Roland Garros: with its partnership, Renault benefits from an “excellent return on investment”

Last year, Peugeot decided to end its history with Roland Garros a few months before the tournament. This started in 1984 and was animated throughout with several special series vehicles. An opportunity seized by Renault, thus immediately courted by the French Tennis Federation, to become one of the premium partners. A partnership that should last five years. The manufacturer has unveiled its device for the 2023 edition, the first matches of which will begin on Sunday May 28.

As in the previous year, the brand did not hesitate to print its logo on the nets of the five main tennis courts. But this vintage is entitled to its share of novelties. Fans of this tournament will be able to admire near the courts the Renault 5 Prototype, which foreshadows a special Roland-Garros series of the future electric R5, the 4EVER Trophy show car, but also see the new Espace E-Tech full hybrid and the ‘Austral E-tech full hybrid, alongside the electric Mégane E-tech, retrofitted electric Twingo, etc. In fact, as a partner, Renault provides all the vehicles used to circulate within the grounds of Roland Garros. A fleet that has a total of 185 models mobilized during these French Open.

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Interview with Stéphane Barbat, Head of Partnerships at Renault.

Capital: What were the reasons that led you to become a premium partner of the Roland Garros tournament?

Stephane Barbat: It was a rather exceptional opportunity for us to be able to associate Renault with this sport and with Roland Garros in particular, one of the most prestigious sporting events in the world, and moreover French. It is particularly interesting for us to show our new logo around the world. Then, as a high-end sporting event, it allows us to reach new targets, namely CSP+, buyers of electric or hybrid vehicles, which correspond more closely to our new ranges.

How would you describe the system put in place?

We are evolving compared to the previous year. We continue to push our system, to show our offer internationally, and to be visible. New this year is our film, shown on TV worldwide during the first round of Roland Garros. We are integrating new models such as the Espace, the Austral, or retrofitted electric Twingos into our fleet. We have 20 additional vehicles that will be circulating around the courts or on display, bringing the number to 185 units available. A three-quarters electrified fleet with the aim of meeting the needs of the FFT, which is to reduce the carbon footprint of the tennis tournament.

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Will Renault hold a car sales stand?

We will also be showing our range via a 150 square meter stand just off the central course, with four vehicles on display. But it will not be possible to take orders for vehicles, there will however be product geniuses to answer questions from visitors.

Can we have an idea of ​​the investment made by Renault for this event?

We are obviously evaluating the repercussions but I will not communicate any figures because they remain confidential. We are very satisfied. We confirm with this event that we have an excellent return on investment (ROI), which is largely in the double digits. In 2023, we are investing more than in 2022, the envelope is much larger, there is more money at stake, especially with the creation of the film and a poster campaign.

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How do you become a partner of the Roland Garros tournament?

There is of course a sectoral exclusivity which is systematic. In the automotive sector in particular, if there is already a partner, we cannot access it. It turns out that there was an opportunity last year to take over from a French brand. We only had a few months before the tournament to negotiate and prepare. It is not reasonable to go beyond a 5-year collaboration at the contractual level, but Renault did not arrive at Roland Garros to make a small appearance and leave. It is a long-term project, where each year will bring its share of novelties.

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