SPORTFIVE enabled STIGA to transform a sports partnership into a powerful platform for engagement, visibility, and commercial development.
In this Success Story:
When STIGA partnered with Stade Toulousain, the objective went far beyond visibility. The brand sought to build awareness among consumers while unlocking new business opportunities with professional stakeholders. To achieve this, SPORTFIVE developed a complet activation strategy, blending content creation, fan experiences, hospitality, trade marketing, and field activations.
The outcome was a strong first season that successfully embedded the partnership and created a scalable platform to support STIGA’s long-term B2C and B2B growth objectives.
The Challenge
As a European leader in lawn care and garden maintenance solutions, STIGA was looking to accelerate its growth in the French market. While the brand enjoyed strong product credibility and expertise, it remained relatively unknown to the general public and needed to stand out in a highly competitive environment.
The challenge was twofold: to increase brand awareness among consumers while strengthening credibility with professional audiences, including local authorities, distributors, landscapers, and industry influencers. To achieve this, STIGA needed to move beyond a traditional sponsorship approach focused solely on visibility and instead build a platform capable of showcasing its expertise, demonstrating the quality of its products, and generating tangible business opportunities.
The objective was to transform the partnership with Stade Toulousain into a true marketing, relationship-building, and business development driver.
The Winning Activation
SPORTFIVE designed and delivered a comprehensive activation program around the partnership between STIGA and Stade Toulousain, with a clear ambition: to bring the brand to life beyond match days.
The strategy was built around four key pillars:
Building brand preference through a continuous stream of engaging digital content directly connected to the world of rugby.
Embedding STIGA within the Stade Toulousain ecosystem through season-long visibility, leveraging the club’s reach and influence to strengthen brand awareness.
Activating the distribution network through a nationwide trade marketing campaign, featuring dedicated point-of-sale materials and product displays deployed across distributor locations throughout France.
Creating business opportunities through premium hospitality programs and VIP invitations
This first season successfully established a solid platform capable of generating visibility, driving engagement, strengthening customer relationships, and creating tangible business development opportunities.
Results
The first season of the STIGA x Stade Toulousain partnership delivered tangible results across several dimensions.
in total reach
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of average engagement rate, compared with 0.93% on average across STIGA content.
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followers gained since January 2026 on STIGA France’s Instagram account.
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On the commercial front, the trade marketing campaign generated:
516 opt-ins
Through the deployment of 840 point-of-sale (POS) materials across France
Beyond the numbers, the partnership also created a new relationship-building channel for the sales teams, facilitating client interactions and unlocking new business opportunities.
Looking to turn a sports partnership into a growth driver for your brand? Get in touch with the SPORTFIVE teams.
