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Héloïse TACCARD

Concept created in 1992.

The metaverse is announced as the next great digital revolution.

The Metaverse is a parallel, immersive, three-dimensional world, a virtual world but with real interactions.

This global digital universe gathering all our online interactions, should replace the Internet as we know it today.

The fear and apprehension aroused by the announcements related to the future metaverse are legitimate and are classic reactions to an innovation whose scope is still difficult to measure.

The idea of interacting in the form of avatars, of spending a large part of our time in a virtual universe and of digitizing activities that were previously physical is difficult to integrate for many. Yet, if we take a step back, we are already doing it and every day a little more.

Becoming a user of this technology is up to you. For some, it will be a hell of a time when they will feel like they are at a networking event where they have to go and talk to people they don't know.

For others, it's the future, with or without envy. They will be eager to discover the potential of this technology that promises to be limitless. Other people will be less enthusiastic but will want to follow the trend.

The most reluctant, the latecomers who will arrive along the way, feeling that they are completely isolated, while a minority of diehards will refuse any interaction with this new technology.

And finally, there are the influencers who fear being replaced by the metaverse.

But despite people's fears, rejection is never the answer. Since the popularization of the metaverse concept, most people say "this is going too far", "this is not for me", "why complicate everything? "it was better before".

Far be it from me to defend this innovation, but it seems appropriate to me to adopt a more nuanced and collective position. Let's try to get the most out of this technology at all levels, by analyzing it and simply by trying it out.

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Concept created in 1992. The metaverse is announced as the next great digital revolution. The Metaverse is a parallel, immersive, three-dimensional world, a virtual world but with real interactions. This global digital universe gathering all our online interactions, should replace the Internet as we know it today.

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Cyrielle

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Cyrielle CHASSAGNOL

The film Dune, the second film adaptation of Frank Herber's eponymous saga, was released on 15 September 2021 in cinemas. The film cost nearly $165 million and features a prestigious cast including Zendaya, Oscar Isaac, Timothée Chalamet, Josh Brolin, Javier Bardem and Rebecca Ferguson. Director Villeneuve's film was a box-office smash upon its release and quickly established itself as one of the best science fiction films of the last decade.

Dune follows the story of Paul Atreides (Timothée Chalamet), a young man destined for an extraordinary destiny that is beyond his control. In order to preserve the future of his family and his people, this young duke's son, who has very special gifts, must travel to the most dangerous planet in the universe - Arrakis, also known as Dune - where the Spice, the world's most precious resource, is found, capable of increasing humanity's power tenfold. As evil forces vie for control of this planet, only those who can overcome their fear will survive.

Villeneuve has created a stately and elegant mise-en-scène: there are spectacular combat images of the spectacular Fremen warriors, contrasted with the eerie calm of Dune's hostile desert, enhanced by the director's long shots. This work has a contemplative character due to the atmospheres, dialogues, silences and existential torments of the protagonists. The music composed by the legendary Hans Zimmer, combined with the female voices and tribal rhythms, accentuates this majestic side. But Dune is also an intimate film that explores the psychology of the film's hero, Paul Atreides, a young man subject to the doubts of the extraordinary destiny that awaits him.

By bringing together all these ingredients, Villeneuve has created a masterpiece of science fiction, which will be entitled to a sequel to explore the rest of writer Frank Herber's complex universe.

Link to the movie trailer: https://www.youtube.com/watch?v=8g18jFHCLXk

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The film Dune, the second film adaptation of Frank Herber's eponymous saga, was released on 15 September 2021 in cinemas. The film cost nearly $165 million and features a prestigious cast including Zendaya, Oscar Isaac, Timothée Chalamet, Josh Brolin, Javier Bardem and Rebecca Ferguson.

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Ekaterina

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Ekaterina Pustozerova

Since engagement management is one of the top trends in human resource management, it is first necessary to take a quick look at this concept and other trends in it. N. Thom describes HRM as part of managing an organization to achieve the strategic goals of a company with the help of its people. In addition, the author describes the functions of HRM, both interdepartmental and processional. The second type includes engagement management.

