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Summary THE BENEFITS OF SPORTS RELATED ACTIVITY The benefits of using sport to deliver business objectives Credibility Emotional buy-in The benefits of sports-based marketing The advantages/disadvantages of sponsorship Advantages Disadvantages The A-ERIC Model Association Exposure Relationships Integrated communication SETTING OBJECTIVES The five common failings in objective development Objectives delivered through sport Increasing sales Developing customer loyalty Growing brand awareness Developing new markets Internal communications/motivation Improving staff recruitment Developing business-to-business relationships Launching new products Broadening the customer base Developing community relationships Broadening distribution Developing product knowledge Reassuring the financial community Good Citizenship Development of post-merger identity Miscellaneous Changing/revitalising brand image Case Study: Flora London Marathon Background Objectives Implementation Evaluation On going activity Multiple objectives SPONSORSHIP STRATEGY The internal audit Products Market Values Communication The role of agencies within the strategy The different types of agency Sponsorship selling agencies Implementation agencies Strategic agencies Specialist agencies Sponsorship objectives Consumer Objectives Developing the sponsorship strategy Acquisition template Exploitation strategy Activation and tools The role of research within the strategy Determining the length of a sponsorship The development of new objectives Revitalising the association Case Study: Robinsons and tennis Background Brand range Sponsorship history Implementation The use of Tim Henman Robinsons Aces On-court branding Wimbledon activity Conclusion SETTING THE BUDGET Cross-border budget contributions Underestimating the budget Budgeting for staff time The total sponsorship cost Agency fees Opportunity costs
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Summary RESREARCH STRATEGY When should research begin? Choosing an agency Research objectives The SIS approach Media Evaluation Consumer research Timing PRE-RESEARCH The lack of pre-research in sponsorship Six initial steps The target audience Matching the target audience to the sport Tennis by demographics Cross border differences in sports’ profiles Matching the sport to the desired brand image Assessing the popularity of a sport Researching competitor/co-sponsor activity Benchmarking Awareness Image Miscellaneous Potential image The use of databases Target Group Index Europa Lifestyle profiling Geodemographic profiling Combining different databases Data from the general market research community Identifying a suitable property FINDING AND ASSESSING THE PROPERTY Property searches Focus group studies Advantages/disadvantages of focus groups and studio tests Advantages Disadvantages The Sport+Markt approach to the use of studio tests Property evaluation Predicting media value Valuation models The IEG Valuation Service Valuation methodology The role of the sports bodies Case Study: The International Olympic Committee -The Power of Brand Olympic Objectives Olympic attributes Competitive Comparison Demographics Brand opportunities Conclusion Research material from smaller sports bodies The Internet as a research tool Sporting Insights Tracking sports fans on the Internet On-line consumer panels EVALUATING SUCCESS Day after recalls/Event checks Day After Recall advantages and disadvantages Advantages Disadvantages Tracking Tracking advantages and disadvantages Advantages Disadvantages Case Study: Green Flag Sponsorship of the England Football Team Research findings Conclusion Evaluating broadcast sponsorship MEDIA EVALUATION The danger of taking media values literally Learning from media evaluation Verification Television evaluation The potential of television evaluation The IFM Medienanalysen method Event index Sponsor-index Reporting Media Reporting The hierarchy of sponsorship types The Spindex method Press evaluation The ISL method The Echo Favourability Rating Issues Messages Sources Presentation UK Press exposure -selected examples Internet evaluation Independent site traffic analysis Media value The SiS approach Monitoring and content analysis Site quality Missed opportunities Policing, compliance and cultivation Control of broadcasts Radio evaluation
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Summary SHIRT/TEAM SPONSORSHIP The range of sponsorship rights Advantages/disadvantages of shirt sponsorshop Case Study – The Sega sponsorship of Arsenal, Sampdoria, St Etienne and Deportivo La Coruna Objectives The choice of clubs Geographical location Community involvement Implementation Conclusion THE USE OF PERSONALITIES The benefits of individual endorsements Case study: Red Bull Background Objectives The choice of athletes Tiers of sponsorship Red Bull as an event organiser Team sponsorship Conclusion Case Study: Pele MasterCard Background Pele’s attributes Advertising Affinity Cards Public Relations Personal Appearances Miscellaneous Results Conclusion EVENT SPONSORSHIP Event ‘ownership’ Sponsorship tiers Event ‘Partnerships’ The benefits of partnerships