During this summer period, we were looking for a lighthearted topic. UEFA Euro, Tour de France, Olympic Games… the competitive spirit takes hold and we launch the battle The long-awaited debate: Sponsorship versus Patronage. To do this, we call upon the 9th most powerful brand in the world in 2016: McDonald's.
In a rapidly changing economic landscape, brands are searching for meaning to assert their differences with a dual objective: to attract new audiences and build loyalty within their communities by developing a strong sense of connection. Previously, we saw that PMU focuses its sponsorship on photography and contemporary artFar removed from its origins and activities. Why? As he explained to us Virginie de BarnierThe best medium in communication is emotion. While photography is a popular art form, contemporary art represents a break from the traditional, mainstream approach. Herein lies an encounter between two worlds, creating emotion: the discovery of a new audience, the strengthening of relationships through affinity-based communication.
What is patronage?
This is about " a mechanism allowing a company, or an individual, to make a donation, in the form of financial or material aid, to an organization to support a project of general interest or to acquire a cultural asset declared a national treasure without direct compensation This isn't the Team We Are COM telling you this, but the Ministry of Culture and CommunicationThis is an institutional communication strategy with a reputational objective for the company. Several types of sponsorship exist: financial sponsorship, in-kind sponsorship, or skills-based sponsorship.
What is sponsorship?
It is " support given to an event, a person, a product or an organization with a view to deriving a direct benefit. "According to our friends at the Ministry, this is a publicity stunt, a way to promote the brand image for commercial purposes."
And what are the differences between the two?
Primarily, the benefit provided to the brand by the beneficiary is the direct return. This benefit is virtually nonexistent in patronage (also known as sponsorship) since it is a choice the sponsor freely makes based on their adherence to the values of the sponsored entity (the advantage here is a tax deduction). In contrast, in sponsorship (also known as patronage), the benefit is the very objective of the operation. In short, this is a media purchase: the benefit is proportional to the investment (no tax advantage, the service is subject to VAT).
| Sponsoring | Sponsorship | |
|---|---|---|
| The goal | Creating links between the brand and an event | Brand association with the values of a sponsor |
| Message | Advertising | Corporate |
| Publics | Consumers (customers and prospects) | All citizens |
| Counterparties | Visibility proportional to investment financial |
"Discreet" visibility, no proportional |
| Spin off | Direct short and medium term | Indirect medium and long term |
A closer look at McDonald's best practices
By the way, why use McDonald's as an example?
This well-known brand plays on both sides of our competition: partner of the Olympic Games for 35 years, and at the bedside of sick children and their families with the Ronald McDonald Foundation for 42 years.
McDonald's Sponsorship
As Official caterer of the Olympic Games For 35 years, McDonald's has used sports to promote its nutritional message (eat well, move more, right?). In Rio, the brand is visible everywhere, including in the Olympic Villages where the hamburger giant (along with Coca-Cola) will have a monopoly on food sales. However, during the 2014 Winter Games in Sochi, 35% of mentions of the brand on Twitter associated it with obesity.
Sponsorship according to McDonald's
Since 1974, the king of Happy Meals (and more) has been helping children and their families cope better with difficult situations worldwide: welcoming families of hospitalized children thanks to... Ronald McDonald Houses (House Charities), supporting community projects that help children and parents.
3 websites to explore further
> Admical, the leading association that develops corporate and entrepreneurial philanthropy.
> The Ministry of Culture and Communication
> Sports Buzz Business, the news site about brands and sponsorship