Engagement - is one of the most important factors of company's success nowadays

Engagement research began in the late 20th century, and was originally related to psychology. E. Lawler and R. Kanungo were among the first researchers of this topic, and Kanungo gave the following definition of involvement: "Involvement is the psychological identification of a person with work, when it is considered conducive to meeting needs and expectations". W. Kahn combined several concepts, such as mindfulness, intrinsic motivation, into the definition of personal engagement - directing personal energy to physical, cognitive and emotional work to achieve a result and establish a connection. W. Schaufeli and A. Bakker focused their research on the definition of engagement in the organization. They defined work engagement as a positive work-related state characterized by three components - vigor, absorption, and dedication. Finally, J. Word and S. Park characterize engagement as the degree of active participation of a person in work and its necessity for his dignity and status.

Engagement is influenced by many factors at once. One of the first models to describe this impact is the job demands-resources (JD-R) model. A. Bakker and E. Demerouti in the late 2000s showed that job demands and job resources affect employee engagement. Job resources ensure the development of the employee, his well-being, and, accordingly, the engagement increase. At the same time, excessive job demands force a person to expend their energy and, on the contrary, ensure burnout of employees. However, the requirements corresponding to the capabilities of the employee are a factor increasing the engagement. Therefore, the researchers deduced the following pattern: by increasing the number of job resources and maintaining the required level of job demands, it is possible to increase the engagement of personnel.

Then the JD-R model continued to be expanded by a large number of authors who introduced their own classifications of factors. J. Word and S. Park combined the studied factors into three categories: demographic, managerial and institutional. Demographic factors include gender, age, education. However, these factors have the least impact on engagement. Managerial factors consist of intrinsic and extrinsic motivation, job tenure, and employee's tasks. Intrinsic motivation increases engagement most strongly (in the long term), while a rigid and directive system of employee management decreases it. An increase in institutional factors such as the size of the organization, or bureaucracy, lead to a negative impact on engagement.

Engagement is important in work as well as in study

L. Fletcher and a group of researchers divide the antecedents of engagement into four categories: personal, job, organizational (team) and leadership (management) factors. Hence, according to the authors, each antecedents leads to increased engagement. The first category includes personal resources, efficiency, motivation, and social motives. Job factors imply what is associated with the position and tasks of the employee: autonomy, social support, the possibility of development and active work with employees as a work resource. Organizational factors are focused on the work team. This includes organizational support, strong group identity, a safe mental climate, and developmental HR management. Management factors consist of leader support and a leadership style focused on relationships and connections.

Example of using engagement in real life - training for students and employees

By creating an optimal environment in an organization with changed factors that influence engagement, it can be managed. This can be done in a variety of ways. A. Bakker and S. Albrecht propose four main methods: selection, organizational socialization, performance management and development. With the help of selection, organization can initially hire involved employees who will not only fit the job responsibilities, but also fit into the corporate culture. By using a variety of selection methods such as one-to-one interviews, personality tests, assessments, a suitable recruiting candidate can be selected. Organizational socialization means increasing the engagement of the new employee. This includes psychological safety, meaningfullness, psychological availability. A well-functioning performance management system can also affect engagement as employees see their results and feel feedback from it. To do this, it is necessary to set specific achievable goals, provide feedback and recognition, and conduct an appraisals. The last method of engagement management considered by these authors is employee training and development. This will allow to find the optimal balance of job demands and resources, to optimize personal resources through training and education.

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Since engagement management is one of the top trends in human resource management, it is first necessary to take a quick look at this concept and other trends in it. N. Thom describes HRM as part of managing an organization to achieve the strategic goals of a company with the help of its people.

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The impact of sport sponsorship on the brand image of a sport club

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The impact of sport sponsorship on the brand image of a sport club

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Lucas

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Lucas BRUNO

INTRODUCTION

Sport has always been an integral part of our daily lives. Sport brings people together and allows them to share a moment and a common interest with many people. Today, professional sport is a market in its own right, and the management of a sports club is similar to that of a business. The search for a sponsor is extremely important for a club because it brings visibility, and of course more or less consequent incomes that impact the management of the club.

The marketing and sponsoring strategy of a sports club has become extremely important with regard to the income that it can bring to the club. For example, a soccer club like PSG gets about 60% of its revenues from merchandising, i.e. the sale of shirts and merchandising products.

