Report on Exchanges - INSEAD CALT

Two Truths and a LieHi. Let me introduce myself.[Albert]Introduce yourself with one sentence (like the one below)including 2 true and 1 wrong statements about yourself. Try tomake it hard to guess!I really like racing, I drive a small electric car (Twizy), and Isat in Schumacher’s Ferrari F1 car.As for every insight … take it or leave it! … but I thought I would share this with you.Best wishes for a productive exchange, and for reaching the best possible consensus decision on whichone of the 2 potential sponsors EagleRacing should invite to the race.-albertINSEAD… after introducing himself, Benoit shares his experience in sport sponsorship and hisrecommendation to close the deal with Goodbridge…De : Benoit.Crochelet@gdfsuez.com [mailto:Benoit.Crochelet@gdfsuez.com]Envoyé : mardi 11 juin 2013 09:23Dear all,I am really delighted to meet you at the CEDEP and to be part of the Team2 Eagle Racing you.Let me briefly introduce myself. My name is Benoît Crochelet, I am Belgian (French speaking), I am 53years old, I’m married (no children) living around Brussels.Formally educated in Marketing degree, I started my career as account manager for advertising agenciesbefore I became Communication Director for ING Belgium in charge of branding, advertising andmarketing communication campaigns. A few years ago I joined the Belgian Energy leader Electrabel asBrand manager before joining the Group GDF SUEZ in Paris as Deputy Vice-president MarketingCommunications Service where I was in charge of the brand architecture for GDF SUEZ Group and themanagement of the commercial brands policies for 2 years.Back in Belgium since June 2011 as Head of Brand & Marketing Communications, I am currently in chargeof the brand management, marketing communications Retail & B2B, employer branding and sponsorshipfor Electrabel in Belgium.Some insights about my profile for this caseI am really enthusiast about sports, all of them. And sport sponsorship is one of my domainsof expertise (I gave some conferences on that topic in Belgium – BMMA/STIMA…) . Duringmy professional time at ING Belgium I was member of the international brandingcommittee in charge of negotiate ING to enter Formula 1 as title sponsor ofRenault F1 Team.And what about EagleRace?I agree with Claus that from a financial perspective there won’t be a long debate. But It’s not only aquestion of money. Reputation is key in sport and sport is our business. By accepting Bauer’s sponsorshipEagle Racing would run a significant reputation risk which can be deadly for the team if any allegationabout Bauer Industries is confirmed. So I would recommend to choose Goodbridge and prepare differentbusiness cases to operate successfully until additional sponsors can be found. Which should’nt be an issuewith the dream team we have!Let’s talk about it.BenoîtAAA/INSEAD/062013 - 21