Macron is one of the fastest growing sportswear companies in Europe, ranked today as the 3rd most widespread football brand by UEFA. The case describes sponsorship model utilized by Macron in sport marketing, used by the company as a core element to sustain the company and brand growth in several geographies. Operating in a fast growing, but complex global market, whose key players are international brands such as Nike, Puma and Adidas, Macron decided to leverage on Pro-clubs’ sponsorships, as a key marketing tool to generate revenue in its core business - teamwear and merchandising. As a result, Macron created a new business model that became a reference for some competitors such as Errea, Jako, Hummel and Erima. Core management decisions have been a) to identify the right strategy for pro-clubs’ sponsorship (e.g., how to segment in tier and which Tier of Pro-Club to sponsor, how, etc.), b) to select sports and brands that could be sponsored according to specific criteria (e.g. brand image, values, etc.), c) to define the reference market where to compete (e.g., Brands with main focus on sports-wear vs. Brands with main focus on teams-wear) d) to strengthen Brand Equity while maintaining the integrity of company values. As a result, today Macron is an international company that sponsors more than 60 professional clubs, which has chosen the brand based on trust, reliability and quality perception. The management should then reflect on how to utilize sponsorship, co-marketing and partnerships to sustain growth in merchandising and teamwear and strengthen own position in a complex market.

Macron: The Strategic Role of Sponsorship to Sustain Brand Growth / Mazzù, Marco Francesco; Gambicorti, Antea. - (2020).

Macron: The Strategic Role of Sponsorship to Sustain Brand Growth

Mazzù, Marco Francesco
;
2020

Abstract

Macron is one of the fastest growing sportswear companies in Europe, ranked today as the 3rd most widespread football brand by UEFA. The case describes sponsorship model utilized by Macron in sport marketing, used by the company as a core element to sustain the company and brand growth in several geographies. Operating in a fast growing, but complex global market, whose key players are international brands such as Nike, Puma and Adidas, Macron decided to leverage on Pro-clubs’ sponsorships, as a key marketing tool to generate revenue in its core business - teamwear and merchandising. As a result, Macron created a new business model that became a reference for some competitors such as Errea, Jako, Hummel and Erima. Core management decisions have been a) to identify the right strategy for pro-clubs’ sponsorship (e.g., how to segment in tier and which Tier of Pro-Club to sponsor, how, etc.), b) to select sports and brands that could be sponsored according to specific criteria (e.g. brand image, values, etc.), c) to define the reference market where to compete (e.g., Brands with main focus on sports-wear vs. Brands with main focus on teams-wear) d) to strengthen Brand Equity while maintaining the integrity of company values. As a result, today Macron is an international company that sponsors more than 60 professional clubs, which has chosen the brand based on trust, reliability and quality perception. The management should then reflect on how to utilize sponsorship, co-marketing and partnerships to sustain growth in merchandising and teamwear and strengthen own position in a complex market.
978-88-6105-571-1
Marketing, Communication, Sport Management, Sport Marketing, Promotion
Macron: The Strategic Role of Sponsorship to Sustain Brand Growth / Mazzù, Marco Francesco; Gambicorti, Antea. - (2020).
File in questo prodotto:
File Dimensione Formato  
mazzu_MACRON_TC_2021 macron.pdf

Open Access

Tipologia: Versione dell'editore
Licenza: Tutti i diritti riservati
Dimensione 8.77 MB
Formato Adobe PDF
8.77 MB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/224133
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact