Pennylane enters the fray

As part of its partnership with the Ligue Nationale de Rugby, Pennylane worked with SPK on a year-long activation designed to establish the brand durably within the TOP 14 ecosystem. After a strong start to the season, the brand took its partnership to the next level by becoming Presenting Partner of the TOP 14 Final Phase, with a clear challenge: move from brand visibility to an identifiable territory able to connect rugby, popular culture and financial management. SPK supported this build-up through a complete communication strategy combining press relations, social content, digital storytelling and editorial concepts. The activation was built around strong references from rugby culture, including “Le Tracteur by Pennylane”, ball capsules, “La Tactique Pennylane” and the “Hall of Ref” territory. The objective was to make Pennylane feel legitimate in rugby by speaking the language of its audience, while keeping a natural connection with its own world: numbers, accounting, management and the moments that count. This sports sponsorship activation also came to life on the ground through several event formats deployed around the TOP 14 Final Phase: Village Extra Tour, fan zone, VIP area and dedicated suite. SPK imagined formats designed to engage supporters, including the “Ref’ Party by Pennylane”, the “Boss des Refs” challenge, fanwear activations around iconic rugby references and an immersive suite experience at Stade de France. By bringing together digital communication, events, influence, PR and content, the activation helped bring the partnership to life throughout the year, from the pitch to social media and across the season’s key moments.