In fact, since 2000, sponsorship amounts have been growing steadily to reach 2.5 billion euros in 2020 in France, despite a sharp drop due to the pandemic. Sponsorship spending reached $65.8 billion worldwide in 2018.

In a one hand, sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property.

In another hand, sport sponsorship is a powerful and impactful marketing technique. It consists of the association between a company (sponsor) and a sport club or event (sponsee). The main goal of this partnership depends on the party of the equation:

Sponsor: he aims to generate brand awareness and customer loyalty.

Sponsee: his main objective is to find a financing source.

According to Derbaix, sponsorship is a technique that consists, for any organization, in creating or directly supporting a socio-cultural event independent of itself and in associating itself with it through the media, in order to achieve marketing communication objectives.

Sports sponsorship began in the second half of the 19th century and more precisely in 1861 when the catering company Spiers & Pound financed the first tour of the British national cricket team in Australia.
Today, at the global level, sports sponsorship is estimated at more than 30 billion euros with an annual growth rate of more than 10%. There is also an increase in sports sponsorship investment, especially in 2020 thanks to the Tokyo Olympics, which has resulted in a 5% increase in investment over 2019. In addition to the Olympics, sports such as the NFL, NBA, and MLB, as we will see later, are the main driver of growth with $18.8 billion invested in 2020 with an annual growth of 4.6% since 2011.

On the other hand, we can see that the most profitable sports are soccer, and in particular the 20 biggest European clubs, such as PSG, Real Madrid, FC Barcelona, Manchester United, Bayern Munich. Another profitable sport is MLB (Major League Baseball) which is a North American sports organization with 2 leagues: the National League and the American League. The MLB is the highest level in the current baseball hierarchy. The best teams of the MLB are for example, the Atlanta Braves, the Chicago White Sox, the Milwaukee Brewers.

Then, the NFL (National Football League) is the sport that generates the third largest source of revenue. The NFL is the association of professional American soccer teams, enrolling 32 teams. Among them, the most important are the Arizone Cardinals, the New England Partiots and the Green Bay Packers. Finally, the NBA (National Basketball Association) is the 4th most profitable sport in 2019. The NBA is composed of 30 teams such as the Chicago Bulls, Los Angeles Lakers and Golden State Warriors.

For a few years now, a new form of sports sponsorship has emerged: eSport sponsorship. In fact, brand investments in eSports are estimated to reach nearly $800 million in 2020, with a 23.1% growth compared to 2019.

According to a study by Abreu Freitas released in the Scientific Research Journal, here is a diagram explaining the benefits of sponsorship in eSports.

According to Watin-Augouard, "Sports sponsorship, meanwhile, is becoming increasingly important as sport itself becomes a societal issue," (Watin-Augouard, 2012, p16).

It is thus thanks to information and communication technologies that sport has become so important. Indeed, the sports events are much more retranscribed thanks to the screens and thus benefit from a much wider audience.

Today, sport has taken on a very commercial side that can divert it from its initial societal objective.

In his book entitled "La tyrannie sportive: théorie critique d'un opium du peuple", Brohm explains that "in its institutions, its practices, its techniques, its spectacles, sport has now become a global goods" (Brohm, 2006, p9).

He also denounces that "the world sports competition is now a fierce war between the different rates of productivity and the different levels of scientific, technological and economic investments of the muscle factories".

This will therefore impact on the one hand the ethics of sport and therefore the image of sport and the players, the companies linked to sport through sponsorship, but it will also impact on the health of athletes.

We can nevertheless nuance these remarks and find several advantages to commercial sportivization.

In fact, according to Patrick Mignon, "That soccer becomes a business, or the club a company, perhaps has advantages and there is a virtuous scenario of its economic rationalization."

The money invested in soccer allows the improvement of the show and the game by the presence of talented foreign players, which attracts spectators.

Then we understand the economic interest of sport. A club with a good financial management will be able to invest more easily for its supporters, in infrastructures and merchandising, and to keep its fans loyal. The investment will also go through the purchase and resale of players, but especially the acquisition of talented players with a strong image and reputation. This will not only attract other spectators but also sponsors who will see the potential value and return on investment thanks to these players. This will increase the capital of the club which will allow it to make even more investments and therefore to buy other players and attract new sponsors always more powerful.

