ALP Group announces the creation of ALP Sport, a strategic consulting firm dedicated to the sports ecosystem. ALP Sport operates across the entire value chain (strategy, financing, marketing and activation) serving rights holders, institutions, brands and investors.
To strengthen its offering, ALP Sport has entered into a strategic partnership agreement with WMH Project, one of Europe's leading below-the-line communications groups. WMH becomes a shareholder of ALP Sport and sits on the board of directors alongside Alexandre Cadet, a sports business expert appointed as Associate Director and Vice-President Sales in charge of all Business activities.
A market in transformation, a need for integrated expertise
Sports sponsorship has become the 3rd largest communication investment for advertisers in France, with €1.78 billion in partnerships in 2025. The Paris 2024 effect, the rise of women's sport and the influx of international capital are further accelerating this dynamic.
Yet the market remains deeply unbalanced: 8% of contracts capture 80% of the value, high-audience disciplines remain under-monetised, and the majority of 1,500 investing companies manage their partnerships without an integrated strategy. Between rights holders seeking professionalisation and brands lacking clear ROI perspectives, the need for a consultancy capable of connecting strategy, financing, activation and performance measurement has never been greater. ALP Sport was created to meet this need.
ALP Sport: a tailored approach, from strategy to activation
ALP Sport is structured around four complementary pillars covering the entire lifecycle of a sports project:
Supporting institutions, states and rights holders in developing sports policies, sports diplomacy strategies, sport-for-development initiatives and bids for major international events.
Advising investors on the acquisition of sports assets and rights holders on creating commercial companies to monetise their rights.
Building sport-entry strategies for brands, structuring rights pyramids for rights holders, negotiating sponsorship partnerships.
Designing and producing large-scale sporting events and measurable activation programmes, both physical and digital.
ALP Sport operates in France, Europe, the Middle East and Africa, where ALP Group has a long-established network.
A strategic partnership with WMH Project
To deliver a complete offering on the events and activation front, ALP Sport is partnering with WMH Project, a below-the-line communications group founded in 1995. WMH Project deploys more than 2,000 communication campaigns per year in over 100 countries, serving corporate and institutional clients.
This partnership enables ALP Sport to offer its clients an integrated value chain, from strategic consulting to event production, backed by one of the most robust infrastructures in the European communications market.
"The sports industry is at an inflection point. The sector's stakeholders (states, federations, leagues, investors) need a partner capable of accompanying them across the entire value chain, with the same rigour we apply in our other businesses. ALP Sport meets this requirement. Our alliance with WMH Project significantly strengthens our value proposition."Anne Lauvergeon, Chairman of ALP Group
"Sport is a natural territory of expression for WMH Project. We already deploy our expertise in events, activation and institutional communications there. This partnership with ALP Sport allows us to complement our offering with a strategic and financial dimension that few players master. Together, we offer end-to-end support, from consulting to production."Marc Fischer, Co-Chairman of WMH Project Group
ALP Sport leadership
Alexandre Cadet
Vice-President Sales & Associate DirectorA sports business professional for over 17 years, Alexandre Cadet has held commercial and strategic leadership roles at Lagardère Sports, MKTG (Dentsu), Nielsen Sports, Hopscotch Sport and Eventeam Group. His expertise covers rights negotiation, brand activation, international event organisation and sponsorship consulting, the full value chain that ALP Sport integrates into its offering.
Souleymane Bamba
Chief Executive OfficerA graduate of HEC Paris with a background in corporate finance, strategy consulting and venture capital, Souleymane Bamba has been at ALP since 2021. He leads the creation and development of new divisions within ALP Group, including ALP Cyber and now ALP Sport. Franco-Ivorian, he brings dual finance/operations expertise and an international footprint, particularly across the African continent.