Digital Tools — Nation Branding & 2030 Olympics (Sports)

Course unit 'Digital tools for customer/user relationship management' - Guiding question: how France leverages swimming for its image and products on social media. Theoretical framework: nation/place branding, sports soft power. Cross-analysis France/USA: preparation models, starification vs systematization, viral impact. USA side: robust budgets/partnerships, athlete personal branding (e.g. 1.3M creator impressions), behind-the-scenes/live/Q&A formats. France side (FFN): partnerships (EDF, INSEP, CIC), community engagement (contests, hashtags #PARIS2024, #TEAMFRANCE). 2030 Olympics communication plan: themes, channels, key moments, frequency. Case study on digital tools for customer-user relationship management with a sports & soft power angle. Comparative analysis (France vs USA): medals, audiences, federation budgets, content dynamics; importance of platforms & social media rebroadcasts. Ability to link CRM/engagement to media assets (social media, VOD, clips), to quantify impact and derive growth drivers.