Fiche de révision : Communication et Stratégies en Sport et Événementiel

📋 Plan du Cours

1. Email communication best practices
2. Handling customer complaints and product returns
3. Presentation requirements and timing
4. Sports event facts and gender equality in sport
5. Sports terminology and game rules
6. Cultural etiquette and its importance
7. Building meaningful workplace relationships
8. Brand awareness and marketing strategies
9. Impact and audience engagement of major sports events
10. Olympic Games unique features and fan experiences
11. Using storytelling in sports marketing campaigns
12. Sports rules and scoring systems

📖 1. Email communication best practices

🔑 Notions clés & Définitions

• Informally : Here’s the report you asked for.
• In-class writing : Tuesday, 3rd February 2026 (20 minutes).
• HOMEWORK : Assignments given to students to complete outside of class to reinforce learning, such as practicing storytelling or email writing.
• The table below : THE USE OF PHRASAL VERBS IN EMAILS March 26B1A 30 ANGLAIS PROFESSIONNEL Phrasal verbs are often used in informal emails as well as spoken English.

📝 Points essentiels

• Spam refers to unsolicited or irrelevant messages sent over email, often for advertising purposes.
• An email attachment is a file sent along with an email message to provide additional information or documents.
• Effective email communication requires appropriate language style and use of useful expressions to convey messages clearly.
• Using phrasal verbs correctly in emails enhances professionalism and clarity.

💡 À retenir

Mastering specific email vocabulary, language styles, and expressions is essential for clear and professional business communication.

📖 2. Handling customer complaints and product returns

🔑 Notions clés & Définitions

• VOCABULARY : OPTIONS FOR CUSTOMERS Complete the gaps below with the correct words.
• More formally : A communication style characterized by polite and professional language appropriate for business contexts.
• Product return system : Section 20 Product Return System Solution for Distributors | Advotics RETURNING A PRODUCT Match the reasons to return a product after purchase.

📝 Points essentiels

• A product return system matches reasons for returns with appropriate solutions to streamline distributor processes.
• Using polite and clear expressions such as 'Would you like to...' helps manage customer interactions effectively.
• Role play scenarios simulate real customer and sales assistant interactions to practice complaint handling and returns.
• November 25 B1A 27 ORAL PRODUCTION: ROLE PLAY Work with a partner. Choose one of the scenarios below. One person should be the customer, the other the shop /sales assistant. Role play the chosen scenario. You can use the expressions and vocabulary from this lesson to help you.
• November 25 B1A 24 WISHES & DESIRES – Want & Would like
• Both want and would like, as verbs, mean to desire or wish for something.
• Talking up and talking down – depending on your audience / person in front of you
• Want suggests a demand / something urgent.
• Would like is a more polite and formal way of expressing what you want.
• Examples:
• I want to speak to your store manager. (could be urgent and demanding)
• I would like to speak to you in private. (more polite)
• Tips!
• If you’re talking to a (new) client, your customer or your boss, use ‘would like’ to be polite.
• If you’re talking to friends or family, you can use ‘want’
• If you’re writing a sales page or website text, you can use ‘want’ (You want to lose weight? | Want to earn more money?)

💡 À retenir

Effective handling of complaints and returns relies on clear communication and structured return processes.

📖 3. Presentation requirements and timing

🔑 Notions clés & Définitions

• Duration : Allocated time for the presentation, consisting of 12 minutes for the main presentation plus 3 minutes for a question and answer session.
• The L.A. Olympics 2028 : A case study focusing on the challenges involved in organizing the 2028 Olympic Games in Los Angeles.
• Green Game and Sustainability : A case study examining environmental sustainability and ecological considerations in two Olympic Games.

📝 Points essentiels

• Case study presentations require clear and audible delivery, balanced analysis, and active engagement with the audience.
• Presentation duration is strictly 12 minutes plus 3 minutes for Q&A, with marks allocated for delivery, content evaluation, teamwork, and use of visual aids.
• Grading criteria include clarity of speech, adherence to timing, audience interaction, quality of analysis and evaluation, teamwork coherence, and appropriate use of visual aids.

💡 À retenir

Successful presentations balance high-quality content with clear delivery and strict adherence to the allocated timing.

📖 4. Sports event facts and gender equality in sport

🔑 Notions clés & Définitions

• Venue : Location where a sporting or other event takes place.
• Example : Lille Olympic Sporting Club's Marketing team creates its own marketing campaigns aimed at promoting the club's ticketing and merchandising activities, with the aim of increasing its revenues.
• Sustainability : = the ability to maintain or support a process continuously over a period of time 9.

📝 Points essentiels

• Mega-events are defined by their size or significance, yielding extraordinarily high levels of tourism, media coverage, prestige, or economic impact for the host community, venue, or organization.
• The World Athletics Championships Tokyo 25 was notable for reaching new audiences and countries winning their first-ever medals.
• Gender equality in sport is highlighted by the inclusion and recognition of diverse athletes at major events, such as the Paris 2024 Olympics achieving full gender parity on the field of play.

💡 À retenir

Mega-events are defined by their size or significance, yielding extraordinarily high levels of tourism, media coverage, prestige, or economic impact for the host community, venue, or organization.

