This document summarizes a presentation on financing sports given at the 2012 European Athletics CEO Conference. It discusses how sports financing has evolved from self-financed amateur athletics to today's reality of athletics being a semi-professional economic enterprise. It provides data on the budgets and sources of income for international sports organizations like the IOC, FIFA, and IAAF as well as national and regional sports federations. Potential sources of revenue for sports organizations are also summarized, including financial support, broadcasting rights, sponsorships, merchandising, and others.
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A presentation of the information research by NICVA and published in State of the Sector VI - delivered to the Institute of Fundraising conference on 12 November 2012.
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2. Financing Sports
Professor Dr. Helmut Digel
Universität Tübingen
Presented: 20 April, 2012
3.
4. Overview
1. Looking back
2. Today′s reality
3. Financing systems in the world of sport
4. Summary of financing possibilities
5. Economic logic – an outlook
8. 2. Today′s reality
• Athletics – a semi-professional sport
• Code of athletics: have // have not
winning // losing
• Athletics – an economic enterprise
• Athletics – a part of the entertainment industry
• Competition between all sports “survival of
the fittest”
• Decreasing relevance in public schools
9. 2. Today′s reality
• Federations are losing members (30%)
• Revenues from membership fees are
decreasing (31%)
• Only 12 out of 50 federations sell TV
broadcasting rights
• 9 federations have no marketing income
• 16 federations are depending on government
grants of more than 70% of their budget
• Only 18 out of 50 federations organise fund-
raising events
11. 2. Today′s reality
TOP 10 – Government support (in US $)
1) Great Britain 10.0 Mio.
2) Spain 9.07 Mio.
3) Greece 8.22 Mio.
4) Poland 6.46 Mio.
5) France 5.73 Mio.
6) Germany 5.65 Mio.
7) Turkey 5.15 Mio.
8) Romania 3.70 Mio.
9) Ukraine 3.68 Mio.
10) Russia 3.45 Mio.
12. 2. Today′s reality
TOP 10 – Total budget (in US $)
1) France 29.162 Mio.
2) Italy 24.716 Mio.
3) Spain 18.590 Mio.
4) Great Britain 16.736 Mio.
5) Germany 11.525 Mio.
6) Finland 10.660 Mio.
7) Turkey 9.731 Mio.
8) Netherlands 8.633 Mio.
9) Norway 7.075 Mio.
10) Greece 6.457 Mio.
13. 2. Today′s reality
TOP 10 – Marketing (in US $)
1) Great Britain 9.103 Mio.
2) Germany 5.200 Mio.
3) France 4.064 Mio.
4) Norway 3.213 Mio.
5) Sweden 2.656 Mio.
6) Russia 2.530 Mio.
7) Finland 2.340 Mio.
8) Spain 2.216 Mio.
9) Czech Republic 1.335 Mio.
10) Switzerland 1.250 Mio.
14. 2. Today′s reality
TOP 10 – TV sales 2011 (in US $)
1) Great Britain 2.177.215
2) Italy 1.049.397
3) Monaco 570.594
4) Finland 500.000
5) France 466.360
6) Russia 70.000
7) Spain 62.205
8) Netherlands 42.600
9) Norway 35.100
10) Sweden 32.656
15. 2. Today′s reality
TOP 10 – Membership (in US $)
1) France 7.006 Mio
2) Italy 5.426 Mio
3) Netherlands 3.966 Mio
4) Spain 1.608 Mio
5) Ireland 1.193 Mio
6) Switzerland 1.130 Mio
7) Finland .585 Mio
8) Sweden .510 Mio
9) Greece .426 Mio
10) Germany .300 Mio
29. Example 1 – Budget
TV Wattenscheid 01 LA e.V. 2011/2012
Main Sponsor (Energy) 45%
Financial support 32%
Support State of NRW, LSB, LV 17%
Support City of Bochum 10%
Grants DLV 5%
Revenues Half Marathon 11%
Equipment supplier 10%
Membership fees 2%
TV Wattenscheid TOTAL > € 1,000,000 100%
30. Example 2 –
Budget LAV Tübingen 2011
Booster Club € 60,000 60%
Membership fees € 40,000 40%
Events (Tübingen City Run)
Sponsors
Donations
Member clubs € 20,000 20%
Title sponsor ASICS (until 2011) € 10,000 10%
Financial support
10%
(City, State, LSB, LV)
LAV Tübingen TOTAL € 100,000 100%
44. 4. Summary of financing possibilities
Sources of revenue for sports organisations
• Financial support / grants • Sale of publications & video
• Government
• National/international/regional • Merchandising
federations
• Ticket sales
• Sale of broadcasting rights
• Membership fees
• Sale of marketing rights
• Registration fees
• Sale of licensing rights
• Lottery / Betting
• Sale of hospitality rights
• Sale of equipment supplier
rights
45. 4. Summary of financing possibilities
Sources of revenue for sports organisations
• Donations • Educational programs
• Financial income • Education training programs
• Asset management
• Interest • Further training
• Rental income • Transfer revenue
• Deposits and borrowed funds • Penalties / appeals / fines
• Financial support / grants • Certification system
• Government
• National/international/regional • Etc.
federations
• Manager licenses
• Income from events
46. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Membership fees
Ref: SV 1899 Vieselbach e.V.
