3. • Skate, snow and surf gear apparel, and accessories market grew from $5b
to $11bin the last 8 years
• Grew into a franchise that hast staged more than 65 events attended by more
than 2.5 million fans.
• 4 day final attendance for X games 17 in the summer of 2011 was 141,500.
4. • The event is a great avenue for advertising through sponsorshipsand
partnerships
• Target demographic of 18-34 is easy to reach
• Partners are selected based on cultural fit with the X games and based on mutual
commitment to objectives
5. Sponsor Selection
Sponsor Requests
Advertisers
specifically request X
games
Timing of advertiser’s
campaign matched X
games
Advertisers want to
tap into a target
group of 18-34
ESPN Approaches
Pitched to sponsors
based on perceived fit
Pitched to sponsors
based on budget
6. X Games Print Advertising Advertised in local newspapers with alternative or relatable themes so as to tap into the
right reader base. They also advertised in sports and adventure magazines.
7. Television Advert.
Click on picture to open in
browser.
X Games Television Advertising The television adverts focussed heavily on the extreme and fun element of the X games.
They were run a month in advance of X games and were used to generate awareness.
Television Advert.
Click on picture to open in
browser.
8. Radio Advertising Local radio channels and ESPN’s own radio channel was used for the radio advertisements. They
were run two weeks prior to the games and through the games. (click on radio icon for sample)
9. Digital Advertising
Customized Websites With Partner Brands
Twitter
Skype Partnership
Facebook
Contests on mobile
Own Website
Most of the digital media advertising was done through partner websites like Redbull, Skype etc. Their
own website & social media were used to interact with the fans. Contests were run through mobile
10. Now that we’ve seen X Games’ presence across media and know a little bit of the even, let us analyse it as a medium by itself.
What kind of organisations would want to partner/sponsor X games and why?
11. Interactive Marketing Advertisements &
Promotions
Mobile Marketing Events & Experiences
FOUR MAJOR MARKETING COMMUNICATION OPTIONS
X Games is an avenue for
this type of communication
12. Events & Experiences
Public sponsorship of
events or activities
related to sports, art,
entertainment or
social causes.
$46.3 billion spent on event marketing
globally.
68% of which is in the world of sports
13. “Event sponsorship provides a different kind of
communication option for marketers. By becoming part of a
special and personally relevant moment in consumers’ lives,
sponsors can broaden and deepen their relationship with their
target market.” – Strategic Brand Management, pg. 221
14. The Rational
Identify with a
particular
target market
Increase
awareness of
product or
brand
To create or
reinforce brand
perceptions
To enhance
corporate
image
dimensions
To create
experiences
and feelings
To express
commitment to
social issues
To entertain
key clients or
employees
To permit
merchandising
or promotional
opportunities
15. So, who should sponsor the X Games and why? What type of company would have the best opportunity with the X Games.
Let’s look at some of their previous sponsors.
17. Guidelines for choosing which event to sponsor:
• Must meet marketing objectives and communication
strategy
• Audience should match target audience
• Event must be large enough and have sufficient awareness
about it
• Event must possess the desired image
18. From the previous three slides, its clear that the sponsors for X Games matched the criteria discussed. However, one final
criteria to keep in mind is – The frequency of the advertising.
19. Frequency of advertising is important because the X Games is
Biannual and is only useful for those periods as a marketing
medium. This limits the options that advertisers have.
20. SUMMARY
Introduction To
The X Games
How
partnerships and
sponsorships
work
X Games in
various media
Marketing
Communication
Options – Ads,
events, interactive
& mobile
Communication
through events in
detail – Factors to
consider
Who sponsors X
games & why?
Thank You
21. DISCLAIMER
These slides were created by R Sharath Kumar(pgp31282) as part of the brand management course,
taught at the Indian Institute Of Management by Prof. Sameer Mathur
Editor's Notes
Voiceover: What is the branding brief, also add brief introduction of self
Voiceover: Brief Introduction of X games.
Each of the icons can be clicked for a brief video about the particular sport.
Voiceover: Talk about how the X games have grown and highlight the statistics
Voiceover: Talk about the advertising opportunities
Voiceover: Talk about sponsorship avenues and how they are selected
Voiceover: X games spend on print and their themes etc.
Voiceover: X games spend on TV and their themes etc.
Click on the radio icon to be redirected to a youtube video with many sample X games radio spots
Voiceover: List out the four major marketing communication options