SANOFI
We developed a purpose-driven Olympic and Paralympic activation strategy to ignite Sanofi’s commitment to inclusion and engage its global employees.
Strategy
Partnerships
Activation
Photo credit: © Sanofi
THE CHALLENGE
Sanofi is an international company dedicated to improving people’s lives through the miracles of science. With global employees working on their mission, Sanofi wanted to use their Olympic and Paralympic sponsorship to recognize their team members' unique voices and experiences under a united ONE SANOFI banner.
We were tasked with developing a purpose-driven Olympic and Paralympic activation strategy to bring Sanofi’s DEI commitments to life and engage their employees across the world.
Photo credit: © Sanofi
THE OPPORTUNITY
Sanofi’s partnership with the Paris 2024 Olympics provided several exciting opportunities to unite employees, accelerate internal cultural transformation, and improve corporate reputation. Our team wanted to take it a step further by using an impact-based approach to bring Sanofi’s mission to improve people’s lives through science to life.
Photo credit: © Sanofi
OUR SOLUTION
We curated a purpose-led team of Olympians and Paralympians and developed a global employee engagement campaign: Team Sanofi and the Sanofi Cup. These initiatives represented Sanofi and its mission both internally and externally during the Games.
Our team’s contribution to these initiatives was comprehensive, including athlete activation and day-to-day management, content production and communications, and maximized alignment with Sanofi’s DEI commitment.
Photo credit: © Sanofi
“Partnering with 17 Sport during the Paris 2024 Games was a game-changer for us. Their team was instrumental in helping us bring our brand's commitment to DEI to life in a way that truly resonated, from building and activating a team of diverse and inclusive Olympic and Paralympic athletes to orchestrating our largest-ever employee activation. With their strategic insight and flawless execution, they empowered us to make a real impact that reflected our values and inspired our community.”
Matthieu Gerard,
Head of Partnership Paris 2024, Sanofi
TEAM SANOFI
Team Sanofi is a diverse, global group of athletes and coaches committed to their success on the field—and leaving a positive legacy off of it.
In addition to their athletic skills, each team member was selected based on their dedication to addressing societal challenges such as physical and mental health, women’s rights, and access to education.
We activated this team of superstar athletes and coaches to bring Sanofi employees together and generate their excitement for Paris 2024. Team Sanofi executed approximately 230 appearances during the partnership, engaging with around 25,000 Sanofi employees.
17 sport’s role
Overall team strategy development
01
Team member selection and negotiation
02
Management of athlete activation
03
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Ezra French
Para Track and Field, USA
2x GoldEzra is on a mission to normalize disability and build a more inclusive world.
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AMANDINE BUCHARD
Judo, France
2x Gold, 1x Silver, 1x BronzeAmandine fights for women’s rights, raising awareness to prevent violence against women.
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NANTENIN KEITA
Para Athletics, France
3x Gold, 3x Silver, 2x BronzeNantenin advocates for people with disabilities, especially people with albinism and blindness.
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LAUREN ROWLES
Para Rowing, Great Britain
3x GoldLauren aims to challenge perceptions of disability, gender, and sexuality in sports.
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DAVIDE MORANA
Para Athletics, Italy
Davide uses his platform to raise awareness about meningitis prevention and energize patient communities.
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NICOLAS MAHUT
Tennis, France
Nicolas’ goal is to raise awareness for domestic violence, teaching boys that it’s not just a women’s issue.
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YUL MOLDAUER
Gymnastics, USA
Yul aims to increase awareness around Asian hate and fight biases against men in gymnastics.
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THÉO CURIN
Para Swimming, France
Théo uses his story and strong social media presence to advocate for meningitis awareness and prevention.
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SARAH M’BARECK
Football Coach, France
Sarah is a motivational speaker passionate about women coaches and women’s rights in sports.
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VALÉRIANE AYAYI-VUKOSAVLJEVIĆ
Basketball, France
1x Silver, 1x BronzeValériane is a role model for women in sports after competing in Tokyo 2020 while three months pregnant.
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DANIS CIVIL “DANY DANN”
Breakdancing, France
1x SilverDanis wants to inspire youth in French overseas regions to achieve their dreams through sport.
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NICOLAI ZELTINGER
Wheelchair Basketball Coach, Germany
Nicolai is dedicated to developing coaching for para sports and giving back to the community.
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SARAH FARHOUD
Paralympic Team Doctor, Saudi Arabia
Sarah is on a mission to raise women’s profiles in sport, starting with a run for women and girls in Riyadh.
sanofi cup
We developed the strategy and concept of the Sanofi Cup, an electric global employee activation tournament ahead of the Paris Olympics that invited employees from each region to participate in sports challenges, acts of service, and sportsmanship. After the initial events, each region nominated a team to represent them at the Sanofi Cup Final in Paris.
To make this activation a success, we developed an internal communications campaign to drive participation in the local Sanofi Cup events across 50+ countries. Alongside our partner Shortcut Events, we delivered the Sanofi Cup Final, which saw 240 Sanofians competing in five Olympic and Paralympic sports and attracted an audience of over 6,000 people.
This final event was a celebration of the entire Sanofi workforce. With over 10,000 participants and supporters, it was Sanofi’s largest and most inclusive employee engagement event ever undertaken by the company.
17 sport’s role
01
02
Concept development
Toolkit creation
Local office onboarding
03
Management of event suppliers
04
Co-production of Sanofi Cup Final
05
IMPACT
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50+
Countries
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5
Olympic and Paralympic Sports
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6k
audience
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10k
Participants