The Wingbeat

As Abeille Assurances became a Premium Partner of Stade Français Paris, the brand wanted to establish its presence in the world of rugby through a clear, visible and consistent message, aligned with the club’s values. The challenge was twofold: announce this new partnership with impact, then bring it to life throughout the 2025-2026 season through an activation designed to create proximity with supporters, employees, clients and the wider Stade Français Paris ecosystem. SPK supported Abeille Assurances in building a multi-stage partnership activation. The starting point was based on a simple and memorable concept: the “Coup d’aile”. Through this idea, Abeille Assurances’ support was staged as an element capable of changing the course of an action, a match or a key moment. The activation was adapted into a main video to officially launch the partnership, reactive content around the club’s performances, as well as LED and big-screen formats to establish the tone inside the stadium. Beyond the announcement, the activation was structured over several months to give the partnership consistency and depth. SPK developed an approach covering brand, B2B, internal communication, PR and influence needs, with the objective of extending Abeille Assurances’ impact beyond pitch-side visibility alone. Photo and video content, digital messages, employee experiences, hospitality activations and amplification mechanics helped progressively anchor the brand within the rugby ecosystem, through a unifying story built around support, commitment and proximity.