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An initiative designed to champion grassroots rugby, celebrate local identities, and support the development of young players across France.
In this Success Story:
With Ma Région, Mon Maillot, TotalEnergies and SPORTFIVE turned a rugby jersey into a symbol of local pride. Out of 417 applicants, 13 amateur rugby clubs received unique jerseys inspired by their region and manufactured in France by young people in vocational training. A 360° activation combining creativity, social impact, content, media exposure, and local community engagement.
As a long-standing partner of French rugby at every level of the game, TotalEnergies wanted to reinforce its commitment to the sport’s most vital foundation: amateur clubs. The objective was to create a nationwide initiative capable of delivering tangible support to Régionale 2 and Régionale 3 clubs, which often receive less visibility and fewer resources, while also highlighting the brand’s strong local roots.
The ambition went beyond simply providing equipment. The challenge was to design a meaningful and distinctive programme that could engage clubs, players, volunteers, and local communities alike. The activation therefore needed to combine several dimensions within a single concept: supporting grassroots rugby, celebrating regional identities, creating compelling content, and contributing to youth training and professional integration in France.
SPORTFIVE developed Ma Région, Mon Maillot around a simple belief: in grassroots rugby, a jersey represents far more than a team. It tells the story of a town, a heritage, and a community.
A nationwide call for applications was launched among Régionale 2 and Régionale 3 clubs. From 417 submissions, 13 clubs were selected, with one representative chosen from each mainland French region. Each club then co-created its jersey with textile designer Saintetixx, selecting the landscapes, symbols, architectural landmarks, and local traditions that best reflected its region's identity.
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The 13 jerseys were produced in France by five vocational textile production schools supported by the TotalEnergies Foundation. Through the project, students worked on a meaningful real-world assignment that combined learning, textile craftsmanship, and professional integration, while developing the specialist skills required to manufacture technical sports apparel. Each club received three sets of 30 jerseys for its men’s, women’s, and youth teams, as well as training bibs for its rugby school and a professional photo and video shoot.
The activation was rolled out as a 360° storytelling campaign: from club recruitment and winner announcements to jersey co-creation, on-site filming, kit reveals, social media content, national and regional media coverage, and engagement from TotalEnergies’ local teams. Across every touchpoint, from digital channels to the rugby pitch, the initiative transformed a jersey into a powerful symbol of regional pride.
From its very first edition, Ma Région, Mon Maillot generated remarkable enthusiasm, attracting 417 club applications and selecting 13 winning clubs, each representing one of France’s 13 mainland regions through a unique jersey design. The activation delivered 64 pieces of content, generating 16,5 million impressions, reaching 8,6 million people, and driving more than 184,000 engagements.
The campaign also achieved significant editorial visibility, with two double-page features in L’Équipe and coverage across 27 regional daily newspaper publications. Beyond its media performance, the initiative gave amateur clubs a level of exposure usually reserved for professional sport, while showcasing French craftsmanship and highlighting the importance of youth training and vocational development.
Ma Région, Mon Maillot perfectly reflects our commitment to supporting grassroots rugby. By giving each club a jersey that tells the story of its region, we are celebrating the people who bring the sport to life every day across France.
Julie Dejean, Head of Brand & Sponsorship, TotalEnergies
