Sports sponsorship, indicators, measuring efficiency
Since the late 1990s, companies multiply communication activities to stand out from their competitors. Today, companies have many tools to achieve their goals, and many of them have taken a liking to sports sponsorship. 4 billion euros, the amount invested in France in 2006 on the sports sponsorship market, according to the annual study by TNS Sport. Globally, this amount reached 40 billion euros. This dissertation entitled "The hidden face of sport sponsorship and efficiency measurement indicators" will allow to realize the importance of this tool of communication and the role of measurement indicators.
Entitle a part of our title "The hidden face of sports sponsorship ..." refers to our desire to present and deepen the concept of sports sponsorship. This involves the explanation of his birth and the intensive development in recent years.
[...] The current sponsorship dates back to Greek and Roman antiquity. At that time, the Roman Games were seen as a tool of trade. For Caesar, financing gladiator fights in 65 BC, was able to win many more votes. He was well aware of the benefits it would bring him before organizing the event. This is the birth of the first form of sponsorship. Sponsoring continued during the Renaissance when the main patrons, that is to say, Europe and the Church aristocrats funded the arts, such as the Medici in Florence. [...]
[...] These examples show that sports sponsorship is a pay and cost-effective strategy, if not all of these companies would not have chosen this strategic choice. But what is the interest of big business to use sports sponsorship for commercial purposes? How advertisers or sponsors they manage to analyze the profitability of events, which, a priori, require large investments? What are the resources and tools available to measure the return on investment? Initially, we will focus on the presentation of sports sponsorship by detailing its history, its definitions, its various forms and its objectives and targets. [...]
[...] This is a brand strategy that can give it meaning and value "sentimental". Conclusion Today, sports sponsorship has become an integrated marketing tool for overall communication strategy and complementary advertising. Sports sponsorship is an effective means of communication, but it requires a study and strategic thinking. The company sponsor must choose the event, the Athlete or team that best corresponds to the values wants to convey. Sharing hobbies public through sport, sponsor creates an emotional connection with the audience, thus allowing it to spread its message more easily. [...]
[...] This is why the development of tools to measure benefits of sports sponsorship has become essential to measure the economic efficiency, the hearing, the reputation and image of the sponsors. These tools are becoming more diverse, accurate and innovative, which allows companies to monitor their communication objectives and measure the return on investment. The research companies (TNS Sofres, Havas Sports, Sport Carat . ) are the essential response to face the global explosion of investment in sports sponsorship. Bibliography ABRAT O. [...]
[...] 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. [...]
Online readingwith our online reader
Content validatedby our reading committee