Olympique Marseille make Africa the priority for their global marketing campaign in bid to boost emotional and cultural connection

25 January 2021

Laurent Colette
Photo: PR Laurent Colette, general director Olympique Marseille, wants to increase the French clubs brand management efforts in Africa.

With up to 150,000 people with African ties living in Marseille, Olympique Marseille want to increase their PR and marketing efforts in familiar territory.

The decision to increase their brand-management efforts in Africa coincided with the arrival of general director Laurent Colette in 2018.

Marseille have doubled the sale of official PUMA Olympique Marseille gear in Africa and extended their fan base in French-speaking countries in Africa considerably over the last two years.

According to Colette, the club want to build a financial ecosystem in Africa mixing business with brand development, sports and performance-related issues, and social aspects.

Svend Bertil Frandsen bertil@offthepitch.com

European football clubs are continually looking for new areas to develop their business interests, expand their global campaigns and extend the international reach of their brand management.

Efforts to increase their global reach are often focused on the US and Asia, especially among the top clubs in Europe. But not Olympique Marseille. 

The 1993 Champions League winners are taking a different path as they have made Africa their number one priority in terms of boosting their international business interests and growing their global fan base. 

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