Reduced rights costs Partnership tends to be limited to small brand ‘family’ Product category exclusivity Opportunities to cross promote with other partners Exclusive Packages The benefits of exclusive packages Event ‘ownership’ Increased exposure Prime hospitality facilities Trophy presentations Exclusive licensing/merchandising Rights costs are usually lower than partner costs for global ‘mega events’ Case Study: The FA Carling Premiership Background Objectives Implementation Evaluation Conclusion VENUE SPONSORSHIP Attitudes to venue sponsorship Advantages of venue sponsorship Sponsorship contracts are much longer The relationship with fans can be closer TV, radio and press credits are frequent Branding Miscellaneous Case Study: Bolton Wanderers Reebok Stadium Background The four reasons behind Reebok’s approach Objectives Integration of different sponsorship types Exclusivity Secondary Venue Rights Stand sponsorship Official beer/soft drink Official food supplier Creche sponsor Conclusion TECHNOLOGY SPONSORSHIP The benefits of technology sponsorship Technology sponsors of major events Technology and Formula One Logistical support Computer aided design Telemetry Team communications Internet/intranet Data storage Trade support in Formula One Case Study: Jordan Formula One and its technology partners Hewlett Packard Imation Lucent Technologies EMC Brother ESAT Digifone Conclusion Technology and Sailing Sailing’s technology requirements Relationship building opportunities for technology sponsors Case Study: BT and Global Challenge 2000/01 Background Objectives Technical features Development of business relationships Research into ‘virtual teams’ Conclusion Technology sponsorship in major sporting events Case Study: IBM - Nagano Olympic Winter Games 1998 Background Objectives Technology Summary Games Management Results System Commentator Information System (CIS) Official Nagano Olympic Games Website Marketing Strategy Key Olympic Marketing Programmes Olympic Technology Marketing IBM On-Site Presence Look of the Games IBM's Business Partner Executive Conference (BPEC) The Official Nagano Olympic Winter Games Web site FanMail IBM Olympic Web Site Public Broadcast Station (PBS) Ongoing Post-Games Marketing Core Leveraging Marketing Materials Leveraging Summary Research/Results Summary Conclusion BROADCAST SPONSORSHIP The advantages of broadcast sponsorship Promoting broadcast sponsorship Broadcast sponsorship and ambush marketing Bitburger and the FIFA World Cup 1998 Countering the broadcast ambusher Diminishing opportunities? The creative treatment of bumper breaks Case Study: Texaco UK - Formula One - ITV Background Objectives Programme introduction Bumper breaks Programme exit Cumulative exposure Audience figures Control of the message Pit Stop Promotion 1997 Results Broadcast sponsorship results Conclusion Sponsor-funded programming
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Summary CASE STUDY: SCHWEPPES AND FORMULA ONE Background Objectives Why Formula One? The rights package The financing Implementation Consumer promotions Trade promotions and activities Joint promotions Bottler incentives/hospitality Media advertising and sponsorship Public relations Trade incentives/hospitality Product and packaging Merchandise Internal motivation and communication Internal organisation structures Resources Evaluation Qualitative feedback Media value – television Media value – press Image transfer research Is the brand being revitalised? Does the sponsorship provide a flexible promotional platform that creates synergies? Has hospitality been levered successfully? Conclusion CASE STUDY: UPS OLYMPIC GAMES Background Objectives The media strategy Results UPS Nagano Olympics European marketing initiatives Retail Scratchcard Olympic sports legacy WinterFest Good luck cards Merchandising PR programme Advertising Broadcast sponsorship Direct mail Employee Programmes Athlete training assistance programme Founder’s day lucky draw Safety programmes Team building The call to excellence Quest to be best Running for gold Changes for Sydney Conclusion CASE STUDY: MASTERCARD - FIFA WORLD CUP 1998 Background Objectives Ten specific objectives Promotions UK retail promotion Victoria Wine JJB Sports Total Fuel and Oil Alpha Retail WH Smith World Cup Marketing Campaign Results Television Miscellaneous World Cup results Brand Research Consumer feedback Member feedback Conclusion CASE STUDY: MERCEDES-BENZ – ATP TOUR Background Objectives The sports marketing concept The Mercedes-Benz/ATP Tour concept The basic benefits package The integrated marketing concept Key visual communication Advertising Programme sponsorship Customer relations Product PR Sales promotion Trade marketing Public Relations Results Media effect Awareness Credibility Image Advertising Evaluation summary Conclusion CASE STUDY: BMW – THE SPONSORSHIP APPROACH Background Sponsored events Conclusion CASE STUDY: WHITBREAD ROUND THE WORLD RACE Background Business Challenges Personnel welfare Recruitment Branding Objectives External Internal The choice and attributes of the property Strategy Internal Exploitation Presentations Internet Newsletters/press releases Sales