> THE FACT
Since this summer, L’Olympique de Marseille football club, in partnership with Groupe Maitres Laitiers du Cotentin, has been offering a range of three dairy products (milk and fresh cheese) under the OM brand name. The launch of these low-fat, high-energy products will be supported by Steve Mandanda, the OM’s goalkeeper… For the moment, the experiment is limited to the PACA region…
> THE ANALYSIS
Seemingly trivial, the OM’s initiative is reminding us of the way in which brands must now envisage their relationships with consumers. They must no longer seek to “dominate” them by imposing their will or their message, but manage to create and maintain a passionate relationship with them. Therefore, is it so surprising to see mass-market products being offered by football clubs whose very existence rests on passion, even “fanaticism”? What better fans for the products marketed by the OM than OM fans? After the consumer era, here comes the era of the “brand fan” for whom the important thing is not so much to buy a product, but to assert his pride of belonging to a group. When are we likely to see brand-owned clubs?