With again a great visibility on television

On discuss the sharing of values, the accompaniment in the right as in bad times..., sports results often influence the choice of investment of the sponsors. Of the French subsidiary of Seat, the Spanish manufacturer member of the Volkswagen Group, shows. After five years one of the main partners of the French Athletics Federation (FFA), through two of its major events, the "indoor" of Bercy and the Décanation meeting, its leaders have migrated to other sports. "If the French athletes had better results in the Beijing Games, things would have surely been otherwise," summarizes François Michel, Director of Seat France modestly. It should be noted that the only positive element of the Habs balance was silver medal surprise Mahiedine Mekhissi-Benabbad on the 3000 metres steeplechase.

If François Michel stressed the quality of its relations with the FFA officials also point to the objectives of the trade mark, which weighs only 1.7 of the French automobile market through sports partnerships: "We are a young brand in France." We need to increase our awareness, reason for which we also realize significant investments in television commercial with a presence on the screens of seven to eight months of the year.

10 million for the sponsorship

Seat has decided to bet on three disciplines. Rugby, first, the constructor where partner Brive club Jersey. "A division of value with a team that discovers new ambitions and has an exhibition on a free channel in European Cup, at a cost compatible with our budgets", explains François Michel. Tennis, then, with visibility on the Open 13 in Marseille, but, most importantly, the BNP Paribas Masters in Bercy, where Seat appears on the background covers short next to the Bank. "A good exposure on the antennae of Canal broadcast the event."But the sport in the communication of the brand, are also two annual traffic operations, intended to bring prospective customers at dealerships. For them, one-time contracts have been successively signed, essentially for the display, with the theme, the tennis player Jo - Wilfried Tsonga Sébastien rugby player and basketball player Tony Parker. Three safe values that have boosted attendance. "Our unaided awareness, which is 28 today, says François Michel, grew by 4 between 2008 and 2009 and, despite our strong presence on television, we believe that much of this growth is due to the sport, and theme. particularly"

A particularly strong impact Seat customer is rather young, with an average buyer 39 years for new vehicles and 20 years for the car. To seduce this segment of the population, traffic operations, termed 'Challenges Seat' was lined with games offered on the Internet. "Our investments on the Web have been multiplied by 3 in three years and represent 10 of our advertising budget," said the Director. The budget for sponsoring itself, would be a little less of EUR 10 million. A large sum, which would buy the Jersey of a large team of Ligue 1 football, for example, but apparently not enough to entice the new "target" of the Group: Laure Manaudou. "We would like to feminize our next challenge in the second half of 2010 and it must be said that there is little of French champions in scope at this time," notes François Michel. Accurately, since a recent survey published by "VOD" class Laure Manaudou as the favorite of the French, before Amélie Mauresmo, sport while they were both considered retiring this year.

In support of the strategy of its French subsidiary, Seat also became, at European level, one of the first partners of the Europa League, the new format of the UEFA soccer cup. With, again, a great visibility on television.