Become a partner of the exploit!
Sponsorship is a powerful communication tool and many companies have it
integrated into their marketing policy, in the same way as advertising and promotion.
While advertising falls into the domain of the imaginary and the artificial, sport is authentic. THE Sports competitions are real-life situations where athletes really suffer. By associating itself with these competitions, the company appropriates the emotional character of the event and acquires all the legitimacy to claim certain values: team spirit, solidarity, fair play, surpassing oneself, high technology, performance, risk and adventure.
Depending on the sport or event, the characteristics of the target will be different. Thus the company will choose to sponsor this or that sport according to the characteristics of its audience: gender, age, social category, level of study, urban or rural.
Internal communication
Sponsoring an event, a team or a champion will allow the company to bring together its
employees around an exploit or an adventure. Employees take ownership of the event or identify with the athlete, who wears their company colors. It is this feeling of belonging which will generate corporate culture and which, consequently, will increase employee motivation.