World Cup 2007 - Rugby

Extract

[...] 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. [...]

[...] Rugby World Cup was the biggest sporting event of 2007 worldwide. Since its creation in 1987, the Rugby World Cup has become the flagship of the sport event. This event brought together more than two million spectators and more than three billion viewers worldwide. With a budget of 220 million, estimated revenue of 380 million from ticket sales, marketing partnerships and media, but also one of the stadiums fill rate of 95% and a television broadcast broadcast by 250 channels, Rugby World Cup has many advantages for companies in terms of sponsorship. [...]

[...] For example, the sponsor has launched the first affinity card color rugby: (Credit card Générale) This is a normal payment card but on the theme of rugby that allows for many exclusive benefits and discounts at partner brands Société Générale, such as Eden Park or Mercure. Before the World Cup, Société Générale had already passed 100,000 cards and achieved its objective. In addition, the bank branch hopes to open ten thousand new accounts. Through these operations, Société Générale has remained consistent in its partnership strategy with the brand's products, which brings a benefit to consumers. [...]

[...] This is the case for example, TNS Sofres Rugby Review which offers sponsors upstream and downstream of the event, the essential elements of information for: Measure the awareness and appreciation of a commitment; To assess the value of a commitment, argue a partnership project; Optimize choices presence evaluate the usefulness of different forms of presence; Know how to talk to fans, adjusting the discourse to hold. This type of study will allow current and potential sponsors to change their sponsorship strategy in order to maximize the positive impact on the sponsor brand. O. ABRAT et R. MARTIN, Bilan Rugby 2008, Les Français et le rugby, TNS Sofres, mars 2008 F. [...]

[...] One of the advantages of rugby compared to football, for example, is its growing share of women in front of the television or in stages. Women accounted for 41% of the total audience of six games of the World Cup played by France and broadcast on TF1. Corporate sponsors hope to benefit from these varied impact targets, such as exposure, notoriety, the association of images and of course increased sales of their products or services. In addition, the stadiums and in particular those of the Rugby World Cup have become ideal places for companies in their communication and public relations policy. [...]