A photo all smiles on Instagram and a nice watch on the left wrist. On Wednesday, Léon Marchand and Omega formalized their partnership, four days before the start of the world championships in Fukuoka, Japan, this Sunday. The young Frenchman (21), as well as the Romanian prodigy David Popovici (18), champion and world record holder in the 100m, have become the ambassadors of the Swiss brand, official timekeeper of the World Swimming Championships and the Olympic Games, like other legends of their sport before them, such as Federica Pellegrini or Michael Phelps.
“Announcements are coming in the next few days”, already affirmed on June 8 during a press conference at his home in Toulouse, the new tricolor master of chlorinated basins. The Arizona State University student was asked about possible sponsors, in a hurry to get on the train towed by the reigning double world champion in the 200m medley and 400m medley, and who could shave this Sunday in Fukuoka the record of Phelps, 15 years old, on the second distance (4’03”84).
“We had a lot of requests after the Worlds, last year, continued the (still) licensee of the Dolphins of the TOEC, whose interests are managed by his parents, former international swimmers, and a lawyer friend of the family. I try to remain quite rare in terms of partnerships. I don’t want to be a walking pub! »
The last sentence is pronounced in a laugh. For the moment indeed, the recent five-time champion of France in Rennes points to absent subscribers in TV spots or on 4X3 posters that other Toulousains, Antoine Dupont in the lead, are beginning to storm as the Rugby World Cup approaches. Before Omega, Marchand was already Haute-Garonne sports ambassador, like Sofiane Oumiha (boxing), Djilali Bedrani and Benjamin Robert (athletics). In exchange for interventions with college students, this status gives the right to a scholarship of 1,000 to 2,000 euros, to which is added an Olympic scholarship of 2,500 euros for athletes qualified for the Olympics.
“The Olympic sport par excellence”
Precisely, the next Paris Games should change the dimension of the champion. “For the moment, he is not overexposed, he is still very young and there has not been an Olympic Games since 2021, observes Michel Desbordes, professor of sports marketing at Paris-Saclay University. In swimming, there is no recurring meeting how in Ligue 1 or in the Top 14. If Laure or Florent Manaudou have been known, it is thanks to their Olympic titles. If things go well for him at the Olympics, with at least one title, the sponsors will turn to him. It is nevertheless, with athletics, the Olympic sport par excellence. »
Marchand evolves in a discipline that only really speaks to the general public once every four years. But the window opening up to him promises to be full of promise: competition at home, and the short-term eclipse of other great French stars in individual sport, such as Florent Manaudou or Teddy Riner. “He is young, he knows how to express himself, he studies in the United States so he speaks good English, lists Michel Debordes. The sponsors will be interested in it. »
Didier Poulmaire fully agrees with this opinion. Specialized in fiduciary management, the lawyer accompanied Laure Manaudou at the height of her glory, in the 2000s, as well as Yoann Gourcuff.
“Laure was able to sign a contract with the Pinault family for five million euros. There has been a lot of work on the athlete and on the image. She is one of the athletes who has made the most covers of Paris Match orShe. Since then, no Olympic athlete has recovered these amounts. It’s an incredible chance for a French athlete to be one of the favorites and to be able to shine in home Games. The natural objective for Léon Marchand is to reach the same level of contract. He has nothing to envy to Laure Manaudou. Setting lower goals would miss your potential. »
The Manaudou family embodies a golden age of French swimming, alongside Alain Bernard or Camille Lacourt, among others, who knew how to make their image bear fruit. But times have changed. “10 or 15 years ago, you had to have a lawyer, an agent and a press officer,” continues Didier Poulmaire. Today, we have entered a new era, where we must control the production of content, via a content management platform. »
Clearly, the sportsman has become his own media, through social networks, and no longer necessarily needs to go through the hitherto classic relays (TV, print media) to “sell” himself and expose his partners. “The platform will issue audiovisual rights for streaming, with Netflix and Amazon for example, image management for sponsors, the use of rights for unpaid content or charitable operations”, continues the lawyer.
Several events therefore several opportunities to show themselves
Compared to other athletes, a judoka or a boxer for example, Léon Marchand has an enormous advantage: he competes in several events during the same competition. In addition to his two planetary titles in the 200 and 400 m medley last year, the Toulousain won silver in the 200 m butterfly. A medal that could take on golden highlights in Japan. Equally at ease in the breaststroke, he can also compete in the 4x100m medley and 4x200m freestyle relays.
“He will be able to win four or five medals, as Martin Fourcade did in biathlon, notes Michel Desbordes. It’s quite comparable. He can miss two races, he will have at least two more to catch up. An athlete who only does the 100m does not have this possibility. »
“If money motivated me, I wouldn’t go swimming”
The advantage is enormous for his media exposure and largely compensates for the fact that he spends most of his time in the United States, while his supporter base is in France. “There is a risk that he will not exploit his full potential if the organization put in place around him does not take this fact into account”, suggests Didier Poulmaire, who cites the example of Tony Parker, the former leader of the San Antonio Spurs, who according to him could have made his image even better profitable.
That said, Marchand doesn’t think “big bucks” every morning when he puts on a cap and swimsuit before jumping into the water. “If money motivated me, I wouldn’t go swimming,” he smiles. In the United States, my amateur status does not allow me to earn money with sponsors or the media. From now on, Americans have the right, but as a foreigner, I can only enter into partnerships outside the country, in France or Japan for example. »
And there is no question for the time being of leaving the US university system, where he flourishes while breaking records in the NCAA. “I came for that, I’m not going to leave because sponsors want to finance me. I can do it later. The future of the “Frenchie” looks golden, in and out of the basins.