And it will last between 24 and 36 monthsThis year surely and for much of next yearBut the situation has changed in two yearsOn paper Washington scrupulously on its promisesWe can just identify it by different means8 of net sales from January to June at EUR 23Finish the besos and abrazos the kisses and KissThe renewal will continue without precipitationIt is quite lucid about the risks he takesA statutory change that meets officiallyPom - pom girls, giant karaoke, rock concert, screening of film trailers: more animations are proposed around sporting events. A trend heavy which also affects the television and which appears to be the new way to satisfy the viewer or the Viewer.
Examples abound. For ages already, in the United States, major league combine entertainment ("entertainment", in English) in the competition. Everybody knows the famous pom - pom girls scantily on floors of the rooms of basketball and the willingness of the NBA to offer fans a full show. In France, games organized by the Stade Francais at the France Stadium for several years marked the spirits. From the world of show business, Max Guazzini, President of the Paris rugby club, knows it: parade of Harley-Davidson, reconstruction of an attack of care by Indians, Calogero mini-concert and... pom - pom girls in pink, the last meeting against Clermont was the perfect illustration.
And the formula works: French stage drew 80,000 people in each of these event events, and in particular a not necessarily knowledgeable family audience of rugby. As across the Atlantic, the logic is simple: it expands the hearing by proposing more things to the sport and it provides the recipe for ticketing. The organizers of horse racing started also to renew the public of the tracks (see below). Formula One Management (FOM), the company that manages the circuit of formula 1, a, him, signed an agreement with Universal Music to create F1 Rocks. The principle is similar. At each Grand Prix, the major company organizes a concert of one of its artists, such as the New Zealand group Evermore in Melbourne. "I always said that F1 belonged to the"entertainment"business," said Bernie Ecclestone at the announcement of the partnership in March. "The association between one of the most exciting sports in the world and the largest global music company is one of the most interesting projects ever launched in the field of entertainment", said his side Lucian Grainge, Chairman of Universal Music. "The combination of live performance among the best, the world of cinema, the sports stars and fashion allows feeding programs for television and digital content to be broadcast to a global audience," also noted the communiqué issued at the time.
Everyone wins
Obviously, the approximation of the worlds of sport and entertainment (or culture) allows to collate from hearings of the various communities (fans of sport, passionate music, etc.), all in combining a large number of ways. Everyone wins. "Must, said Lucien Boyer, just add the word"entertainment"on behalf of the Agency Havas Sports chairs (read interview), do not obey stereotypes.". Every sport, every event, must be associated with the type of entertainment that suits him. Sometimes, you can play the offset, sometimes it is better to reference the codes of the discipline.
Eurosport, one of the first promoters of sport in Europe, the "entertainment" is one of the key strategic developments. "We want to introduce more entertainment on our antennas," said Arnaud Simon, Director of programs, at the celebration of the twenty years of the TF1 subsidiary, a few days ago. This means, including on Eurosport 2, which is a little laboratory used to group specializing in the retransmission of sporting events, by the release of three types of emissions. First, it's to tell stories around sport. It is, for example, the role of "the factory", which tells the life of the stable of formula 1 Williams in the season, or "Planet Armstrong", a drama that traces shifted so the return of the American cyclist in the platoon. Eurosport has also decided to disseminate the wrestling, a sports show, but not a sport other than integer as scripted in advance. Finally, the string is interested in new disciplines and competitions of hip-hop, the lacrosse, a native American team sport played with a type of lacrosse, or even a discipline which is down icy slopes towering shoed of ice skates and dressed in hockey... The sports programming classics like football, but performed in exotic latitudes as the Japan, with the J League, following the same logic.
"Meet the family".
"This is a time already that the dissemination of competitions is embellished, home, or on other channels, with images of the scenes as the Paddock in F1 or the dressing rooms at Roland-Garros, or" big plans made by on-board cameras. Our goal is to appeal to a younger audience and to bring the family to the screen. It is also longer capture the attention of viewers. They don't want more time, they want that happens something at any time. It is possible in football where a goal can be marked any time, but not in other disciplines. "It then make something else", summarizes Arnaud Simon.
Nathalie Zimmermann, the "entertainment" finally is a form of response to the recession. His firm based in London, NZ Consulting, intervenes in the sport but also in the field of culture, according to a fairly classic approach in Anglo-Saxon countries. "The effect of the crisis will feel in 2010 and 2011 on sponsorship and ticket sales, estimates be." In view of this, organizers should review their older models of marketing. Should today provide partners exclusive rights, to provide them as exclusive content to digital networks and offer the viewer a truly unique experience.
