Advertising in Sport

Résumé du document

Today, sport occupies an important place in the advertising arena. However, it was not the same before. This connection appeared in the middle of the 1980s. Indeed, the public investment has been huge in sports where people came together such as in the case of the football and tennis. In the UK, Cricket and rugby are very popular. The professionalism in the sport created a several number of differences between different sports. To finance the different federations, an important number of sports have been searching for new investments and sponsors. A lot of companies fund opportunities in this context and use sport as a huge advertising channel or vector.

After the explanation of sponsorship, it will be important to explain how a brand name can be used by a champion to develop the image of a product or contribute to the increase of the reputation.
Today, investments in sponsorship are important. For example, David Beckam, who plays for Real Madrid, could have received about 17 million pounds in 2004, and 14 pounds millions in different advertising contracts.

It will be interesting to understand how the sport can contribute to develop a brand name or a product. Then, it will be important to grasp as to how the sportsmen and the company work together. Indeed, when we speak about sport we do not talk about money. Money is important, and it will be interesting to give a new point of view of the economic aspect.

Two parts will be developed in this case. Firstly, through the sport evolution, we are going to talk about subjects, such as the end of amateurism and the beginning of professionalism; Spectacle sport; bad effects with the example of Lance Armstrong, and finally, the gap and the modifications in the sport. Secondly, the we discuss the connection between advertising and sport and also about sponsorship with risks, followed by some examples.

We present the actual situation and give an opinion about the association between the Advertising and the sport.

Extraits

[...] Advertising in Sport Introduction Today, Sport takes an important place in the Advertising. But it was not every time like that. This link appeared in the middle of eighty year. Indeed, the public investment has been huge in the sport where the people came in mass. It is the case of the football and tennis. In Uk there is well the Cricket and the rugby. These sports are very popular. The professionalism in the sport created a several number of differences between different sports. [...]

[...] In: Gary Tribou: “Sponsoring sportif”, Économica http://www.uksponsorship.com/jan07bb.htm, accessed the 29th January Nouvel Observateur, 17th December 2005. [...]

[...] Correspondent use the sportsman to define themselves as a hero. Today, sportsman can give a point of view of society subject, such as Ronaldinho who can speak with different person about the poverty in the world. If the sportsman has a big notoriety in the world, he is often consulted to give a point of view and sometimes change the mentality. For example when Steven Gerrard the player of Liverpool write a book about his life there is some point of view of different society situation who can influence the reader. [...]

[...] Today, investment in sponsorship are important . For example, David Beckam, who play in Real Madrid, could be received about 17 pounds millions in 2004, inside 14 pounds millions in different advertising contracts[1]. It will be interesting to understand how the sport can contribute to develop a brandname or a product. Then, it will be important to grasp how the sportsman and the company work together. Indeed, when we speak about sport how don't speak about money. In my opinion money is important, so it will be interesting to give a new point of view of the economic aspect. [...]

[...] Sport was in the background. The play and the game were in the middle of the event, but this situation was quickly deteriorated. Indeed, during the Olympic games in 1936, this event have been a tool for the Hitler dictatorship, but is was as well the first events which was broadcast by the television and radio. An other example, which show us that the sport have been manipulate by politic, during the Olympic games in 1972 in Munich, eight Palestinians terrorists killed two member of Israel team et took nine hostages[3]. [...]