Published on October 13th, 2022

Location: France

SPORTFIVE and Fimalac Entertainment : An innovative partnership in the world of culture

SPORTFIVE, the international sports marketing agency, is proud to announce its new exclusive partnership with entertainment giant FIMALAC ENTERTAINMENT.

Committed to the promotion of French artistic and cultural heritage, FIMALAC, founded by Marc Ladreit de Lacharrière, creates and supports numerous projects promoting the influence of culture in France and Belgium. An entity dedicated to entertainment has been created to federate and support players in the variety, theater, contemporary music, comedy, jazz and electronic music sectors. It was in 2009 that FIMALAC began this activity by supporting production companies in an evolving market. 

Since then, the FIMALAC ENTERTAINMENT group has continued to develop by bringing together all the know-how necessary for the organization and structuring of the entertainment sector :

-        Tour management of more than 200 artists in the music or comedy sectors as well as more than 10 exhibitions around the world with more than 2.5 million tickets sold by the group's  productions: Anteprima productions, Arts Live Entertainment, Auguri Productions, Encore Productions, Gilbert Coullier Productions, Kwet production and TS3,

-        Production of musical shows and plays of national and international scope such as Starmania, The Producers or Disney on Ice in 2022/2023 ;

-        Operation of 21 concert halls in France (such as  the Zénith in Nancy, Dijon, Strasbourg, Zénith in Rouen, the Silo in Marseille, the Fémina theatre or the Arènes in Metz...) which host more than 1,500 events per year ; 

-        Management and operation of 7 Parisian cinemas: Pleyel Hall, Bouffes Parisiens Theatre, Madeleine Theatre, Michodière Theatre, Paris Theatre, Marigny Theatre and Porte Saint-Martin Theatre ;

-        Production of 2 festivals: Les Ardentes and Pianomania.

Thanks to this innovative partnership between these two major players in the sports and entertainment sector, SPORTFIVE will put all of its commercial, marketing, digital, data and activation expertise at the service of Fimalac Entertainment's sponsorship and hospitality offers.

Unique and tailor-made cultural sponsorship opportunities

Shows, one-woman/man shows, concerts, plays, exhibitions or festivals: this is a new field of collaberation possible for brands wishing to address the more than 8 million annual spectators that FIMALAC ENTERTAINMENT reaches.

SPORTFIVE will thus be able to build and market powerful and personalized partnership offers to  brands by integrating all the different fan contact points offered by FIMALAC ENTERTAINMENT's assets: image association with artists and their tours, visibility in venues and festivals, digital presence around shows, money can't buy experiences and event operations.

Exceptional and personalized hospitality experiences throughout France 

Many VIP services can be set up in the venues belonging to the FIMALAC ENTERTAINMENT group as well as on their artists’ tours throughout France. 

Show tickets with reception, private concerts, privatization of space or meeting with artists, SPORTFIVE will be able to build and market real VIP experiences tailored to its customers around the main concerts, musical shows, plays, exhibitions or one man/woman-shows.           

 A new strategic partner of SPORTFIVE in France

With this diversification of territory into the world of culture, SPORTFIVE is adding an entertainment element to the range of sponsorship and hospitality offers it can build for its clients.

 Following the example of football and rugby clubs such as Olympique Lyonnais, Lille OSC, RC Lens, AJ Auxerre, AS Saint-Etienne, Valenciennes FC and Stade Français Paris, FIMALAC ENTERTAINMENT joins the network of French premium partners who have entrusted SPORTFIVE with the exclusive marketing of their BtoB offers.

SPORTFIVE now becomes a central and preponderant player in all live events: in the world of sport, e-sport and now culture.

Aurélien Binder, President of FIMALAC ENTERTAINMENT, adds: "Since 2009, the Fimalac Entertainment group has established itself as the French leader in French-language artistic production. In order to consolidate our assets and respond more than ever to a market in full construction and because creation is now spread over several sectors, it was therefore natural to conclude this agreement with SPORTFIVE, which has established itself as a major partner of French and international advertisers.”

We are very happy with this partnership with the FIMALAC ENTERTAINMENT group, which will open up new cultural territory for our partners. Our teams will be able to build and market innovative offers around the greatest French-speaking artists and build innovative experiences for all fans of entertainment and live shows.

Laurent MORETTI, Managing Director France of SPORTFIVE


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.


    In 2022-2023, the Fimalac Entertainment group will accompany the tours of artists such as Stromae, Mylène Farmer, Angèle, Florence Foresti, Tiakola, Gazo, Roméo Elvis..., shows such as the rock opera Starmania and the Producers, plays with Quand l'enfant parait, L'invitation, Chers parents, Un couple magique or exhibitions with Imagine Van Gogh...  For more information, please visit  our websiteor our social networks LinkedInFacebookTwitter and Instagram.      

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