📖 5. Sports terminology and game rules

🔑 Notions clés & Définitions

• Already : We’ve already decided to continue with our existing partner.
• Just : Adverbe exprimant qu'une action vient de se produire très récemment.
• So far : Diplomatic activity so far has failed.
• Consolation goal : But marqué tard dans un match lorsque le résultat est déjà décidé, souvent sans impact sur l'issue finale mais pouvant influencer le moral.

📝 Points essentiels

• Connecting words like 'however' and 'but' are used to contrast or add information in sports commentary.
• A penalty in football is a direct free shot awarded after a foul, requiring specific player actions.
• Teams may have to play with fewer players if substitutions are exhausted, affecting game strategy.
• A consolation goal is scored late in a match when the outcome is already decided, often affecting morale.

💡 À retenir

Mastering sports terminology and understanding game rules improves comprehension and communication within sports contexts.

📖 6. Cultural etiquette and its importance

🔑 Notions clés & Définitions

• LIVE STORYTELLING : AUSTRALIAN OPEN AMBUSH (2019) March 26B1A 8 ANGLAIS PROFESSIONNEL Let’s watch a video .
• Apart : An expression indicating separation or distinction between two elements or concepts.
• Collective celebration : A social event where people come together to share a common experience, fostering community spirit.
• Cultural Etiquette : Why does cultural etiquette matters?

📝 Points essentiels

• Collective celebrations in sports bring people together, fostering social contact and community spirit.
• Understanding cultural etiquette is crucial for effective communication and relationship building in diverse environments.

💡 À retenir

Cultural etiquette is foundational for respectful and successful interpersonal and professional interactions.

📖 7. Building meaningful workplace relationships

🔑 Notions clés & Définitions

📝 Points essentiels

• Workplace relationships are built through regular social contact and shared experiences.
• Meaningful relationships at work improve collaboration and overall organizational effectiveness.
• PROFESSIONNEL 1. What are some of the codes of behaviour in France and other countries that you are aware of? 2. Why does cultural etiquette matters? 3. How would you describe your relationships with people whom you worked with during your internship? 4. How do you feel when meeting new people / customers in a business situation for the first time? 5. If someone at work / school asked you right now, "How was your weekend?", what could you say that would be more meaningful than, "Fine, thanks."? LISTENING COMPREHENSION

💡 À retenir

Investing in social connections at work fosters a positive and productive professional environment.

📖 8. Brand awareness and marketing strategies

🔑 Notions clés & Définitions

• Caller : The individual who initiates a telephone call to communicate with another person or department.
• Purpose : You want to enquire about their products as you are looking for a potential sports equipment supplier for your stores.
• Listening : The active process of paying attention to and understanding spoken information to respond appropriately.

📝 Points essentiels

• Brand awareness measures how well consumers recognize and recall a brand.
• Effective marketing strategies include storytelling to connect emotionally with the audience.
• Using human stories of overcoming adversity in sports marketing inspires and engages consumers.
• March 26 B1A 29 What is the storytelling? How do the sportsperson, visual, copy and slogan form the storytelling? 30 What e 31 What emotions does the sponsor want to convey here? Why do you think “Be more human” is used? What value does Gatorade try to convey in this ad using #BeLikeMike? Who is targeted? 32 What is the storytelling and how persuasive are the visual and copy? 33 What’s the storytelling? What universal theme is featured in this campaign? 34 What technique is used to tell the story in this campaign? How does the sponsor add a personal touch and connect with the audience emotionally? What universal theme is used by P&G to create a lasting impression? 35 CLICK ON THE IMAGE TO ACCESS THE VIDEO BUSINESS ENGLISH Programme: B1A 21.10.25 1 Today’s Activities 21.10.25
• REVIEW: LAST LESSON & VOCABULARY | HOMEWORK
• FOCUS: - Vocabulary - Compare & Contrast - Listening Comprehension - Modal Verbs - Effective Presentation Skills
• PREPARATION FOR YOUR PRESENTATION VOCABULARY October 25B1AANGLAIS
• March 26 B1A 27 What is the storytelling? How do the sportsperson, visual, copy and slogan form the storytelling? 28 What e 29 What emotions does the sponsor want to convey here? Why do you think “Be more human” is used? What value does Gatorade try to convey in this ad using #BeLikeMike? Who is targeted? 30 What is the storytelling and how persuasive are the visuals and copy? 31 What’s the storytelling? What universal theme is featured in this campaign? 32 What technique is used to tell the story in this campaign? How does the sponsor add a personal touch and connect with the audience emotionally? What universal theme is used by P&G to create a lasting impression? 33 CLICK ON THE IMAGE TO ACCESS THE VIDEO ADDITIONAL RESOURCE
• A to Z: Glossary of Essential Terms in Sports Marketing and Sponsorship

💡 À retenir

Storytelling is a powerful marketing tool that builds brand awareness through emotional engagement.

