Interview with Marc Mingoia, Eurosport Projects Director and lecturer at Ascencia Sport

An exceptional means of communication

Is sport still a safe bet when it comes to communications?

Marc Mingoia - Sport is booming! As proof of this, Eurosport, in its early days some thirty years ago, was broadcast in just one language, compared with 31 today! Countries, particularly those in the Gulf, are competing fiercely to attract a big-name event to their shores. It has also become a political argument, as in Russia for example. As for France, it excels in lobbying for the organisation of major competitions. Companies, particularly in the luxury goods sector, make every effort to be present at major events such as the Olympic Games... Sport is an exceptional vehicle for internal and external communication.

Every sport has its own brand?

M.M. - Luxury brands sponsor events worthy of their renown. For example, the Swatch group positions each of its brands in a segment according to its target: Longines is present at Roland-Garros and in equestrian competitions, Tissot sponsors MotoGP, Swatch freeride competitions and Omega the Olympic Games... But sport is suitable for all companies.

Are there any trends?

M.M. - Running is very fashionable. Many brands are involved in running because it's a sport that's accessible to everyone. However, there are still the unmissable events: football, rugby, Roland-Garros, the Tour de France and the Olympic Games. Companies select partners or customers who will have the honour of being one of the torchbearers. The emotions felt by the lucky winners are enormous, and the spin-offs for the brands even greater.