Companies and sports sponsorship

With the end of the 2011 Six Nations Championship, the Swimming World Cup that will be held in Shanghai this summer, and the Rugby World Cup this autumn, this year’s sports agenda is quite heavy.


These international events are federative and intergenerational. They also are interesting communications opportunities for companies.


How do they use use sports sponsorship nowadays? And what for? Can sports sponsorship be risky sometimes?


The expert in sports management and marketing Michel Desbordes, who is the co-author of Neo-sports marketing – Different perspectives in Europe and North America, published January 2011, answered our questions.


Interview by Lise Forestier and Marlène Petrolo.

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