SlideShare a Scribd company logo
1 of 41
Download to read offline
Rodrigo Rivellino
CEO Aktuell
#Sports_Power
how to develop a relationship
platform from a sporting event
Cannes Lions: Sports Power!
sports
don’t
  sell
has never
      sold
   a shoe
basketball
has never
    sold
 a shoe
has never
        sold
a television
football
 has never
        sold
a television
has never
        sold
a cellphone
tennis
  has never
        sold
a cellphone
have never
      sold
     a car
the
olympics
have never
      sold
     a car
so why the sports market
revenue is expected to be




141
billion
FONT: CMO COUNCIL
                       in 2012   ?
quality
sales ≈                            adequation
because sales is the direct consequence
of quality and adequation of the offer.
and sport is an excelent
 vehicle to disseminate
 and qualify this offer.
sport
   is
   passion
sport is
movement
sport
  is
  emotion
sport   is
to overcome
it is more profitable than any traditional
    media because it gives the message
all these atributes, making it less invasive
             and more friendly.
sports
 can help
   you sell
W
J
A
W
                                    J
When it comes to sport marketing,   A


Just do it
if the context is adequate
for your brand.
Cannes Lions: Sports Power!
but one thing is right:
in the vast world of sports,
it`s easy to find a



good context
sports are the best way to create relationship,
they can be
segmented into
an infinity
number of niches:
social
regions     attitude   class



lifestyle   genre       age
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.
Cannes Lions: Sports Power!
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
niche sports
niche sports
       Global Champions Tour
how to transform
a niche event into
      a marketing
      oportunnity
      for brands?
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
see your sporting event as a product




core                 >          luxury
develop a business plan




  how to comercialize the event?




gastronomy     fashion    music   relationship
search   for partners




             sponsorship shares




gastronomy      fashion   music   relationship
attract your audience and the media




 niche > mass
 horse show         >     entertainment
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.
“   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
                                                                  “
Thank you!

Rodrigo Rivellino
@rrivellino
rodrigo.rivellino@aktuellcomunicacao.com

More Related Content

What's hot

#PortadaLat Day 2
#PortadaLat Day 2#PortadaLat Day 2
#PortadaLat Day 2Portada
 
Johnnie Walker Brand Audit
Johnnie Walker Brand AuditJohnnie Walker Brand Audit
Johnnie Walker Brand AuditSarah Kirkby
 
JackDanielsPresentation (Final).pptx
JackDanielsPresentation (Final).pptxJackDanielsPresentation (Final).pptx
JackDanielsPresentation (Final).pptxFrank Tufano
 
create your sponsorshipstrategy (1)
create your sponsorshipstrategy (1)create your sponsorshipstrategy (1)
create your sponsorshipstrategy (1)Vickie Saunders
 
Group Marketing project Southern Arkansas University
Group Marketing project Southern Arkansas UniversityGroup Marketing project Southern Arkansas University
Group Marketing project Southern Arkansas UniversityCole Williams
 
3 14 11 Mbt Product Experience Portfolio
3 14 11 Mbt Product Experience Portfolio3 14 11 Mbt Product Experience Portfolio
3 14 11 Mbt Product Experience Portfoliobishturk
 
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...Niki Radisic
 
RippedLinks presentation deck
RippedLinks presentation deckRippedLinks presentation deck
RippedLinks presentation deckColin Weston
 
Air Jordan XII Product Launch
Air Jordan XII Product LaunchAir Jordan XII Product Launch
Air Jordan XII Product LaunchAdrian Parker
 
Jack Daniels Presentation
Jack Daniels PresentationJack Daniels Presentation
Jack Daniels PresentationAlexBSzeto
 
Smirnoff IMC Campaign
Smirnoff IMC Campaign Smirnoff IMC Campaign
Smirnoff IMC Campaign Lujia Chen
 
RingCentral Brand Launch Party
RingCentral Brand Launch PartyRingCentral Brand Launch Party
RingCentral Brand Launch PartyRingCentral, Inc.
 

