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Advertising in Sport

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  1. Evolution of sport
    1. The beginning
    2. The end of amateurism and the starting of professionalism
    3. « Sport show »
    4. Lance Armstrong case
    5. Gap and modifications in the sport?
  2. Advertising and sport ?common work?
  3. Sponsorship
    1. Definition
    2. Sponsorship utility
    3. Risks in a other case that the sport
    4. Why?
    5. « Some examples »
    6. Key sponsors of Beckham

Today, sport occupies an important place in the advertising arena. However, it was not the same before. This connection appeared in the middle of the 1980s. Indeed, the public investment has been huge in sports where people came together such as in the case of the football and tennis. In the UK, Cricket and rugby are very popular. The professionalism in the sport created a several number of differences between different sports. To finance the different federations, an important number of sports have been searching for new investments and sponsors. A lot of companies fund opportunities in this context and use sport as a huge advertising channel or vector.

After the explanation of sponsorship, it will be important to explain how a brand name can be used by a champion to develop the image of a product or contribute to the increase of the reputation.
Today, investments in sponsorship are important. For example, David Beckam, who plays for Real Madrid, could have received about 17 million pounds in 2004, and 14 pounds millions in different advertising contracts.

It will be interesting to understand how the sport can contribute to develop a brand name or a product. Then, it will be important to grasp as to how the sportsmen and the company work together. Indeed, when we speak about sport we do not talk about money. Money is important, and it will be interesting to give a new point of view of the economic aspect.

Two parts will be developed in this case. Firstly, through the sport evolution, we are going to talk about subjects, such as the end of amateurism and the beginning of professionalism; Spectacle sport; bad effects with the example of Lance Armstrong, and finally, the gap and the modifications in the sport. Secondly, the we discuss the connection between advertising and sport and also about sponsorship with risks, followed by some examples.

We present the actual situation and give an opinion about the association between the Advertising and the sport.

[...] Risks in cases other than the sport Sports use a program as a vector of communication that can be dangerous for a company. The recent case of Carphone Warehouse which suspended Big Brother sponsorship "with immediate effect", shows that it is difficult. Why? The suspension of sponsorship of Channel 4's Celebrity Big Brother programme arrived because Big Brother gave a racist sentence during different programmes. are totally against all forms of racism and bullying and indeed, this behaviour is entirely at odds with the brand values of The Carphone Warehouse?, says the director of Carphone Warehouse.9 Indeed, it can be a risk to associate this image with an event, programme or other things, when there is something which can be dangerous for the image. [...]


[...] the we discuss the connection between advertising and sport and also about sponsorship with risks, followed by some examples. We present the actual situation and give an opinion about the association between the Advertising and the sport. Evolution of sport The Beginning The first sport system appeared in 1896 with a big event organisation: the Olympic Games in Athens established by Pierre de Coubertin. (?Pierre de Frédy, Baron de Coubertin was a French pedagogue and historian, best known for being the founder of the modern Olympic Games. [...]


[...] and modifications in the sport? The arrival of show sport gave a gap between the sport with big media coverage and the other which did not have good media coverage. Indeed, some sports have access to the media with more facilities, and some face more difficulties, such as the case of volley ball, VTT and others. For these sports, it is difficult to enter a channel and have an exposition in TV, as often they must pay to access TV. [...]

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