targets and incentives Clothing Personnel events and sailing days External exploitation Continuous marketing Education Launch/homecoming Customer and supplier events The media Sponsorship partners Evaluation Internal External Specific measurements Miscellaneous Conclusion CASE STUDY: GUINNESS AND THE 1999 RUGBY WORLD CUP Background Objectives The target market External Internal Implementation Above the line Broadcast sponsorship Advertising Promotions Off trade On trade Public relations Awareness Story placement The streaker prevention kit The 119 ½ second challenge The emergency chair lift The Pacific Islanders Trade PR Diary columns The Guinness Media Club The RWC Guide Hospitality Internal exploitation Trade loaders Signage Website Additional rugby sponsorship Guinness RWC ambassadors Miscellaneous activity Guinness head Guinness Worms Mr Blackstuff Pouring rights Double-decker buses World record roar Events On-pack branding Logo usage Results To increase consumption in priority markets France Australia South Africa Great Britain Awareness/dominant sponsor To reinforce ‘brand essence’ South Africa Great Britain Canada France Miscellaneous To create one, consistent global identity Leverage opportunities Motivation/business relationships Conclusion
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summary DATABASE MARKETING The benefits of database marketing Profile reports Creating profile reports Case study: English Football Leagues 1,2,3 profile report. Case Study: Sports Marketing Intelligence Data composition Targeting individuals General profiling Sponsorship evaluation The value to football clubs Interpreting the data Conclusion MARKETING THROUGH SPORTS PROPERTIES Affinity Marketing Low uptake of affinity schemes The potential growth Case Study: Bank of Scotland sports affinity programme The marketing programme Payment structure Royalty payments The future The marketing of Sports Properties Case Study: Olympiakos CFP Background Planning for the future Catering to the fans Affinity marketing Publishing offshoot Merchandising Sponsorship Advertising Creativity Conclusion Case Study: Rangers’ use of technology in customer relationships Background Commercially naivety Internal resistance Customer relationship management strategy Smart card systems Quality data strategy Conclusion |
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Summary The benefits of using special events Objectives Media strategy USING SPECIAL EVENTS TO ENHANCE SPONSORSHIP Case Study: UPS WinterFest Objectives Features Marketing activity Results Conclusion SPECIAL EVENTS IN ISOLATION Case Study: Ballantine’s Special Events Background Objectives ‘Molecular marketing’ Concept Results Conclusion PARTICIPATION EVENTS Consumer programmes Case Study: John Smiths Angling Championship Background Objectives Features Conclusion Creating loyalty through participation Case study: Vittel and French grass roots sport Background Sports participation in France Water consumption during sports activity Le Club Vittel Objectives Implementation 1998 Results Le Club du Sport concept Club offers Club member’s offers Conclusion Case Study: Walt Disney Italia - Topolino Sport Background Sport and the youth market in Italy Objectives The concept Marketing activity Results Conclusion Participation through the media Case Study: The Daily Telegraph Fantasy Football League Background Objectives The Concept Results Fantasy cricket Research results The introduction of sponsorship Maintaining interest Conclusion Employee programmes Case Study: Opel World Cup ‘98 Business-to-business participation programmes Case Study: Danone and Galbani Big Brand Training Camps Background Objectives Strategy Implementation Results Conclusion |
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Summary SALES PROMOTION Benefits of sales promotion Using sports-based promotions to achieve listing Case Study: Umbro - “Wahlen Sie Pélés Dream Team” Objective Implementation Results Bringing the sponsorship to life Retail Promotions Retailers as sponsors Case Study: Sainsbury’s/England National Football Team Objective Implementation Results Conclusion The potential range of collector schemes Case Study Shell - Turkey Objectives Implementation Results Generic promotional environment The link to official brands and licensed products Retailer association with an official brand The legal aspect to running promotions in Europe PUBLIC RELATIONS The potential value of press coverage Case study: Cable & Wireless Round the World Challenge. Background and objectives The event overall The novice crew The boat design Corporate hospitality Case Study: Swedish Match - The Whitbread Round the World Race Opportunities for media exposure Matching the property to PR objectives Co-ordination with other parties Internal integration The importance of timing Delivering the right message Cross Border Initiatives Generating awareness Story placement Press Hospitality Branding opportunities Self Publishing The benefits of self-publishing Case Study: Jordan Grand Prix – J Magazine Objectives Implementation Sponsorship opportunities Conclusion Photography Case Study: Schweppes Formula One - Photography CORPORATE