The company, ComCom is an agency of council in communication which was established in 1992 and worked mainly with famous brands of sports. The work consisted of developing the public image of what is being chosen and to create a relationship of trust, of regard and adhesion on the behalf of this public for their mark.
Simplicity, attractiveness, and dynamism is the policy of the company to work out for their communication strategies and this is possible because of the relationship between the press and public relations. The World Cup 2010 will be one of the last events where one will be able to admire the shirt with three bands.
Unfortunately, during the last few months, the team of France has a bad image. The French team accumulates defeats due to the lack of proper "leadership". Thus, the sale of shirt decreases, because the supporters identify less with the new players who do not have enough charisma.
Thus, the mark with the three bands are a requirement on the short term process to maximize the sale of the shirts for the World Cup of 2010 in order to increase its notoriety and thus, in the long run, it must reorient these customers towards other products of the range in order to gain their loyalty.
Tags: marketing and communications, communications strategy, execution of public relations plan for Adidas
[...] For over 30 years Adidas and FIFA have had a close relationship. Indeed, the brand is number one in world football and has become a stakeholder and partner in the history, the present and the future of football. Furthermore, Adidas is the official supplier and official licensee for the FIFA World Cups 2010 and 2014. In February 2008, Jean-Pierre ESCALETTE, the President of the French Football Federation, announced that the American supplier Nike had won the contract after a fierce and expensive tussle. [...]
[...] The principle is that each player of the team which is the tournament winner will win the new jersey of the French Football team. Amateur players (15-30years) and practicing club players will be invited to these tournaments. Following the tournament a Gala will be organized where patrons will be invited, including the shareholders of Adidas and its retailers. An interesting evening is planned, and other sports personalities will also be present, including: - The main French handball players who had been victorious in Croatia: Nikola Karabtich, and Jerome Fernandez. - Tsonga and Gilles Simons who carry the banner in French Tennis. [...]
[...] Objectives, Targets and Strategies 1. Objectives The targets for the new jersey are: - First develop a sense of belonging on the part of fans, and the young CEO of the suburban big businesses. People should feel proud to support the French team - Furthermore the next "design" of the shirt should come out, so that every fan of the team feels privileged and differentiated by his clothing. The shirt should not be seen only as an accessory of sport, or as a simple sportswear. [...]
[...] As for the evening, it will be spent in the company of associations close to the world of sports and our values: - ELA Foundation, of which Zinedine Zidane is the sponsor - Foot Citizen Foundation, sponsored by Didier Roustan (who will be present) A year after its 60th birthday, the launch of the new shirt gave way to exceptional events involving both the fans of football, as well as of the brand. It is also an opportunity to show people that the new team jersey of France is not a simple polo street-wear shirt, but primarily a jersey bearing posts talking about perseverance, ambition and solidarity. It should be an honor to wear it and show it. [...]
[...] The new partnership was put in place over the period 2011 - 2018. This new partnership made the French team jersey the most expensive in the world, ahead of England who is dressed by Umbro for 30 million Euros per year. But Adidas is perhaps not a loser in this case, as only jerseys were sold in 2008. The French team is hungry for results, especially after the affair of "The Hand of Thierry Henry" and therefore its ability to qualify for World Cup soccer is open to debate Problems Currently, Adidas has been the official sponsor of the French national football team until late 2010. [...]
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