Exclusive"Creating brand preference through sports partnerships" (S. Layadi, Gorillas)

"The first objective that we seek through these sports partnerships with such great brands is notoriety, 'awareness'. It is necessary for us to remain 'top of mind' and to be seen and remembered quickly. This is a challenge for us because all the quick commerce players have arrived at the same time and it is a question of finding ways to emerge, make a difference and create brand preference," said Sara Layadi, senior brand manager at Gorillas, to News Tank Football on 15/02/2022.

Gorillas, a grocery delivery service based in Berlin (GER), opened its first shops in France in March 2021 (22 shops exist today, including 10 in Paris and six around the capital). Since then, the brand has forged a series of partnerships in the world of sport, both with one-off events such as Quai 54 (street basketball tournament) and the LNB All Star Game, as well as with clubs such as Paris Basketball (Betclic Élite) and most notably Paris Saint-Germain (Ligue 1 Uber Eats).

"Paris Saint-Germain is a big international club, but above all it is a big French club with a strong penetration in Paris and the…