Roland Garros, 2007, tennis tournament
Roland Garros is a clay court tennis tournament held annually since 1928 in Paris, in the Roland Garros stadium. It takes place on the last week of May and the first week of June. Roland Garros is considered the second most prestigious tennis tournament in the world after Wimbledon, but above all, it is now one of the biggest sporting events in the world with a budget of 118 million in 2007 and 450 000 spectators on average.
In terms of sponsorship, Roland Garros is a great tool because it has a large audience and international media coverage. In 2007, Roland Garros was broadcasted in 214 countries with three billion cumulative viewers around the world.
This tournament has a high commercial appeal, thanks to this international reputation. The tournament has values that appeal to businesses, such as performance, performance, prestige, respect, fighting spirit or transcendence. In addition, investment in tennis through Roland Garros can reach a young , mixed, international audience, belonging to the upper PCS whose purchasing behavior are higher than the French average. So hope corporate sponsors receive benefits in terms of image and sales of products to this target.
[...] This is the case for example, the Roland Garros TNS Sofres balance sheet (see Appendix which is a decision support tool for assessing the presence of a sponsor at Roland Garros. This study was conducted using interviews collected face to face interviews in the homes of a few days after the end of the tournament, using the system CAPI Multimedia (Computer Assisted Personal Interview) that can be reacted interviewed logos , images, sounds and movies. Bibliographie O. ABRAT et R. [...]
[...] The stadium has thirty rooms abilities and diverse functionality for organizing conventions, seminars, exhibitions, lunches, cocktails and gala dinners. These rooms can accommodate from 10 to 1,000 people. Sponsorship applications are numerous, but Roland Garros remains a retention strategy of its partners and limited their number to improve the visibility of the partners present. But in the end, all of the Roland Garros sponsors still weighs 30 million euros, or 25% of revenues from the tournament in 2007. (See below). [...]
[...] According to Hubert GENIEYS, Head of Sponsorship at Perrier, "The dates of the tournament, which represent a strong period of product consumption, are ideal to communicate. The French Open is representative of our public rather young and urban target. Conveyed the image values very positive: performance, show, thirst. The brand uses the event to meet two objectives. On the one hand, it is to maintain our reputation and, secondly, to feed our image in us closer to the concerns of our consumers. Tennis is indeed a privileged interests of the public Perrier. [...]
[...] According to Hubert GENIEYS, "The sponsorship Perrier has increased our market share over the period. Unaided awareness of our association with the event is, according to the years between the first and second tournament sponsors. Our prompted awareness rate is above 55%. This relative value puts us in first place in Roland Garros partners. " In addition, according to the Observatory for Sport and the 2003 values, Perrier has been stored in tennis 63% of the French, and sympathy coast was 21% higher for these people. [...]
[...] MARTIN, Bilan Rugby 2008, Les Français et le rugby, TNS Sofres, mars 2008 F. ANNE et E. CHERON, La mesure de l'efficacité du sponsoring, Revue Française du Marketing Maxime DEGBO, Les sponsors toujours d'attaque, L'Humanité mai 1999 M. DESBORDES, Stratégie des entreprises dans le sport, Editions Economica M. DESBORDES et G. TRIBOU, Marketing du sport, Editions Economica Alain ECHEGUT, Roland-Garros réorganise son club sponsors, Les Echos mai 2005 ; Les entreprises investissent en force dans le sponsoring sportif, Les Echos Bruno FRAIOLI, Les gagnants et les perdants du sponsoring sportif, Stratégie février 2008 Stéphane GUICHARD, BNP Paribas sur Terre Battue, Dossier la Distrib's communique G. [...]
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