47. 4. Summary of financing possibilities
Sources of revenue for sports organisations
New membership possibilities
Ref: SV 1899 Vieselbach e.V.
48. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Ticket sales
49. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Television rights
50. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Sponsorship rights
51. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Hospitality
52. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Merchandising
53. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Naming rights
(venue; e.g. right to bear name, right of access,
right of use)
54. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Donations
• donations are tax-deductable
• possible forms of donation
financial
material
services
• donors receive a donation receipt
55. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Grants & Subventions
1. material
2. financial
• National / international Federations
• Federal government
• State government
• City
56. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Asset management Interest
57. 4. Summary of financing possibilities
Sources of revenue for sports organisations
Deposits and borrowed funds
• Bond issues
• Loans
• Credit
59. 5. Economic logic – an outlook
The cycle of supply and demand
Costs
Supply Demand
Costs
60. 5. Economic logic – an outlook
The economic cycle of TV systems
Audience
Securing/ Securing/
Increasing Increasing
Programs Market share
Guarantees
Structuring
Procurement market Advertising revenues
Competitiveness
61. 5. Economic logic – an outlook
Marketing Relationships
Sport
Consumer
Businesses
Media
Ref: WALLISER, B.: Sponsoring. Bedeutung, Wirkung und
Kontrollmöglichkeiten. Wiesbaden 1995, 75.
62. 5. Economic logic – an outlook
Marketing instruments (4 Ps)
Product Pricing Promotion Placement
Corporate Identity Policy
Media Advertisement
Sales Promotion
Direct Marketing
Public Relations
Event Marketing
Sponsorship
63. 5. Economic logic – an outlook
Sponsors′ goals
Psychological goals: degree of popularity
image
sympathy
Economic goals: volume
turnover
gains
Ref: WALLISER, B.: Sponsoring. Bedeutung, Wirkung
und Kontrollmöglichkeiten. Wiesbaden 1995, 80.
64. 5. Economic logic – an outlook
The AIDA model – 3 effects of sponsorship
Attract Attention on the
sponsoring product
Arouse Interest and Desire
respectively for the product
Induce to a purchase Action
Ref.: Walliser, B.: Sponsoring. Bedeutung, Wirkung und
Kontrollmöglichkeiten. Wiesbanden 1995, 80;
Ref.: Das Werbewirkungsmodell AIDA (ROGGE 1990, 50)
65. 5. Economic logic – an outlook
Marketing options – Sports sponsoring from a
business point of view
Research &
Development Production Marketing(goals) Finances Human resources
Product Price Promotion (goals) Place
Direct Advertisement Sponsoring (goals) PR Sales Promotion
Communication
Sports Cultural Social Environmental Programme
Sponsoring Sponsoring Sponsoring Sponsoring Sponsoring
Athletics Formula 1 Football
Competitive
Sport Amateur Sport Age group
Events
Individual athletes Teams Clubs/associations
66. 5. Economic logic – an outlook
Preference for sports
Country Athletics First place Second place
GER 3rd place Football Formula 1
ITA 7th place Football Formula 1
UK 4th place Football Rugby
USA 14th place American Football Basketball
JPN 8th place Baseball Football
RSA 5th place Football Rugby
67. 5. Economic logic – an outlook
Decisional dimension of sport sponsoring engagement
Organisational level Sport
Sport Ice hockey
organisations Luge
Horse riding
Sport
Biathlon
federations
Judo
Sport clubs Ice skating
Basketball
Sport event Swimming
Tennis
Sport teams Golf
Soccer
Individual
Athletics
athletes
Professional High level Mass Youth Performance
sport sport sport sport
Ref.: Bruhn, M. „Sponsoring“ 2003, p. 41
68. 5. Economic logic – an outlook
Future perspectives of sponsorship in sports
• Considerable changes of structure in media and communication
markets
• Diffuse losses and reaction problems with traditional communication
instruments
• Cost explosion at attractive sports events
• Problems with analysing and measuring of effects and efficiency
• Development of interactive marketing and communication
“instruments” through multimedia
• Necessary new orientation of the company′s integrated
communication strategy
69. 5. Economic logic – an outlook
The future of sport sponsorship
The development of sport sponsorship is influenced by:
• more professionalism
• better planning
• a higher quality of communication
• relevance for the core business
• more credibility & effectiveness
• long term agreements