France's leading business daily, Les Échos, examined the emerging market for backing athletes and public figures financially — with Trendex among the companies defining the category.
The business lens framed a simple shift: audiences no longer just follow talent, they increasingly want to participate in its value. Trendex's model — direct image-rights deals with athletes, structured access, and a redistribution of value to the talent — sat at the centre of that conversation.
It's the foundation our agency division builds on today: brands want the same privileged, direct access to icons that Trendex spent years contracting.
Coverage in France's reference business paper places Trendex in front of exactly the corporate decision-makers and brand leaders the agency now serves.
Key facts
- Coverage in France's top business daily
- Category: the athlete / talent economy
- Direct image-rights deals with athletes
Part of Trendex's press coverage. (Internal reference page.)