ACTIVITIES

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2010 OVERVIEW

The acquisition of Best has changed the physiognomy of Lagardère Unlimited, enabling the division to establish itself in the United States, the largest market in the sports industry, and one of the most closed. Its activity, which is based on representing sports and entertainmenttalents, will help to mitigate the cyclical effects of the sports industry, which is so dependent on the sports calendar for marketing events. Its portfolio of over 180 athletes and its team of managers and agents, which is among the best, make for new growth opportunities.

The fundamentals of the division have helped it to offset the slowdown in activity due to a cyclical downturn. Prestigious, premium content remains critical for guaranteeing high ratings for broadcasters. Europe, in which Lagardère Unlimited has a strong presence, is still the second-largest market in the world, despite slow growth. Football, the division's leading activity, continues to be the main driver of growthin the sports industry, particularly in Africa and Asia.

Strategic development in 2011 will focus on three areas:

• the consolidation of premium events and rights so as to strengthen the division's leadership;
  
• the diversification of activities into new segments;
  
• the conquest of emerging markets.
  

2010 KEY EVENTS

Becoming a leader in athlete representation

With the acquisition of Best in May 2010, Lagardère Unlimited is positioned among the market leaders in athlete and celebrity representation. The takeover increased its portfolio from 70 to over 250 athletes, including Andy Roddick, John Wall, Dwight Howard, Sachin Tendulkar, Joakim Noah, Sébastien Chabal, Gaël Monfils and Justine Henin. Lagardère Unlimited's teams spot the talents of the future, are constantly on the lookout for new trends, monitor the development of sporting performers with high potential, represent the interests of sportsmen and women, and enhance the image of each personality.

Two academies, one goal: performance

Lagardère Unlimited includes a prestigious Parisacademy and is developing a partnership with a famous academy in Florida, in order to be present from the very first stages of a budding sporting career. With SASP Lagardère Paris Racing Ressources and Saddlebrook, Lagardère Unlimited provides high level sports training in the continents of Europe and America.

With cutting-edge facilities, the two academies offer programmes combining studies and intensive training in six major disciplines: athletics, fencing, golf, judo, swimming and tennis.

Prestigious and innovative events

Sportfive - via The Sports Promoters - organised the Summer of Champions football friendlies season, with the participation of prestigious clubs such as Chelsea, Liverpool and Hamburg. The Sports Promoters also organised the Race of Champions, a motorsport event competed in by some of the world's finest drivers: Michael Schumacher, Sébastien Loeb and Alain Prost. Pr Event innovates by organising the ATP tournament in Stockholm, in partnership with IEC in Sports, and broadcasting it in 3D in Scandinavia. Pr Event has also successfully organised the ATP and WTA tournaments in Bastad.

Sportfive and UEFA, Euro 2012 media rights

In 2010, Sportfive secured marketing of media rights for the 2012 UEFA European Football Championship,one of the events with the highest media coverage in the world. The agreement covers a total of 49 territories in Asia and Oceania, including China, Hong Kong, Singapore, India and Australia. This partnership with UEFA follows on from Euro 2008, for which Sportfive handled the distribution of media rights. This major acquisition consolidates its leading position in the football market and increases its expertise in the fast growing market of Asian sporting media rights.

Marketing rights: diversifying for growth

Sportfive has extended its portfolio of football clubs by signing an exclusive contract for AS Saint-Étienne marketing rights. Its diversification is continuing in other disciplines: motorsport, with the management of marketing rights for Michael Shumacher's Formula 1 team (Mercedes Grand Prix), and winter sports, with the renewal of its partnership with the German Skiing Federation in respect of marketing rights for the 2011 bobsleigh and skeleton world championships. World Sport Group, a member of the consortium responsible for the future Singapore Sports Hub, will organise event marketing.

Creation of Lagardère Unlimited Stadium Solutions

Lagardère Unlimited Stadium Solutions offers integrated and comprehensive solutions for sports stadium operators and rights holders, ranging from development consultancy to comprehensive operation and marketing services.

From the outset, this subsidiary has established itself as a key player in the sector. It offers an overall assistance and consulting approach for the bodies responsible for stadium refurbishment, construction and operation, notably in preparation for the Euro 2012 in Poland and Ukraine and the Euro 2016 in France.