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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