Maître Coq began its partnership with skipper Jeremie Beyou only 10 months before the 2012 Vendée Globe. "The brand was under construction five years ago and needed awareness to be present in mass retail and to introduce our products to consumers." explains Stéphane Sallé, General Manager of Maître Coq.
And it was a successful operation since Maître Coq recorded 10% more awareness with the Vendée Globe. "It was really huge! Normally we record 1% per year." continues Stéphane Sallé.
The same is true for the turnover, since before its partnership with Jeremie Beyou, the master poulterer achieved 150 million euros in turnover. In November 2016, the latter recorded an increase of 20 million euros in turnover.
Stéphane Sallé, General Manager of Maître Coq
Sponsoring a skipper in the IMOCA class is not necessarily easy in terms of communication, since the Vendée Globe takes place every four years. But the operation remains profitable as explained by the General Manager of Maître Coq "For the past 4 years we have managed to maintain 69% awareness despite the communication difficulties related to IMOCA." In 2012, the brand was known by 57% of the population. Maître Coq also climbed from 5th at 2 e in poultry sales with a 40% increase in sales.
Unfortunately for Jeremie Beyou, the partnership with Maître Coq will end after the next Solitaire du Figaro. Before the start, Stéphane Sallé had explained that he was working on an assessment of his reputation and sales to decide whether or not to continue the adventure.
"We will make our decision after the return from the Vendée Globe, but the sports and business project must match, and the budget for each Vendée Globe is increasingly important. In 2020, it will be even bigger."
Finally, the expectations of both parties no longer match, the chicken food specialist has decided to end its sponsorship. A decision explained by Jeremie Beyou during the return press conference
"We have had five superb years with Maître CoQ, but after the next Solitaire du Figaro, it will be the end of our joint adventure. My objectives for a potential next Vendée Globe were not adapted to the means that the brand was capable of putting in.
We are, me and my team, looking for a new partner for a 2020 Vendée Globe, with higher ambitions and aiming for the level that Armel has reached with Banque Populaire."
The IMOCA Maître Coq has already been sold for less than 2 million euros, the price at which it was bought 3 years ago.
