What Fray Media does

FrayMédia is a French sports marketing agency, founded in 2013 and headquartered in Paris, that provides an integrated portfolio of services spanning athlete management, sponsorship brokerage, brand communications, content production, and event organization. The company serves three principal client groups: elite athletes seeking professional career and image-rights management (with Sébastien Loeb, Frédéric Michalak, Xavier de Soultrait, Aurélien Giraud, and Richard Permin as marquee names), sports brands and corporate sponsors seeking activation and partnership services (Red Bull, Samsung, Monster Energy, Dacia, Michelin, Moncler, Canal+), and organizations requiring event production and communications capabilities. Operations are delivered through five core service lines (Management, Sponsoring & Partenariat, Communication & Influence, Production de contenu, Événementiel) and four specialized sub-brands (Loeb FrayMédia Motorsport, FrayMédia Live, FrayMédia Exhibitions, FrayMédia Skate Excellence).

The agency's revenue model is project-based and professional services-driven, monetizing athlete management contracts, sponsorship facilitation, content production engagements, and corporate event commissions on a quote-by-quote basis with no publicly disclosed pricing. FrayMédia also generates revenue through event ownership, notably as promoter of Street League Skateboarding Paris (held at Roland Garros in 2025 with 10,000 spectators and 20+ brand partners) and organizer of the acquired Prestige Auto Beaune salon. Distribution relies on direct B2B sales through relationship management with enterprise brand partners, supplemented by earned media coverage and a multi-channel social presence. Geographic operations are concentrated in France with a secondary Paris office (38 Rue Jean Mermoz) and Lyon bureau, though motorsport activations extend briefly into Morocco.

From a technology and competitive position perspective, FrayMédia's differentiators are talent relationships and event IP rather than proprietary technology: there is no AI/ML capability, no patent portfolio, and no software product. The firm's competitive moat derives from exclusive management rights to top-tier French athletes, ownership of recurring event properties, and an embedded ecosystem of enterprise brand partners. The company is founder-controlled by President Cédric Fray, with no disclosed external funding and a €1,000 registered capital, suggesting a lifestyle-to-mid-market scaling profile rather than a venture-backed growth trajectory.

Name

Fray Media

Legal name

FRAYMEDIA SAS

Website

https://fraymedia.fr

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

FrayMédia is a French sports marketing agency founded in 2013 that manages elite athletes (Sébastien Loeb, Frédéric Michalak), produces events including Street League Skateboarding Paris, and delivers sponsorship, content, and communications services to enterprise brand partners.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Sports Teams and Clubs (711211), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athlete & Talent Representation (Agents, Managers) (MPAKAKAA)

akta.pro secondary industries

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK), Sports Brand Strategy & Creative Services (Design, Content, Social) (MPAKAKAF), Sponsorship & Sports Experiential Marketing (MPAAAGAE)

Keywords

• Sports marketing services
• Athlete management
• Sponsorship brokerage
• Sports event production
• Content production

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Athlete Management: Management of high-level athletes including contract negotiation, image rights management, and career development. Services include sponsoring, partnerships, public appearances, audiovisual rights, endorsements, and co-branding.
2. Sponsoring & Partnership: Connecting brands with sports territories through strategic partnerships. Includes commercial activation, partnership management, contract negotiation, and ROI optimization for brand partners.
3. Content Production: Production of films, documentaries, digital content, and social media material. Includes storytelling, scriptwriting, production, and distribution across TV, web, and social platforms.
4. Event Production: Design and production of corporate events, public shows, and international sporting competitions. Services include artistic direction, logistics, technical production, partner management, audience hospitality, and media coverage.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

FrayMédia provides integrated sports marketing services to brands and athletes, including athlete and image rights management, sponsorship and partnership brokerage, communication and influence campaigns, and full-service content production. The company also designs and produces corporate and sporting events through its FrayMédia Live division and operates competition properties such as Street League Skateboarding Paris, Loeb FrayMédia Motorsport, and Prestige Auto Beaune under FrayMédia Exhibitions.

