104},{"type":148,"children":609},[610,611],{"bold":151,"text":291,"type":104},{"text":293,"type":104},{"type":110,"level":4,"children":613},[614],{"text":297,"type":104},{"type":100,"children":616},[617],{"text":301,"type":104},{"type":100,"children":619},[620],{"text":305,"type":104},{"type":110,"level":83,"children":622},[623],{"text":309,"type":104},{"type":100,"children":625},[626],{"text":313,"type":104},{"type":110,"level":4,"children":628},[629],{"text":317,"type":104},{"type":144,"format":145,"children":631},[632,636,640,644],{"type":148,"children":633},[634,635],{"bold":151,"text":323,"type":104},{"text":325,"type":104},{"type":148,"children":637},[638,639],{"bold":151,"text":329,"type":104},{"text":331,"type":104},{"type":148,"children":641},[642,643],{"bold":151,"text":335,"type":104},{"text":337,"type":104},{"type":148,"children":645},[646,647],{"bold":151,"text":341,"type":104},{"text":343,"type":104},{"type":110,"level":4,"children":649},[650],{"text":347,"type":104},{"type":100,"children":652},[653,654,657],{"text":351,"type":104},{"url":353,"type":354,"children":655},[656],{"text":357,"type":104},{"text":359,"type":104},{"id":659,"documentId":660,"title":661,"slug":662,"description":663,"content":664,"createdAt":755,"updatedAt":756,"publishedAt":757,"locale":29,"datePublication":758,"coverImage":759,"category":765},219,"nkhm78km1kal9b7bo3uyrf46","World Cup 2026: what fans search for","world-cup-2026-fan-signals-before-kickoff","Before a high-stakes match, fans do not declare their intentions: they search. Where to watch, with whom, in which venue: all actionable signals.",[665,669,673,677,681,707,711,715,735,739,743,747,751],{"type":100,"children":666},[667],{"text":668,"type":104},"On the eve of a France–Spain World Cup fixture, hundreds of thousands of people ask the same questions: where to watch the match, which channel is showing it, which bar has a big screen, what time to arrive. Each of these queries is an intent that is timestamped, located and immediately actionable.",{"type":123,"children":670},[671],{"text":672,"type":104},"×6: the volume of broadcast-related searches in the 48 hours before a high-stakes kick-off.",{"type":100,"children":674},[675],{"text":676,"type":104},"That temporal concentration is what makes the signal valuable, and what makes it perishable: information that arrives too late has no operational value.",{"type":110,"level":4,"children":678},[679],{"text":680,"type":104},"Four families of queries, four distinct uses",{"type":144,"format":145,"children":682},[683,689,695,701],{"type":148,"children":684},[685,687],{"bold":151,"text":686,"type":104},"“Which channel”, “where to watch”. ",{"text":688,"type":104},"A broadcast signal. It measures public uncertainty about the channel: a direct concern for the broadcaster, whose audience depends on clearing it.",{"type":148,"children":690},[691,693],{"bold":151,"text":692,"type":104},"“Bar with big screen”, “fan zone”, “public screening”. ",{"text":694,"type":104},"A collective-viewing signal, strongly localised. This is the most actionable signal for a physical activation.",{"type":148,"children":696},[697,699],{"bold":151,"text":698,"type":104},"“Match time”, “probable line-up”. ",{"text":700,"type":104},"An engagement signal: these queries come from an audience already committed to watching.",{"type":148,"children":702},[703,705],{"bold":151,"text":704,"type":104},"“Free stream”. ",{"text":706,"type":104},"A friction signal: it indicates real demand poorly served by the legal offer, often a matter of price or accessibility.",{"type":110,"level":4,"children":708},[709],{"text":710,"type":104},"What each stakeholder can do with it",{"type":100,"children":712},[713],{"text":714,"type":104},"The same data serves different decisions depending on your position in the value chain.",{"type":144,"format":145,"children":716},[717,723,729],{"type":148,"children":718},[719,721],{"bold":151,"text":720,"type":104},"A broadcaster ",{"text":722,"type":104},"concentrates promotion where channel uncertainty is highest, and aligns its pre-match output with the hours people actually search.",{"type":148,"children":724},[725,727],{"bold":151,"text":726,"type":104},"A sponsor ",{"text":728,"type":104},"identifies the cities and venues where a physical activation will meet a real audience, rather than