Laëtitia Guapo wants her revenge. After the “consolation prize” of her 3×3 basketball team at the Tokyo Olympics, this champion, who has been in the national team since 2019, has seen her motivation double. However, she needs the means to achieve her ambitions. As a secondary school PE teacher, this 28-year-old from Clermont is on unpaid leave. In order to prepare for Paris 2024, she needs to surround herself with trainers and a dietitian. Money is the key for those aiming for gold.
Since the last Olympic Games, she has been able to rely on Caisse d’épargne Auvergne-Limousin, which supports her through the performance pact. Created as part of the law of November 27, 2015, the pact aimed to protect high-level athletes before the 2016 Rio Olympics. A report at the time showed that 60% of athletes were in a precarious situation.
At least 20,000 euros per athlete per year is required. The companies must engage for a minimum of one year, ideally four years for an Olympiad, in exchange for a minimum of 20,000 euros per athlete per year, before tax deduction. In 2022, the performance pact attracted 9 million euros in donations and is expected to surpass 11 million in 2023.
Companies of all sizes are getting involved in sports patronage. The largest find their benefit in the deal: the image is flattering and the investment, limited. The reputation is a promise to all stakeholders, including employees. Athletes allow them to communicate to all their targets, including potential candidates, in a period where recruitment is difficult.
Companies are investing more here for their reputation than for their notoriety. The reputation of the athlete is presented as a promise to the stakeholders of the company, including employees. The athlete(s) allow companies to communicate to targeted audiences.
In the context of the performance pact, the return is double: tax deduction and institutional communication. In contrast, in the frame of classic image contracts, communication operations are fully assumed. There are some companies that go further to ensure the second life of these athletes.
