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Stadium Naming: Heineken Cup

The weekend was started the 16th edition of the European Cup Rugby. This competition brings together the best clubs of the 6 major countries of the European rugby is better known as the Heineken Cup or Heineken Cup because of partnership between the competition with the Dutch brewer. In France, the Loi Evin, a brand of liquor can not advertise where probably the fact that the name "Heineken Cup" there is much more common.


I'll leave aside the debate "and alcohol sponsorship" to get interested in "naming" this practice increasingly common where the sponsor's name occurs in that of a competition or sports club.

Sponsors are increasingly ubiquitous in clubs and sports in general, but they are no longer confined to bound athletes, whether the signs on the edges of fields or field interviews. Now, stadiums bear their name, especially in Germany (the MMArena at Le Mans is the only example in France for now), they associate the same name clubs such as the CA Brumbies (Computer Associates) Australian rugby club and especially Red Bull 4 clubs including football teams and several of motorsport.

The case of Red Bull is very interesting because in addition to associate its name with sports teams, the Austrian brand associates also in competitive sports often created by itself. These competitions extreme are the image of the brand such as the Red Bull Air Race or Red Bull Cliff Diving ( my photos of step Rochelle ).


Thus, the naming is the final stage of intrusion of a mark in sports sponsorship. This practice is of course debatable. Indeed, the influx of money in sport increases performance and spectacle, but the distorted, especially if the marks overlap in the appointment of clubs, stadiums and competitions. However, the naming is more accepted when the sponsor is at the origin or team sports (including cycling and motorsport), stage (the new stadiums built for the World Cup football in Germany were partly funded by sponsors), or competition (especially if they are original and entertaining, as competition created by Red Bull, for example).

But the Heineken Cup is a tournament very formal, serious and has changed its name in the course of its existence. But this example of naming seems to be very well accepted because firstly the "H" Heineken recalls the form of poles of a rugby field therefore fits very well with the logo the competition but mostly because the beer is part of rugby folklore. Thus, Heineken is not the only brand to benefit as the English league and Celtic are named Guinness Premiership (until last season) and Magners League . Similarly, the Belgian league football is also called Jupiler Pro League , not to mention the rugby clubs (or even national teams) and especially football, especially the British who wear the brand name of alcohol on their jersey.


Finally, to accept the naming sports fans, it has to respect competition, club or stadium new, young, does not belong in the sports heritage and, above all, the sponsor and its values must be consistent with competition, club or stage targeted. That is why, for me, although I'm not really in favor of naming in general, if the Heineken Cup does not bother me.

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Buzz: When the Brumbies parody the All Blacks


few days ago, 3 rugby players of New Zealand are shown in a video where you could realize their skills with the oval ball as well in the hand than foot. This video buzz that had obviously promotional purposes (For television) was performed according to the principle of "fake or not fake." This practice is very (too) often used to arouse curiosity, interest and making the buzz around a brand or product.



There are other examples of similar videos featuring athletes performing performance prompting doubts such as Roger Federer Gillette and Ronaldinho for Nike . But unlike Federer, Ronaldinho, whose performance is not at all credible (Federer can not afford the risk of hurting her partner), there is doubt as to which of New Zealand rugby as the All Blacks are the All Blacks.

All these videos are effective and buzz, but they are starting to annoy me personally because of their wealth becomes even cons-productive because these films have become too predictable.

So, I really like the initiative of the Australian rugby Brumbies (Canberra) and most of their sponsor Computer Associates, which reproduced the video néozélandaise with more realism and humor. We know the rivalry between these two major rugby nations and Australian response would be predictable.



Parody is an advertising technique interesting because it allows even sometimes make as much noise even more than the original version. For example, the English optician Specsavers had made about him on the net with his commercials parodying commercials Barclays and Axis ( to see here) or the many brands parodying the Old Spice commercials.

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Amazons

Amazons
A comedy Jean-Marie Chevret
Directed by Maud Hasdenteufel

History:

Quarantine: It's hard! Martine has been abandoned by John Paul after twenty years of marriage, Annie get fired Club Med after twenty years of loyal service, and Micky, for twenty years, chasing the ideal guy.
is in this context that the three childhood friends just scratched by life, moved in together, under the amused eyes of Loic, their gay neighbor. Between them, the bohemian life! Until the day when William, 37, attractive, abandoned by his fiancee, arrives ...

Onstage:

Robin Laurence (Martine) Christine Favaro (Annie) Nathalie Jeauffroy (Micky) , Hervé Gardret (Loïc) , Diamantenios Nicolas (Guillaume) .

8 performances at Emmaus Sassenage

Saturdays at 8:30 p.m.
13 and November 20 and 4 and 11 December 2010
&
Sundays at 6:00 p.m.
14 and November 21 and 5 and 12 December 2010.

Information / Reservations essential :
¤ Mail: touslesbleusdesassenage@gmail.com

¤ Tel: 06-99-80-34-85

Tickets from Emmaus Sassenage:
¤ Fee: 5 Euros

What the press said it was created in 2003:

"In a funny irresistible and devastating, Jean-Marie Chevret wrote this piece aptly chronicle and tenderness. Its formulas to the punch - as situations - are fly. (...) We laugh a lot, big heart, flashes liberators. "
Le Parisien

" The play is all about humor, without sacrificing tenderness. Situations fraught with misunderstandings, but are certainly funny dare break a few misconceptions about homosexuality. "
JDD

" Jean-Marie Chevret has given quite a blow to the modern boulevard theater with his sense of situations, replicas and twists. In a scene (...) effective actors are having a field day. "
Pariscope

Dialogues powerful, interpretation without failure. "
AFP

"It is quickly drawn into a whirlpool of anarchy amused, directed at top speed. Life, the true burst onto the tray. And when, as here, the banter overlaps believed tenderness dumb (but still palpable), which binds the characters even in their immature stupidity, it is trapped. Three actresses are the heart of this festival of humorous irony and self-mockery, vehicle bodies of highly seasoned and pikes jubilant. "
A Nous Paris!

"Jean-Marie Chevret shows the effects of feminism misunderstood. A lot of spirit and an actress hilarious, Chantal Ladesou. "
Le Figaro Magazine

" Between settling, cynical observations and attempts at seduction, the floodgates burst forth from all sides. (...) Everyone takes to rank with those three girls who have neither eyes nor tongue in their pocket. This comedy tackles the happiness with unhappiness we face sometimes ... "
Recalls

" A sacred fishing. "
Telerama