Sport Premium

Name

Sport Premium

Legal name

Sport Premium International

Website

https://sportpremium.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Sport Premium is a French sports marketing agency, based in Annecy-le-Vieux, that provides event management, VIP hospitality, sponsorship activation, and graphic design services to sports clubs, federations, event organizers, and brand sponsors across France and Switzerland.

Ownership category

akta.pro rank

Headquarters

HQ city

Annecy-le-vieux

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Marketing Services for Rights Holders: Revenue from developing revenue streams for sports clubs, federations and event organizers: sponsoring strategy, ticketing, VIP hospitality programs, and communication services.
2. Sponsor Activation Services: Revenue from helping companies create and execute sponsoring activities, structure and manage events, and strengthen brand image through sports partnerships.
3. VIP Hospitality Commercialization: Design, commercialization and management of VIP spaces at major international sporting events including skiing, golf, biathlon and other competitions.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Sport Premium is a B2B sports marketing agency that helps sports rights holders (clubs, federations, event organizers) develop revenue through sponsorship, ticketing, and VIP hospitality programs, and helps brands and sponsors plan, structure, and execute sponsorship activations and sporting events. It also delivers brand communication, press relations, social media management, and graphic design services via its FAT Sport Design subsidiary.

Product overview

Sport Premium operates as a sports marketing agency offering two main service lines: (1) Sport Premium core services covering event organization, VIP hospitality management, sponsorship activation, and communication services for sports events; and (2) FAT Sport Design, a dedicated graphic design studio offering brand identity, visual design, and presentation services specifically for sports industry clients. The agency manages a portfolio of sporting events including triathlons (AlpsMan), trail running (Transju'Trails, Le Bélier Trail & Rando, Marathon du Mont Blanc), cycling (Transju'Cyclo, Le Bélier VTT), climbing (Coupe du Monde d'Escalade), and winter sports (Coupe du Monde de Biathlon, Critérium de la Première Neige), while also providing services like ticketing, social media management, press relations, and sponsorship strategy.

Differentiator

Problem solved

Functional benefit

Brands

• FAT Sport Design: A graphic design agency created by Sport Premium to serve sports industry actors, offering marketing expertise, art direction, graphic design, and motion design services. Provides three packs: Branding (brand platform, logo, graphic charter), Visual (posters, print/web adaptations), and Prez (animated presentations under Canva).

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Swiss BasketcoreStrategic or Co-development Partner · 1 January 2025Swiss basketball federation for which Sport Premium managed VIP hospitality services at the FIBA U19 Basketball World Cup 2025 at Vaudoise Arena, Lausanne.
• HC GourmetminorStrategic or Co-development Partner · 1 January 2025Catering partner providing food services during the FIBA U19 Basketball World Cup 2025 hospitality events.
• SalomonminorGTM or Marketing PartnerMajor outdoor sports brand appearing as event partner on Sport Premium's events portfolio including AlpsMan and Le Bélier Trail & Rando.
• JulbominorGTM or Marketing PartnerEyewear brand featured as partner for Sport Premium's outdoor sporting events.
• Black DiamondminorGTM or Marketing PartnerOutdoor equipment brand partnering with Sport Premium's events.
• AdidasminorGTM or Marketing PartnerMajor sports brand appearing as event partner.
• Scott SportsminorGTM or Marketing PartnerBicycle and outdoor sports brand partnering with Sport Premium events.
• EvianminorGTM or Marketing PartnerFeatured as event partner for Sport Premium managed sporting events.
• RegattaminorGTM or Marketing PartnerPresenting partner for Le Bélier Trail & Rando event.
• VinciminorGTM or Marketing PartnerConstruction and infrastructure group featured as event partner.
• BontazminorGTM or Marketing PartnerAutomotive components manufacturer partnered with Sport Premium for sports sponsorship activation with French bobsleigh team.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Infront Sports & Media: International sports marketing and media rights company, owned by Wanda Group, with expertise in sponsorship sales, event operations and digital content. Comparable in service mix (rights sales, hospitality, event management) with far larger rights portfolio.
• Publicis Sport: Sports marketing arm of Publicis Groupe, offering sponsorship activation and sports-driven brand campaigns. Highly relevant peer given French market presence and similar service positioning to Sport Premium, scaled by the Publicis network.
• Octagon: Global sports marketing consultancy offering sponsorship strategy, athlete management, and event activation. Provides the same core service categories as Sport Premium — sponsorship consulting, activation, and event execution — but at a multi-region, enterprise scale.
• Havas Sports & Entertainment: Dedicated sports and entertainment arm of Havas, one of the world's largest marketing networks. Directly comparable in sponsorship activation and sports marketing services, leveraging Havas group scale across geographies Sport Premium cannot match.
• Sportfive: Global sports marketing business (formerly Lagardère Sports) headquartered in Paris with a leading rights sales, sponsorship activation and hospitality portfolio. Closely comparable offering to Sport Premium at significantly larger scale and geographic reach.
• Wasserman: Major global sports marketing, athlete representation, and event agency. Matches Sport Premium on sponsorship consulting and event activation, with much broader geographic and category coverage.
• Dentsu Sports: Sports marketing division of Dentsu, providing sponsorship consulting, rights and event activation globally. Comparable service line to Sport Premium with broader geographic reach through the Dentsu network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sportpremium74
• Instagraminstagram.com/sportpremium_
• Xx.com/SportPremium_

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Sport Premium