They will generate at least 300 advertising screens

An operation classic but hard; an investment of at least as much image or more as a financial investment for strings such as TF1, M6 and Canal who find imperative to be present on that popular as major event; advertising expenditures, finally, oriented, as for ordinary, in the direction of a decidedly male target: after the turmoil of 1998 that had followed the flamboyant victory of the Blues and "hangover carabinée" 2002 in the words of the professionals where the French had been eliminated in the first round of the 2006 World Cup resumes on rails more circumspect: "except in Germany where the Cup is held and where food prices"., sponsors make their accounts and are more cautious, focusing on long-term operations, said Jacques Bungert, co-Chair of the Agency Young & Rubicam, responsible budget Danone and initiator of the Danone Nations Cup. In 2002, everyone wanted to invest, and there was a foot bubble as there was a bubble. It is finished.

Another turn, as the image of football, somewhat blurred. Ecartelée between the enthusiasm of the fans, its real status of the most universal sport because the played in the world... and the image of "mad money" that sticks it to the skin. Pressure established Juventus of Turin on the arbitrators, the 600 million euros per year on the table by Canal to ensure the exclusivity of the matches of the Championship of France, the woes of the MTP, the stories of doping, finally, never depth are passed by there. "The values of football the overflow itself, the brotherhood, usability, proximity are chahutées: certainesmarques that have no need of notoriety or to build a beautiful popular image, are now more reluctant to invest or do more qualitative manner", analysis Gilles Dumas, CEO of Sporever Consulting, the sports information leader in new media.

An image wounded

As such, the progressive edge of two sponsors Coca-Cola and Danone key communication strategy encourages reflection. Official partner of the 1974 World Cup and has renewed its contract with Fifa until 2022, giant of Atlanta took out the heavy artillery for the 2006 World: commercials broadcast in 50 countries on Internet, television and mobile television (SFR), established in France of 200 million cans with the effigy of the players, partnerships with events such as the Tower of the world of the trophy... "The 2006 World Cup about consumes 20 of the advertising budget and marketing the Coca-Cola brand", said Michel Gotlib, commercial Director and marketing services of Coca-Cola France.

But at the same time, and more discretely, Coca-Cola France investments in professional football moved 90 of the total spending... to 40 between 1998 and 2006. While those devoted to the amateur football progressing from 10 to 60 of the total. What Coca-Cola presents first as a "proximity approach", without connection with the controversy over soccer crazy money. "Internationally known, the Coca-Cola brand now has less need to create notoriety via the establishment of traditional panels on the stages of the world, is Michel Gotlib, while it is, however, for actions of proximity and content that close the educators and young amateur players. And therefore of its consumer base with which he has to maintain a biological link, in a humorous context where food brands suffer. However, Michel Gotlib does not deny that the image of football is wounded by the overflow of money which is discharged: "but we remain passive either we act, he says.". This is what we decided to do so by promoting locally, alongside the Federation French, well aware of the issue, the values of respect and tolerance, via the positions taken by the players of the team of France cans of Coca-Cola and the development of a Charter of values developed from the proposals of the 20,000 football fans clubs.

A decline in value

The Danone Group which describes itself as "a UFO in the world of sports sponsorship" in the words of Jacques Bungert, it follows, also, its own way. Partner France of the 1998 World Cup, Danone will absent in Berlin in a world where, it is true, the ticket of entry of the official sponsors has singed to reach between 10 and 15 million euros (whereas it would have had him pay only EUR 3 million in 1998). Satisfied "that should not be disconnected from the ground", as the pounding Jacques Bungert, manufacturer of dairy products prefer build on the Danone Nations Cup, a competition for the 10-12 years which are 2.5 million children in the world and Zinedine Zidane is the sponsor. Or on the same player, Ambassador of programs for the children of the Group and with which Danone signed a contract for eleven years in June 2004. A distancing perfectly calculated from the hysteria of the world for the benefit of proximity, targeted... and less costly operations.

Football, a value in decline Too simple to realize complex and conflicting feelings as football awakens him. Moreover, agencies media as strings are convinced: the hearing should be at the Rendez-vous: 8 million viewers are expected on average for the 64 games, between June 9 and July 9. They will generate at least 300 advertising screens. And on TF1, where four major sponsors SFR, 118 218, Credit Agricole and Toyota have already taken their tickets for an amount of 2.5 million euros, Martine Hollinger, CEO of TF1 publicity, stated in mid-May that "already, all advertising screens around matches where the France is guaranteed to be present, are reserved. Even assuming for TF1, openly not to expect, taking into account the amount of the acquisition of sports rights for 24 games achieved (EUR 100 million) a "cost-effective" operation: "But a premium as TF1 string must be present on this type of event," said its President Patrick Le Lay, at his press conference.

It is also true that this profitability will depend on the route of the team of France and "the glorious uncertainty of sport", a phrase properly these days. "In 1998, no one expected a victory of the Blues and they have won." Today, we are in the same State of mind: person is expected and yet, they can create the surprise... ", is to expect a member of the TF1 publicity team, who will bill the spot of 30 seconds in the final 250,000 euros... If the France is present.