2. AGENDA
DEFINITION
THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS
INVENTORY
BEST PRACTICE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
ECA MARKETING STRATEGY, VISION AND CHANCE
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
ECA MARKETING STRATEGY SWOT ANALYSIS
ECA MARKETING STRATEGY APPROACH AND SYSTEM
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4. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
The marketing strategy for a whole sport, an association, event, team or single
athlete follows the same guidelines like for a brand or a product.
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5. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
It is the definition and direction for the following parts of the development
of the sport:
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7. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Description, how the core values are presented to members and public
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8. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Definition of the most important objectives for development (e.g. members
acquisition/ increase numbers of events/ increase revenues/ increase media
awareness etc.)
6. Februar 2013
9. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Definition of present target groups and future target groups, compare their needs
to the offers of the sport
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10. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Work out future guidelines for the future development of event formats
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11. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Elaborate communication strategy with
special respect to digital media
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12. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Elaborate promotion strategy for the
growth of the sport
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13. DEFINITION
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Define areas of economical growth and how to manage them such as media
marketing, sponsoring and licensing/ merchandising
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14. DEFINITION
EXAMPLE FOR THE ESSENCE OF THE ECA
MARKETING STRATEGY
Develop Canoe as a modern and lifestyle oriented, sustainable sport that
addresses broad target groups. Increase media awareness significantly by the
creation of heroes and innovative event formats. Establish additional economical
value chains specially in sponsoring by the acquisition of sponsors outside the
core industry. Reinvesting the generated income into the work with young talents
of the sport.
6. Februar 2013
16. THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS
MEDIA
• Maximum of general interest
• As spectacular as possible
• Easy to understand
• Heroes
• Good media services
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17. THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS
BRANDS AS SPONSORS
• Positive image of the sport
• Maximum of media reach and identification in the defined target group
• Interesting content and platform for brand activations
• Testimonials to be used as brand ambassadors
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19. INVENTORY
INVENTORY
• 43 federations
• Appx. 2 Mio club members in the federations
• Almost 20 disciplines –
including 9 olympic –
with:
– different distances
– male and female
– different ages
– mixed races
– relay races
• 13 different european championschips
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20. INVENTORY
INVENTORY
Sprint Slalom Mara- Wild- Canoe Canoe Dra- Ocean
Canoe Canoe thon water Polo Free- gon Racing
Kayak
Kayak style Boat
I / II / IV I / II Canoe Kayak
200 / 500 I / II
1.000 / Male / I / II
5.000m female Kayak I
Male/female different
Different ages Male /
ages Team female
Team
Mixed Events Diff. ages
Events
relay races Different
ages
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22. BEST PRACTISE EXAMPLES FOR SUCCESSFUL
SPORTSMARKETING
• Remark:
the following examples should help to clarify but have a strong connection to the
german market
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23. BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
BIATHLON
Results
• Maximum of media reach
• Large number of sponsors
Reasons
• Easy to understand
• Focosing disciplins
• Strong lobby in TV
• National Heroe (Magdalena Neuner)
• Innovative and media oriented event formats
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24. BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
BEACH VOLLEYBALL
Results
• Large number of sponsors
Reasons
• Easy to understand
• Extremly livestyle oriented
• Unique event format in top public areas (city and beach)
• Interational Heroes (Brink/ Reckermann)
• Offer of cross media packages
• Execution of marketing by TV partner
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25. BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
BOXING KLITSCHKO FIGHTS
Results
• Top TV reach
• Maximum TV Marketing
• Maximum TV advertising by consumer brands
Reasons
• Easy to understand
• International wellknown heroes
• Strong and established tv partner
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26. BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
WINDSURFING: WORLD CUP GERMANY
Results
• Top TV Reach
• Large number of sponsors
Reasons
• Unique and spectacular content
• Professional press service
• Offer of cross media packages in cooperation with media
partners in print and TV
• Sponsoring and brand activation out of one hand
• International heros: Robby Naish and Björn Dunkerbeck
• From 2012: building an international hero (Philip Köster)
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27. BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
KITESURFING WORLD CUP GERMANY
Results
• Top TV Reach
• Large number of sponsors
Reasons
• Unique and spectacular content
• Unique lifestyle event atmosphere
• Professional press service
• Offer of cross media packages in cooperation with
media partners in print and TV
• Sponsoring and brand activation out of one hand
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29. ECA MARKETING STRATEGIE VISION AND CHANCE
VISION
Create heros and spectacular
event formats to increase TV and
media reach of canoeing on
national level and on european
level to attract leading brands as
sponsors.
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30. ECA MARKETING STRATEGIE VISION AND CHANCE
THE 3 MAIN STEPS TO THE SUCCESS
• Create positive energy by the unity of all federations and stakeholders in the
process of future development
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31. ECA MARKETING STRATEGIE VISION AND CHANCE
THE 3 MAIN STEPS TO THE SUCCESS
• General competitive advantage
this is the combination of outstanding sportiv succsess of canoing with
implementation of a marketing strategy on European level
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32. ECA MARKETING STRATEGIE VISION AND CHANCE
THE 3 MAIN STEPS TO THE SUCCESS
• Build the requirements for professional sports marketing
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33. ECA MARKETING STRATEGIE VISION AND CHANCE
POSSIBLE OBSTACLES FOR SUCCESSFUL AND
SUSTAINABLE SPORTSMARKETING ON INTERNATIONAL LEVEL
• No consistent, complete and sufficient media facts - a simple but exact briefing for all
federations has to be worked out
• Brands to be identified that execute European marketing strategies AND fit to the sport- talk
to Eurosport for media AND marketing cooperation
• No consistent platforms on European level are offered: develop an event format on high
sportive level, presented in the main European markets as a unified format
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35. REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
STRUCTURE
Build a unified and efficient structure for the
basic needs of the marketing system:
• Research and data base management
• Conception
• Acquisition
• Execution
• Reporting
• Innovation
• Legal
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36. REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
CONTENT
• Present formats, that are
easy to understand and maximum
spectacular
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37. REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
PROTAGONISTS
• Support the protagonists to become heros
in their country and on international level
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38. REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
PR SERVICE
• support media to optimize content
– find innovative stories and hooks for the
reports
– engage the best photographers
– find cross over elements
• Increasing of media reach e.g.
