"Not every brand needs sport. But those that choose to invest in it must do so with the right strategy, the right partners and the right rights."
An agency born from experience, vision and timing
Til The End was born from the experience and vision of its founder, Jérémy Minucelli, whose career was built within some of the most prominent organisations in international sport.
Having held strategic positions within leading clubs and organisations — including Juventus, Inter Milan, Fiorentina, Sampdoria, Olympique de Marseille, AS Saint-Étienne and the Formula 1 French Grand Prix — he contributed to major projects at the intersection of sport, brands and institutions.
These include the international commercial development of Inter Milan and the Juventus Stadium naming right project.
In 2022, in response to growing demand from agencies, brands and event organisers, he founded Til The End. After several years of development alongside a trusted network of partners, he decided in 2026 to dedicate himself to the agency full-time.
A dual perspective on the market
Jérémy Minucelli's career has enabled him to work alongside both rights holders and brands, giving him a deep understanding of the specific challenges faced by each side.
His ten years at Sportfive, one of the world's leading sports marketing agencies, further strengthened his expertise in partnerships, rights valuation and international strategy.
Brands and Rights Holders: A Shared Goal of Creating Value
For brands, Til The End supports the development of partnership strategies, the identification of the most relevant rights, the negotiation of agreements and their activation, with the objective of creating measurable and long-term value.
For rights holders, Til The End helps maximise the value of their assets, structure partnership offerings, optimise revenues and identify new growth opportunities.
In both cases, the objective remains the same: aligning interests, enhancing the relevance of partnerships and maximising their long-term impact.
Our Vision
Sport is one of the most powerful platforms for brand expression. Yet its potential is often underutilised when decisions are driven by opportunity rather than strategy.
Til The End advocates an approach based on partnerships that are treated as genuine strategic investments, built around aligned interests, clearly defined objectives and performance measured over time.
Our approach is grounded in strategic rigour, strong negotiation expertise and a constant focus on long-term results.
Our Role
Til The End supports executives, brands and rights holders in the design, structuring and development of sports partnerships that create long-term value.
Our role is to align the interests of all stakeholders in order to build balanced, coherent and sustainable partnerships.
The most successful partnerships are not built on rights or assets alone. Above all, they depend on the ability to create strategic alignment between all parties involved.
Local Roots, International Reach
Based in Savoie (France) Til The End operates across Europe's leading business and decision-making hubs, particularly between France and Italy, from Paris to Milan.
Til The End leverages an international network of trusted partners built through years of experience at the highest levels of sport.
More than a geographical footprint, this network provides direct access to key stakeholders and strategic opportunities, enabling the right connections to be made at the right time.
Operating with the highest standards of professionalism and discretion, Til The End helps bring together the right people together around the issues that matter most.
Our missions
Strategic Sponsorship
Til The End helps brands design, structure and optimise sports partnerships fully aligned with their broader business strategy and marketing, commercial and reputational objectives.
Built on an integrated approach, our work spans the entire sponsorship value chain, from strategic planning and partnership development to activation, measurement and long-term performance.
Brand Ambassadors
Combining expertise in sports sponsorship, a deep understanding of sports and influence ecosystems, and access to a curated network of recognised talents, Til The End helps brands identify and engage ambassadors who authentically embody their values and reinforce their long-term positioning.
Off-Market stratégy
The greatest value in sports sponsorship is often created long before opportunities become visible to the market.
Leveraging a deep understanding of rights holders' priorities, decision-making processes and international sports ecosystems, Til The End identifies and structures off-market partnership opportunities with the highest level of discretion.
This approach gives brands a strategic head start and enables the development of more relevant, sustainable and impactful partnerships.
Consulting
Brands today operate in an increasingly complex landscape of opportunities, sports properties and partnership models.
Success no longer depends on access to opportunities, but on the ability to make informed decisions, at the right time and with a long-term perspective.
Til The End acts as an independent strategic advisor, helping brands and rights holders navigate complexity, align interests and build partnerships that create lasting value.
