The names are the companies betting on sponsorship. Football is a perfect illustration of this case and is particularly targeted by large groups because of its media exposure. Moreover, what are the reasons for which caused this phenomenon, a real trend (not to be confused with patronage)?
The Prince of Sports Sponsorship
Sports sponsorship is above all a marketing tool bringing together all the means that you can use to support a professional or amateur sporting event. You wish to buy, the idea is to support a match and/or you are a team (or a player according to the sponsors), preferably you aim… In order to provide your attachment towards your team, real or not, this one assists to support in the form of money, goods or the provision of certain services. More like a two-way relationship, through a signed contract, you get visibility. This varies depending on your investment. In other words, the more you give, the more you will be seen.
Sports sponsorship, an integral part of our society, is booming. I will say that INSEE counts more than 15 million sports licenses in France which do not make 2 million for football which likes that. In the case of a sport broadcast on television, sponsorship can quickly pay off if the audience is there when your team/player performs or is particularly appreciated by the public.
Other benefits of sponsorship
It makes it possible to associate its brand image with that of the selected sport: the values attributed to the event are, in general, a function of the company. Additionally, on a global scale, the company has returned to sporting values, supporting views as positive. We also find performance values in competition, values of surpassing oneself as well as team spirit in some cases. It should be noted that from a tax point of view, given the conditions attached to them, sponsorship costs are, in general, deductible from impossible income.
3 types of sponsorship
- Notoriety sponsorship: The type of sponsorship consists of showing a brand or a company name to as many people as possible. It refers to covering a publicized event with advertising space.
- Image sponsorship: he integrated an image by seeking consistency with the public visa, the specificity of the company and the event itself. The type of message referred to is more specific.
- Credit sponsorship: It associates the quality of the company’s products with the quality of the event. Significant media interest can be noted.
Betting on a team sport…
Sponsor a Behavioral Team less risk than sponsoring a single individual. Even if a match would bless or have any problem preventing him from playing a match, there is still the rest of the team to compensate for this temporary failure. At axant, for example, he sponsors his player jacket and therefore by placing the message on their shirt, the message will be multiplied by all the players, which will have a greater impact on the consumer. Team sponsorship allows you to choose your team according to your catchment area. For example, once it is possible that we are not at the national level, it is more interesting to join a local club and also to develop local sponsorship. On the other hand, with a national or even international team, it is wiser to put on a team that has this type of influence.
… or on a player?
On the other hand, sponsoring a player can allow you to benefit from his influence, especially when his popularity rating is at its highest. It allows you to benefit from the values it has with the public and if successful, your visibility can be multiplied. Being the only representative, his messages will be listened to more by his fans and not diluted in a set of messages.
Goals to remember
The main objective of sponsorship is to increase the notoriety of the company and the goodwill recognized at its fair value. Translation: the goal is to make your company better known and this, positively, to bring back as many customers as possible and therefore increase its turnover.
However, care must be taken to measure the weight of the investment on the scale with that of the earnings, and to verify that the latter is more substantial. The importance of the investment choice in relation to its return on investment must be calculated if you expect an immediate return on investment.
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