What's hot (19)

#PortadaLat Day 2
#PortadaLat Day 2#PortadaLat Day 2
#PortadaLat Day 2
 
Johnnie Walker Brand Audit
Johnnie Walker Brand AuditJohnnie Walker Brand Audit
Johnnie Walker Brand Audit
 
JackDanielsPresentation (Final).pptx
JackDanielsPresentation (Final).pptxJackDanielsPresentation (Final).pptx
JackDanielsPresentation (Final).pptx
 
create your sponsorshipstrategy (1)
create your sponsorshipstrategy (1)create your sponsorshipstrategy (1)
create your sponsorshipstrategy (1)
 
proj
projproj
proj
 
Group Marketing project Southern Arkansas University
Group Marketing project Southern Arkansas UniversityGroup Marketing project Southern Arkansas University
Group Marketing project Southern Arkansas University
 
3 14 11 Mbt Product Experience Portfolio
3 14 11 Mbt Product Experience Portfolio3 14 11 Mbt Product Experience Portfolio
3 14 11 Mbt Product Experience Portfolio
 
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
 
RippedLinks presentation deck
RippedLinks presentation deckRippedLinks presentation deck
RippedLinks presentation deck
 
Air Jordan XII Product Launch
Air Jordan XII Product LaunchAir Jordan XII Product Launch
Air Jordan XII Product Launch
 
Jack Daniels Presentation
Jack Daniels PresentationJack Daniels Presentation
Jack Daniels Presentation
 
Kcb101 storyboard
Kcb101 storyboardKcb101 storyboard
Kcb101 storyboard
 
Addiction Executive EMP Conference 6/27/18
Addiction Executive EMP Conference 6/27/18Addiction Executive EMP Conference 6/27/18
Addiction Executive EMP Conference 6/27/18
 
Smirnoff IMC Campaign
Smirnoff IMC Campaign Smirnoff IMC Campaign
Smirnoff IMC Campaign
 
The Seven Rules of Cult Brands
The Seven Rules of Cult BrandsThe Seven Rules of Cult Brands
The Seven Rules of Cult Brands
 
Cult brand
Cult brandCult brand
Cult brand
 
Cult branding
Cult brandingCult branding
Cult branding
 
RingCentral Brand Launch Party
RingCentral Brand Launch PartyRingCentral Brand Launch Party
RingCentral Brand Launch Party
 
COLOMBIA BAILEYS DAY
COLOMBIA BAILEYS DAYCOLOMBIA BAILEYS DAY
COLOMBIA BAILEYS DAY
 

Viewers also liked

vFit Shoes App
vFit Shoes AppvFit Shoes App
vFit Shoes AppvFit Shoes
 
Konseptisuunnittelu
KonseptisuunnitteluKonseptisuunnittelu
KonseptisuunnitteluDiffero Oy
 
2010 Campaign: Reebok
2010 Campaign: Reebok2010 Campaign: Reebok
2010 Campaign: Reebokmoses5488
 
Varsity sports and event communication - the usage of digital media ...
Varsity sports and event communication - the usage of digital media ...Varsity sports and event communication - the usage of digital media ...
Varsity sports and event communication - the usage of digital media ...Andreas Hebbel-Seeger
 
Campaign Activation Proposal
Campaign Activation ProposalCampaign Activation Proposal
Campaign Activation ProposalNina Gad
 
G.O Advertising Credential Mar 2014
G.O Advertising Credential Mar 2014G.O Advertising Credential Mar 2014
G.O Advertising Credential Mar 2014GoldenOceanAds
 
Elite 2 assigment - Brand Activation - Mai Bang - Minh Vu
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuElite 2 assigment - Brand Activation - Mai Bang - Minh Vu
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuMai Bằng
 
Palvelumuotoilun työkalut
Palvelumuotoilun työkalutPalvelumuotoilun työkalut
Palvelumuotoilun työkalutSatu Miettinen
 
Proposed Digital Engagement for Shoe Catagory - Bata
Proposed Digital Engagement for Shoe Catagory - BataProposed Digital Engagement for Shoe Catagory - Bata
Proposed Digital Engagement for Shoe Catagory - BataWaqas Nasir
 
Events management events concept
Events management events conceptEvents management events concept
Events management events conceptM. C.
 