defaulting to the largest metropolitan areas.",{"type":148,"children":730},[731,733],{"bold":151,"text":732,"type":104},"An organiser or a local authority ",{"text":734,"type":104},"sizes public screening, security and transport against measured demand rather than an estimate.",{"type":110,"level":4,"children":736},[737],{"text":738,"type":104},"A short window, a repeating cycle",{"type":100,"children":740},[741],{"text":742,"type":104},"Most of this demand forms in the forty-eight hours before kick-off and disappears within the hour after the final whistle. Exploiting the signal therefore requires continuous reading, not retrospective analysis.",{"type":100,"children":744},[745],{"text":746,"type":104},"The pattern does repeat at every high-stakes fixture, which makes it predictable. Volumes observed on previous matches allow you to anticipate the scale and distribution of demand on the next, and so to prepare rather than react.",{"type":110,"level":83,"children":748},[749],{"text":750,"type":104},"The underlying principle",{"type":100,"children":752},[753],{"text":754,"type":104},"Before an event, the public does not declare its intentions: it searches for them. Reading those searches as they happen provides information that neither ticketing, nor CRM, nor past audiences can supply: because all of them arrive after the decision.","2026-07-27T12:03:46.387Z","2026-08-13T10:39:54.345Z","2026-08-09T21:04:30.323Z","2026-07-25T17:19:55.834Z",{"id":183,"documentId":184,"name":185,"alternativeText":186,"caption":43,"focalPoint":43,"width":187,"height":188,"formats":760,"hash":224,"ext":191,"mime":194,"size":225,"url":226,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":228,"updatedAt":228,"publishedAt":229},{"large":761,"small":762,"medium":763,"thumbnail":764},{"ext":191,"url":192,"hash":193,"mime":194,"name":195,"path":43,"size":196,"width":197,"height":198,"sizeInBytes":199},{"ext":191,"url":201,"hash":202,"mime":194,"name":203,"path":43,"size":204,"width":205,"height":206,"sizeInBytes":207},{"ext":191,"url":209,"hash":210,"mime":194,"name":211,"path":43,"size":212,"width":213,"height":214,"sizeInBytes":215},{"ext":191,"url":217,"hash":218,"mime":194,"name":219,"path":43,"size":220,"width":221,"height":222,"sizeInBytes":223},{"id":90,"documentId":231,"name":232,"slug":233,"titrePage":234,"seoDescription":235,"createdAt":236,"updatedAt":237,"publishedAt":238,"locale":29,"contenu":766},[767,770,773,776,781,784,787,805,808,811,814,817,820,823,841,844],{"type":100,"children":768},[769],{"text":243,"type":104},{"type":110,"level":4,"children":771},[772],{"text":247,"type":104},{"type":100,"children":774},[775],{"text":251,"type":104},{"type":100,"children":777},[778,779,780],{"text":255,"type":104},{"bold":151,"text":257,"type":104},{"text":259,"type":104},{"type":100,"children":782},[783],{"text":263,"type":104},{"type":110,"level":4,"children":785},[786],{"text":267,"type":104},{"type":144,"format":145,"children":788},[789,793,797,801],{"type":148,"children":790},[791,792],{"bold":151,"text":273,"type":104},{"text":275,"type":104},{"type":148,"children":794},[795,796],{"bold":151,"text":279,"type":104},{"text":281,"type":104},{"type":148,"children":798},[799,800],{"bold":151,"text":285,"type":104},{"text":287,"type":104},{"type":148,"children":802},[803,804],{"bold":151,"text":291,"type":104},{"text":293,"type":104},{"type":110,"level":4,"children":806},[807],{"text":297,"type":104},{"type":100,"children":809},[810],{"text":301,"type":104},{"type":100,"children":812},[813],{"text":305,"type":104},{"type":110,"level":83,"children":815},[816],{"text":309,"type":104},{"type":100,"children":818},[819],{"text":313,"type":104},{"type":110,"level":4,"children":821},[822],{"text":317,"type":104},{"type":144,"format":145,"children":824},[825,829,833,837],{"type":148,"children":826},[827,828],{"bold":151,"text":323,"type":104},{"text":325,"type":104},{"type":148,"children":830},[831,832],{"bold":151,"text":329,"type":104},{"text":331,"type":104},{"type":148,"children":834},[835,836],{"bold":151,"text":335,"type":104},{"text":337,"type":104},{"type":148,"children":838},[839,840],{"bold":151,"text":341,"type":104},{"text":343,"type":104},{"type":110,"level":4,"children":842},[843],{"text":347,"type":104},{"type":100,"children":845},[846,847,850],{"text":351,"type":104},{"url":353,"type":354,"children":848},[849],{"text":357,"type":104},{"text":359,"type":104},{"id":852,"documentId":853,"title":854,"slug":855,"description":856,"content":857,"createdAt":930,"updatedAt":930,"publishedAt":931,"locale":29,"datePublication":932,"coverImage":933,"category":967},252,"lkpjaofgdlwwtfkjaagukqy4","45% notice