– enter prime time news through top results
in relation with spectacular pictures
through constant approach of the TV
stations
• Devise TV formats out of sports, as
entertainment, boulevard, etc.
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39. REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
FORMATS
• Find innovative, easy to understand and
spectacular event formats, e.g.:
– Wildwater Pro / Am with celebrities
– Floodlight events in metropoles in one
disciplin
– Multi discipline TV entertainment formats
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40. REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
MANAGEMENT
• Establishing of an efficient marketing management by:
– ECA: overall coordination
– National Federations: research and execution
– External consultancy: professional support for strategy, concept and execution
– Media Partner: Helpful leverage for approaching international brands
6. Februar 2013
42. ECA MARKETING STRATEGIE SWOT ANALYSIS
STRENGTHS
• one of the most successful olympic sports in important european markets
• positive connection between people, technology and nature
• High attitude of sustainability (health and nature protection)
• conoeing is kind of everywhere practicable but still special
• The target group is broad
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43. ECA MARKETING STRATEGIE SWOT ANALYSIS
WEAKNESSES
• The events are quite complicated for marketing
• No real heros
• No constant media awareness
• Not recogniced as "hip" and "cool" lifestyle sport
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44. ECA MARKETING STRATEGIE SWOT ANALYSIS
OPPORTUNITIES
• successful athletes are building the basis to become heroes
• The sport is absolutely fascinating (special disciplines), they are the basis for
innovative event formats
• Top approach of sustainability
• Unified objectives of the federations
• Innovative attitude of ECA
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45. ECA MARKETING STRATEGIE SWOT ANALYSIS
RISKS
• investing time and resources without success for implementing the marketing
program
• No unified execution on professional level
• Not all federations or organizers are motivated to collaborate
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47. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
BUILDING AND IMPLEMENTING INTERNAL STRUCTURE FOR
STRATEGIE/ CONCEPTION AND COORDINATION OF OPERATIONS
• Internal Management on part time basis and external consultancies
6. Februar 2013
48. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
ESTABLISHING OF A CENTRAL DATA BASE
• Inventory on national and international level
• Definition of key markets by parameters of international media and economy
• Preparation of the relevant basic data by defined key figures like numbers of
athletes, medals, basic media)
• Comparisons to other sports
• Data of existing formats to be packed for international marketing
• Preparing all existing data of digital in each target market
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49. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
DEFINITION OF CONTENT GUIDELINES
Examples:
• Success
• Positive competition
• Sustainability
• Nature
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50. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
DEFINING OF PLATFORMS
• System of events (which events in particular build the basis for the marketing of
european sponsorships)
• Teams and single athletes
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51. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
AGREEMENT WITH ALL PARTICIPATING FEDERATIONS AND
ORGANIZERS
• Definition of efforts and rewards
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52. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
DEFINITION OF SPONSORING PACKAGES FOR MARKETING
• Elaboration of a sponsoring pyramid for defining the sponsoring architecture
• Sponsoring presentations in detail at the events
• Possible testimonial campagnes
• Definition of pricings for the sponsoring categories
6. Februar 2013
53. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
ACQUISITION OF PAN EUROPEAN MEDIA PARTNER
• Definition of cross media packages
• Collaboration on marketing and approach of sponsors
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54. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
DEFINITION OF DISTRIBUTION OF SPONSORING REVENUES
• In favor of
– ECA
– National federations
– Events
– Teams and single athlets
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55. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
ELABORATION OF CLIENT LIST
• ideal in cooperation with a pan european media partner
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56. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
FINAL DECISION ON MARKETING PARTNERSHIP
• Intensity of media partnership
• Intensity of agency support
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57. ECA MARKETING STRATEGIE APPROACH AND SYSTEM
NEXT STEPS
• Acquisition phase
• Negotiations
• Execution phase
• Resumee
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59. IDEAS FOR DEVELOPMENTS
NEW FORMATS
• Sports oriented:
– grand slam cup in european metropoles
• Entertainment oriented:
– entertainment format to be developed
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60. IDEAS FOR DEVELOPMENTS
HOW TO BUILD HEROES
• Constant PR support
• Always creative stories
• Connect with celebrities
• Spectacular content (wildwater- waves etc.)
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61. IDEAS FOR DEVELOPMENTS
PR SUPPORT
• Elaborate PR Ideas
– guidelines by professional PR agency as
guidelines and creative input
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62. IDEAS FOR DEVELOPMENTS
DIGITAL STRATEGY
• Focus to be top of class in digital
communication on European level
6. Februar 2013
63. THANK YOU FOR
YOUR ATTENTION
ACT AGENCY GmbH MATTHIAS NEUMANN
Gesellschaft für Geschäftsfüher
Kommunikation und Rechte Tel.: +49 (0) 40 / 41 46 41 – 22
Himmelstraße 9 Fax: +49 (0) 40 / 41 46 41 – 12
D-22299 Hamburg E-Mail: neumann@act-agency.com
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