Raphaël Porte – CMA Media: A 360-degree strategy for World Cup 2026
In an interview with CB News, Raphaël Porte, General Manager of Revenue and Distribution at CMA Media, shared insights on how radio, specifically RMC, is gearing up to engage fans during the upcoming World Cup. RMC aims to be the ultimate companion for sports enthusiasts throughout the tournament, offering brands the opportunity to connect with listeners through various initiatives.
Porte emphasized the role of radio in providing continuous coverage, especially during odd match timings, when TV viewership may not be feasible for everyone. He highlighted the importance of RMC’s editorial approach, with special correspondents in host cities, enhanced digital coverage, and exclusive content, including podcasts dedicated to the 48 qualified teams. This extensive strategy aims to build excitement and engagement leading up to the tournament start.
Additionally, RMC is offering a range of advertising opportunities for brands, including sponsoring shows, contextual advertising, and premium ad slots during match breaks. The comprehensive coverage extends across all CMA Media channels, ensuring a multi-faceted approach to leverage the World Cup fervor.
Addressing the evolving landscape, Porte discussed the integration of digital audio and podcasts as complementary elements to traditional radio, catering to a diverse audience seeking in-depth coverage. This diversified approach rests on three pillars – native podcasts, replay podcasts, and a dedicated digital radio stream.
Porte also touched upon innovative advertising formats, such as ‘Screen Madness’, designed for enhanced listener engagement. The focus remains on delivering tailor-made solutions for brands keen on associating with the global event.
As the World Cup approaches, RMC’s blend of wide reach and niche content caters to both the general audience and sports enthusiasts, presenting a unique opportunity for brands to align with varied programming styles during the tournament.
With a multi-country hosting setup and the promise of a compelling mix of sports, news, and politics, the 2026 World Cup poses a rich narrative canvas for RMC, promising a successful commercial venture alongside widespread popularity.
Overall, Raphaël Porte’s insights shed light on RMC’s comprehensive approach to leveraging the World Cup to engage audiences and provide brands with diverse advertising avenues.
