|Built on the model of the partners club inspired by Jean Claude Killy for the Albertville Olympics, the Evian Championship Sponsors Club model helped to rapidly increase the awareness and exposure of the tournament.
The Evian Championship - which will close the Majors season, from 12 to 15 September – is more than ever before reliant on its loyal and dynamic Sponsors Club to ensure its unique and sustainable business model. In order to fully support The Evian Championship within the five major tournaments, the different levels of partnership have been reviewed. Right from the outset, its forerunner, the Evian Masters enjoyed a close relationship with numerous leading brands and global companies, brought together by Franck Riboud and all keen to get directly involved in a project with international ambitions. Built on the model of the partners club inspired by Jean Claude Killy for the Albertville Olympics, the Sponsors Club model helped to rapidly increase the awareness and exposure of the tournament.
With the tournament’s new global major status, there is now scope for developing new kinds of partnerships, while still respecting and capitalising on the loyalty of key historical partners. “Franck Riboud built a Sponsors Club, with strong international brands that were very involved in promoting the tournament around the world. That loyalty, commitment and the tireless professionalism that really characterizes the culture of the Evian Masters and the Evian Championship today, has allowed us to grow every year and obtain Major status. To anticipate the tournament’s rise and the challenges that brings, we have set up a new rights distribution arrangement with three levels of partnership,” explains Jacques Bungert, Director of The Evian Championship. The Evian Championship now offers three levels of involvement:
Major Partners (Rolex, Evian, Lacoste, Société Générale and Renault/Infiniti). Official Partners (Randstad, Conseil Général de la Haute-Savoie, IBM, SFR/Vodafone, Accenture, and for the media, Canal+ and Europe1). Official Suppliers (Ransomes Jacobsen, Sofitel, JC Decaux and Veuve Clicquot Ponsardin).
The first level is made up of five major partners, all with a long term commitment (between 5 and 10 years on average). Société Générale joins Rolex, Evian and Lacoste as Major Partners, who also include Renault. The French car manufacturer, an official partner for 13 years, was keen to strengthen its investment in the tournament by developing an association with its premium Japanese brand, Infiniti. This is an association that will help to optimize international coverage.
This is also the case for SFR, one of the Official Partners, who have decided to bring Vodafone on board in order to boost their international visibility. Finally, we have Accenture, a new addition to the ranks of Official Partners...
With international exposure up by 19%, media coverage worth $50 million worldwide in 2012 and forecast t rise thanks to the digital impact of its new Major status, The Evian Championship offers its partners an incredible showcase. But not just that. With its luxurious ‘The Evian Resort’, dedicated to golf and well-being, its infrastructures and high-end levels of service, The Evian Championship has become an excellent PR platform for its Club Sponsors but also for businesses – particularly local firms – looking to develop their PR
programmes to attract clients.
Finally, for the whole region, the new date set for the new Major of 12-15 September 2013 also offers a significant extension of the season beyond the summer, for hotels, restaurant owners and retailers.