RENAULT-NISSAN: SPORTS SPONSORSHIP ANALYSIS
Renault-Nissan’s sponsorship portfolio is absolutely dominated by Nissan which accounts for more than 95% of total spend.
Table 54. Renault-Nissan sponsorship by brand – overview
Of that $126m, more than $110m is committed to just three properties, the UEFA Champions League, Rio 2016 (domestic sponsor) and US College sports, where the brand has a series of deal with leading Universities negotiated centrally by IMG College.
Nissan took rights to the Champions League following the withdrawal of Ford, which had been a sponsor since the competition began in the early 1990s. As such, the brand has the usual problems associated with replacing a long-term incumbent, especially when the activation programmes of other brands, most notably Heineken, have been very strong.
Bastien Schupp, vice president, marketing, Nissan Europe, revealed the brand’s sponsorship of the Champions League was a “massive and a logistical challenge” that Nissan needed to embrace because “not many people have a bad opinion [of Nissan], but most are quite indifferent”.
“If you ask people ‘Do you know Nissan?’ 98 per cent will tell you yes, but when you ask them more specifically about the brand or what it stands for they struggle,” he said. “By using this massive platform we can explain what innovation and excitement mean as part of the Nissan brand.”
To help kick off the sponsorship, Nissan hired stars Andrés Iniesta (Barcelona) and Thiago Silva (Paris St Germain), to appear in TV ads for its ‘Engineers of Excitement’ themed activation, which also includes experiential and social media components.
Aside from the its three major investments, Nissan also has a long-standing partnership with the Confederation of African Football, which covers both the Cup of Nations and Champions League on the continent and a significant tier two sponsorship with Manchester City.
Nissan’s sponsorship strategy is, according to Schupp to “look for big properties that have a strong media value and we look for sports that are accessible as we don’t want to be seen as elite or very exclusive.
“Football [soccer] is a territory we think fits well with our brand. We used to do quite small events but I think that contributed to the lack of recognition and confusion about Nissan, it’s an active choice to do less, but go bigger and better.”
Chart 27. Renault-Nissan sponsorship deals by brand by value
Chart 28. Renault-Nissan sponsorship deals by brand by number of deals
NISSAN SPONSORSHIP PROFILE
Table 55. Nissan sponsorship spend by sport – overview
Chart 29. Nissan sponsorship spend by sport ($m)
Table 56. Nissan sponsorship by country/region – overview
Chart 30. Nissan sponsorship by country/region ($m)
RENAULT SPONSORSHIP PROFILE
Table 57. Renault sponsorship spend by sport – overview
Chart 31. Renault sponsorship spend by sport ($m)
Table 58. Renault sponsorship by country/region – overview
Chart 32. Renault sponsorship by country/region ($m)
Table 59. Nissan, Renault, Infiniti, Dacia global sports sponsorship deals