The sponsorship follows on from recent deals with English Premier League club Tottenham Hotspur and UEFA.
We thought we’d take a quick look at our data to see if we could see what’s fueling this most recent move.
It looks like Hotels.com have done their research because French Ligue 1 followers are a good target audience for the site, which services the hotel and flight sectors.
Fans of the league are significantly more likely to stay in hotels both inside (17.8% v 14.0%) and outside of France (9.2% v 6.7%), as well as to travel for both business and leisure (21.4% v 16.7%). They are also about 12% more likely to have taken a holiday in the past twelve months.
Crucially for Hotels.com, fans of the league may be less likely to be converted customers – they tend to be more likely to book accommodation directly with the hotel, for example, than the rest of the French general population.
As a strategy, finding an audience segment which is more likely to travel but is yet to use you makes sense. And this Marseille move shows that Hotels.com feel that that strategy is currently best executed in football.
Photo © Arisa Chattasa