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Decathlon UK selects Fifty as technology-led media partner

Image © Decathlon

Sports retailer Decathlon has partnered with media agency Fifty for AI-driven media planning.

Fifty will be responsible for developing and executing Decathlon UK’s integrated media strategy across all media and channels.

“We’re thrilled to partner with Fifty,” said Oliver Simpson, head of performance marketing at Decathlon UK. “Their capabilities perfectly align with our growth goals, with the AI platform showcasing how we can adapt to market trends quickly and more accurately.

“Early on the Fifty team showed us where we had opportunities to reach new audiences in key growth segments and importantly how to connect with them, an approach that will support long-term brand building and sustainable growth.”

As Decathlon’s omnichannel media agency partner, Fifty will be delivering media planning and buying of media in the UK.

Simon Shaw, CEO of Fifty, added: “We are incredibly excited to partner with Decathlon UK, a brand that shares our passion for sport and adventure activities.

“Our AI-driven customer insight and media planning combined with deep understanding of the sports marketing landscape, is a perfect fit for Decathlon UK. They have ambitious growth goals, which are the exact business challenges our tools are designed for and that our team enjoys working on.”

Retail media partnerships is the focus of a brand new RetailX Events conference this June. MediaX explores the experiences of well-established retailers in this space to new entrants and the agencies who are helping make things tick. It uncovers any entry barriers and discusses what advertisers, particularly in the FMCG sector, should consider when making investments.

For the full list of speakers, agenda and to register – click here.

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