Sponsorship and companies

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Sponsorship and companies

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Sponsorship and companies, Participants

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Abstract

The first level corresponds to the participants in the event. We do not often think of the participants when measuring the visibility of the sponsors, as participants in a sponsored sports event are not always professional. Many amateur likely to consume also participate in these events. For example, during the Paris Marathon, which hosts about 30,000 participants each year, corporate sponsors are very present. These participants are the heart of their target because they are directly exposed to the sponsoring company in the place of the event. Participants see advertising banners, hear the commercials, but also face direct marketing company stock sponsor (distribution of leaflets or product sample after the event). Participants can also lead to the corporate sponsors of the stands to learn about the different products, test or request information to specialists.

All participants in the sports event represents for the company a source of profit. The sponsoring companies will target the products that need to be highlighted in their sponsorship operation according to three criteria: the identification of participants (age, sex, PCS ...), socio-sporting motivations of participants and their socio motivations -economic.

Introduction
To implement the role of participants
Sponsorship and companies
Effects of sponsorship
Conclusion

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[...] All these indicators allows the company sponsor to calculate the direct audience of the event from their different sponsorship. References 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. [...]

[...] socio-sporting motivations of participants and their socio motivations -economic. To implement the role of participants as far as sponsorship, we will take the example of the race on Strasbourg road. Between 1000 and 5000 participants are present, including at least 1,000 to 20km during the race. It is therefore important to identify the participants in the race to measure the level of hearing sponsorship. The findings of the study show that the riders' profile differs depending on distance traveled: At 20km, the practice is largely male women, against over 10km). [...]

[...] Sponsorship and companies The first level corresponds to the participants in the event. We do not often think of the participants when measuring the visibility of the sponsors, as participants in a sponsored sports event are not always professional. Many amateur likely to consume also participate in these events. For example, during the Paris Marathon, which hosts about 30,000 participants each year, corporate sponsors are very present. These participants are the heart of their target because they are directly exposed to the sponsoring company in the place of the event. [...]

[...] For this, there are various accounting means. First, we can implement a phase observations of observing the audience flow at the entrance of the event. The interviewer counts the incoming through visible characteristics such as gender, approximate age and dress. It is also possible to go to the parking lot of where the event takes place, to identify models for cars have an idea about the social category of spectators. It is also possible to compile statistics to define the catchment area of sponsoring company, noting the numbers department or the name of the country of origin. [...]

[...] The questionnaires were administered to the spectators during the break or halftime of a game for example. Investigators are divided into zones according to the ticket price and so the location in the stadium to avoid distorting the results of the investigation. Thus, a spectator in the front row probably do not have the same characteristics as a viewer in the last row: their salaries, PCS, and their homes may be different. Then, in agreement with the viewer, the investigator may conduct a qualitative survey by telephone interview that will be even more accurate data. [...]

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