the sponsor, 34% think better of it","world-cup-2026-sponsorship-noticed-versus-perceived","A YouGov study measures the gap between being seen and being associated during the 2026 World Cup. That gap, not exposure, is what activation can actually close.",[858,862,866,870,874,878,882,886,890,894,898,918,922,926],{"type":100,"children":859},[860],{"text":861,"type":104},"A YouGov study run in March and April 2026 among people likely to follow the World Cup gives two figures that have to be read together: 45% of French people interested in the competition say they notice partner brands, and 34% consider that the sponsorship improves their perception of the brand.",{"type":100,"children":863},[864],{"text":865,"type":104},"Eleven points separate being seen from being better regarded. That interval is where an activation's return is decided, and it is the only place where it can act.",{"type":110,"level":4,"children":867},[868],{"text":869,"type":104},"Exposure is bought, association is not",{"type":100,"children":871},[872],{"text":873,"type":104},"A sponsorship contract guarantees a presence: a logo, a placement, a mention. It guarantees no transfer. Being seen next to an event and being associated with what the public takes from it are two distinct outcomes, produced by different mechanisms.",{"type":100,"children":875},[876],{"text":877,"type":104},"The first is measured in exposure volume and can be contracted. The second is measured in perception and is built by what the brand does during the competition, not by where its name appears.",{"type":123,"children":879},[880],{"text":881,"type":104},"45% notice partner brands, 34% say they think better of them.",{"type":110,"level":4,"children":883},[884],{"text":885,"type":104},"What the eleven points cover",{"type":100,"children":887},[888],{"text":889,"type":104},"The gap is not an unavoidable loss. It gathers very different situations: a brand noticed without being understood, a brand understood but with no perceived link to the competition, a brand whose presence is read as opportunistic. All three can be corrected, but not in the same way.",{"type":100,"children":891},[892],{"text":893,"type":104},"None of the three is corrected by increasing exposure. Adding volume to a weak association reproduces the weak association at greater scale.",{"type":110,"level":83,"children":895},[896],{"text":897,"type":104},"Three levers that act on the gap, not on reach",{"type":144,"format":145,"children":899},[900,906,912],{"type":148,"children":901},[902,904],{"bold":151,"text":903,"type":104},"Answer a need tied to the event ",{"text":905,"type":104},"rather than applying a signature: access, organising the viewing, travel.",{"type":148,"children":907},[908,910],{"bold":151,"text":909,"type":104},"Choose a moment when the question is being asked ",{"text":911,"type":104},"rather than the period when the audience is widest.",{"type":148,"children":913},[914,916],{"bold":151,"text":915,"type":104},"Choose a territory where the brand already has standing",{"text":917,"type":104},": a competition amplifies an existing association far better than it creates one.",{"type":110,"level":4,"children":919},[920],{"text":921,"type":104},"Measuring the right thing",{"type":100,"children":923},[924],{"text":925,"type":104},"An activation review that closes on contacts and coverage says nothing about the gap. What has to be measured is what changed in the relationship: brand search volume during and after the competition, queries linking the brand to the sporting territory, and how those volumes move outside the event window.",{"type":100,"children":927},[928],{"text":929,"type":104},"Those measurements have the advantage of not depending on a question put to a panel, and of staying comparable from one competition to the