BR

What BR does

BR-UNITS (commercial name: BR) is a French visual communication and event branding agency, founded in 2015 and headquartered in Roubaix (Hauts-de-France) under the SSM Group umbrella. The company designs, fabricates, installs, and operates end-to-end branding and visibility solutions for major sporting events, including LED display systems for stadium perimeters and arenas, complete venue dressing, real-time broadcast-synchronized content management, and immersive fan experience installations. BR is structured into three business units (Stade/Arena, Event, Signs) supported by an in-house audiovisual studio (Studio BR) for video production and motion design.

The company's core technology stack combines hardware (LED panels, perimeter systems, large-format scenic structures such as the 13m x 11m PSG trophy podium with integrated 7.5m² LED screen) with software-controlled real-time content management synchronized to broadcast camera specifications (visibility, brightness, refresh rate, camera compatibility). Proprietary capabilities include the design and exploitation of LED systems for live televised sport — covering 400+ TOP 14 and PRO D2 rugby matches per season — alongside nationwide multi-venue deployments (e.g., 32-stadium Coupe de France). BR holds ISO 20121:2012 certification (March 2023) for responsible event management.

BR generates revenue through project-based professional services contracts won primarily via competitive tenders with sports federations, professional leagues, clubs, and a smaller portfolio of retail and cultural clients. Marquee customers include the FFF, LFP, FFR, LNR, CAF, WTT, BWF, and clubs such as PSG, ESTAC Troyes, VAFC, Paris FC, and USL Dunkerque. Multi-season partnerships (e.g., a 5-season agreement with ESTAC Troyes) provide recurring revenue visibility, while one-off international mandates (Paris 2024 Olympics, CAN 2025, UEFA Women's Euro 2025) drive episodic peaks. Geographic reach in 2024–2025 extended from France into Morocco, Sweden, and Switzerland.

Name

BR

Legal name

BR-UNITS

Website

https://br-agency.fr

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

BR-UNITS is a French event branding and visual communication agency specializing in LED display systems, stadium dressing, and audiovisual production for major sporting events, serving national federations, professional leagues, and clubs across France and select international markets.

Ownership category

akta.pro rank

Product category

Sports Event Branding & Visual Communication Services

NAICS

Indoor and Outdoor Display Advertising (541850), Graphic Design Services (54143)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB)

akta.pro secondary industries

Event Signage, Props & Custom Installations (HSACAOAG), Event Theming, Mood Boards & Concept Design (HSACAOAH)

Keywords

• Event branding services
• LED display systems
• Stadium visual communication
• Audiovisual production
• Sports event signage

Headquarters

HQ city

Roubaix

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Branding and Visual Communication Services: Design, fabrication, installation, and management of visual branding, signage, and visual communication solutions for sports, cultural, and commercial events. Services include concept development, visual identity creation, project management, installation/dismantling, and logistics. Revenue is generated through project-based contracts with sports federations, clubs, event organizers, and retail brands.
2. LED Systems Installation and Exploitation: Installation and ongoing operation of LED display systems for stadiums and arenas, including real-time content management, broadcast coordination, and technical support during events. Covers TOP 14, PRO D2, Ligue 1, and national team matches.
3. Audiovisual Production: Video production, motion design, and graphic creation services for sports events, including player videos, ceremony animations, and fan experience content. Custom production for broadcast and stadium screens.
4. Product Sales (conception, fabrication, vente ou location): The company also engages in the design, manufacture, sale or rental of products in the field of graphic arts and communication, including physical signage, structures, and branded materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

BR designs, fabricates, installs, and operates visual communication solutions — LED display systems, signage, and venue branding — for sports federations, clubs, event organizers, and retail brands. The company also produces audiovisual content and motion design in-house (Studio BR) and delivers live fan-experience programs during matches and tournaments. Services span concept development, visual identity, project management, installation/dismantling, on-site exploitation, and post-event logistics.

