12.02.2019 Press release

Hyundai and Lagardère Sports and Entertainment win the 2019 Sporsora

  • Hyundai Motor France and Lagardère Sports and Entertainment have won the Sporsora 2019 Trophy in the Activation category for the Accélérateur by Hyundai activation
  • For the first time in a stadium in Europe, the Accélérateur by Hyundai activation gives all spectators at the Groupama Stadium the opportunity to compete against each other in a virtual race before kick-off

Press material

For 13 years, the Sporsora trophies have been awarded to the most innovative and effective sports marketing strategies.

Launched on the 3rd November during the game between Olympique Lyonnais and FC Girondins de Bordeaux, the Accélérateur by Hyundai activation at the Groupama Stadium has been named the Best Activation of 2019. The activation is being carried out throughout the entire Ligue 1 Conforama season.

This activation gives Hyundai Motor France, a Premium Partner of Olympique Lyonnais since 2012, the opportunity to enhance the #HyundaiExperience, which includes numerous activities designed for fans during each home game at the Groupama Stadium.

For Hyundai Motor France and Lagardère Sports and Entertainment, this is the second victory after receiving an award for their “SociOL Room by Hyundai”, which was also part of their partnership with Olympique Lyonnais.

The concept of the Accélérateur by Hyundai:

For the first time in a stadium in Europe, this virtual race, which is open to all spectators and made possible thanks to the stadium’s connectivity, is running on the Groupama Stadium application. Before each Olympique Lyonnais home game, the stadium speaker will give the starting signal, and participants then take part in a sprint. To move their vehicle forward, they must tap their smartphone as quickly and consistently as possible. The race is broadcast live on the giant screens. The winner of the game will be escorted with a person of his or her choice to the special Hyundai seats located pitch side, as close as possible to the players. You can watch a video of the activation HERE.

This award acknowledges three fundamental values that have linked Hyundai Motor France and Olympique Lyonnais since 2012. First of all is excellence – all the actions that emerge from this partnership pursue the same objective of enhancing the value of Hyundai and the OL by providing unforgettable brand experiences. Innovation – even after seven seasons, we haven’t lost our ability to innovate, and this activation, in addition to being very engaging, is a top quality activity that rounds off our presence at Groupama Stadium. And finally, there is consistency. After winning an award in 2015 with the “SociOL Room by Hyundai”, this new award for “Best Activation in a Sporting Event” is a tribute to the results of a perfect collaboration between the teams of Hyundai Motor France, Lagardère Sports and Entertainment, and Olympique Lyonnais.

Lionel French-Keogh Managing Director of Hyundai Motor France

This trophy rewards the work of a whole team of employees who are at the heart of the premium partnership between Olympique Lyonnais and Hyundai Motor France. This is a perfect example of what Lagardère Sports and Entertainment is able to offer the world of sport, by adapting to the challenges and expectations of all its stakeholders. Winning this award for the Accélérateur by Hyundai activation is a testament to our expertise and gives us a great opportunity to showcase our digital know-how and our ability to understand and engage fans. This device, which is the first digital live experience in a stadium in Europe, confirms that we are leading the way when it comes to activating football’s partner brands.

Laurent Moretti Managing Director France of Lagardère Sports and Entertainment


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