The half-scrum, captain of the XV, Antoine Dupont has just signed a contract with the distribution group Casino to promote “eating well” and short supply chains. Muse of Adidas, Tissot watches, Puressentiel products but also Sikaflex mastic, he recently showed the Prime Minister the restored family farmhouse with his brother in the Hautes-Pyrénées.
It’s a great day for Casino! We are very proud and honored to introduce you to our talented and renowned ambassador until 2024: @Antoine Dupont, crowned best rugby player in the world in 2021 🏈! pic.twitter.com/koDt4aKich
— Casino Signs (@CasinoEnseignes) January 17, 2022
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“On the French perimeter, Antoine Dupont has significant marketing potential, which has developed in recent months and which goes hand in hand with the revival of the XV of France, the successes of the Toulouse stadium (French and European champion in title ) and his title of best player in the world” in 2021, explains Pierre-Emmanuel Davin, general manager of Nielsen Sports, a company specializing in sports marketing.
It is normal for the 25-year-old player to “attract brands” in his capacity as “bridgehead of hexagonal rugby”, a situation which will continue “with a view to the World Cup-2023”, he adds. Especially since the television audiences for Les Bleus matches are exploding after twelve years of scarcity in terms of results.
“Authenticity” and “Humility”
Through the scrum half of the Blues, the brands are looking for the “values” that he embodies, specifies Pierre-Emmanuel Davin: “simplicity, authenticity, humility and attachment to the territories”.
His priority remains the field and “if there is more to come from it, so much the better”, Dupont recently told the francetvinfo site, adding that this requires daily “sorting out” and therefore knowing ” surround yourself well”. “He is very involved, we talk to each other a lot, he is completely involved in his subjects”, explains Christophe Quiquandon, head of the Bros agency which has managed the rugby player’s communication and sponsorship contracts since 2017, and who receives ” between 15 and 20 requests per day” concerning him.
Sports management graduate
As a wise boy despite his 25 years, Antoine Dupont, a graduate in sports management, pays attention to his image and cites Rafael Nadal as one of his models.
“He has an appetite and a curiosity to open up to other cultures, to art, to fashion, to music, and we try to push the partitions in which we like to lock up rugby players”, confides the boss of Bros, “amazed” by the “gifted” side of his foal, who took shares in his agency.
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