Sports sponsorship, reputation and brand image
The choice to sponsor a sport is based on different criteria. First of all, this sports must match the company's image. It must be recognized and loved by the public, which will allow the company to improve its reputation and brand image. It is a marketing strategy, as the company uses the image of a sport to influence consumers in order to increase sales.
Moreover, thanks to the conditions included in the contract between the sponsor and the Athlete, the company will ensure media presence (TV, press, billboards ...) particularly during competitions, press conferences, press people ... ( see Appendix 1). This strong media presence will allow the sport to highlight the name of the sponsor. The choice to sponsor a sport is also a public relations tool, allowing the company for example to organize meetings between the sports and major corporate clients.
[...] DESBORDES, business strategy in sport, Editions Economica M. and G. DESBORDES TRIBOU, Sports Marketing, Editions Economica Echegut Alain Roland Garros reorganizes his club sponsors, Les Echos, May 20, 2005; Companies invest in strength in sports sponsorship, Les Echos 2005 Bruno FRAIOLI, Winners and losers of sports sponsorship, Strategy, February Stéphane Guichard, BNP Paribas Clay, the folder's Distrib communicates G. TRIBOU, Sports sponsorship, Paris, Economica, 2nd edition, 2004; Strasbourg Road Runners: identification and motivation, communication in the seventh International Congress of ACAPS, Marseille B. [...]
[...] First of all, this sports must match the company's image. It must be recognized and loved by the public, which will allow the company to improve its reputation and brand image. It is a marketing strategy, as the company uses the image of a sport to influence consumers in order to increase sales. Moreover, thanks to the conditions included in the contract between the sponsor and the Athlete, the company will ensure media presence press, billboards . ) particularly during competitions, press conferences, press people . [...]
[...] Sponsoring a team is a source of significant benefits to sponsors. First, sponsoring a team limit the risk of failure of a player. It is less marked within a team and is not detrimental to the company's image. Then, the sponsor has a multiplying its message through the different personalities of athletes and all components the team members. Indeed, many "stars" of the same team have the sponsor's name on their dress, as well as leaders, substitutes, coaches. This is beneficial to the company in terms of visibility media. [...]
[...] For example, Olympique Lyonnais has six suits sponsors are companies located in the Lyon region (Renault Trucks, LG, Apicil, ISS, Fertiligène, Umbro). This is a local sponsorship strategy. But it is also possible to sponsor a team at the national or international level, depending on the company's strategy. However, the sponsorship strategy of a team has a high cost for the sponsors. Bibliography ABRAT O. and R. MARTIN, Rugby 2008 report, the French and rugby, TNS Sofres, March 2008 ANNE F. and E. [...]
[...] A choice guided by a broader media supply and will amaze consumers tired by the profusion of messages. " The choice of sponsoring events has favorable advantages that attract businesses. It helps reduce the risk, for whatever against-performance of an athlete, the sponsor is guaranteed to be seen throughout the duration of the event and to enjoy the benefits. However, the company name can not be publicized sustainably. This is why this type of sponsorship is more intended for large companies with a high sponsorship budget. [...]
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