Abstract
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Sponsoring is really important for big events as Olympic Games or rugby world cup. We can underline why some companies sponsor this kind of event? And what can they gain from this? First of all, there is the biggest sport event worldwide coming this summer. So it seems quite relevant to study some companies which are sponsoring this event. We did choose Dow Chemical, the world's second-largest chemical manufacturer, it is among the 10 worldwide Olympic partner in2010, and the partnership will last in 2020. This company is like no other because its reputation has been highly damaged in 1984, because of one of the world's worst industrial disasters in India, where 25,000 people died. This has had huge fallout about the company image. That is why they want to improve it by sponsoring the Olympic Games. It is a good way to talk about what they are really doing, and about the fact that they do not deserve a negative image. Usually sponsoring a sport, whatever the kind of sport, gives to the company a better reputation toward to the general public, of the fact that sport values are well appreciate by consumers. They look as a company which is involved in sport, meaning that they have got the same value promoted in sport than in their own firm.
Beyond the reputation, this sponsorship will also allow the company to do some more business overseas. Indeed, this firm makes products which can be use in many infrastructures. So that is a big opportunity for them to make more profit. What's more, Dow Chemical could expand its operations abroad faster where they are not well known in growth countries, such as Brazil, Russia or China. When the Olympic Games will take place in Brazil and in Russia, respectively in 2016 and 2014. Both of them are planning according to the forecast, to spend lots of money in infrastructures, much more than London. So they will break into these two markets because of their partnership with the IOC.
Still as for the Olympic Games, Macdonald has extended its partnership till 2020. They have been told that they share the same values such as the excellence the teamwork and giving your best. They aim at people having the feeling that it is the same when your are working in Macdonald. By sponsoring the Olympic Games, they are targeting young people, with the goal to make them like sport. It will also allow them to promote theirs news products and programs toward a wide target (...)
