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Sponsorship and Sports – The ING Example: Running & Formula One

Sponsoring is one of the ways to build Renault F1 sponsorship after Fernando
and fortalice a brand. And sport is Alonso (from Spain) switches from Renault
always a good target. But sport it not to the McLaren team).
the only target. Sponsorship at ING ING is a company that is both a
consists of three main programmes: (investment) bank and an
sports, art and culture, and community insurer.According to ING, ...ING has
development. states the ING sponsor selected Formula 1 as a strong platform
policy. ( from which to build global brand
menopt=spr&docid=074368_EN&lang=EN)Runnin awareness ... The opportunities this
g has been ING's main target for agreement provides include virtually
sponsoring sports events; because it is a year-round global exposure. Grand Prix
sport of universal appeal, practiced by races take place in 17 countries, of
and accessible to millions of people which ING is active in 15. Formula One
across the globe ... One of the largest attracts 850 million television viewers
events in our programme is the ING New per year. In difference with running,
York City Marathon.Running is one of the Formula One (sponsorship) is a lot more
healthiest sports there is, healthy in risky. Not only for what happened to
many senses: it is a sport that can be Ayrton Senna. But Formula One is a more
practiced indoors, in nature, on the controversial sport than Running, maybe
street (New York) and nearly everybody not as controversial as Bull fighting,
can join and it doesn't require any but there are people who are against
fuel.Only recently, ING added a new sport it.As ING is a Bank as well as an
to its sponsorship portfolio and that is Insurer, I would say that running would
Formula One, by sponsoring the Renault fit better with the insurer's image, the
F1. Renault has been looking for a new Formula One more with the (investment)
sponsor as the tobacco sponsors (Mild bank image.© 2006 Hans BoolHans Bool is
Seven) are banned from the (F1 and the founder of Astor White a traditional
therefore television) stage. There is management consulting company that offers
also uncertainty about Telefonica; the online management tools.
Spanish Telecom company that could leave




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