Think Sport 2023: "Our group is up against countries like the US" (C. Revel, France Sport Expertise)

"Our GIE (economic interest group) France Sport Expertise is a company affected by government competition. Through sport, governments are increasingly focusing on soft power and image. It's normal for these players to spend money on branding, rebranding and support for private companies, but also on political support through embassies," said Claude Revel, president of France Sport Expertise, on 03/10/2023.

The leader spoke during Think Sport 2023, an event organised by News Tank at the Maison du Handball (Créteil, FRA), during a segment devoted to "international trends", which also featured Sophie Sauvage, head of international women's football at OL Groupe, and Thayer Lavielle, executive vice-president of talent marketing and operations at The Collective, part of the Wasserman agency.

"We find ourselves up against countries like the United States, which have rediscovered the diplomacy of sport. Sport is once again a focus of American diplomacy. This American reinvestment can be explained by the fact that sport speaks to everyone in a globalised world. The British have also…