As partner to the Olympique de Marseille football team, Intersport was keen to create a fan-based community, which could be reactivated around the partnership and a concept supported by the brand. In order to capitalise on this partnership, the brand also asked Sportlab to place sponsorship rights at the service of the business by creating privileges and benefits for the brand’s clients.
Sportlab went on to create the “OM Fada - Intersport” Facebook page as well as a loyalty programme based around OM, which was the first loyalty programme implemented by a sponsor for the fans. The fans benefit from the partnership between the brand and the Marseille club through numerous activations, some of which enable access to dream “Money Can’t Buy” prizes.