Gedibois strengthens its TV visibility during the Betclic ELITE Playoffs

A communication tool based on team sports

Since 2023, Gedibois has been using French basketball as a visibility tool. Positioned in the distribution of wood, panels and wood productsThe brand is thus expanding its audience beyond just those involved in the construction industry.

This choice is based on the strong media exposure of the professional competitions organized by the National Basketball League. The partnership, active until 2028, covers the championships Betclic ELITE et ELITE 2.

"Gedibois is also, until 2028, an official partner of the National Basketball League and its two professional championships."

For companies in this sector, this type of commitment is part of a strategy of brand visibility complementary to the field actions carried out by traders, sales teams and prescribers.

Betclic ELITE 2026 Playoffs and TV ratings

The Betclic ELITE Playoffs 2026 The preliminary rounds take place from May 25th to June 11th, before the finals scheduled to begin on June 14th. This final phase brings together eight teams:

• the top six in the rankings,
• two teams from Play-In (7th to 10th place).

This format generates increased sporting intensity and a large audience, particularly thanks to the free-to-air broadcast of several matches.

"This competition […] promises an intense and decisive outcome."

For a player in the construction industry, this context represents a lever for national visibilitydifficult to reach through professional channels alone.

A TV format based on the repetition of short formats

Gedibois is deploying a structured media plan around the broadcasts aired on the L'Équipe channel. Ten Playoff matches are being broadcast free-to-air, with the same setup for each game.

From the very first match:

• 8 billboards,
• 12 trailers.

This pattern is repeated throughout the competition, namely:

• 80 billboards,
• 120 trailers.

These short formats are governed by the regulations of theARCOMThey allow for strong repetition of the message. They are part of a logic of progressive memorization among viewers.

A strategy that complements prescription channels

In the building industry, communication relies mainly on specialized channels: trade shows, distribution networks, or specification via design offices and project managers.

Television advertising complements these strategies by also reaching individuals involved in housing projects. It can bolster a brand's credibility with end customers.

Concrete example: during a renovation project of thebuilding envelopeAn artisan can rely on the reputation of a brand seen on television to reinforce his choice of materials with his clientele.

Operational limitations and conditions for effectiveness

However, this strategy has a limitation: the conversion of visibility into a purchase remains indirect. In the construction industry, decision-making cycles are long and involve several stakeholders.

Effectiveness depends on:

• consistency with local commercial activities,
• the availability of products from traders,
• the mobilization of field teams.

In the value chain, the artisans, the implementation companies and the design offices play a crucial role in transforming this reputation into concrete prescriptions.

National recognition supporting professional networks

With this strengthened system, Gedibois consolidates its strategy of national notoriety by leveraging a unifying sporting event. The association with basketball promotes notions of collective commitment and performance.

"Gedibois has chosen to increase its TV visibility during the Betclic ELITE Playoffs."

This approach illustrates an evolution of practices in the building sector, where media visibility now complements the technical, commercial and regulatory levers used by the actors in the industry.