In this Success Story:
Deep-Rooted Partnership
Alongside the Ligue Nationale de Rugby (LNR), which defines each season’s editorial and digital strategy for its championships, SPORTFIVE has been working for nearly ten years to co-write a story of rugby, passion, and digital growth.
The adventure began in 2016/17 with a simple yet crucial mission: to ensure social media coverage of the TOP 14 and PRO D2 match weekends. This first successful experience laid the foundations for a broader collaboration.
As trust grew, so did SPORTFIVE’s scope of work. Starting in the 2018/19 season, SPORTFIVE took full operational control of the TOP 14 and PRO D2 digital accounts. The following year marked a new chapter with the launch and management of the brand-new French rugby sevens championship: the In Extenso Supersevens.
Since then, everything has accelerated:
-
2021/22
Management of the TOP 14 English-language accounts (Facebook and Instagram)
-
2022/23
Support with partner content and creative production
-
2023/24
Operational management of the new sports website for the three championships
-
2024/25
Management of the @top14rugby TikTok account and launch of new channels (WhatsApp, Messenger, Instagram)
As we renew our partnership with the LNR for the next two seasons, let’s look at the key ingredients behind this true success story serving French professional rugby.
-(1).jpeg)
A Frontline Team, Serving the League
On the SPORTFIVE side, this partnership is built on a smooth, agile, and human-centered organization. Around this project, coordinated by the LNR’s editorial and digital teams, a team of passionate professionals manages the strategy, creation, and distribution of content on a daily basis (from left to right in the photo):
Antonin Roche: Social Creative for PRO D2, In Extenso Supersevens, and TikTok
Valentin Manigot: Overall Project Coordinator
Diego Nabajoth: Former intern in the Digital division, supporting the teams
Tom Cottret: Social Creative for TOP 14 and point of contact for partner content
The team also works with key partners:
FIT Group: Website management and community management during match weekends
JIM Social: Writing content copy and publishing partner materials
Graphic UNTD: Creating visuals based on SPORTFIVE briefs
To keep this well-oiled machine running: WhatsApp, Trello, and real-time collaboration with the LNR teams ensure fast approval cycles and maximum responsiveness.
A job that is partly done behind the scenes...
Creativity at the Core
During the week, the focus is on creating engaging, trend-driven content tailored to each platform’s unique style. With the help of our video teams and LNR’s graphic designers, we develop and produce strong, high-performing formats.
A 360° Digital Coverage
From Thursday to Sunday, with FIT Group’s support, teams work tirelessly to bring every TOP 14 and PRO D2 matchday to life in real time: results, highlights, rankings. The website extends this coverage with editorial content before and after each matchday.
.jpg)
.jpg)
.jpg)
.jpg)
The Rise of TikTok
With the management of the @top14rugby TikTok account in 2024, SPORTFIVE entered a new creative era. This network requires a unique approach, with its own codes and viral dynamics — a space where experimentation and innovation thrive.
Managing a Multi-Channel Ecosystem
To meet new user habits, SPORTFIVE also took charge of the WhatsApp, Messenger, and Instagram channels new, more personal ways to connect directly with fans where they are.
Showcasing Partners
Since 2022/23, SPORTFIVE, supported by JIM Social, has helped LNR highlight partner brands with relevant, creative, and consistent storytelling. Each piece of content is tailor-made to reflect both the championship’s and the sponsor’s identity.
Editorial Management of the Website
Together with FIT Group, SPORTFIVE oversees the entire sports editorial direction of the three championship websites (TOP 14, PRO D2, In Extenso Supersevens). Match summaries, analyses, coverage of the French national teams, and storytelling drive the season, creating strong synergies with social media.
International Reach
With a dedicated English-speaking community manager, SPORTFIVE has helped expand the TOP 14’s presence in the UK and beyond. Influencers Rugby With Amy and The Rugby Guy have further boosted this momentum with their distinctive style and global reach.
The Year-Round Supersevens Challenge
With only four stages per year, keeping the In Extenso Supersevens’ social media active is an exciting challenge. The goal: maintain engagement year-round through a creative, fun, and dynamic editorial line.
.jpg)
Reporting and Optimization
Every month, SPORTFIVE delivers a detailed performance report. The goal: take a step back, adjust the strategy, and anticipate upcoming milestones.
…But Also on the Ground, Close to the Action
Media Days
The season’s first key moment for fans and players alike. Each year, SPORTFIVE is on-site to capture the excitement of the season’s return — through immersive stories and creative content workshops, bringing rugby back to life even before the first whistle.
The Rugby Gala Evening: Celebrating the Season’s Most Talented
The gala evening honors the most talented individuals who made the past season a success. Broadcast live from the Olympia on Canal+ in free-to-air, the event is also covered in real time on social media.
Before the ceremony: TikTok and Instagram live coverage on the red carpet.
During the event: Behind-the-scenes content with the winners.
Afterwards: Extending the event online for several days through content captured on site.
Regular Season and Finals
Since last season, LNR has sent SPORTFIVE teams to create content around key matches — bringing fans closer to the action: the first-ever TOP 14 match in Vannes, Boxing Days, Fan Days, and major showdowns.
Through fan interviews and behind-the-scenes coverage, SPORTFIVE captures every moment.
Then comes the most anticipated month of the year — the climax of the season’s work. Playoffs, semi-finals, and the final are covered in depth: reports, interviews, live content, and fan engagement.
For the TOP 14 semi-finals and final, a reinforced team of about ten creators (community managers, designers, videographers, photographers) is deployed — an intense and emotional period.
Supersevens Immersion
In summer, it’s time for rugby sevens — full of tries, wild costumes, and flashes of genius. Our on-site teams capture the festive spirit, up close with players and fans.
With a competition lasting just one month, it’s also a key time to build a content library for the rest of the year.
Word from the League
“I am convinced that rugby is as much about storytelling as it is about playing. That’s the essence of our partnership with SPORTFIVE: bringing our competitions, clubs, and players to life beyond the field. SPORTFIVE is the creative and operational extension of our strategy, with a deep understanding of formats, audiences, and digital codes. This partnership is built on a strong belief: by staying demanding in substance, bold in form, and close to our fans, we will make rugby grow.”
Arnaud Becquet, Head of Editorial and Digital Communication, LNR (TOP 14, PRO D2, In Extenso Supersevens)
Rugby as a Field of Emotion
A Collaboration Serving a Sport That Is Lived, Shared, and Told:
"I was fortunate to be involved from the very beginning of the project with the LNR, and I am very proud to see how much it has evolved over the years. This client has become a cornerstone for the agency and has allowed the Digital team to grow its skills season after season, in order to best meet the LNR’s needs.
The relationship with the client is also a key factor in our success. Over the seasons, we have built a true relationship of trust with all the League stakeholders involved in the various projects, and we are always delighted to see them on the field—during the regular season, but especially when it all comes down to the final matches.
At the agency level, this client has become a real showcase for our expertise in social media and rugby, which we leverage across different departments and for our other clients."
Valentin Manigot, Senior Digital Account Manager at SPORTFIVE