Event Management
Event Management Event Management
Event Management Joey Phuah
 

Viewers also liked (16)

Semana da Criação
Semana da CriaçãoSemana da Criação
Semana da Criação
 
Cobertura Aktuell - Cannes 2009
Cobertura Aktuell - Cannes 2009Cobertura Aktuell - Cannes 2009
Cobertura Aktuell - Cannes 2009
 
vFit Shoes App
vFit Shoes AppvFit Shoes App
vFit Shoes App
 
Konseptisuunnittelu
KonseptisuunnitteluKonseptisuunnittelu
Konseptisuunnittelu
 
2010 Campaign: Reebok
2010 Campaign: Reebok2010 Campaign: Reebok
2010 Campaign: Reebok
 
Varsity sports and event communication - the usage of digital media ...
Varsity sports and event communication - the usage of digital media ...Varsity sports and event communication - the usage of digital media ...
Varsity sports and event communication - the usage of digital media ...
 
Palvelun konseptointi
Palvelun konseptointiPalvelun konseptointi
Palvelun konseptointi
 
Campaign Activation Proposal
Campaign Activation ProposalCampaign Activation Proposal
Campaign Activation Proposal
 
ACI Seed Hybrid Rice & Vegetables Activation & BTL Campaign
ACI Seed Hybrid Rice & Vegetables Activation & BTL CampaignACI Seed Hybrid Rice & Vegetables Activation & BTL Campaign
ACI Seed Hybrid Rice & Vegetables Activation & BTL Campaign
 
G.O Advertising Credential Mar 2014
G.O Advertising Credential Mar 2014G.O Advertising Credential Mar 2014
G.O Advertising Credential Mar 2014
 
Elite 2 assigment - Brand Activation - Mai Bang - Minh Vu
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuElite 2 assigment - Brand Activation - Mai Bang - Minh Vu
Elite 2 assigment - Brand Activation - Mai Bang - Minh Vu
 
Palvelumuotoilun työkalut
Palvelumuotoilun työkalutPalvelumuotoilun työkalut
Palvelumuotoilun työkalut
 
BATA
BATA BATA
BATA
 
Proposed Digital Engagement for Shoe Catagory - Bata
Proposed Digital Engagement for Shoe Catagory - BataProposed Digital Engagement for Shoe Catagory - Bata
Proposed Digital Engagement for Shoe Catagory - Bata
 
Events management events concept
Events management events conceptEvents management events concept
Events management events concept
 
Event Management
Event Management Event Management
Event Management
 

Similar to Cannes Lions: Sports Power!

Presentation on Marketing plan
Presentation on Marketing planPresentation on Marketing plan
Presentation on Marketing planAl Shahriar
 
Sports Marketing
Sports MarketingSports Marketing
Sports MarketingImane SBAI
 
01standard_ppt_new.ppt
01standard_ppt_new.ppt01standard_ppt_new.ppt
01standard_ppt_new.pptKunal65684
 
Winning Esports Marketing with Cultural Branding
Winning Esports Marketing with Cultural BrandingWinning Esports Marketing with Cultural Branding
Winning Esports Marketing with Cultural BrandingEsports Group
 
Chapter 03 The Wide World of Sports and Entertainment
Chapter 03 The Wide World of Sports and EntertainmentChapter 03 The Wide World of Sports and Entertainment
Chapter 03 The Wide World of Sports and EntertainmentAngela Edel
 
