After Jérôme Valentin (M6 & Beyond), Sébastien Lesage (Coca-Cola), Jean-Guillaume Bertola (McDonald’s), Pascal Crifo (Publicis Sport), and Augustin Pénicaud (Havas Play), we continue our series of interviews on the 2026 World Cup with Raphaël Porte, general manager of revenue and distribution at CMA Média.
CB News: What role can a radio like RMC play for brands during a global event like the World Cup?
Raphaël Porte: The radio primarily serves to accompany the fans. RMC’s goal is to be the companion of sports enthusiasts throughout the competition. As the leading sports radio in France, we want to allow brands to experience this event alongside listeners. For this, we have set up a very important editorial system: special correspondents in all host cities, enhanced digital coverage, and exclusive content. We have also launched a series of podcasts dedicated to the teams qualified for the World Cup. Since there are 48 teams, we produce 48 episodes, broadcast every two days. The idea is to accompany fans well in advance of the competition, and throughout its duration, with progressive amplification. The World Cup remains a highly anticipated event, and in a sometimes anxiety-provoking context, it is also a moment of sharing and enthusiasm. The first brands have already begun to position themselves, especially on the occasion of J-100 before the start of the tournament.
CB News: How does radio differentiate itself from television and social networks in reaching fans?
Raphaël Porte: Radio remains a central media for experiencing a major competition. The particularity of this World Cup lies in its schedules. Some matches will be broadcast at 8pm, others at 4am. These are moments when not everyone can be in front of their TV. Radio, on the other hand, allows continuous coverage of the event. For example, listeners can find a comprehensive summary of what happened overnight in the morning, not just a news flash. We also conducted a study with our marketing teams: 79% of people who will follow the sports news of the World Cup on the radio will do so on RMC.
CB News: What advertising options will you offer brands?
Raphaël Porte: We offer a complete range of options: show sponsorships, contextualized messages, digital audio activations. This year, we are also introducing a particularly premium advertising opportunity: “cooling breaks.” During each halftime, two 60-second breaks allow for advertising to be broadcast in a highly attentive context, at the heart of the match. These spaces will generally consist of two 30-second spots. In addition to radio, the event will be activated across all CMA Media group channels: BFM with editorial formats around the matches, social networks, digital platforms, and the press. The World Cup will be a moment mobilizing all the group’s channels.
CB News: How do digital audio and podcasts complement this system?
Raphaël Porte: Digital audio is a natural complement to radio. The After Foot, already the second podcast in France, will obviously accompany the competition and should benefit from even stronger audience during the World Cup. This is supplemented by podcasts dedicated to qualified teams and a special digital World Cup radio. Fans who want a 100% dedicated follow-up can continuously listen to this thematic radio. The system is based on three pillars: native podcasts, replay podcasts, and digital radio.
CB News: Do you see new audio advertising formats emerging?
Raphaël Porte: Yes. On the occasion of the J-100 before the competition, we launched a new format called “crazy screen.” It is a scenario-based advertising screen that combines editorial content, interaction with the advertiser, and classic advertising. The launch is ensured by the host, and then the advertiser is integrated into an interactive system before the advertising screen itself. This creates a more engaging experience for listeners. We also develop many special operations, often tailored for brands.
CB News: Is radio used as a media for reach or contextualization?
Raphaël Porte: Both. With over 3 million daily listeners and 75% out-of-home listening, RMC is a media of great reach. But it is also a very specific media. Our listeners are sports enthusiasts. They are often mobile and very attentive to content. This allows brands to combine reach and contextualization, especially around matches or analysis shows.
CB News: Specifically, do brands favor matches or analysis shows?
Raphaël Porte: Both contexts serve different purposes. During matches, brands benefit from the audience’s power and the emotion of live broadcasts. It’s a very powerful moment. Shows, on the other hand, offer a more conversational and editorial environment, conducive to more contextualized messages. The choice mainly depends on the brief and the advertiser’s goals.
CB News: What will distinguish this World Cup from previous ones?
Raphaël Porte: The main element is the time difference. Some matches will take place in the middle of the night for the French audience. Radio will play an essential role in describing what happened and providing summaries in the morning. Additionally, the competition will take place in three countries – the United States, Canada, and Mexico – which implies extensive editorial coverage with journalists sent to many cities. Finally, this World Cup will also be marked by its international context. It will mix sports, news, and political issues. For a radio like RMC, whose promise is “info / talk / sport,” it is a particularly rich field.
CB News: Will the World Cup be a commercial success?
Raphaël Porte: Yes, I am convinced of it. We can already see the internal enthusiasm and the interest of advertisers. Everyone is talking about this event. I think it will be both a popular success and a commercial success.
