On May 16, 2026, the Groupama Stadium hosted the 2nd edition of the "Match de Wouf" during the semi-final of the Arkema Première Ligue playoffs. Nearly 200 dogs attended the match and witnessed OL Lyonnes' victory.
In this Success Story:
Following the success of a first edition, a first in both France and Europe, the aim was to strengthen the partnership with Kleber, whose iconic Boxer serves as the brand’s mascot. Supporters were able to enjoy a unique experience by attending the match alongside their dogs and, before kick-off, exploring a Dog Village featuring a wide range of activities and brands from the canine world.
A Unique Organizational Challenge
The main challenge was to bring together sports governing bodies, such as the Ligue Féminine de Football Professionnel (LFFP), to make this unprecedented event possible in a stadium whose regulations normally prohibit pets. It also required rethinking the fan experience to ensure the safety and comfort of both supporters and their dogs, through a dedicated setup including veterinarians, a dog bar, dog urinals, water play areas, and appropriate safety distances.
Beyond the operational challenge, the initiative aimed to position Kleber at the heart of a unique and highly publicized experience, strengthening the brand's awareness and building long-term affinity with consumers.
A Complete Activation Setup
SPORTFIVE conceived and developed this groundbreaking concept as part of the Major Partnership between Kleber and OL Lyonnes, which notably included sleeve sponsorship visibility in the Arkema Première Ligue and the UEFA Women's Champions League.
The ambition was to turn a one-off success into a recurring event. SPORTFIVE's Clubs Activation teams oversaw the design, coordination, and delivery of the event, while SPORTFIVE's commercial teams took over to market the visibility assets and activation opportunities to brands whose audiences aligned with the event's target communities.
7500
people attended the stadium for the playoff semi-finals
+ 110 %
increase in attendance compared to the 2024–25 edition
+ 45 %
increase in registered dogs
The event also received strong national media coverage, with features on M6's evening news, L'Équipe, and Le Progrès. It also generated significant organic engagement on social media, notably driven by the influencer Rio&Co.
Speaking on the campaign, Andrea Morsching, Marketing Director at Kleber said, "Following the enthusiasm generated by the first edition, we wanted to go even further. With the Match de Wouf, we're offering an experience that's twice as Woof: more dogs, more activities, and a key moment in the sporting season with the playoffs. It's an original way of bringing our promise to life: confidence in all seasons."
"We are delighted to have had the opportunity to help organize this activation, a first of its kind in Europe. Being part of such an ambitious and innovative project has been an especially rewarding experience. This success is above all the result of a true team effort between SPORTFIVE, OL Lyonnes and Kleber, through the agency Idylle," added Emmanuel Salenave, Sponsorship Account Team Manager and Théo Sanz Gallardo, Sponsorship Account Project Manager at SPORTFIVE.
