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USPA presentation - FIP 2018 General Assembly
- 1. FIP Sponsorship Value through U.S. Polo Assn. Relationship
- 2. Building Brand Value Thru Public Awareness
- 3. 3-YEAR MARKETING STRATEGY 1 DEVELOP A UNIFIED VOICE, LOOK AND FEEL 3 BUILD WORLDWIDE PUBLIC AWARENESS FOR BRAND AND SPORT 2 CAPITALIZE ON THE BRAND’S AUTHENTICITY
- 4. Global Broadcast Exposure • Global Footprint: • 266 M Households * • 65 Countries • 20 Languages *(155M Eurosport, 11M Eurosport Asia, 100M DSport)
- 5. Broadcast Viewership 1.6M Households 1.3M Households Total: 2.9M+ VIEWERS 2017 2018
- 6. SIGNIFICANT GLOBAL VIEWER GROWTH 01 2.3 04 2.1 2.3(2) 00 01 00 01 05 6.7 10 2013 2014 2015 2016 2017 2018 2020 Target Domestic Viewership(1) (M) Global Viewership (M) 2 U.S. Broadcasts 4 U.S. Broadcasts 2 U.S. Broadcasts 3 U.S. Broadcasts 1 U.S. & 2 Global Broadcasts 1 U.S. & 2 Global Broadcasts3 Media + Broadcasts 1. Domestic viewership based on TVEyes subscription, a media monitoring suite to measure TV broadcast. 2. One additional global broadcast, estimating 2.3M 3. Additional re-airs on CBS Sports Network bringing total viewership to 7M
- 7. 2016-2018 FIP Brand Digital/Print Impressions PRINT ADVERTISING 2.4M Distribution Reach9.3M Total Digital Impressions Digital & Social Media PR DISTRIBUTION PLAN (Press Releases) 1k Media Outlets
- 8. What is an Impression? A Marketing Term – “Impression”, refers to the point in which an ad is viewed once by a visitor, online or offline. Impressions are important because they often are the first interaction between a prospective customer and a brand. They also “feed the funnel”…
- 9. Feeding the Funnel ENGAGEMENT RESEARCH CONSIDERATION JUSTIFICATION BUY Impressions are used to cast a wide, qualified net that help engage a prospective audience throughout the purchase funnel. We use impressions to help: - Drive brand awareness & exposure - Support key pillars in the purchase funnel - Inform and build and audience
- 10. FIP/U.S. Polo Assn. Sponsorship Value in USD • 2016 $ 125,000 • 2017 $ 125,000 • 2018 $ 100,000 • 2019 $ 100,000 • 2020 $ 100,000 Total Value: $ 550,000 5 Year Partnership Contract Commitment U . S . P O L O A S S N .
- 11. CUSTOM APPAREL AND EQUIPMENT PROGRAM Jerseys, Equipment Bags, Hats, Vests and Shirts 2016 FIP European Championship 411 items 2017 FIP World Polo Championship Zone Playoffs 734 items 2017 FIP World Polo Championship 453 items 2018 FIP Ambassador Cups 791 items 2018 Buenos Aires Youth Olympics and 2018 FIP European Championship Commitment To Date: 2,389 items 11 U . S . P O L O A S S N .
- 12. FIP Sponsorship Value To Date Monetary Value CASH PRODUCT QUANTITIES PRODUCT VALUE Marketing Value VIEWERSHIP BROADCAST COSTS BRAND IMPRESSIONS 2017 $125,000 1,187 $141,547 1.6M $190,000 5.4M 2018 $75,000 791 $79,130 1.3M $256,000 3.9M TOTAL VALUE $325,000 2,395+ $265,631 2.9M $446,000 9.43M 2016 $125,000 417 $44,954 N/A N/A 130,000 Total Cash Value $1,036,600