We Are COM was at "RG"... at Roland Garros, the place to be Post-Cannes communications professionals. To attend a match? Out! To talk about patronage with Beryl Lacoste Hamilton, President of the Lacoste Foundation on the occasion of its 10th anniversary.
While tennis is one of the most elegant sports, the Lacoste brand embodies the very essence of the game. The "musketeer" René Lacoste remains etched in memory as much for his innovative playing style as for his short-sleeved shirt, which, in 1933, freed players from their dress shirts. Champions have come and gone over time, and playing styles, as well as fashion, constantly renew the spirit of tennis. The pioneers played in trousers or long dresses, and today, players compete to stand out from one another. Whether it's comfort, allure, or a way to unsettle their opponents, players' outfits are eagerly anticipated by the public and commentators alike. René Lacoste, Suzanne Lenglen, Steffi Graf, the Williams sisters, Gustavo Kuerten… they have all made headlines not only for their game but also for their attire.
If players and trends come and go, what remains? The values of these clay-court heroes remain intact. Confidence, tenacity, perseverance, rigor – with such weapons, anyone can build their life ", these are the key words of René Lacoste that initiated the Lacoste FoundationBy supporting 60,000 young people in 22 countries, the Lacoste Foundation has been working for 10 years to transmit the values of sport and enable young people to access sports perceived as “elitist” and shape their professional futures. These actions are reflected in particular by support for more than 40 associations. “Quiet please, the players are ready to talk to you about sponsorship.” First ball.
Interview by Maëva Régnaut et Eleanor Dumont.
Hello Beryl. Welcome to We Are COM. Are you ready to show us the best of your Foundation?
Hello team. Yes, I'm ready to answer your questions, and in French 🙂
We know your crocodile well, but less so your Foundation. Can you tell us about your activities?
We have two main pillars: tennis and golf. We don't plan to develop other areas, as these are two sports in which we already have expertise. We can provide serious support to young people in their professional training within these sports. Furthermore, we can benefit from synergies thanks to the numerous relationships we've developed with associations and professionals. Our objective goes beyond mere financial support and also involves playing a mentoring and facilitating role.
On a personal level, what project are you most proud of?
I am particularly proud of the initiatives we carried out this year. For example, we accompanied six young people to New York, where they were coached by Maria Sharapova's coach. A truly wonderful experience!
Internally, how do you mobilize employees in relation to the Foundation?
We are at the beginning of the rollout of employee-focused initiatives. We wanted to redesign the Foundation's website, and it was the employees in Lacoste's Digital Communications team who wanted to lead the project themselves, without using an external web agency, because it was a project they were passionate about. In addition, we developed a corporate video about the Foundation's activities, aimed at both internal and external audiences. And we created an annual event for employees. They can participate in an Olympiad, with a matching fundraising system for partner charities.
What are the links between the Foundation and the brand?
The Foundation and the brand share common values, but are in reality quite separate. Our actions are not driven by commercial interests or brand enhancement. The brand manages its own sponsorship activities, while we act as patrons, giving back to sport what it has given to our family and the Lacoste brand.
3 things to know about Beryl Lacoste Hamilton
- She is the granddaughter of René Lacoste
- She was a journalist at BusinessWeek
- At Lacoste, she managed the Eyewear and Perfume lines.
