OM to strengthen its social actions

OM to strengthen its social actions

With the OM Foundation, Olympique de Marseille has been increasing its societal commitments since 2017. The budget invested by the club for its actions in the city “has been multiplied by eight since 2017”, says Lucie Venet, director of the foundation, who intends to go further.

“The budget has increased eightfold since 2017”

The link between OM and the city, beyond the sport, is an essential part of the club’s strategy. Social commitment, support for amateur clubs, for the economic world, if Jacques-Henri Eyraud, the former president, has been widely criticised for his “disconnection” from Marseille, he is paradoxically the president under whom the club has invested the most in the life of the city.

This is what Lucie Venet, director of OM Foundation and participant of our women in football campaign, affirms. She has worked at the club for 17 years and has “seen the evolution of this commitment, since OM Attitude was launched in 2000”.

First focused on social and charitable projects for sick and underprivileged children, with “limited ambition and means, we have greatly broadened the club’s scope of action in Marseille,” she said. “The budget has increased eightfold since 2017,” said the director, without however revealing the total allocated to the operation of OM Foundation.

Social commitment facing sporting ambitions

From “dream achievements” for sick children to the reception of women victims of domestic violence, through partnerships with the École de la 2e Chance, Adie (aid to micro-entrepreneurs) support for entrepreneurs, and donations of school equipment in Burkina Faso, the multiplication of OM’s commitments is clearly visible.

But will she take a lead in the wing when Pablo Longoria, the new president, has promised to “put football back at the center of the game”? “Quite the opposite,” said the young president, as an ambitious (and expensive) transfer window is underway. “We are a club very closely linked to the city. We have a goal of social responsibility, even if we also have to put football back at the center of the project. In the current world and situation, this will never be in doubt,” he insists.

But the health and economic crises are also to be taken into account. OM, already in financial trouble, is deprived of part of its income (stadium tickets). Not to mention the insecurity that reigns over the television rights of French clubs after the bankruptcy of the broadcaster Médiapro. In this situation, investing in the athlete could mean disengaging in other areas, such as social works. But Pablo Longoria does not budge and assures that OM’s financial situation is not “critical […] because we have a very solid owner”.

Foundation and communication

The director of the OM Foundation even advances a “growing commitment of the club” to assume “its strong social responsibility towards the local community. OM occupies a very unique place in Marseille. We are first and foremost a football club, but we have a real responsibility ”.

Particularly in the face of the “enthusiasm and notoriety” which engages the Olympian house. Lucie Venet does not dispute the importance of communicating these actions. “Yes, like any actor with such notoriety. But our positioning is different. Modest. We want to do, before making it known. We communicate on something concrete, ”she defends. Especially if the club’s social commitment serves its image, “media power is one of the levers that serve our social commitment”.

A media power also linked to sporting successes, and on which “we capitalize for the actions of the OM foundation. But our commitments are not linked to sporting results, “she reassures, while the team has struggled to convince on the grass in recent years. But outside the pitch, sporting, human and material assets are all “non-financial” levers that support the club’s social actions. “The commitment of the players, the expertise of the employees and the infrastructure are constantly being used,” recalls the director of the OM Foundation.