همايش توجيهي بازاریابی در ورزش قهرماني. Table of Contents 1.Club Regulations I.Statutes II.Structure & Administration III.Finance IV.Facilities V.Sporting

همايش توجيهي بازاریابی در ورزش قهرمانيهمايش توجيهي بازاریابی در ورزش قهرماني

Table of Contents

1. Club Regulations

I. Statutes

II. Structure & Administration

III. Finance

IV. Facilities

V. Sporting Development

VI. Fan & Community Support

2. Event Management

3. Marketing

4. Communications

Club Development

Club AdministrationClub AdministrationClub AdministrationClub Administration

Board of directorsBoard of directorsBoard of directorsBoard of directors

General managerGeneral managerGeneral managerGeneral manager

AdministrationAdministrationAdministrationAdministration

FinanceFinanceFinanceFinance

LegalLegalLegalLegal

MarketingMarketingMarketingMarketing CommunicationCommunicationCommunicationCommunication Event Event ManagementManagement

Event Event ManagementManagement

Club structure (EXAMPLE)Club structure (EXAMPLE)

FacilityFacilityFacilityFacility

TechnicalTechnicalTechnicalTechnical

Top teamTop teamTop teamTop team

MedicalMedicalMedicalMedical

YouthYouthdevelopmentdevelopment


Club AdministrationClub AdministrationClub Administration

Board of directorsBoard of directorsBoard of directors

General managerGeneral managerGeneral manager

AdministrationAdministrationAdministration

FinanceFinanceFinance

LegalLegalLegal

MarketingMarketingMarketing CommunicationCommunicationCommunication Event Management

Event Event ManagementManagement

Club structure (example)Club structure (example)

FacilityFacilityFacility

TechnicalTechnicalTechnical

Top teamTop teamTop team

MedicalMedicalMedical

Youthdevelopment


Marketing

•Sponsorship•Finding sponsors •Relationship with sponsors

•Ticketing•Merchandising•Fan development•Promotional activities

•Promoting the image of the Club•Providing the club with financial resources

ObjectivesObjectives

RolesRoles

Key actors?Key actors?Players & CoachesPlayers & Coaches

Match OfficialsMatch Officials

VIP guestsVIP guests

MediaMedia

SponsorsSponsors

FansFans

EventEventEventEvent

Sport GameSport Game

Match OfficialsMatch Officials VIP guestsVIP guestsMediaMedia SponsorsSponsors FansFans

Match quality Match quality Club image/ Club image/ promotionpromotion

Ticket saleTicket sale

SponsorsSponsors

Players & CoachesPlayers & Coaches

RevenueRevenueRevenueRevenue

Better event management leads to higher revenuethrough stakeholders - directly & indirectly

Better event management leads to higher revenuethrough stakeholders - directly & indirectly

EventEvent

Why stakeholders are important?Why stakeholders are important?Why stakeholders are important?Why stakeholders are important?

Communication influences many stakeholders internally and externallyCommunication influences many stakeholders internally and externally

CoachesCoaches

ExecutivesExecutives StaffsStaffs

Internal stakeholdersInternal stakeholders

SponsorsSponsors

FansFans

GovernmentGovernment

CommunityCommunity

Solidarity Solidarity Solidarity Solidarity Good image and interest Good image and interest Good image and interest Good image and interest

External stakeholdersExternal stakeholders

MembersMembers

PlayersPlayers

Why Club identity is important?Why Club identity is important?

Club identity is critical for fan development Club identity is critical for fan development

FanFanClubClub

Club identity•Name•Club shirt (Color and design)•Logo/emblem•Flag•Club nickname•Players (stars)•Coaches•Stadium

Why important?Why important?

Marketing is to monetize the fan base and is critical to club revenueMarketing is to monetize the fan base and is critical to club revenue

ClubClubRevenueRevenue ==

NumberNumberof fansof fans

How much fans spendHow much fans spenddirectly/indirectlydirectly/indirectlyXX

Fan developmentFan development MarketingMarketing

In the marketing sense, a Sport product includes not only

the match, but also merchandise, players/personalities,

events, Sport clinics, Sport information etc.

What are your Sport products?

Marketing of Sport is different from marketing other

products. Before you can begin selling your Sport products,

you have to market an experience.

