SPONSORSHIP TODAY

imradmin/reportimg/Car spons
ISBN: 978-1-905685-33-2
Price: 
£495
To purchase this report as a pdf or print issue
To purchase this report as a pdf or print issue
Subscribe To IMR To access all IMR reports and journals for one year, price: $795
To access all IMR reports and journals for one year, price: $795

Car industry: Global sponsorship analysis

Free Samples

RENAULT-NISSAN: SPORTS SPONSORSHIP ANALYSIS

Renault-Nissan’s sponsorship portfolio is absolutely dominated by Nissan which accounts for more than 95% of total spend.

Table 54. Renault-Nissan sponsorship by brand – overview

Renault Nissan sponsorship overview

Of that $126m, more than $110m is committed to just three properties, the UEFA Champions League, Rio 2016 (domestic sponsor) and US College sports, where the brand has a series of deal with leading Universities negotiated centrally by IMG College.

Nissan took rights to the Champions League following the withdrawal of Ford, which had been a sponsor since the competition began in the early 1990s. As such, the brand has the usual problems associated with replacing a long-term incumbent, especially when the activation programmes of other brands, most notably Heineken, have been very strong.

Bastien Schupp, vice president, marketing, Nissan Europe, revealed the brand’s sponsorship of the Champions League was a “massive and a logistical challenge” that Nissan needed to embrace because “not many people have a bad opinion [of Nissan], but most are quite indifferent”.

“If you ask people ‘Do you know Nissan?’ 98 per cent will tell you yes, but when you ask them more specifically about the brand or what it stands for they struggle,” he said. “By using this massive platform we can explain what innovation and excitement mean as part of the Nissan brand.”

To help kick off the sponsorship, Nissan hired stars Andrés Iniesta (Barcelona) and Thiago Silva (Paris St Germain), to appear in TV ads for its ‘Engineers of Excitement’ themed activation, which also includes experiential and social media components.

Aside from the its three major investments, Nissan also has a long-standing partnership with the Confederation of African Football, which covers both the Cup of Nations and Champions League on the continent and a significant tier two sponsorship with Manchester City.

Nissan’s sponsorship strategy is, according to Schupp to “look for big properties that have a strong media value and we look for sports that are accessible as we don’t want to be seen as elite or very exclusive.

“Football [soccer] is a territory we think fits well with our brand. We used to do quite small events but I think that contributed to the lack of recognition and confusion about Nissan, it’s an active choice to do less, but go bigger and better.”

Chart 27. Renault-Nissan sponsorship deals by brand by value

Renault Nissan sponsorship deals by value

Chart 28. Renault-Nissan sponsorship deals by brand by number of deals

Renault Nissan sponsorship deals by deal numbers

NISSAN SPONSORSHIP PROFILE

Table 55. Nissan sponsorship spend by sport – overview

Nissan sponsorship spend - overview

Chart 29. Nissan sponsorship spend by sport ($m)

Nissan sponsorship spend - by sport

Table 56. Nissan sponsorship by country/region – overview

Nissan sponsorship spend - by country

Chart 30. Nissan sponsorship by country/region ($m)

Nissan sponsorship spend - by country


RENAULT SPONSORSHIP PROFILE

Table 57. Renault sponsorship spend by sport – overview

Renault sponsorship overview

Chart 31. Renault sponsorship spend by sport ($m)

Renault sponsorship spend by sport

Table 58. Renault sponsorship by country/region – overview

Renault sponsorship spend by country

Chart 32. Renault sponsorship by country/region ($m)

Renault sponsorship spend by country

Table 59. Nissan, Renault, Infiniti, Dacia global sports sponsorship deals

Renault Nissan global sponsorship deals

bottom_left_corner
bottom_right_corner
world_pay
Official Supplier


European Sponsorship Association
Media Partner
INTERNATIONAL MARKETING REPORTS