The relationship between sponsorship, patronage and sponsorship

Extract

[...] Today, professionals or authors speak of commercial sponsorship and institutional sponsorship to avoid confusion. Sponsorship market According to the annual survey conducted by TNS Sport, sponsorship of the French market is estimated at 4 billion euros in 2007, the year for investment with the Rugby World Cup. Since the 1980s, sponsorship investments continue to grow. In 1999, spending by French companies sponsoring were $ 0.9 billion in 2002 to $ 1.5 billion and now 4 billion. In 2007, sponsorship expenditures worldwide are estimated at $ 40 billion, one third are in Europe (France and Germany) in the US in Asia- Pacific Latin America and in the rest of the world. [...]

[...] This is why the sponsorship market figures are analyzed from a distance. Despite the variations in investment, sponsorship is a growing communications technology, because according to the Union of Advertisers three out of four companies have the project of sponsorship, and 80% have already done. There is a wide variety of corporate sponsors, the SMEs to large multinationals producing more than one billion euros in revenue (Coca-Cola, Adidas, Canon, Marlboro, BNP Paribas . These companies use sponsorship in order to increase their reputation, their image and media visibility. [...]

[...] Sponsorship and sponsorship mean the same thing. "Sponsorship is a support material brought in an event, a person, a product or an organization in order to gain a direct benefit; This operation is intended to promote the image of the sponsor, it shall indicate the name or brand. Sponsorship has become one of the main sources of financing events or events, local, regional, national or international, that are related to sport, art, environment, media, humanitarian and community projects to education and to any other field. [...]

[...] The relationship between sponsorship, patronage and sponsorship It is important to define the patronage and sponsorship, as well as its main differences, because they are two different strategies for companies. Sponsorship "Sponsorship is an institutional vehicle for communication. It is a financial contribution (and / or technical) to discrete cultural action, scientific, social or general interest, which helps maintain or improve in the medium / long term, the company's image patron. It must be distinguished from sponsorship, because its officially philanthropic original connotations. [...]

[...] Moreover, today, sponsorship is involved in many sectors (see below). (Source : Sponsorclick, 2003/2004) This table shows that the first areas of the sponsorship are into sports and culture. But for twenty years is the rise of sports sponsorship that is most significant. Sport has become a strategic communication tool for business. In sports sponsorship agreements were concluded in the world, including 145 agreements worth more than $ 10 million. Will be developed in the next point the role of sports sponsorship through its different forms, its objectives and targets. [...]