Product overview

FrayMédia is a sports marketing agency founded in 2013 offering a portfolio of interconnected services rather than a single unified product. The core offering includes five integrated service lines: Management (athlete and image rights management), Sponsoring & Partenariat (360-degree partnership services), Communication & Influence (agency communications), Production de contenu (video/content production), and Événementiel/FrayMédia Live (corporate and public event production). These are complemented by specialized sub-brands including Loeb FrayMédia Motorsport (rally-raid racing team), FrayMédia Exhibitions (auto exhibitions including Prestige Auto Beaune), and FrayMédia Skate Excellence (skateboarding promotion including Street League Skateboarding Paris). The company also offers the LFM 9xperience premium hospitality experience product. The portfolio serves brands seeking sports marketing activation, athletes seeking career management, and partners seeking event production and content creation services.

Differentiator

Problem solved

Functional benefit

Products and services

• Athlete and Image Rights Management (Management) Strategic athlete management service handling sponsorship contracts, public appearances, media rights, endorsements, co-branding, and image rights protection and valorization for elite professional athletes.
• Sponsoring and Partnership Services 360-degree sponsoring and partnership services including strategic consulting, commercial management, rights activation, content creation, influence campaigns, PR, social media, immersive experiences, and hospitality for brand partners.
• Communication and Influence Communication agency services including press relations, website creation and management, social media management, brand activation, visual creation, editorial concept development, and multi-channel coordination.
• Content Production Content production services including films, documentaries, digital and social media content, and event coverage, with full in-house expertise in editorial conception, artistic direction, filming, editing, motion design, sound design, and multi-channel adaptation.
• Event Production (FrayMédia Live) Corporate event production and management under the FrayMédia Live division, including artistic and strategic direction, logistical and technical production, partner and intervenor coordination, audience and hospitality management, and media coverage.
• Loeb FrayMédia Motorsport Rally-raid racing team and competition property in partnership with Polaris, competing in major international rally-raid events including the Dakar Rally and serving as a marketing platform around athlete Sébastien Loeb.
• FrayMédia Exhibitions Auto and motorcycle exhibition services including the organization of high-end automotive salons such as Prestige Auto Beaune, combining art, design, and mechanical performance.
• FrayMédia Skate Excellence Official promoter of Street League Skateboarding Paris and division dedicated to developing skateboarding and para-skateboard in France, hosting competitions at iconic venues such as Stade Roland-Garros.
• LFM 9xperience Exclusive rally-raid driving experience allowing participants to pilot Polaris RZR Pro R buggies alongside professional driver Xavier de Soultrait in locations in Provence or Morocco.
• Street League Skateboarding Paris International skateboarding competition event promoted by FrayMédia Skate Excellence, with the 2025 edition held at Stade Roland-Garros.

Quantifiable outcome

• Dakar 2025 SSV victory - consecutive championship wins 2024-2025
• +3 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered core, flagship and major.

