Originally uploaded by Gregory Barbier.

Marketing through Sponsorship, the example of Renault Trucks

Renault Trucks is a company based in the suburbs of Lyon, France, which had been overtaken in 2001 by Volvo. It has a market share in Europe which accounts for 12%.

The aim of the firm is to be the leading company of the Region Rhone Alpes, to be well-known in Europe and to enhance the communication among the company workers through a common pride. The only alternative faced to Renault Trucks was to become the official sponsor of the Olympique Lyonnais, the best French team these last years. Thanks to this partnership, the company could fulfil all its objectives.

But a sponsorship is not only putting a name on a jersey. In order to be really efficient, it has to be a strong commitment in the club because people are waiting for more than money. The image of the company is at stake. It can give an image of allegiance through the perpetuity of a commitment. It is essential for a company to acquire values such as fidelity, loyalty or fairness. The soul of a company can even appear thanks to a sponsorship.

Renault Trucks are linked till the end of the championship 2006/2007 for more than 10 million euros. The name Renault Trucks is written on the jerseys used for the French League and the Champions League. According to an opinion poll, 87% of French people consider that Renault Trucks is a dynamic company.

Three years after its commitment, the image has already been improved. But Renault Trucks is waiting for more positive effects, especially in China where the soccer is being developed.