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

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