+ Driving Sponsorship - A Case Study of Football Sponsorship in
Africa APRA Conference Presentation May 2014 - Mauritius
Slide 2
+ African Football To demonstrate the opportunity presented by
football sponsorship in Africa through an understanding of the
changing landscape and some of its challenges
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+ The difference between stumbling blocks and stepping stones
is how you use them. Anonymous
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+ Football in Africa Football has always been the most popular
sport on the Continent since its introduction over 100 years ago.
In terms of rankings, football comes first second and third in most
Countries. Football commands over 80% of the estimated U$2 billion
spent on sport sponsorship and leverage. Football structures are
undergoing a transformation as more revenue is made available to
employ professional staff. Funds available for football development
are rising dramatically. Demand for sponsored properties will
exceed supply.
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+ Changing Africa Africa covers 20.4% of the Worlds land area
and has currently 14.28% of the total population Over the last
decade six of the worlds 10 fastest growing economies were African.
In eight of the last 10 years, Africas lion states have grown
faster than the Asian tigers. The fastest growing economy in the
world in 2011 at 13% was Ghana. Africa now has the fastest growing
middle class in the world. Mobile phone penetration nearing 800
million. Africa has leap frogged technology developments and is not
not far behind many developed economies.
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+ Population Comparisons GermanyUSAIndiaChina
197078m203m539m825m 199080m249m833m1,13Bn 201079m297m1,17Bn1,34Bn
203073m327m1,44Bn1,5Bn Fertility1242 Life Exp.77 6371
Doubles>100yrs 42yrs67yrs
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+ Population Comparisons NigeriaCongo DRTanzaniaEthiopia
197057m22m13m25m 1990108m37m26m39m 2010164m67m42m92m
2030233m106m64m158m Fertility6668 Life Exp.51505243
Doubles23yrs22yrs30yrs23yrs
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+ TV Africa
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+ Broadband Africa
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+ Cabled Africa
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+ Mobile Africa
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+ Digital Broadcasting Barriers to entry will soon be removed.
Reduced space segment and bandwidth requirements. Enhanced and
lighter broadcast equipment. Multiple channels free to air.
Increase in number of live broadcasts. Virtual studios. Enhanced
editing software and equipment. Multiple new media outlets for
content.
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+ Digital Migration
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+ Portable SNG
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+ Fly Away Equipment
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+ Advanced Camera Technology
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+ Match Graphics
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+ Virtual Studios
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+ New Media
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+ Print
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+ What is Changing Demographics and population Infrastructure
Technology Transportation Communication Revenue to Football
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+ Football Needs Help
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+
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+
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+
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+ The Opportunities New and more effective sponsorships
Broadcast New Media Crisis communications strategy Training and
development Revenue generating projects Changing focus from an
Industry
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+ If you dont like something change it; if you cant change it,
change the way you think about it. Mary Engelbreit
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+ The Challenges Poorly drafted contracts and no clear division
of roles and responsibility. No sponsorship strategy or identified
return on investment. Sponsorship costs based on cost of event and
not value. Lack of engagement between the parties. No measurement
or media monitoring. Lack of sponsor protection. Lack of cohesive
broadcast strategy. Changing personnel in Football.
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+ Never be afraid to try something new. Remember, amateurs
built an ark. Professionals built the Titanic. Anonymous
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+ Essential Components of Successful Delivery Everything is
possible if you commit to it. Never compromise on standards or
ethics. Build a great team of committed staff who take pride in
delivery. Make sure that everyone knows the plan for the day.
Partner with local knowledge. Pay attention to detail and all
documentation. Leave nothing to chance, keep on top of things and
communicate. Remain flexible and adaptable. Remember that a sledge
hammer is no match for bureaucracy.
Slide 31
+ Conclusion Management of football in Africa is becoming more
professional. Revenue will increase substantially. The sponsorship
of football in Africa is changing. Key properties will become more
valuable. Broadcasting will be a key driver. Football content
requires professional management. There are huge opportunities for
the PR Industry.
