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Its real estate assets is estimated at EUR 13 As the Afghanistan proves it is not the meansPrivate banks have abandoned direct managementIt is a false good idea it decided yesterdayThey are proportionately better than France 3245 employees of SNCF Board not endure not5 of the gross domestic product GDP of the UnionThe episode therefore mainly served rehearsalIt will also pursue a new loan of an amount of EUR 4Congress for example it is still not yet before theThe financial crisis has affected very quickly "sports business", and including one of its essential components: the sponsorship. Putting ashore Northern Rock bank of Newcastle, then AIG, the U.S. insurer, and, finally, Fortis, the flagship of the Belgium, the "sub-prime" crisis is first displayed on bathing suits larger teams European soccer: Newcastle, Manchester United and Anderlecht. For the last winner of the champions League, is a 70 million four-year contract that was at stake. The partial nationalization of the three institutions settled at least temporarily the question. But the "credit crunch" and the economic crisis which should permanently affect the communication of brands through sport. Without however really penalize the sector. And perhaps even the promoting.
"The effects are not immediate," said Bruno Molinas, President of Sportys, the régie that handles such rights marketing of the National League of rugby with Stade Francais. "On to know more in the first quarter of 2009." As most of the players in the market, it also specifies that the sponsorship is protected of macroeconomic fluctuations by the practice of multi-year contracts: "the main partners of the rugby league Orange, GMF, Société Générale, PMU, EDF, Editor's note come to sign or re-sign for four years." Do not cut action sponsoring as a TV advertising campaign.
"The impact of the crisis will be delayed and will affect mainly the year 2009" confirms Bruno Lalande, Director of the Institute TNS Sport, who believed the French market at EUR 4 billion in 2007. "Sponsorship, such as TV rights, will be little affected because commitments are taken in the long term." On the other hand, support operations, and in particular the public relations will be affected by the prudent budgets companies are developing. ""We will not proceed not with brutal stalls", is abundant Marie-Christine Lanne, Communications Director of Generali, including the short boat currently on the Vendée Globe and investing approximately EUR 4 million per year in the sport (sailing, but also horseback riding, golf, volleyball, etc.). "But we will be vigilant on everything which is not directly related to the business and all that is incidental."
Protected events
First affected by the crisis, banks adopt the same reasonable attitude. The Banques Populaires come to baptize "Bank Populaire V", the biggest race of the world (40 metres by 23) trimaran. It will address in a few weeks to several records. Investment (EUR 10 million) had been decided in 2006. "A bank is committed in the long term, explains Thierry Bouvard, responsible for the sponsorship." The annual cost of our sponsorship, EUR 5 million, is very reasonable. Moreover, studies show that the sail is now perceived as part of the DNA of our brand, the same as our logo or our music. "Thus, neither the financial storm nor the prospect of a merger with the Caisse d'Epargne seem threatening program. As the two brands and networks should stand.
Future partner, it is more prudent. It said unofficially that the sponsorship of the squirrel in cycling (at a cost estimated at between 6 and 8 million euros per year) and on the France Cup of football is not stopped. But the contracts expire in 2010, and it says that it will wait to learn more about the rapprochement with the Banques Populaires to decide on their extension. To Credit Agricole, on the other hand, announces "peacekeeping budgets" and involvement in football.
The deep involvement of sports partnerships in the "marketing mix" trademark acts as a protection. Seen with Banque Populaire, but also Generali which appears thirty-four years of presence in sailing. This also applies to BNP Paribas, present in Roland-Garros since 1973 and the first sponsor of the world tennis with Davis Cup and Fed Cup, at the cost of annual investments above EUR 20 million. Bruno Molinas considers, for its part, that "large partnerships with the major events such as the Tower of France (who has just extended with Credit Lyonnais for the yellow Jersey, Editor's note) and Roland Garros will be preserved."
The cost of sponsorship is also a good argument anti-crisis. The latest report of the Institute Sport Markt (read below) on sponsoring Jersey in Europe shows the delay of the France (EUR 2.5 million average against 5.7 in Germany). Christophe Bouchet, Director General of Sportfive, the largest French governance of sports rights and European, heiress of the Groupe Darmon, "sponsorship is so cheap for important performance that is not in danger." For the former President of the OM, already present brands on the market should remain there, only new entrants may be reluctant. He speaks of "historic chance" of development communication techniques more expensive and less close to consumers.
Always carrying sport
"We have identified the sponsorship as one of the most effective to install our reputation in the countries where we are developing and the most economical means," says Antoine Sire, head of communication of BNP Paribas. "As, despite the crisis, we continue our internationalization, in Belgium with the resumption of Fortis, we will accelerate our involvement in tennis." "You know that in Belgium, where we have never communicated, 57 of the population know our brand." It is certainly because Justine Hénin and Kim Clijsters played for ten years before shrouding BNP Paribas, Roland-Garros or Fed Cup. Spain, countries which has just won the Davis Cup, our reputation is 25. This is perfect because to achieve this result, we have not invested EUR 30 million in advertising, on a territory where our activity is limited to the business Bank and private bank.
"The crisis weighs in some countries, but if the marks do not consider sponsoring as a simple variant of communication media, the market should develop", said Olivier Michel, of the Paris Office of Sport Markt. Consumption and the appetite for the sport are not delivered in question, finally explained Lucien Boyer, President of the Agency-Havas Sports. "It will go from a market of sellers in a buyers market where it will be necessary to provide more counterparties to see lower prices." But in times of crisis, which allows a strong interaction with highly targeted consumers is preferred. This is the case of the sport.