next.","2026-08-17T07:05:42.042Z","2026-08-17T07:05:42.085Z","2026-08-16T09:21:07.000Z",{"id":934,"documentId":935,"name":936,"alternativeText":937,"caption":43,"focalPoint":43,"width":187,"height":188,"formats":938,"hash":963,"ext":191,"mime":194,"size":964,"url":965,"previewUrl":43,"provider":227,"provider_metadata":43,"createdAt":966,"updatedAt":966,"publishedAt":966},9,"zw7veb4ffjs0csr0ajxwblyg","sponsoring-demande.webp","Match de football en nocturne, panneaux publicitaires des sponsors visibles en bord de terrain",{"large":939,"small":945,"medium":951,"thumbnail":957},{"ext":191,"url":940,"hash":941,"mime":194,"name":942,"path":43,"size":943,"width":197,"height":198,"sizeInBytes":944},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_sponsoring_demande_07060a8fcc.webp","large_sponsoring_demande_07060a8fcc","large_sponsoring-demande.webp",36.79,36786,{"ext":191,"url":946,"hash":947,"mime":194,"name":948,"path":43,"size":949,"width":205,"height":206,"sizeInBytes":950},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_sponsoring_demande_07060a8fcc.webp","small_sponsoring_demande_07060a8fcc","small_sponsoring-demande.webp",14.8,14802,{"ext":191,"url":952,"hash":953,"mime":194,"name":954,"path":43,"size":955,"width":213,"height":214,"sizeInBytes":956},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_sponsoring_demande_07060a8fcc.webp","medium_sponsoring_demande_07060a8fcc","medium_sponsoring-demande.webp",26.03,26034,{"ext":191,"url":958,"hash":959,"mime":194,"name":960,"path":43,"size":961,"width":221,"height":222,"sizeInBytes":962},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_sponsoring_demande_07060a8fcc.webp","thumbnail_sponsoring_demande_07060a8fcc","thumbnail_sponsoring-demande.webp",4.95,4950,"sponsoring_demande_07060a8fcc",54.53,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsponsoring_demande_07060a8fcc.webp","2026-07-25T20:16:45.081Z",{"id":968,"documentId":969,"name":970,"slug":971,"titrePage":972,"seoDescription":973,"createdAt":974,"updatedAt":975,"publishedAt":976,"locale":29,"contenu":977},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",[978,982,986,990,994,998,1002,1028,1032,1036,1040,1044,1048,1052,1056],{"type":100,"children":979},[980],{"text":981,"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":983},[984],{"text":985,"type":104},"The activation budget is decided before the creative",{"type":100,"children":987},[988],{"text":989,"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":991},[992],{"text":993,"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":995},[996],{"text":997,"type":104},"Target territories, not personas",{"type":100,"children":999},[1000],{"text":1001,"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":144,"format":145,"children":1003},[1004,1010,1016,1022],{"type":148,"children":1005},[1006,1008],{"bold":151,"text":1007,"type":104},"Hot territory",{"text":1009,"type":104},": strong demand, offer present. Activation competes with what exists; share of voice is expensive.",{"type":148,"children":1011},[1012,1014],{"bold":151,"text":1013,"type":104},"Ripe territory",{"text":1015,"type":104},": strong demand, no offer. The best effort-to-effect ratio, and the most often overlooked.",{"type":148,"children":1017},[1018,1020],{"bold":151,"text":1019,"type":104},"Cold territory",{"text":1021,"type":104},": weak demand despite an offer. Interest has to be created before it can be captured, which is a different budget.",{"type":148,"children":1023},[1024,1026],{"bold":151,"text":1025,"type":104},"Emerging territory",{"text":1027,"type":104},": weak but fast-rising demand. Justifies a light presence and a short review horizon.",{"type":110,"level":4,"children":1029},[1030],{"text":1031,"type":104},"Timing: the curve matters more than the date",{"type":100,"children":1033},[1034],{"text":1035,"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":1037},[1038],{"text":1039,"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":1041},[1042],{"text":1043,"type":104},"Measuring an activation honestly",{"type":100,"children":1045},[1046],{"text":1047,"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":1049},[1050],{"text":1051,"type":104},"Where to start",{"type":100,"children":1053},[1054],{"text":1055,"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":1057},[1058,1060,1063],{"text":1059,"type":104},"The underlying measurement methods are detailed in the Methodology category, and the vocabulary in the ",{"url":353,"type":354,"children":1061},[1062],{"text":357,"type":104},{"text":359,"type":104}]