Adidas, strategies, threats, Nike, Puma, opportunities, sport business, Analysis of the sport's industry, sponsoring strategy, media strategy, merchandising strategy, football Euro cup, Olympics Games, football business, Sports
Sponsoring is really important for big events as Olympic Games or rugby world cup. We can underline why some companies sponsor this kind of event? And what can they gain from this? First of all, there is the biggest sport event worldwide coming this summer. So it seems quite relevant to study some companies which are sponsoring this event. We did choose Dow Chemical, the world's second-largest chemical manufacturer, it is among the 10 worldwide Olympic partner in2010, and the partnership will last in 2020. This company is like no other because its reputation has been highly damaged in 1984, because of one of the world's worst industrial disasters in India, where 25,000 people died. This has had huge fallout about the company image. That is why they want to improve it by sponsoring the Olympic Games. It is a good way to talk about what they are really doing, and about the fact that they do not deserve a negative image. Usually sponsoring a sport, whatever the kind of sport, gives to the company a better reputation toward to the general public, of the fact that sport values are well appreciate by consumers. They look as a company which is involved in sport, meaning that they have got the same value promoted in sport than in their own firm.
Beyond the reputation, this sponsorship will also allow the company to do some more business overseas. Indeed, this firm makes products which can be use in many infrastructures. So that is a big opportunity for them to make more profit. What's more, Dow Chemical could expand its operations abroad faster where they are not well known in growth countries, such as Brazil, Russia or China. When the Olympic Games will take place in Brazil and in Russia, respectively in 2016 and 2014. Both of them are planning according to the forecast, to spend lots of money in infrastructures, much more than London. So they will break into these two markets because of their partnership with the IOC.
Still as for the Olympic Games, Macdonald has extended its partnership till 2020. They have been told that they share the same values such as the excellence the teamwork and giving your best. They aim at people having the feeling that it is the same when your are working in Macdonald. By sponsoring the Olympic Games, they are targeting young people, with the goal to make them like sport. It will also allow them to promote theirs news products and programs toward a wide target (...)
[...] They look as a company which is involved in sport, meaning that they have got the same value promoted in sport than in their own firm. Beyond the reputation, this sponsorship will also allow the company to do some more business overseas. Indeed, this firm makes products which can be use in many infrastructures. So that is a big opportunity for them to make more profit. What's more, Dow Chemical could expand its operations abroad faster where they are not well known in growth countries, such as Brazil, Russia or China. [...]
[...] And, as Mr Hamilton says, the Games would not be the same without Dow. Source: Indian Supreme Court, Madhya Pradesh government, Indian Council of Medical Research From its urethane foam in the track, polymer fibres in the super-fast hockey pitches, materials in walls, floors and roofs of stadia and insulation technology in the broadcast and electricity wiring cables to technology in the signage in the controversial Games Lanes, the company's hands are all over London 2012. But with 750 employees and 12 sites in the UK, the company is well established here. [...]
[...] Even if Spanish football is tightly linked to the building industry, which is highly impacted by the crisis. Football business is now considered as any standard business sector. So each country have to adapt itself. The big amount of money coming from some Gulf countries has been sold by the media like a consequence to the globalization, but that is not true at all. The truth is that European football is sick, and the excesses are getting more and more frequent. [...]
[...] Almost every story written about Dow's sponsorship namechecks its association with the 1984 Bhopal chemical leak - one of the world's worst industrial disasters. Rights groups, athletes and Indian and British politicians have spoken out against Dow, thousands have signed petitions condemning it, effigies have been burnt, and the company has paid to fund a fabric wrap around the stadium that won't even carry its logo. But despite the negative coverage, the firm is adamant it will not give up the 10-year tier one deal. [...]
[...] These companies are sponsoring the main national team and the biggest clubs. This business will be boosting by the football Euro cup this years, particularly with the jersey selling. Equipment manufacturers realize about 40% of operational margin on this kind of product So we can understand why Adidas and Nike give as much importance to be the official kit suppiers. That is why Nike has become the new French team kit supplier in 2011 till 2018 instead of Adidas, against an amount of 42 million Euros per years include in the contract CONCLUSION To conclude, we can say that this sport industry have gone through the economic crisis in an unequal way. [...]
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