Ocean Racing Magazine - #2 - April & May 2007 - (Page 34)

SPONSORING THE SINEW of war A sport offering a number of advantages "Sailing, which has the ability to amaze the public, looking for something magical, brings with it values associated with human endeavour, controlled risk, effort and performance, which can easily be transferred to a brand. The commitment is much stronger than simply putting up hoardings around a stadium, as the notion of courage comes into play. It remains the only sport, along with cycling that brings together the brand name with the Team," explained Thierry Bouvard, Head of sponsoring for the Banque Populaire Group. "Sailing puts us in the position of actor rather than advertiser, and enables us to build up a legend together. Pascal [Bidégorry] and Jeanne [Grégoire] are admired in the company." According to a study carried out by SportLab, 17 million Frenchmen over the age of 15 are interested in the sport, and this figure increases during major events. Different ways of doing things according to the sponsors Sailing, which according to Roger Lair, Head of Sponsoring for Groupama, "gives a dynamic and friendly image, while offering a good return on your investment," is used differently by different sponsors, but there is one common denominator: the skippers carry out operations inside the company. Géant chose sailing to unite its staff and develop the pride of belonging to a group, while contributing to the company’s brand image, while for Groupama, the boat is shown on all its communications materials, allowing them to promote their network in France and abroad. While Idec turned to sponsoring by chance, as Pauline Antoine, the Head of Sponsoring for Idec explained to us, the boat quickly appeared on our communication mate- rials well as inside the company. Finally for Paprec, sponsoring is part of their desire to publicise the company, while for Banque Populaire, sailing has become an excellent means of communication, both internally and externally, and a way to develop a preference for the brand. Fourth sport in terms of investment in France in 2006 and fifth most popular televised sport in 2005, sailing is attracting more and more sponsors, who either support a boat or a race. The situation has changed somewhat in recent years with the arrival of new projects. We take a look here at a constantly changing market. the idea of the race: this was the case in particular for Kraft Foods, the creator and partner of the Transat Jacques Vabre, which has good reason to exist, as the former Route du Café joined together two coffee ports. The French Post Office Bank (Banque Postale) jumped in as soon as it was set up in 2006 aiming to be better known, by joining together with the third biggest sporting event in France Taking part or organising? While some choose to associate their name with a boat, others prefer to sign up directly with the organisers. This choice is based on a desire to be known, to develop the image or to publicise the firm. For the Banque Privée Européenne (BPE), which has invested 300,000 € in sailing on a biannual basis, giving your name to an event offers an image of power. It is also a good way to ensure good media coverage, especially when the partner has ©J.M. Liot/DPPI

Table of Contents for the Digital Edition of Ocean Racing Magazine - #2 - April & May 2007

Contents
What they said
News
Portfolio
Report
Records
America's Cup
Sponsoring
Ocean Planet
Class 40
Imoca
New products
Launch
Lab
Portrait
Practical tips
Profession
Mini Class
Design
Thirty years on
New launches
Equipment
Chronicle

Ocean Racing Magazine - #2 - April & May 2007

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