The document outlines the key factors for successfully promoting a minor sport: simplified rules, promotion campaigns, high-profile endorsers as role models, large corporate sponsors, affordable and accessible equipment, and expanding into new markets globally. It provides the examples of rugby and golf as sports that have utilized these strategies well to grow in popularity through rules changes, endorsement deals, sponsorship programs, and broad international marketing. In contrast, hockey is analyzed as having more complex rules, lack of promotion, lesser known endorsers, only local sponsors, and not reaching a global audience.

1. The key to success
How to promote a minor sport?

2. Table of contents
O Introduction
O The key to success
O Rugby & Golf: a success story
O Case study: hockey

4. The key to success
O Simplified rules;
O Promotion campaign;
O Endorser (role model, characteristic);
O Big sponsors;
O Simple equipment and accessibility;
O Promote new markets.

5. Rugby promotional

6. Rugby: succes story
O Simplified rules: Rugby Sevens
O Promotion campaign; William Lawson, USA
O Endorser; Chabal, Wilkinson
O Big sponsors; Guinness, Sky
O Simple equipment; Rugby ball
O accessibility; Not yet
O Promote new markets; USA

7. Nike commercial

9. Golf: succes story
O Simplified rules; Not yet
O Promotion campaign; Nike commercial, Start to
golf
O Endorser: Tiger Woods, Rory Mcllroy
O Big sponsors; Nike, Rolex, AT&T
O Simple equipment; Still expensive
O accessibility; Still difficult
O Promote new markets; Global market

10. Case study Hockey
O Simplified rules  difficult rules
O Promotion campaign  no promotion
O Endorser: Jamie Dwyer, Kate Hollywood  Who
knows them?
O Big sponsors  only local sponsors
O Simple equipment; Stick, Ball
O accessibility  still elitist
O Promote new markets  not global

12. The end
O Thibault Tanghe
O Arne Van Den Hoeck
O Cedric Van Damme