The Sports Entrepreneurs Podcast by Marcus Luer

Lucien Boyer, “Championing French Sports Globally”

January 28, 2021

Lucien Boyer, a rock star with a French accent in the world of Sports marketing, with an amazing career and stories to back it up.  Enjoy our journey through Lucien’s career across France, Australia and the UK, from the America’s Cup to FIFA World Cup and Coca-Cola to Louis Vuitton.  Lucien has leveraged the power of major global competitions and major commercial partners throughout his career. Enjoy the stories and the learning.  Plenty of it.

 

Key Highlights

  1. As a student getting involved in raising money for the French Challenger’s Boat for the America’s Cup, which takes him to Australia
  2. Eyes opened to the power of sports and combining his passion of sports with interest in marketing
  3. From Saatchi & Saatchi to Larousse Lamborghini Formula One  - driving revenue from 20 mil to 120 mil French France (pre EURO)
  4. Learning activation, telling stories for sponsors, branded content and content marketing
  5. Lifestyle Marketing Group (LMG), his first startup incubated by Saatchi & Saatchi – brand consulting in the lifestyle space
  6. Two Olympic Games coming to Europe, 1992, both Winter & Summer Olympics in the same year, Albertville (France) & Barcelona (Spain) – won pitch to promote the European Union
  7. Big Global Events have been his big breakthrough, next up 1998, FIFA World Cup in France
  8. Sold LMG to Havas to have access to a bigger global network. Rocky start to the new partnership, ISL part of the story
  9. Took over the whole sports business in Havas and started a global expansion drive after a new owner of the group came in
  10. At the peak 600 people, operating across 30 countries – over six years, including acquisitions – clear process and strategy in opening new offices, Coca-Cola a key client globally
  11. Acquisition of Ignition – ran Torch Relay for Coke and FIFA World Cup Trophy Tour
  12. 2002 FIFA World Cup, first EA FIFA Esports competition  
  13. Havas Sports & Entertainment (HSE), activation and execution of sponsorships (representing the client side) & creating new ideas and strategies for rights holders (Louis Vuitton Trophy Case)
  14. Olympic Bids for France, involved in many tough losses – realization that France will never win unless France has a bigger influence in global sports – moved to London  
  15. Winning agency of record for Barclays as title sponsor of the Premier League
  16. Moving up into the Vivendi Group as Chief Marketing Officer for the whole group (almost 50,000 employees)
  17. Creating new synergies across the group – used “Anglo -Saxon” Paddington Bear IP acquisition as proof of concept, new concepts in Music, Movie, Gaming, Licensing, etc across the group
  18. Vivendi integral partner in helping Paris win the bid for the 2024 Olympics & the key differences winning it this time around in his view
  19. Global Sports Week – the idea behind it. Shake, Shape & Share the future of Sport -  Next one coming up Feb 1-5th, 2021 – check out www.globalsportsweek.com
    • Connecting six other future Olympic cities to Paris virtually
    • Top speakers from Gerard Pique, Romain Grosjean, Justine Henin, Sebastian Coe, etc
  20. Inspiring Sport Capital – PE fund to support sports industry and new digital transformation – six major investments worth over EURO 75 million
  21. From Online Bridge to club management system to Yachting to Golf equipment – diverse portfolio – focus on growth capital, no restrictions on time and form of exit
  22. Fnatic Chairman – latest role to learn first hand the world of Gaming/Esports
  23. Helping the team grow and deal with challenges ahead – digital relationship started during Covid

 

About

Lucien Boyer is the Chairman and Co-Founder of the Global Sports Week. He is also Founding and Managing Partner of Inspiring Sport Capital, and he has now joined Fnatic as Chairman. Lucien is also serving as board non-executive Director of Groupe Le Five.
He was previously Chief Marketing Officer at Vivendi, the leading integrated media, content and communications group. Lucien has been an industry pioneer in sponsorship activation, branded content, experiential marketing, fan engagement and social entertainment.

Beyond his management role, Lucien is recognized as one of today’s leading experts in sports and entertainment marketing. He was awarded his first Gold at Cannes Lions in 2006, before serving as a member of the jury of the Branded Content & Entertainment category in 2014. He initiated the creation of the Global Sports Forum, of which he was the General Commissioner, a global debate platform around the sports industry’s future challenges. He also is the Co-Chair of the Digital Transformation & Innovation Forum at the French Chamber of Great Britain.

Lucien is a frequent speaker at many international conferences such as the Cannes Lions Festival of Creativity, Advertising Week Europe and New-York, CMO Summit, Sporsora’s annual congress and the Ivy Sports Symposium. He has also been featured in many influential media including Bloomberg TV, The Guardian and Le Figaro as well as industry journals such as SportsPro, SportBusiness and SportCal.

A graduate from ESSEC Business School, Lucien Boyer is 56 years old. He is married, has three sons and after 6 years in London, he now lives in Paris. Lucien Boyer is passionate about sailing, skiing, the Olympics and music. 

 

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