In order to study one of the greatest successes in sports sponsorship, we will take the case of Red Bull. Indeed, Red Bull is an Austrian company marketing energy drinks under the Red Bull brand. Sports sponsorship is at the heart of Red Bull's strategy. Today, Red Bull owns 2 Formula 1 teams: the group bought Jaguar and renamed the team Red Bull Racing, then, also bought the Minardi team and renamed it Toro Rosso. At the end of the year, Max Verstappen, a Formula 1 driver from the Toro Rosso team, won the Formula 1 world championships, further demonstrating the group's success in the sports industry through its massive investments.

The group also owns several soccer clubs such as FC Red Bull Salzburg, RB Leipzig, New York Red Bulls, Red Bull Bragantino and Red Bull Ghana.

Red Bull is also known for sponsoring impressive projects such as skydiving and the Red Bull Stratos project of the highest free fall jump of 39,376 meters with Felix Baumgartner. This event was viewed by several million people. Beyond sports and extreme sports, Red Bull also sponsors eSports as seen above. Since 2011, Red Bull has sponsored eSport athletes such as Gotaga, Choi Ji-Sung, David Walsh and others.

There are many examples of failures in sports sponsorship. First of all, some partnerships between athletes and brands have failed due to bad behavior on the part of the athlete. The image of the club and the sponsor are at stake, and therefore, in case of bad reputation, the contract between the brand and the ambassador can be broken. This was the case between Dan Carter and the Land Rover brand after the rugby player got drunk. The case was also seen in tennis when Maria Sharapova tested positive during the 2016 Australian Open. As a result, Nike, Porsche and Tag Heuer broke their contracts with the sportswoman.

On the other hand, there is also a risk for the sponsored club or athlete in certain situations where the sponsor could harm them. This can be the case when a sponsor is present in many competitions or sporting events and one can then see a distortion of the sport in the face of commercial profits but also a manipulation of the competition or the image of the club. Another risk for the sponsor is the strong pressure put by the sponsor on the sports results which can lead to doping, overtraining, but also corruption in order to obtain the expected result. Less common, but plausible, would be the risk that the sponsor is linked to the crime for whatever reason, which will have a strong impact on the image of the sponsored club and can therefore drastically reduce its attractiveness. We can take the very current example of the war that has been declared between Russia and Ukraine. Indeed, we will be interested in the impacts of this tragic event on the sports industry. First of all, it has been decided that the final of the Champions League 2022 will not take place in St. Petersburg as it was initially planned. This will have an impact on one of UEFA's main sponsors, the natural gas supplier GAZPROM, a Russian company which is not only a UEFA sponsor but also the main sponsor of the German soccer club Schalke 04 for 15 years. As far as Formula 1 is concerned, the Russian GP, scheduled in Sochi, has been cancelled. Political and demographic events can therefore have an impact on an entire industry and can force clubs, sportsmen and sponsors to make important strategic decisions quickly in order to limit the negative impact on their brand image.

CONCLUSION

According to this theory, the position in the ranking, as well as its durability (2/3 years minimum) can impact the attractiveness of the clubs and can prevent them from retaining key players and their commercial partners, such as sponsors. This means that teams that are ranked low and/or do not qualify for major competitions will see their attractiveness diminish which will subsequently impact their ability to find a sponsor or maintain current sponsor funding. It will also impact the ability of clubs to attract high potential players or to keep the important players already present at the club. It will therefore make it more difficult to get into major competitions or the top of the national ranking and so on. This theory is valid for all sports and on all continents.

We can think that when the club is involved in major European competitions and therefore attracts important sponsors, the sponsor impacts more greatly the image of the club and is therefore more easily recognizable for the fans. Conversely, when the club is in sporting difficulties and therefore attracts fewer sponsors, and therefore chooses a sponsor "by default" which may be further away from the identity of the club and may therefore lead to a loss of identity of the latter.

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The impact of sport sponsorship on the brand image of a sport club

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INTRODUCTION Sport has always been an integral part of our daily lives. Sport brings people together and allows them to share a moment and a common interest with many people. Today, professional sport is a market in its own right, and the management of a sports club is similar to that of a business.

