Sport & Advertising: A French Perspective

A seminar as part of the Sport Business Seminar Series

Given by: Alain Bibal

Birkbeck Cinema
39-47 Gordon Square building
Birkbeck College, University of London
Torrington Square
London WC1E 7HX
Friday 26th April 2013 at 6pm

For directions click here

This event will operate under “Chatham House Rules” – no external reporting without the permission of the speakers


“…France did not defeat Brazil in the World Cup Final, Adidas defeated Nike… ”

This provocative quotation from the best-selling novel 99 francs by former advertising copywriter Frederic Beigbeder, sets the backdrop to this provocative presentation of the recent history of the relationship between sport and advertising by Alain Bibal.

In this presentation Alain Bibal presents an overview of recent trends in the often symbiotic relationship between the advertising and the sport industries; from early cinema advertising, to the battle with print (press and outdoor) and film (cinema and television), to the “wild west” of social media. His multi-media presentation presents many of the classic sport advertising campaigns of recent times

Alain poses the philosophical questions: has the sportsman and sportswoman become little more than metaphorical advertising “sandwichmen”?; and if they have does this matter?


• Beigbeder, F. (2000). 99 Francs. Grasset & Fasquelle.


Alain is a manager in the Sport Department of the Mayoralty of Paris. Previously he worked in advertising in France & Australia. He also lectures at the ISC School of Business, University of Paris 11. At 49, he still plays Water Polo for the Racing Club de France and is a former marathon runner. He’s also member of the French Art Director Club.

Contact Details

For further details on this seminar series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

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