Sports competitions: optical players invest
The Tour de France, Roland Garros, or the America's Cup. These three world-wide sporting events have one thing in common: they are the partners of major players in optical-eyewear. We explain to you how these partnerships work!
A practice that is becoming widespread
Summer is nearing its end and with it, the major sports competitions of the year, such as the Tour de France , Roland Garros , or the America's Cup . Events that are often followed by sports lovers in France and around the world. This, the actors of the optics have understood it well and the partnerships between eyewear and sports competitions become more and more current.
Optics: actors who invest
As part of these partnerships , most optical manufacturers design a pair of glasses or even an entire collection, dedicated to the practice of sport . Mounts that are, most often, worn by the athletes themselves, during the competition. The Jura brand Julbo , for example, has created the Regatta , a high performance nautical model, specifically designed for navigation on a super fast catamaran. As part of its partnership with the America's Cup , the brand has equipped the skipper tricolor Franck Cammas. Alain Afflelou , meanwhile, took advantage of his partnership with Roland Garros , to launch a collection of seven models. These pairs of sunglasses, with polarized lenses, are designed for sport use and are suitable for both professional tennis players and individuals who love sports .
We can also mention Krys , which has just renewed its partnership with the Tour de France . The blue and white logo of the sign will be present on cycling jerseys for at least another three years!
Sports partnerships: what are the benefits?
The establishment of this type of partnership has many advantages for optical manufacturers :
- Highlight their models : the models created by the eyewear are worn by the athletes and enjoy a great publicity with spectators. People who, if they are sports fans, are likely to be interested in sports glasses .
- Improving their brand image : for Krys , this partnership with the Tour de France is a way of communicating its values . The brand wants to value French know-how .
- Gaining visibility : Krys also benefits from the extraordinary celebrity of the Tour de France . The brand was also present on the villages of the Tour de France in the form of the Bus of the sight . Objective: to make families aware of the importance of visual screening .
We understand why this type of partnership tends to become widespread 😉