R sharath kumar pgp31282 brand management sec b individual assignment
R sharath kumar pgp31282 brand management sec b individual assignmentR sharath kumar pgp31282 brand management sec b individual assignment
R sharath kumar pgp31282 brand management sec b individual assignmentSharath Kumar
 
1_1discovertheworldofsportsmarketing.ppt
1_1discovertheworldofsportsmarketing.ppt1_1discovertheworldofsportsmarketing.ppt
1_1discovertheworldofsportsmarketing.ppthbrovina231573
 
EXPERTS IN SPORTS & FITNESS ACTIVATIONS
EXPERTS IN SPORTS & FITNESS ACTIVATIONSEXPERTS IN SPORTS & FITNESS ACTIVATIONS
EXPERTS IN SPORTS & FITNESS ACTIVATIONSBrandon Billings
 
RevoSport - Presentation r1-1
RevoSport - Presentation r1-1RevoSport - Presentation r1-1
RevoSport - Presentation r1-1Nasar Mohamed
 
Conferência Internacional IPAM c/ Philip Kotler
Conferência Internacional IPAM c/ Philip KotlerConferência Internacional IPAM c/ Philip Kotler
Conferência Internacional IPAM c/ Philip KotlerIPAM - The Marketing School
 
Sporty Heroes Deck_feb 2017
Sporty Heroes Deck_feb 2017Sporty Heroes Deck_feb 2017
Sporty Heroes Deck_feb 2017Paula Monroy
 
Mundial 2010: ¿Trajeron las publicidades los resultados deseados?
Mundial 2010: ¿Trajeron las publicidades los resultados deseados?Mundial 2010: ¿Trajeron las publicidades los resultados deseados?
Mundial 2010: ¿Trajeron las publicidades los resultados deseados?OMD Argentina
 

Similar to Cannes Lions: Sports Power! (20)

Presentation on Marketing plan
Presentation on Marketing planPresentation on Marketing plan
Presentation on Marketing plan
 
Sports Marketing
Sports MarketingSports Marketing
Sports Marketing
 
01standard_ppt_new.ppt
01standard_ppt_new.ppt01standard_ppt_new.ppt
01standard_ppt_new.ppt
 
Winning Esports Marketing with Cultural Branding
Winning Esports Marketing with Cultural BrandingWinning Esports Marketing with Cultural Branding
Winning Esports Marketing with Cultural Branding
 
Sem chap 03
Sem chap 03Sem chap 03
Sem chap 03
 
Chapter 03 The Wide World of Sports and Entertainment
Chapter 03 The Wide World of Sports and EntertainmentChapter 03 The Wide World of Sports and Entertainment
Chapter 03 The Wide World of Sports and Entertainment
 
Startline pitch
Startline pitchStartline pitch
Startline pitch
 
R sharath kumar pgp31282 brand management sec b individual assignment
R sharath kumar pgp31282 brand management sec b individual assignmentR sharath kumar pgp31282 brand management sec b individual assignment
R sharath kumar pgp31282 brand management sec b individual assignment
 
1_1discovertheworldofsportsmarketing.ppt
1_1discovertheworldofsportsmarketing.ppt1_1discovertheworldofsportsmarketing.ppt
1_1discovertheworldofsportsmarketing.ppt
 
Chapter 07
Chapter 07Chapter 07
Chapter 07
 
EXPERTS IN SPORTS & FITNESS ACTIVATIONS
EXPERTS IN SPORTS & FITNESS ACTIVATIONSEXPERTS IN SPORTS & FITNESS ACTIVATIONS
EXPERTS IN SPORTS & FITNESS ACTIVATIONS
 
RevoSport - Presentation r1-1
RevoSport - Presentation r1-1RevoSport - Presentation r1-1
RevoSport - Presentation r1-1
 
