The rench athletics is apparently stronger marketing on the tracks. I the Beijing Games resulted in a sporting iasco (with the single sil er Maheidine Mekhissi on 3.000 m steeple), the start o the Olympiad 2008 - 2012 to London translates into a great economic success. Time, Monday, and yesterday, two new sponsors ha e joined hexagonal instances o the parent discipline o sport. A per ormance in the midst o crisis, which belies the complaints recent and high-pro ile o the boom operator Romain Mesnil or the economic partners o the athletes.
Monday, Alma Consulting Group announced the signing o a contract or two years renewable with any young national athletics League (LNA). Yesterday, it is Are a which con irmed his arri al at the meeting in Paris-Saint-Denis, Member o the Golden League and candidate to the Diamond League uture, and announced a global partnership with the rench Athletics ederation. Alma Consulting Group, specializing in operational Council reduce costs (252 million in 2008 sales and 1.500 collaborators) will be approximately EUR 1 million per year, according to estimates, the LNA, and thus ills the place le t acant by Lagardère, irst sponsor o the orum. Created two years ago, the League has two objecti es: pro ide the best rench athletes wishing the social status o employee (they are now 18 in this case), and organize a circuit o i e rench meetings at the le el intermediate (Lille, Herculis Monaco, Sotte ille-lès-Rouen, Nancy and Montreuil). In a logic o crossed interests, the members o the LNA athletes must participate in at least three o these meetings. "I am passionate athletics has always been and I was already a member o the Board o Directors o the League," said Marc Eisenberg, President o Alma. "Our commitment is to the company a global project and shared alues such as the culture o the result." We will also relations public "B to B", as in the 2003 world where we in ited some 300 customers and prospects. Our goal is to con ince others to support athletics.
Acti ities "o stage".
Are a commitment is more important, but barely. The nuclear industry signed or our years and will pro ide 700,000 euros to the meeting o Saint-Denis, which will now ocus its name, o er 450,000 euros to the A in 2009. ARE A also took a ew athletes as ambassadors, including Ladji Doucouré and Christine Arron, and will also make detection with the League. Here again, the new partner replaces one who withdrew: gas o rance. "We will complete our in ol ement o er the years," said Jacques-Emmanuel Saulnier, Director o communication. "A ter two success ul experiences in the Cup, particularly in terms o notoriety, we now gi e more meaning to our sponsorship, gi ing it a human dimension o proximity."
In act, Are a will sponsor the rance team, but also so-called "o stage" acti ities per ormed by amateurs. Meeting Are a brings him an international dimension to the de ice. The next edition, July 17, will bene it rom a certain resonance with the presence o Jamaica Usain Bolt, the 100 m since Beijing world record holder.
In the end, with new sponsors, the rench Athletics pro ides unding or its acti ities, but also bene its rom the common will o Alma and Are a to the ad ancement o the discipline to the general public. rom this point o iew, Are a will lead the game since the Group promises a strong budget o acti ation o its rights and announced the use o Athletics in next corporate ad ertising campaign.