I think all spectators of foot-ball matches wish to take the decision and substitute them with the coach. During a match, coaches decide to play with three forwards or to give the opportunity of a player to do the free kicks…But you know that the coach makes mistakes. The English spectators had this situation before the Euro 2008 competition, because the national team was not qualified. All spectators believe to become a foot-ball coach in a famous team. See the video about coaching.
In France today, everyone can become tha coach of an amateur team, ISSY365. This opportunity is given by a website company, Sporever. In fact, the foot-ball club of Issy and Sporever have signed a contract to fix the rules of this new kind of coaching.
The aim is the subscribed persons on the website can choose the worse player and, at the contrary, the best player of the match before. After that the votes are closed, the coach in place at the Issy club is obliged to take the player nominated “Stop” out of the 11-team for the next match. About the “Top” player, the club offers two bonuses. Nevertheless, the coach has the possibility sometimes to ban the choice of people. The number of bans was decided at the beginning of the season by a poll. Besides, every week, the website creates polls about events and decisions between the club and the subscribed persons.
http://www.dailymotion.com/video/x73tlu_issy-365-un-top-pour-berete-un-stop_sport
What is the impact for this club?
They have an example of a new kind of marketing in the sport. ASA Issy is not a famous club in France and plays in the amateur championship. They can imagine that this club needs financial opportunities to pay costs, players, and staff. This partnership is good for the club because they have a representation very important in the web world and also, every subscription for voting in the website is credited of 10 €.
For Sporever, it’s also a good opportunity because it is the only company in France – one of the companies in the world (just two or three) – which permits for everyone to take place in the coaching atmosphere of a developed club. They achieve the dream of their clients, so it’s good in marketing and also…for the business ;o)
November 8, 2008: France rugby team beat the Argentina team 12-6 at Marseille (France). The test match have permited to create a rivality between these two teams by Nike. In the movie, we can see Martin Hernandez (Arg) and Cédric Heymans (Fra) who joke about the “frendly” nature of this match.
In fact, Nike used the past of the both teams to create the rivality. In 2007, the Rugby World Cup was the scene of two matches between France and Argentina. But, they were two defeats for France, the first for the opening match of the World Cup, and the second for the 3rd place match. So, Nike targeted the revenge feeling of the Blues.
Moreover, Hernandez and Heymans play everytime against them in the French clubs, Stade Français and Stade Toulousain. These clubs also have a rivality in the Top 14.
To conclude, all these elements permit to create a sensitive ad for the both nations. In some words, Nike launched the match !
The “naming” is a sponsor possibility in the sport, what permits to give the name of the brand for a stadium. This new kind of sponsoring was created for increasing the visibility of the sponsor.
For the club, the “naming” introduces financial guarantees, because the sponsor often signs the partnership for a long time. For the brand, it’s a representation very important in the club area. They don’t really know the financial terms of the “naming” but, they depend of the notoriety of the club.
The companies which they sign “naming” contracts usually have improve their representation in a local area and they also want to increase their image in the world. Today, they can see exceptions, like the Emirates Stadium of Arsenal F.C. in England.
Nevertheless, this practice contains risks for the companies because they don’t know at long terms the results of the club, the wins and…the losses. Moreover, it can happened scandals in a sport club, like bad behaviours of supporters or players, bad managing of the club…etc.
The “naming” was created in 1927, for the Chicago Cubs base-ball team, with the famous company of chewing gums Wrigley.
In Europe, the “naming” is increasing thanks to the modernization of the old stadium, or the construction of a new stadium. The more developed in foot-ball is the German clubs, with 13 stadiums with “naming” on the 18 clubs of Bundesliga (1st German division). Furthermore, the Hambourg foot-ball club is the first case of “re-naming”: AOL Arena becomes HSH Nordbank Arena. In Belgium, the KRC Genk changed in June 2008 the name of the stadium for a brewery company. In England, the famous case is Arsenal F.C. with the Emirates Stadium, and a contract amounting to 147 millions € for fifteen years. The old stadium, Highbury, will stay in the club history. In France, the “naming” is difficult because the proprietors of the stadiums are the local authorities. But, Le Mans announced in 2008 the construction of a new stadium for 2009-2010, named MMArena, name based on the assurance company created in Le Mans, MMA. Besides, Olympique Lyonnais will have a new stadium, with the creation of the OL Land and the “naming” is a possibility to finance the project.
Today, a new kind of “naming” appears with the use of the brand in the name of a competition. In many sports, this new “naming” permits to finance all the costs to organize the competition and it secures the durability. For example, the European competition of rugby is named Heineken Cup, with the name of this famous brewery. The women championship of tennis is named WTA Sony-Ericsson. The last October, the tennis players compete in the Bercy stadium (Paris) for the BNP Paribas Masters, financed by the French bank BNP Paribas. In the foot-ball, it occurs the same phenomena with the Ligue 1 Orange and Ligue 2 Orange in France, the Liga BBVA in Spain, or Coca-Cola Championship 1 and 2 in England. For example, the last contract between Spanish league authorities and BBVA (1st bank in Spain) amounts the 60 millions € for three years.
September 27, 2008: Fernando Alonso (Renault F1 team) won the Singapore GP, the first by night. In fact, it was the first time organisations organized a race by night. The South-East Asian city-state would improve its image, and organizes an authentically event, linking with the city slogan: “Only to Singapore”. So, Fernando Alonso is not only the winner of this first race by night, but also Singapore city.
Singaporean organisation took huge measures. Firstly, 1 600 lantern-like projectors had to be install, that permited to have none dark areas on the circuit. Secondly, they blocked a main party of the city-state because the circuit is more 5 km long distance. Besides, the racing world said that it was a fantastic circuit. Lastly, outside the circuit, they made a nice organisation. It was easy to discover the F1 world for the public. Moreover, they decided to create a festival atmosphere with a taste of authentic Singaporean food or entertainments of magicians, jugglers and singers. At totally, according to the Singaporean State, it costs 150 millions of dollars (60 % had been paid by the State, 40 % by the sponsors).”It costs a lot of money, the lights, the circuit and the organisation. But it is a great investment for the city. And, of course, it is fantastic for F1. It is, in the best sense of the word, a highlight,” Mercedes motorsport vice-president Norbert Haug said. “The track and the facilities here have been phenomenal,” Lewis Hamilton said.
In fact, Singapore has many objectives. The best financial place of the South-East Asia wants to improve its image, after the boosting image of Honk-Kong and Kuala Lumpur. Besides, Gulf cities begin to become more and more flying hubs between Europe and Asia. So, Singapore tries to find new profits, with these capacities. Singapore can seduce European people, because the way of life is similar. With the forecasting at 2:00 pm in Europe, all European viewers discover this pretty city. While the world focused on China, Singapore seemed to exist during one week-end. And Nico Rosberg driver didn’t do a mistake when he said:”It has the same race weekend atmosphere [like Monaco GP] and the enthusiasm has really infected all of us drivers. You can't deny there was a buzz around the city area, before and after the race. I received 57 SMSs from friends and family, and many of them want to come to Singapore next year. I'm sure many people, who missed out this time, will want to visit next year".
Cycling is in a bad situation today. No one can explain exactly how will be organized the next season of cycling. In fact, UCI Pro Tour, the main cycling organisation, is in talks with Amaury Sport Organisation (ASO), the French organisation which deals with French races, like Tour de France and Paris-Roubaix. Both cause some scandals because they are not on the same wavelength. However, many new cycling runners become leaders in the competitions and change the image of cycling today. For example, Mark Cavendish, 23 year-old runner, won more than 15 races in 2008. So, many sponsors can’t take position between political issues and successful young runners. What is the future of cycling ?
Firstly, remember you the drug-taking scandals. Cycling is a very intensive sport: long distance races, long season and competition. Besides, runners have more and more financial issues, i.e., they have to win more races to improve the image of sponsors, and also earn money. Other justifications exist about drug-taking. So, some runners take drugs, specially in the 90s, when tests were not very efficient. Drug-taking is so bad for sports and sponsors. Moreover, some companies make dissolution of their teams, like the German T-Mobile, with the drug affairs of Erik Zabel, Jan Ullrich and others. Everyone can understand the reaction of companies, because their images are automatically damaged.
Moreover, UCI Pro Tour has been taking an organisation for earning much money. In fact, today some races of Pro-Tour (1st division on cycling) come from the United States, Qatar, Australia and Malaysia. The Pro-Tour teams are obliged to present between runners for these races. The problem is that many sponsors prefer to compete in Europe, because their market areas are just in Europe. For example, the Cofidis Crédit par Téléphone team wanted to join the Continental Pro Tour (2nd division on cycling), because the French team can choose races and especially European races. Managers explained this position during the last Tour de France, because Cofidis doesn’t want to go en Malaysia or Australia: they are not their market areas.