Conferência Internacional IPAM c/ Philip Kotler
Conferência Internacional IPAM c/ Philip KotlerConferência Internacional IPAM c/ Philip Kotler
Conferência Internacional IPAM c/ Philip Kotler
 
Sporty Heroes Deck_feb 2017
Sporty Heroes Deck_feb 2017Sporty Heroes Deck_feb 2017
Sporty Heroes Deck_feb 2017
 
General_Capes_Email
General_Capes_EmailGeneral_Capes_Email
General_Capes_Email
 
POB SBA 2014
POB SBA 2014POB SBA 2014
POB SBA 2014
 
Mundial 2010: ¿Trajeron las publicidades los resultados deseados?
Mundial 2010: ¿Trajeron las publicidades los resultados deseados?Mundial 2010: ¿Trajeron las publicidades los resultados deseados?
Mundial 2010: ¿Trajeron las publicidades los resultados deseados?
 
Sponsorship
SponsorshipSponsorship
Sponsorship
 
SportsPro TBC Event 2014 crunched by Earnest
SportsPro TBC Event 2014 crunched by EarnestSportsPro TBC Event 2014 crunched by Earnest
SportsPro TBC Event 2014 crunched by Earnest
 
Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan
 

More from Aktuell Comunicação (13)

Projeto Portfólio #6 - Obras da Famiglia Baglione para aquisição
Projeto Portfólio #6 - Obras da Famiglia Baglione para aquisiçãoProjeto Portfólio #6 - Obras da Famiglia Baglione para aquisição
Projeto Portfólio #6 - Obras da Famiglia Baglione para aquisição
 
X1
X1X1
X1
 
Sky Hdtv
Sky HdtvSky Hdtv
Sky Hdtv
 
Projeto PortfóLio #4
Projeto PortfóLio #4Projeto PortfóLio #4
Projeto PortfóLio #4
 
Novo Basquete Brasileiro
Novo Basquete BrasileiroNovo Basquete Brasileiro
Novo Basquete Brasileiro
 
Duelo De Sorrisos
Duelo De SorrisosDuelo De Sorrisos
Duelo De Sorrisos
 
Aktuell Novo Posicionamento
Aktuell Novo PosicionamentoAktuell Novo Posicionamento
Aktuell Novo Posicionamento
 
Luxo No Aohs
Luxo No AohsLuxo No Aohs
Luxo No Aohs
 
Clipping Athina Onassis
Clipping   Athina OnassisClipping   Athina Onassis
Clipping Athina Onassis
 
Aktuell Disco Aohs
Aktuell Disco AohsAktuell Disco Aohs
Aktuell Disco Aohs
 
imagens_ilustrativas_dinner
imagens_ilustrativas_dinnerimagens_ilustrativas_dinner
imagens_ilustrativas_dinner
 
Rua Édson, 11
Rua Édson, 11Rua Édson, 11
Rua Édson, 11
 
Aktuell O2
Aktuell O2Aktuell O2
Aktuell O2
 

Recently uploaded

Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholasKodomichalos1
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEticketing.co
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...Sportsnewstec24
 
P.E Scrabble-Grade 8-Third Quarter-Indoor recreational activity
P.E Scrabble-Grade 8-Third Quarter-Indoor recreational activityP.E Scrabble-Grade 8-Third Quarter-Indoor recreational activity
P.E Scrabble-Grade 8-Third Quarter-Indoor recreational activityPrincessOllague
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfSocial Samosa
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports HandicapperJoe Duffy
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeOptics-Trade
 

Recently uploaded (9)

Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docx
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
 
P.E Scrabble-Grade 8-Third Quarter-Indoor recreational activity
P.E Scrabble-Grade 8-Third Quarter-Indoor recreational activityP.E Scrabble-Grade 8-Third Quarter-Indoor recreational activity
P.E Scrabble-Grade 8-Third Quarter-Indoor recreational activity
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
 

Cannes Lions: Sports Power!

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