Since 2022, Maxus, a manufacturer of utility vehicles, has partnered with Stade Français Paris, a professional rugby club based in France. This collaboration is not just for visibility but is part of a broader strategy to position Maxus as a brand that professionals—particularly those who use utility vehicles for work—would consider when making purchasing decisions. Aurélien Venet, marketing and communications director for Maxus France, explained to Sport Stratégies that the company is targeting professionals such as artisans, small and medium-sized businesses, delivery companies, and fleet managers. The goal is to become a recognized name on the shopping list of potential buyers in these sectors. Maxus offers a variety of utility vehicles that include both electric and diesel models, each tailored for specific professional needs. On the electric side, the eDeliver 5 and 7 are compact models designed for city and last-mile delivery, capable of traveling several hundred kilometers. The eDeliver 9 is aimed at professionals who require larger cargo capacity. For those still relying on diesel for greater autonomy or loading capacity, the Deliver 7 and 9 are available. Additionally, the T60 pickups and the eTERRON 9, a fully electric model, are designed for construction, agriculture, mountain jobs, and leisure. Recent updates at the IAA show in Hanover include a new T60 model, a redesigned eDeliver 5 with a chassis version, and a Deliver 7 with an automatic transmission. A launch event for the T60 is planned for early 2027, and the dealership network is expected to grow. The partnership with Stade Français provides visibility, but Maxus also uses content creation, the Stade Jean-Bouin venue, hospitality, and "Money can't buy" operations—exclusive experiences that are not available to the general public—to create unique interactions with potential customers. The Stade Français Business Club targets leaders of small and medium-sized businesses, artisans, and operations managers, aligning with Maxus's target audience. The club functions as a media platform, an experience space, and a tool for building business-to-business relationships. Rugby, as a team sport, helps humanize the Maxus brand, making it more relatable beyond just its technical specifications. The activation calendar begins in October. During matches on October 10 and 11, a contest will be offered to spectators. On October 17, several players from Stade Français Paris will sign autographs at the Maxus stand at the Paris Motor Show, with "some surprises" for visitors. Throughout the season, hospitality events, "Money can't buy" operations, and digital platform relays will continue, aiming to maintain engagement and reinforce the brand's presence in the professional market.