Product overview

BR is a French visual communication and event branding agency organized as BR-UNITS (SAS), specializing in transforming events, venues, and commercial spaces into immersive experiential environments. The core offerings comprise LED display systems for stadiums and arenas, comprehensive venue/stadium branding solutions, Studio BR video production and motion design services, and fan experience programs. Supporting services include retail signage deployments and team base camp setups for elite sports. The company serves major sporting federations (FFF, FFR, LFP, LNR), clubs (PSG, VAFC, ESTAC, Paris FC, USL Dunkerque), and commercial brands (Nocibé, Nespresso), operating from its Roubaix headquarters under the SSM Group umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• LED Display Systems (Dispositifs LED)

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• SSM GroupcoreOthersBR is a subsidiary of SSM Group (Société à Mission). The group comprises multiple subsidiaries including BR, Bold, and Fyve, which collaborate on major projects. The SSM Group is described as a 'Société à Mission' (Mission-Driven Company) under French law, with a governance structure focused on sustainability objectives.
• 1896 Sports & EntertainmentmajorStrategic or Co-development Partner1896 Sports & Entertainment collaborated with BR on the CAN 2025 in Morocco, with BR providing venue branding and sports presentation services while 1896 managed overall event production. This was a repeat engagement following a first collaboration at CAN in Côte d'Ivoire.
• Bold (SSM Group subsidiary)minorStrategic or Co-development PartnerBold contributed unique artistic direction to the PSG Ligue 1 trophy ceremony podium project, with Valentin, Louis, Victor Levy, and Boris providing creative input on the brief reception.
• Fyve (SSM Group subsidiary)minorStrategic or Co-development PartnerFyve provided logistics for the PSG Ligue 1 trophy ceremony podium, with Romain, Violette, and Joseph coordinating about fifty road logistics resources for the 5-ton podium installation.
• Spartner Event & ConsultingminorStrategic or Co-development PartnerSpartner Event & Consulting collaborated with BR on branding the Yves-du-Manoir Stadium in Colombes during Paris 2024, contributing to the complete venue dressing with stickers, panels, killseats, and privacy screens.
• ProTracksminorStrategic or Co-development PartnerProTracks partnered with BR on the BMX track branding at Saint-Quentin-en-Yvelines during Paris 2024, contributing to a historic triple victory for French athletes.
• Les Petits FrançaisminorStrategic or Co-development PartnerLes Petits Français handled the general production of the PSG Ligue 1 trophy ceremony show at Parc des Princes, collaborating with BR on the podium and scenerography project.
• Département du NordminorGTM or Marketing PartnerHistoric partner of Paris-Roubaix, supported by BR through event branding including stand dressing at the Compiègne start and visual presence at the Vélodrome André Pétrieux finish.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• C3 Presents: US-based live event producer behind major festivals and branded experiences. Comparable in fan-experience programming and immersive event production but focused on music festivals and corporate activations rather than sports federation work.
• Production Resource Group (PRG): Global leader in event production with deep AV, lighting, and LED capabilities serving sports, concert, and corporate events. Overlaps with BR's LED installation and live event content management but operates at far greater scale and geographic breadth.
• JCDecaux: Global leader in outdoor advertising and street furniture signage. Comparable in signage fabrication and network rollout capability (as in BR's Nocibé retail deployment) but operates at vastly greater scale in advertising-funded inventory.
• Feld Entertainment: US-based live event production company specializing in large-scale touring shows and branded sports experiences. Comparable in end-to-end live event production and content creation but operates primarily in North American entertainment IPs.

Emerging players

• Stage Audio Works: AV integration and event technology provider with growing sports venue presence. Comparable in LED and AV integration for stadiums but with a focus on permanent installation rather than BR's tournament/temporary event deployment model.
• Really Group: UK-based event branding and production agency serving sports, corporate, and cultural events. Comparable in bespoke visual identity, signage, and event theming but operating at smaller scale and primarily in the UK market.

Direct peers

• GL Events: Largest French event services group providing temporary structures, signage, seating, and event infrastructure globally. Most directly comparable to BR in scope of stadium and event branding services, though considerably larger and more diversified across infrastructure, seating, and venue services.
• Aubert Concept: French event signage and visual identity specialist serving sports federations and corporate clients. Closely comparable niche player with similar focus on stadium branding and bespoke signage fabrication for sports events.
• 1896 Sports & Entertainment: Sports presentation and event production firm collaborating with BR on CAN 2025 in Morocco. Directly comparable in sports presentation, ceremony production, and LED-managed services for major international tournaments, primarily in African and emerging markets.
• Citeos (SPIE Group): French specialist in event lighting, public-space illumination, and temporary electrical installations. Overlaps with BR's event production technical services (AV/lighting/staging) for festivals, sporting events, and public-sector deployments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/br
• LinkedInlinkedin.com/company/bragencyfr

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 BR