At the contrary, new teams will be create with huge sponsors. Everyone knows Astana, the Kazakh team. The next year, they appear a Russian team, Katusha, and also an Ukraine team, ISD. A new era begins in cycling.
Last week, troubles about sponsors happened in the foot-ball world.
- BEERS OFF -
I recensed the first when i watched the Champions League football match between Olympique de Marseille and Liverpool F.C. The main sponsor -Carlsberg- of the English team was not printed on the Reds jersey. Carlsberg is one of the most famous beer company in the world. But, France bans alcohol advertising on the national territory, because of the 1991 Evin law and some measures of the Sarkozy government. They want to fight alcohol consumption, reducing the alcohol advertising. So, Carlsberg is banned and it’s the looser of this football night.
Another looser had been recensed : Heineken. This beer company is an official sponsor of the UEFA Champions League. The company has the possibility to make a banner around the playground for the sponsoring. But, Heineken advertising is also banned in the French territory. The solution ? Heineken had just take on the banner the slogan : Great together. Moreover, the rugby cup named Rugby union’s Heineken Cup is called European Rugby Trophy in France.
The marketing director of Camus Cognac also said (The Times) : “We are not inciting people to crime. We are sensitive to the risks of alcohol [...] There are three countries in the world which ban the discussion of alcohol : Iran, Afghanistan and France. It is a pity for the image of ours products“.
So, many barriers exist for advertising.
- ALL WITH NUMBER -
The third trouble was for West Ham United F.C. The last week-end, the dirigeants decided to take the number of each player on the jersey. It happened bacause XL holidays couldn’t finish the sponsoring contract with WHU. The lowcost travel operator collapsed last week. So, WHU doesn’t have a main sponsor in the jersey today. With the Premier League autorities, WHU has decided to print the player number until a new sponsor will want to be the main of WHU.
My blog will be about Marketing on sports because i’m very interested in sports. Besides, i watch a lot of sport TV programs and sport web sites.
So, i will try to post articles linked between marketing and sports. I hope this blog will be very nice and if you have any question, you can post a comments and i will try to answer.
The “naming” is a sponsor possibility in the sport, what permits to give the name of the brand for a stadium. This new kind of sponsoring was created for increasing the visibility of the sponsor.
stadium for a brewery company. In England, the famous case is Arsenal F.C. with the Emirates Stadium, and a contract amounting to 147 millions € for fifteen years. The old stadium, Highbury, will stay in the club history. In France, the “naming” is difficult because the proprietors of the stadiums are the local authorities. But, Le Mans announced in 2008 the construction of a new stadium for 2009-2010, named MMArena, name based on the assurance company created in Le Mans, MMA. Besides, Olympique Lyonnais will have a new stadium, with the creation of the OL Land and the “naming” is a possibility to finance the project.
financed by the French bank BNP Paribas. In the foot-ball, it occurs the same phenomena with the Ligue 1 Orange and Ligue 2 Orange in France, the Liga BBVA in Spain, or Coca-Cola Championship 1 and 2 in England. For example, the last contract between Spanish league authorities and BBVA (1st bank in Spain) amounts the 60 millions € for three years.
However, many new cycling runners become leaders in the competitions and change the image of cycling today. For example, Mark Cavendish, 23 year-old runner, won more than 15 races in 2008. So, many sponsors can’t take position between political issues and successful young runners. What is the future of cycling ?
So, some runners take drugs, specially in the 90s, when tests were not very efficient. Drug-taking is so bad for sports and sponsors. Moreover, some companies make dissolution of their teams, like the German T-Mobile, with the drug affairs of Erik Zabel, Jan Ullrich and others. Everyone can understand the reaction of companies, because their images are automatically damaged.
The main sponsor -Carlsberg- of the English team was not printed on the Reds jersey. Carlsberg is one of the most famous beer company in the world. 
But, France bans alcohol advertising on the national territory, because of the 1991 Evin law and some measures of the Sarkozy government. They want to fight alcohol consumption, reducing the alcohol advertising. So, Carlsberg is banned and it’s the looser of this football night.
But, Heineken advertising is also banned in the French territory. The solution ? Heineken had just take on the banner the slogan : Great together. Moreover, the rugby cup named Rugby union’s Heineken Cup is called European Rugby Trophy in France.
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