THE IMPORTANCE OF A SPORTING EVENT
 

The sporting event is a communication means and must be used as such.  It allows people to get together in the same place to watch a sports show creating an emotion shared by all. This emotion is perceived subjectively by someone as the possibility to realise a performance and is very attractive because of the uncertainty of the result.

A sporting event can be used as support for a public relations operation.  It can be the instrument for getting together clients, suppliers, politics, partners… in the same place in order to create or reinforce bonds via the sharing of the same experience: the sports show.

In a world saturated with publicity and advertisements of all sorts, sporting sponsorship is an effective way to be different, by sharing the values of sport and giving a full of life and winning image. Furthermore it allows to consider different aspects of communication. Besides the classical advertising spaces (show-cards, logo on jerseys, on posters, etc) the partner can use the image of the sponsored team and therewith dynamise its message by cleverly positioning it around the values and the image of its company.

The decision to use sporting sponsoring to communicate is usually taken to reach five major objectives, combined or not between them:

• Projection of a new image or reinforcement of an existing one (tie with a product or a brand name in the public’s mind reflecting the virtues of the sport on the product or the brand name)
   
• Improvement of the memorisation of the company’s name
   
• Increase of notoriety
   
• The desire to be different in ones domain of activity
   
• Enter new markets
   

American football conveys strong values such as:

• Technicality
   
• Dynamism
   
• Tactic
   
• Manliness
   
• Strength
   
• Fellowship
   
• Fighting Spirit
   

In conclusion:

The sporting sponsoring must be a whole. It is not the reflection of an easy, simple situation because it contains many constitutive elements quite different from each other. The sporting sponsoring is neither a simple arbitrary decision from a leader nor a purely objective decision aiming to “buy” a communication means. It is placed halfway between the two, getting close to either pole depending on the situation.

If you are interested by a partnership with the Black Angels, we can send you, upon simple request, a sponsorship file and examine together the actions most appropriate for your company.