HOSPITALITY The benefits of hospitality programmes Who should be entertained and why? Choosing the event The popularity of different events Invitations Using specialist agencies Agency credentials Financial security Hospitality packages Hospitality costs The role of the host Evaluation Case Study: Quest and Formula One Background Objectives Implementation Conclusion Case Study: Deloitte & Touche Consulting Group and Tottenham Hotspur SIGNAGE The importance of signage to sponsorship success Case Study: Johnnie Walker Ryder Cup 1997 Signage Types Perimeter signage Design Colour Size Position Case Study: 1998 Murphy’s Irish Open Message Design Environment Case study: Licher German Open Am Rothenbaum Information signage Environmental Signage MERCHANDISING The different types of merchandising Branded promotional merchandise Retail Merchandising The potential of merchandising in brand development Promotional mErchandising Case study: Philips Powerlife batteries and Euro 2000 Background Powerlife objectives Implementation Merchandise range Promotional mechanic Consumer Trade French marketing activity National promotion Customised promotions Sales results Europe overall France: Hyper Market/Super Marche Conclusion Matching the premium to the brand and sport VIP merchandising Merchandising variations within Europe Variations in consumer taste Variations in merchandise practicality Variations in the legality of merchandising The importance of quality Licensing rights Design regulations Retail merchandising Enhancing the brand Co-branded merchandising Adverse publicity Sports bodies merchandising to the fan base Football Formula One Potential merchandise sales Ferrari Merchandising online
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Summary CONTRACTS Renewal Rights Safeguarding television rights Conflicting Sponsors Adverse/reduced publicity Hospitality rights The sponsorship of a sports personality Exposure Behaviour Activities Conflicting endorsements CONTINGENCY PLANNING The safety and well being of individuals The management of information Internal communications External communications Media communications Case Study: Royal & Sun Alliance Challenge Crisis management objectives Crisis management procedures External Risks Technological risks The response to disaster Media coverage Human behaviour and adverse publicity Case Study: Française des Jeux 1998 Tour de France Drug Crisis Background The position of Française des Jeux The five-point plan Sporting considerations Internal risk assessment Insufficient lead-time Project resourcing Access to funds Senior management buy-in Lack of global sponsorships AMBUSH MARKETING Definition Unauthorised use An event Without permission of the owner The different types of ambushing. 1. Promotional advertising or activities at the event This has already been referred to above. 2. Purchase and use of television coverage 3. Airing of television commercials during sponsored events 4. Sponsorship of individual teams or athletes rather than entire sporting contests 5. Contest or sweepstakes surrounding an event 6. Charitable donations allegiances 7. Congratulatory and salutatory messages The role of research in policing ambush marketing Conclusion INSURANCE What is insurable? Public liability Balance sheet protection Over redemption Death and disgrace Cover of performers The cover of an event/property |
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Summary MEDIA OWNERSHIP The rise of Vivendi The Murdoch expansion SPORTS RIGHTS ON PAY-TELEVISION Subscription television Pay-per-view Italy Costs Spain UK France Germany Sweden Conclusion SPORTS BROADCASTING REGULATIONS Listed Events Greece Spain Sweden The UK Belgium – Flemish Community Belgium –French Community The Netherlands Germany Portugal Denmark Italy Ireland Austria Sweden, Finland, Spain and Luxembourg Conclusion THE IMPACT OF NEW MEDIA AND TECHNOLOGY Projected changes to sports broadcasting Interactive television The BSkyB interactive service The Canal Plus Formula One Supersignal Conclusion Virtual advertising Current potential The benefits compared to traditional event branding Who owns the rights? Virtual product placement Can it be regulated? The EBU 12-point memorandum Commercial potential/dangers The Internet Growth rates in Europe Opportunities for marketing Case Study: Kabel New Media - ATP Tour Background Features Sponsorship Regional filters Visitor profile Mercedes-Benz’s extension of ATP sponsorship The Lucent Technology partnership LucentVision maps Lucent Technologiy’s plans Branding on the Internet Leveraging the banner and reflecting the brand Case Study: Injini’s online promotional games Concept Participation mechanic Ancillary activity Revenue generation Conclusion The Future of sports broadcasting Programme delivery Mobile communications and sport Worldzap Case Study: Vodafone and Manchester United The impact of communications technology on sponsorship Changes to the viewing experience The effect on television rights Off-screen-purchasing technology Personal Video Recorders and the Electronic Programme Guide The implications for brand marketing |
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