L'Equipe, the French daily sports newspaper, has launched an internet marketplace for the sale of sporting goods as part of its efforts to capitalize on a huge audience with interest in sports. About one month after its launch in February, L'Equipe Store lists around 300 brands covering over 20 sports categories, from vendors such as Sports Depot and Sportposition. The offering is somewhat haphazard for the time being, for example featuring a plentiful array of running footwear but no tennis racquets or skis. L'Equipe is said to be the most recognized brand in French sports, with more than 29.3 million contacts per month. Apart from its daily newspaper, L'Equipe also publishes several magazines and runs specialist websites and a television channel. A subsidiary of the Amaury group, L'Equipe draws attention to particular offers on the marketplace through its news website, relating to current sports events. For instance, on the day of a major football game, the relevant pages on its website would feature a banner linking to football jerseys on the marketplace. The daily already had a commercial activity in sporting goods through an affiliation program. Another marketplace that is making waves in the French market was launched last year by Fnac, a retailer specializing in cultural products and electronics. Fnac's marketplace generated about 20 percent of the retailer's online turnover last year. The sports section was launched in November.

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