Crédit Agricole, France’s leading financial institution, is a co-operative and mutual bank that has been committed to the development of French sport for over 40 years. Official partner of the French Judo Federation, the bank is also a major partner of the French Football Federation. Moreover, it accompanies each season more than 2,000 clubs, covering 27 different sports throughout France. Crédit Agricole was therefore in need of an overall brand positioning to reflect all the support it provides to the world of sport.

Crédit Agricole’s commitment to sport is driven by the fundamental human values it represents: solidarity, diversity and respect. In every sports activity, one must follow rules, set objectives and respect opponents. One learns to win, but also to lose. In short, one learns to live. The concept of Sport as a School of Life was launched by way of a multi-channel brand campaign, fronted by a spokesman of choice: Teddy Riner, the world-famous French judoka