Motorsports are very typical. Usually, in most of sports, teams investigat to get sponsors. But in the sportbusiness of motorsports, pilots often deal partnerships contracts with brands. Once again, Alonso finds a new partner to ride with him on the next two F1 seasons.


12.000.000

Mutua Madrilena returned to Renault following Fernando Alonso from Mc Laren. The brand  has agreed a partnership with team, the ING Renault F1 Racing Team, paying 12M$ over the next two seasons. In addition, Renault also signed new partnerships with Pepe Jeans, Sanho Human and Universia.



To promote its new investment in F1, Mutua Madrilena offers 100 invitations to its customers and prospects to go and see the Spain GP. Sponsorship is not only a matter of printing on a car, or around a pitch. It is also a huge tool for customers relationship management (CRM), human ressources (to motivate employees), public relations, licensing to push your products in stores, etc. Still nowadays, some Top Management people do sponsorship because they like the sport, the team, the player. But as any communication strategy, sponsorship aims to increase the sales ! That's why sponsorship must be fully integrated into a traditionnal communication plan, not only as an added value, but as a strategic part of it.


Sponsorship gives sense to your communication. It tells a story. It brings humanity to brands. It push them closer to customers' life and to their interests. It shows that you know and understand them. Sharing passions is the best relation you can have with costumers and prospects. And sports can help you to build up such a relation between your company (your brand) and them. 

British Airways secured a sponsorship deal with the organization commitee of the Olympic Games of London, in 2012.

The Financial Times reported that the football club, Manchester United, had reached a new record in 2007. If the English club is still on the top of the European football, it is also a major sportbusiness company.

The turnover of the Red Devils (from June 2006 and June 2007) is £ 245 millions (328.5M€). In one year, the club had increased its turnover by 21.2% ! During the last season, Man Utd won the Premiership title and developed its brand on the Asian and US markets. The most surprising is that this figure does not include the merchandising but only the sponsorship deal with Nike and the club TV channel income. Man Utd said it has over 300 millions of fans all over the world.