Lionel Maltese, Julien Cayla, and Bernard Cova have analysed the role of celebrations during sporting events. Starting with the world of tennis, these 3 researchers analysed what takes place during the events organised alongside the tournaments. They are not simple parties but rather real opportunities for business executives to grow their network. They reveal that these meetings have their language, their rituals and their codes.
For what reasons do B2B businesses spend considerable amounts of money sponsoring Public Relations within the framework of sporting events?