📖 9. Impact and audience engagement of major sports events

🔑 Notions clés & Définitions

• The Operational and Logistics Challenges : Organising the FIFA World Cup 2026.
• Audience engagement : October 25B1A 22 ANGLAIS PROFESSIONNEL Increasing Brand Exposure and Reach Creating Positive Brand Association Captivating Audience Engagement Creating Unbreakable Bonds DIFFERENCE BETWEEN SPONSORSHIP AND PARTNERSHIP Generally more transactional, typically involving financial or resource support in exchange for specific promotional benefits.

📝 Points essentiels

• Mega-events generate extraordinarily high levels of tourism and economic impact for host communities.
• Media coverage of major sports events significantly increases global visibility and prestige.
• Engaging new and diverse audiences is a key achievement of recent World Athletics Championships.

💡 À retenir

Mega-events generate extraordinarily high levels of tourism and economic impact for host communities.

📖 10. Olympic Games unique features and fan experiences

🔑 Notions clés & Définitions

📝 Points essentiels

• The Olympic rings consist of five colors: blue, red, black, yellow, and green, symbolizing global unity.
• The Olympic Games are unique mega-events with distinct traditions and global participation.
• Fan experiences at the Olympics include collective celebration and exposure to diverse cultures.

💡 À retenir

The Olympic Games uniquely foster global unity and cultural celebration through their iconic symbols and the shared experiences of fans worldwide.

📖 11. Using storytelling in sports marketing campaigns

🔑 Notions clés & Définitions

• Examples : Concrete cases of sports marketing campaigns that use storytelling, including narratives of athletes' personal journeys or live event coverage.

📝 Points essentiels

• Storytelling in sports marketing often involves narratives of rejection, frustration, and overcoming odds.
• Using a sportsperson's personal journey creates emotional connections with the audience.
• Inspirational marketing campaigns motivate fans and enhance brand loyalty.
• March 26 B1A 27 What is the storytelling? How do the sportsperson, visual, copy and slogan form the storytelling? 28 What e 29 What emotions does the sponsor want to convey here? Why do you think “Be more human” is used? What value does Gatorade try to convey in this ad using #BeLikeMike? Who is targeted? 30 What is the storytelling and how persuasive are the visuals and copy? 31 What’s the storytelling? What universal theme is featured in this campaign? 32 What technique is used to tell the story in this campaign? How does the sponsor add a personal touch and connect with the audience emotionally? What universal theme is used by P&G to create a lasting impression? 33 CLICK ON THE IMAGE TO ACCESS THE VIDEO ADDITIONAL RESOURCE
• A to Z: Glossary of Essential Terms in Sports Marketing and Sponsorship
• March 26 B1A 29 What is the storytelling? How do the sportsperson, visual, copy and slogan form the storytelling? 30 What e 31 What emotions does the sponsor want to convey here? Why do you think “Be more human” is used? What value does Gatorade try to convey in this ad using #BeLikeMike? Who is targeted? 32 What is the storytelling and how persuasive are the visual and copy? 33 What’s the storytelling? What universal theme is featured in this campaign? 34 What technique is used to tell the story in this campaign? How does the sponsor add a personal touch and connect with the audience emotionally? What universal theme is used by P&G to create a lasting impression? 35 CLICK ON THE IMAGE TO ACCESS THE VIDEO BUSINESS ENGLISH Programme: B1A 21.10.25 1 Today’s Activities 21.10.25
• REVIEW: LAST LESSON & VOCABULARY | HOMEWORK
• FOCUS: - Vocabulary - Compare & Contrast - Listening Comprehension - Modal Verbs - Effective Presentation Skills
• PREPARATION FOR YOUR PRESENTATION VOCABULARY October 25B1AANGLAIS

💡 À retenir

Storytelling in sports marketing often involves narratives of rejection, frustration, and overcoming odds.

📖 12. Sports rules and scoring systems

🔑 Notions clés & Définitions

• SUBJECT : New office Hi John, How are things?

📝 Points essentiels

• Sports have defined scoring systems that determine how points or goals are counted.
• Game rules include regulations on player substitutions and penalties.
• Teams must adhere to substitution limits; exceeding them affects gameplay and strategy.
• Penalty rules specify conditions under which penalties are awarded and executed.

💡 À retenir

Understanding detailed sports rules and scoring systems is essential for fair play and strategic success.

📅 Repères chronologiques

📊 Tableaux de Synthèse

Mega-events Impact Comparison

Communication Styles in Customer Service

⚠️ Pièges & Confusions Fréquentes

1. Confusing sponsorship with partnership, assuming they are the same.
2. Misunderstanding cultural etiquette as only formal manners.
3. Overlooking the importance of timing in presentations.
4. Ignoring the role of storytelling in sports marketing.
5. Misinterpreting the rules and scoring systems in sports.
6. Using inappropriate language style in formal emails.
7. Neglecting audience engagement strategies during events.

✅ Checklist Examen

1. Review key dates and their significance.
2. Compare impact of mega-events on tourism and media.
3. Understand the importance of cultural etiquette.
4. Practice handling customer complaints professionally.
5. Master sports terminology and rules.
6. Develop effective storytelling techniques.
7. Plan audience engagement strategies.
8. Analyze marketing campaigns' emotional appeal.
9. Prepare for presentation timing and delivery.
10. Differentiate sponsorship from partnership.