• PolariscoreStrategic or Co-development PartnerStrategic partnership with Polaris, world leader in off-road vehicles, for Loeb FrayMédia Motorsport rally-raid team. The partnership has achieved consecutive Dakar victories (2024-2025) in SSV category, with Polaris RZR vehicles.
• Red BullflagshipGTM or Marketing PartnerCo-production of Red Bull Loeb Celebration (2024) for Sébastien Loeb's 50th birthday with 4000+ attendees. Partnership on Red Bull Motormania event featuring historic Loeb vehicles.
• DaciacoreStrategic or Co-development PartnerPartnership with Dacia Sandriders for rally-raid competition. Sébastien Loeb achieved first victory with Dacia Sandrider at Rallye du Maroc 2025.
• BardahlmajorGTM or Marketing PartnerMulti-support activation partnership with Sébastien Loeb and Loeb FrayMédia Motorsport. VIP hospitality experiences at Rallye Mont-Blanc Morzine.
• X'treme ColormajorGTM or Marketing PartnerVIP hospitality partner for rally events including Rallye Mont-Blanc Morzine 2024 alongside Sébastien Loeb.
• BFGoodrichmajorGTM or Marketing PartnerTire partner for Loeb FrayMédia Motorsport racing team competing in rally-raid events.
• SparcomajorGTM or Marketing PartnerSafety equipment partner for Loeb FrayMédia Motorsport with Xavier de Soultrait and other drivers.
• SamsungflagshipGTM or Marketing PartnerGlobal partner for Street League Skateboarding Paris 2025 at Roland Garros stadium.
• Monster EnergyflagshipGTM or Marketing PartnerGlobal partner for Street League Skateboarding Paris 2025, major international skateboarding competition.
• AixammajorGTM or Marketing PartnerOfficial partner for SLS Paris 2025. European leader in microcars targeting youth audience in skateboarding context.
• OakleymajorGTM or Marketing PartnerOfficial partner for Street League Skateboarding Paris 2025, eyewear and sports brand.
• Région Île-de-FrancemajorOthersInstitutional partner for SLS Paris 2025. Skatepark from event gifted to region for community use.
• Ville de ParismajorOthersInstitutional partner for Street League Skateboarding Paris 2025 held at Roland Garros stadium.
• AristonmajorGTM or Marketing PartnerPartner for Moscato Show private event at Salle Gaveau Paris (2024) and Rugby World Cup 2023 activation.
• Roger MartinmajorGTM or Marketing PartnerOrganized 130th anniversary celebration events across three French cities (Dijon, Saint-Étienne, Orléans) with Sébastien Loeb as godfather.
• Indian MotorcyclemajorGTM or Marketing PartnerBrand partnership in motorsport with Sébastien Loeb.
• ZenithmajorGTM or Marketing PartnerLuxury watch brand partnership with extreme skier Richard Permin.
• MonclermajorGTM or Marketing PartnerLuxury fashion brand partnership with Richard Permin.
• MichelinmajorGTM or Marketing PartnerTire partner for motorsport activities and racing team.
• Canal PlusmajorGTM or Marketing PartnerMedia broadcasting partner for motorsport and sports content.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sportfive (formerly Lagardère Sports): Global sports marketing agency providing sponsorship sales, athlete management, event production, and content services to brands, leagues, and athletes. Closely comparable to Fray Media's vertically integrated model, with stronger international scale.
• Octagon: Global sports marketing agency offering athlete representation, sponsorship consulting, and event management for brands and rights holders. Directly comparable across athlete management and sponsorship brokerage service lines.
• Wasserman: Sports marketing and talent management firm representing elite athletes across motorsport, action sports, and team sports, with adjacent brand consulting and experiential capabilities. Highly comparable to Fray Media's athlete roster and event activation mix.
• Havas Sports & Entertainment: French-rooted sports and entertainment marketing network offering sponsorship, athlete marketing, and content services. Comparable given shared French market and full-service sports marketing positioning.
• CAA Sports: Athlete representation and sports marketing division of Creative Artists Agency, serving elite talent and brands across global sports. Directly comparable on athlete management and brand partnership brokerage.
• Infront Sports & Media: International sports marketing company handling media and marketing rights, sponsorship sales, and event management for sports rights holders. Comparable in sponsorship brokerage and event production for rights holders and brands.
• UTA Sports (United Talent Agency): Talent representation and sports marketing division representing athletes across motorsport, action sports, and team sports. Directly comparable athlete management offering with motorsport and action sport focus.

Broad incumbents

• IMG (Endeavor): Largest global sports and entertainment agency with deep athlete management, events, licensing, and media rights businesses. Comparable activities, though operating at vastly greater scale and geographic breadth.
• Dentsu Sports International: Global media and sports marketing network providing sponsorship strategy, athlete marketing, and event activation services as part of a broader advertising portfolio. Overlaps Fray Media's sponsorship and event activation capabilities.

Others

• Strive Sponsorship (formerly Repucom / Nielsen Sports): Sports sponsorship measurement, valuation, and analytics provider. Comparable as an enabling services partner in the sponsorship value chain, helping brands quantify ROI from athlete and event associations similar to those Fray Media brokers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fraymedia
• Facebookfacebook.com/fraymedia
• LinkedInfr.linkedin.com/company/fraymedia
• Instagraminstagram.com/fraymedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fray Media