In Barcelona The Director Of The La Liga Brand Who Had Explained To Us His Problem Of A League That He Felt Devalued Internationally, Especially In Terms Of Tv Rights Compared To The Premier League. Why Not Associate, We Said To Each Other At The Time? Formula 1 Is A Global Sport, But Particularly Followed In South America And Asia. It Is From This Cross-content Approach That The Idea Of collaboration Was Born: F1 Drivers Who Are Going To Play Football, Football Players Who Are Going To Come To The Races. Not Where They Are Expected In Spain, But Elsewhere In The World To Show The Power
Of This Association. “the Mere Placement Of A Logo Is No Longer Enough” In F1, We Are In Competition With Football But Not Only. We Are In Competition With Netflix, The 1 P.m. News On Sundays… We Have To Capture The Public’s Availability Time For Entertainment. Therefore, We business owners phone numbers Continue To Be Attentive To Opportunities And We Are Not Limiting On This Subject Even If We Still Have Categories That We Exclude With Values that We Do Not Want To Associate With. As Soon As It Allows Us To Address Another Territory And Other Types Of Audience, With Something Original In The Construction, That Interests Us. Otherwise It Will Not Work Because The Simple
Installation Of A Logo Is No Longer Enough. People Expect
A Lot More And That’s Normal. Bruno Cammalleri: What Is Your View Of Current Media Trends Related To Sports Marketing? Fabrice De Cazanove (Alpine F1 Team) : The Time Spent Consuming Media Is Constantly Increasing. It’s 70 Hours A Week In The United States, So 10 Hours A Day! And A Little Less In Europe. But That Time Progresses. “the Only Content That Remains Very Strong Live On Television Is Sports” There Are Two Interesting Phenomena To Observe: A Drop In The Consumption Of Media Financed By Advertising; And An Increase In The Consumption Of Paid Media Not
Financed By Advertising, Including Of Course Platforms Such As Netflix, Disney+ Or Amazon Prime. The Only Content That Remains Very Strong On Live Television Is Sports. It Is Very Important To Have This In Mind. This Is Also Why, Strategically, Media Agencies Are Increasingly “On Board” Sports Marketing, Lifestyle And Cultural Marketing. It Is This Point Of Contact There On Television, Live And Massive, Which Makes It Possible To Share A Collective Emotion, It Is Very Important For Brands. I Think We Are At A Time When We Have To Find The Rational Elements, “data” And Discourse To Promote This Type Of Association In A Media Mix. And Finally Consider Sport
As A Medium, Which Is Of Course Particular And Protean.
It Is Indeed A Medium That Produces Points Of Contact With Consumers And Acquisition Targets. Bruno Cammalleri: So Sports Marketing Has A Bright Future Ahead Of It? Fabrice De Cazanove (Alpine F1 Team) : I’m Not The Only One To Say It! Matthew Caste (Fuse) :i Agree, Especially In This Troubled Context. We Have Seen That More Than Ever Sport Is A Real Safe Haven. People Need That And It’s A Great Vehicle For Engagement And Social Bonding, Especially Around Live Audiences. Today We Must Of Course Take Into Account These Changes In Habits And Media Which
Increasingly Lead Us To Consider Other Channels, But Live Sports Will Remain Live Sports! Once The Grand Prix Is over, It’s Over, There Are Few Replays And Not Many Of Us Watch Them. On Average, Audiences For Formula 1 On Canal+ Are Similar To Those For The Main Ligue 1 Match On Sunday Evening. This Was Not The Case 2 Or 3 Years Ago. This Could Be Explained By Many Reasons And It Is A Fascinating Reality To Analyze. Today There Are Regularly More Than A Million Viewers In France On Canal+ Which Follows A Grand Prix. The Interest Of Live Sport And The Attractiveness Of Formula 1 Should Be Underlined.paris Saint-germain Players Prepare For
