FRANÇOIS DE CHIARA
Freelance sports marketer since 2010.
IN A FEW WORDS
I never had the level to become a professional footballer. But my passion for sport never faded. I studied Literature at the Sorbonne to work in this field. My studies took me far beyond my sporting performances.
At 20, Goal.com called me to cover Euro 2012. The FFF then selected me to launch the French Women's National Team Instagram. Then the NFL. Then Flashscore for EURO 2024 and the Paris Olympics. My writing adapts to every medium: social media, SEO, copywriting.
MY JOURNEY
MY VALUES
MY SKILLS
ENTREPRENEURIAL PROJECTS
MY STORY
At 20, my musical influences, my fascination with Hunter S. Thompson and my degree in Applied Modern Literature gave me a taste for writing and a passion for storytelling. I dreamed of becoming a journalist.
With a childhood friend, we launched Twofeetunder, a site charting the evolution of underground Hip-Hop. For 4 years, we hit small and large venues, festivals, interviewing major figures from the independent scene: La Scred Connexion, Naps, Demi Portion and many others.
This allowed me to define my style and experiment with multiple formats: audio, video, photo, radio. We earned critical acclaim, but we were still too inexperienced to achieve commercial success.
Though passion drives me, I refused to accept that our hard work wouldn't bring financial stability. I left journalism school and enrolled in a Master's in Entrepreneurship and Digital Marketing at Campus Fonderie de l'Image.
Still with the same partner, a more ambitious project began: turning our dating app into a life's work.
One November evening, we pitched Lovel at a Startup Weekend organised by Google in Rennes. The concept: unlock messaging by completing challenges based on your shared interests. Example: "Give me your 3 favourite books" (Lorenzaccio, Le Horla, La Perle for me personally).
Lovel won. Two months of incubation in Rennes. Then Lovel was selected among the ten chosen for the first cohort of the Station F Fighters Program.
Over a year, I raised 50,000€ through loans and grants — which later earned me an invitation to teach students at my former Master's: "How to go from 0 to 50,000€ in a year".
I continued by putting all marketing processes in place: vision, values, brand platform, communication strategy. Everyone was talking about Lovel, everyone was waiting for it, everyone loved us...
What followed was harder. Between development difficulties and the precariousness of our personal situations, Lovel never launched.
And the light went out abruptly.
I was 30 years old and working as an order picker at Leroy Merlin. Far from my outsized ambitions.
I bounced back by becoming the Social Media Manager of the French Football Team as a freelancer.
Because yes, my first passion, my early writing and professional experiences all share one common thread: football.
This exceptional opportunity opened many doors. SEO writing, community management, ghostwriting and copywriting. Writing is now at the core of my work, exactly as I had always wanted.
After that intense decade in the Parisian jungle, I earned a simple and free life in the mountains of southern Italy, a stone's throw from the beach.
Although my specialty remains sports marketing, my journalism studies, my Master's in Marketing and my experience as editor-in-chief of Twofeetunder or CMO of Lovel enable me to tackle many different subjects.
I belong to the Digital Nomad generation capable of combining work, passion and personal freedom.
While waiting to write the next chapter. Thank you for the attention you've given to my story.
TEACHING & EDUCATION
CLIENTS & COLLABORATIONS
MY BLOG
Analysis of the best sports marketing campaigns.