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Roland-Garros

The French Open Roland-Garros tournament is not only iconic, it's magic. And so is their music. It amplifies the competition’s spirit, its French heritage, and the beauty of a very unique sport event. Research proves it: this sonic system boosts fan engagement and leaves a lasting "earprint" across all event experiences.

Sophie Alexandre

Marketing & Communication Director

It's giving us great pride to be the first in the world of sporting brands to create an audio tool as powerful as our voice- embodies to our brand image and values. We love it. Players love it, just as much as the audience.

We’ve never seen Nadal so  emotional

Challenge

In 2013, the French Open CMO was tired of using music that every sport brand was also using. He wanted this unique brand to have its unique sound and music earprint. To embody the brand and amplify the experience “in stadia”, to enhance the intrigue, magic, and competitive spirit of the tournament for everyone attending – players, spectators, media – before, during and after the competition, to convey the magic of Paris and the Latin roots of Roland-Garros in music, Roland Garros chose Sixieme Son.

Sonic concept

This sonic identity embodies the French Open’s values: surpassing oneself, passion, sincerity. It is an usual and surprising blend of epic, latin and luxury sonic vocabulary. Sixieme Son is in charge of all the RG sounds, to enrich the experience. All the moments and areas of the stadium are covered: the village’s festive spaces, public entrances, the courts, the official store, the parking lot. The consistant musical selection is enriched each year..

Outcome

The French Open was the first sport brand to ever  be rewarded by a gold award for Sonic Branding*. It’s sonic ecosystem is enriched every year and highlights every key moments of the tournament. It extends and amplifies the magic of Roland-Garros, boosts people’s imagination to bring emotion, and contributes to leaving a lasting ‘’earprint’’.

*Gold for Sonic Branding at Strategies Grand Prix

Client lead

  • Sophie Alexandre Communication and Marketing Director
  • Laetitia Iriar Deputy Marketing Director
  • Sandrine Hervein Brand Manager
  • Lionel Dubois Entertainment Manager

Agency

  • Michael Boumendil President & Chief Creative Director
  • Laurent Cochini Managing Director
  • Julien Goris, Vincent Turbé Art Directors
  • Eric Caissy, Marion Combes, Pierre Moreau Designers