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Meroda

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Are you interested in Fashion? Take a look at an Icon Chanel show and its history For the first time in decades - a Chanel show took place in Moscow. The French fashion house brought to the Russian capital the Métiers d’Art collection. A huge rectangular podium was built specifically for the show…

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As life is too short for diets, we will present you Frankfurt's hidden gems for food that you shouldn't miss. Our authors, Alicia and Robin, who fell in love with Frankfurt during their studies and decided to stay for a little longer, will present you their favorite spots to enjoy a good bite. Cheers!!
ZWISCHENRAUM
Is there anything more wonderful than delicious aperitivo platters? At Nordend, you can get delicious fruit bowls, homemade dips and spreads every day from 10 a.m. - much of it vegan and with real aperitivo flair! Of course, the right drinks for the moment may not be missing. Here you can start the day in a great atmosphere.

Bornheimer Landstrasse 64

Frankfurt | Nordend

@zwischenraum64

ELAINE'S DELI
It's the weekend, the sun is shining to the fullest, we're sitting on the terrace of our favorite café sipping our latte macchiato. My personal favorite: The Mango Bowl with their home-made signature granola!

The relaxedness of the guys, who serve sandwiches, chia pudding, good coffee and the really cool interior with dried flowers distributed throughout the room makes you feel good immediately. During the summer months, they even use their sunny terrace to organize the legendary "Bam Bam Session", a casual daydrinking event with soft techno and house beats. A must!

Taunustor 1-3

Frankfurt-Innenstadt

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The best food spots in Frankfurt // Alicia

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As life is too short for diets, we will present you Frankfurt's hidden gems for food that you shouldn't miss. Our authors, Alicia and Robin, who fell in love with Frankfurt during their studies and decided to stay for a little longer, will present you their favorite spots to enjoy a good bite.

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As life is too short for diets, we will present you Frankfurt's hidden gems for food that you shouldn't miss. Our authors, Alicia and Robin, who fell in love with Frankfurt during their studies and decided to stay for a little longer, will present you their favorite spots to enjoy a good bite.

Highly praised by Frankfurters. The name Mori (forest) and Ki (universal life energy) emphasize the fusion restaurant's close ties to nature. At Moriki, high quality meets creative cuisine. And the result is impressive! Here you can enjoy your typical Japanese sushi in fine dining look in an urban atmosphere.

The concept at Moriki is as follows:

"if you lift your gaze, you see no boundaries." JAPANESE PROVERB, the name characterises chef the duc ngo's close-to-nature and holistic interpretation of modern pan-asian crossover cuisine. Experience the boundless creativity and finesse of refreshing japanese fusion cuisine in a casual urban setting.

Taunusanlage 12
Frankfurt | Westend
@morikifrankfurt

The careful use of unadulterated, high-quality ingredients and respect for the work of the producers is the credo of sustainable moriki cuisine.

Carefully selected regional products, combined with pan-Asian and international delicacies, brought to the point in a creative and balanced way. all in the spirit of a conscious diet that combines enjoyment and health.

The moriki was named one of the "25 places to go" in 2014 by the new york times.

Dinner @morikifrankfurt

Shakshuka is actually always good. For breakfast, brunch, lunch or in the evening.

Shakshuka is best known as a hearty breakfast classic from Israel. The dish actually originated in North Africa. The name, which comes from Arabic, stands for "mixture". Tomatoes are mixed with peppers, spices and eggs. Cooks experiment with both classic and unusual ingredients, giving the actually uncomplicated recipe new flavourful twists time and again. Whether traditional or modern, the best versions have a well-seasoned base, some spiciness and a creamy consistency.

In Frankfurt, the restaurant Bar Shuka stands out directly.

Those who come here don't just come for the good food, but also for the atmosphere. Bar Shuka mixes cordiality with a pinch of balagan. With exciting-sounding dishes (Sabih yourself in a million ways: crispy aubergine, mango puree, baby potatoes and homemade Shalom sausage), the restaurant in the Bahnhofsviertel makes you want to hopefully sit down at a big table with good friends again soon to feast through the menu together.

Niddastraße 56
Frankfurt (Bahnhofsviertel)
@barshuka

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The best food spots in Frankfurt // Robin

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As life is too short for diets, we will present you Frankfurt's hidden gems for food that you shouldn't miss. Our authors, Alicia and Robin, who fell in love with Frankfurt during their studies and decided to stay for a little longer, will present you their favorite spots to enjoy a good bite.