Yan Dalla-Pria, specialist in corporate sport: "Sport embodies an ideal society where there is true equality of opportunity".

How can companies use a sporting event to raise awareness among their employees or customers?

Yan Dalla-Pria - They can use sport as a means of communication as part of a public relations operation or to build customer loyalty. They can also take part in a sponsorship or patronage initiative by associating their image with a sportsperson, a team or an event. At the same time, sport is also an excellent medium for internal communication and human resources management. For example, a well-known sportsperson can come and talk about his or her sport and draw parallels with the world of work.

Has the image of sport changed?

Y. D-P. - Modern sport originated in Victorian England, where it was practised as a leisure activity by the aristocracy. The arrival of paid holidays in France led to the democratisation of sporting activities. But it wasn't until the 1980s, when sport was covered by the media, that its image changed. Sportsmen and women, until then considered more for their biceps than for their intelligence, became figures of social success. Today, sport is over-mediatised. In a way, it promotes an ideal form of society in which individuals are perfectly integrated, regardless of their skin colour, religious conviction or social category. It's this image of equal opportunities that sport conveys!

Are all sports suitable for all types of business?

Y. D-P. - No, they have to choose according to their image and their target audience. For example, rugby union, which was originally a non-professional sport played by the middle classes, retains its upmarket image. Football, on the other hand, is a more popular sport. It's no coincidence that companies such as Société Générale have a sponsorship presence at major golf and rugby tournaments, while others such as BNP Paribas are involved in tennis tournaments. Or, on the other hand, the presence of supermarket chains in the world of football!

How can a company exploit a sporting event?

Y. D-P. - In the context of internal communications or public relations, it's important to go further than simply offering VIP tickets. They need to find the right person to carry the event and give the guest the impression of being privileged. The ideal solution is to use a well-known sportsperson with the credibility to convey the desired message and share the magic of the event. Next, the message needs to be translated, i.e. the values of sport need to be transposed into the internal life of the company. The objectives must be clearly defined and identified beforehand.