sports marketing
The product can have a direct report with the physical activity: articles and sports clothes, soft drinks, food. The champions are a integral part of the brand image, what the economists call his immaterial ” asset”. The sports performance serves thus not only a bench test to the technology joined into the product. It is a dimension of the policy of communication of the company, an aspect of its events communication “. But the practice of the sponsoring does not confine to only articles and sports clothes. In 1989, the sponsoring represented 5 % of advertising spending in France (15 % in Italy). Let us add that in France the manufacturers of cigarettes or alcoholic drinks try to hijack the limitations in the publicity.
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