Cannes Lions: Sports Power!

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Cannes Lions: Sports Power!

  1. Rodrigo Rivellino CEO Aktuell
  2. #Sports_Power how to develop a relationship platform from a sporting event
  3. sports don’t sell
  4. has never sold a shoe
  5. basketball has never sold a shoe
  6. has never sold a television
  7. football has never sold a television
  8. has never sold a cellphone
  9. tennis has never sold a cellphone
  10. have never sold a car
  11. the olympics have never sold a car
  12. so why the sports market revenue is expected to be 141 billion FONT: CMO COUNCIL in 2012 ?
  13. quality sales ≈ adequation because sales is the direct consequence of quality and adequation of the offer.
  14. and sport is an excelent vehicle to disseminate and qualify this offer.
  15. sport is passion
  16. sport is movement
  17. sport is emotion
  18. sport is to overcome
  19. it is more profitable than any traditional media because it gives the message all these atributes, making it less invasive and more friendly.
  20. sports can help you sell
  21. W J A
  22. W J When it comes to sport marketing, A Just do it if the context is adequate for your brand.
  23. but one thing is right: in the vast world of sports, it`s easy to find a good context
  24. sports are the best way to create relationship, they can be segmented into an infinity number of niches:
  25. social regions attitude class lifestyle genre age
  26. the objectives must be clear aggregate the sport’s values to the brand endomarketing activation contests brand exposure competitive differential market and trade relationship promotional theme to adjust the sponsorship correctly.
  27. mass sports Forbes List of Most Valuable Sporting Event Brands in 2010: 1. Super Bowl - Brand Value of $420 million 2. Olympic Games (Summer) - Brand Value of $230 million 3. FIFA World Cup - Brand Value of $120 million 4. UEFA European Football Championship - Brand Value of $110 million 5. Major League Baseball World Series - Brand Value of $106 million 6. Daytona 500 - Brand Value of $100 million 7. Olympic Games (Winter) - Brand Value of $93 million 8. NCAA Men's Final Four - Brand Value of $90 million 9. Major League Baseball All-Star Week - Brand Value of $75 million 10. Kentucky Derby - Brand Value of $67 million
  28. niche sports
  29. niche sports Global Champions Tour
  30. how to transform a niche event into a marketing oportunnity for brands?
  31. how to transform a niche event into a marketing oportunnity for brands? > see your sporting event as a product > develop a business plan > search for partners > attract your audience and the media
  32. see your sporting event as a product core > luxury
  33. develop a business plan how to comercialize the event? gastronomy fashion music relationship
  34. search for partners sponsorship shares gastronomy fashion music relationship
  35. attract your audience and the media niche > mass horse show > entertainment
  36. that’s what we do with A.O.I.H.S. and that’s why we still sell all the sponsorship shares and attract U$15million in spontaneous media.
  37. “ Champions aren't made in the gyms. Champions are made from something they have deep inside them -- a desire, a dream, a vision. Muhammad ali - the greatest boxer of all time “
  38. Thank you! Rodrigo Rivellino @rrivellino rodrigo.rivellino@aktuellcomunicacao.com
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