LAFOURMI continues to advance in the major sponsorship fields. The Boulogne-Billancourt agency has just won a major budget: the event activation of BNP Paribas for Roland-Garros, a partnership which is a textbook case in French sport. For the bank, involved in tennis for more than fifty years, the challenge is simple: maintain its status as an essential partner of the Parisian tournament, by renewing each year its way of speaking to the public. For LAFOURMI, it is a strategic take, both visible and demanding, on one of the most scrutinized events of the season.
An activation that goes beyond the court
The system designed by the agency will combine on-site experience, field operations and deployment of an influence program. The historic sponsors of the tournament are now expected beyond the simple visual presence. BNP Paribas is no exception: promoting its heritage in tennis now requires more embodied formats, capable of reaching fans, young players, content creators or spectators who experience Roland-Garros from the aisles or the screens.
The call for tenders was based on this ability to bring a partnership to life in a contemporary way. Roland‑Garros remains one of the rare French events capable of offering a premium venue for expression, with an international audience, a density of corporate hospitality and a strong social reality. In this context, activation can no longer be a simple complement: it becomes a strategic tool in the way the partner speaks.
An agency whose specialization bears fruit
Founded in 2008, LAFOURMI has established itself over the years as one of the most structured French sports agencies. Its signature – “sports fans who create for sports fans” – has been reflected in campaigns for Decathlon, beIN SPORTS, Intersport, Kiprun, the FFF, the FFT and even Paris Saint-Germain. The agency has been crowned “Sports Communication Agency of the Year” several times, including in 2023 and 2022.
The win of the BNP Paribas budget confirms the dynamics of The Fan Syndicate group, parent company of LAFOURMI, which also brings together the brand design agency Leroy Tremblot. With 50 employees and a turnover of 10 million euros in 2024, the group has established itself as one of the strongest independent centers on the market. Its integrated model — strategy, identity, advertising, activation, influence — meets the expectations of advertisers who want to rationalize their actions without sacrificing creative intensity.
For LAFOURMI, Roland-Garros represents a unique field of expression. The tournament imposes a delicate balance between tradition and renewal, elegant and popular, institutional and general public. The agency will have to deal with this duality to offer activations that respect the DNA of the tournament while responding to new ways of consuming sport, with an audience that is increasingly mobile, connected and hungry for content.
BNP Paribas, which has made tennis one of the pillars of its engagement strategy for several decades, was looking for a partner capable of translating this heritage into contemporary language. The bank, very active in youth initiatives, digital formats and impact projects, now expects its activations to be both visible, useful and consistent with its central place in the global tennis ecosystem.
AJ
PakarPBN
A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.
In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.
The purpose of a PBN is to give the impression that the target website is naturally earning links from multiple independent sources. If done effectively, this can temporarily improve keyword rankings, increase organic visibility, and drive more traffic from search results.
