ABSTRACT
In the media, the importance of sponsorship is often mentioned in quantitative terms. Moreover, certain published figures have a dramatic character. Sponsoring, patronage, partnership, event communications or communication through the event are words typically used to address the phenomenon of sponsorship. Patronage, as highlighted by ADMICAL (the Association for the Development of Industrial and Commercial Sponsorship), represents, a way for the company to assert its interest in its cultural and social environment and to be where the audience does not expect. Sponsorship emphasizes and clarifies the nature of the stakeholders involved, their exchanges and the objectives pursued by the use of this communication technique. Sponsorship covers various fields of activities in our present society. Chanavat proposes a classification in six areas of sponsorship: sports, culture, education, social causes, science and the media. This chapter intends to highlight the key elements dedicated to partnership strategies and initiatives in the world of professional football.
