1. Rodrigo Rivellino
CEO Aktuell

2. #Sports_Power
how to develop a relationship
platform from a sporting event

4. sports
don’t
sell

5. has never
sold
a shoe

6. basketball
has never
sold
a shoe

7. has never
sold
a television

8. football
has never
sold
a television

9. has never
sold
a cellphone

10. tennis
has never
sold
a cellphone

11. have never
sold
a car

12. the
olympics
have never
sold
a car

13. so why the sports market
revenue is expected to be
141
billion
FONT: CMO COUNCIL
in 2012 ?

14. quality
sales ≈ adequation
because sales is the direct consequence
of quality and adequation of the offer.

15. and sport is an excelent
vehicle to disseminate
and qualify this offer.

16. sport
is
passion

17. sport is
movement

18. sport
is
emotion

19. sport is
to overcome

20. it is more profitable than any traditional
media because it gives the message
all these atributes, making it less invasive
and more friendly.

21. sports
can help
you sell

22. W
J
A

23. W
J
When it comes to sport marketing, A
Just do it
if the context is adequate
for your brand.

25. but one thing is right:
in the vast world of sports,
it`s easy to find a
good context

26. sports are the best way to create relationship,
they can be
segmented into
an infinity
number of niches:

27. social
regions attitude class
lifestyle genre age

28. 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.

30. 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

31. niche sports

32. niche sports
Global Champions Tour

33. how to transform
a niche event into
a marketing
oportunnity
for brands?

34. 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

35. see your sporting event as a product
core > luxury

36. develop a business plan
how to comercialize the event?
gastronomy fashion music relationship

37. search for partners
sponsorship shares
gastronomy fashion music relationship

38. attract your audience and the media
niche > mass
horse show > entertainment

39. 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.

40. “ 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
“

41. Thank you!
Rodrigo Rivellino
@rrivellino
rodrigo.rivellino@aktuellcomunicacao.com