FAN

Belonging

Euphoria

Disappointment

Anticipation

Frustration

Excitement

Aspiration

Nostalgia

Fans are the heartbeat of Sport. To attract fans, you

have to understand them and satisfy their needs.

Sport Target Market

Non-fansNon-fans(Don’t recognize(Don’t recognize

the club)the club)

Potential fansPotential fans(Recognize the club(Recognize the club

but not fan) but not fan)

FansFans

Get theGet therecognitionrecognition

Club must invest in retaining their fans

Club must invest in retaining their fans

3 types of activities3 types of activities Keep the Keep the fansfans

Get theGet thefansfans

Club identityClub identity

VI. Fan development

How to sell the ticket?How to sell the ticket?

2 Promotion Tactics

DiscountDiscount Add valueAdd value

•Use both promotion tactics based on the fan development strategy•Perceived value for money for fans•Tangible and intangible benefits for fans

•Use both promotion tactics based on the fan development strategy•Perceived value for money for fans•Tangible and intangible benefits for fans

Fan development strategyFan development strategy

NonNon--fansfans(Don(Don’’t recognizet recognize

the club)the club)

Potential fansPotential fans(Recognize the club(Recognize the club

but not fan) but not fan)

FansFans

Get theGet therecognitionrecognition

Get the Get the fansfans

Keep the Keep the fansfans

Why Fan Development is important?Why Fan Development is important?

Most club revenue comes from fan directly and indirectlyMost club revenue comes from fan directly and indirectly

CompanyCompany

TicketTicket MerchandisingMerchandisingMedia rightsMedia rightsSponsorshipSponsorship

$$ $$ $$

$$$$

$$

BroadcasterBroadcaster

CompanyCompanyCompanyCompany

TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship

$$ $$ $$

$$$$

$$

BroadcasterBroadcasterBroadcasterBroadcaster

2 promotion tactics2 promotion tactics

DiscountDiscountDiscountDiscount Add valueAdd valueAdd valueAdd value


N o nN o n -- fa n sfa n s(D o n(D o n ’’ t re c o g n iz et re c o g n iz e

th e c lu b )th e c lu b )

P o te n tia l fa n sP o te n tia l fa n s(R e c o g n iz e th e c lu b(R e c o g n iz e th e c lu b

b u t n o t fa n ) b u t n o t fa n )

F a n sF a n s

G e t th eG e t th ere c o g n it io nre c o g n itio n

G e t th e G e t th e fa n sfa n s

K e e p th e K e e p th e fa n sfa n s

<Example of discount tactics>

•Season ticket•Free ticket•Discount ticket•Group discount•Other type of package ticket

Discount tacticsDiscount tacticsTicketing



$$ $$ $$

$$$$

$$


2 promotion tactics2 promotion tactics

DiscountDiscountDiscountDiscount Add valueAdd valueAdd valueAdd value


N o nN o n -- fa n sfa n s(D o n(D o n ’’ t re c o g n iz et re c o g n iz e

th e c lu b )th e c lu b )

P o te n tia l fa n sP o te n tia l fa n s(R e c o g n iz e th e c lu b(R e c o g n iz e th e c lu b

b u t n o t fa n ) b u t n o t fa n )

F a n sF a n s

G e t th eG e t th ere c o g n it io nre c o g n itio n

G e t th e G e t th e fa n sfa n s

K e e p th e K e e p th e fa n sfa n s

•Develop proper tactics for the target segment in the fan development strategy

•Understand the segment and be creative to develop the effective tactics

•Monitor their level of satisfaction and feedback to the strategy and tactics

Ticketing StrategyStrategy

Sponsorship is the support of an event or activity by

another organisation for the MUTUAL BENEFIT of both

parties

sponsorship

Sponsorship taps into the real passion of Sport fans,

which provides the sponsor brand value migration that

conventional advertising cannot.

What do sponsors want? In addition to increased sales:1 Increased product exposure2 Consumer and trade promotions3 New customers• Channel for customer hospitality and incentives• Enhanced corporate image4 Professionalism5 An open and trusting partnership6 A good quality product7 A good deal8 Open communication9 Centralised marketing programmes10 Client servicing11 Easy access to information (events, players, history)



$$ $$ $$

$$$$

$$


Sponsorship

•Fan clubFan club•Privileges to membersPrivileges to members•Fan club eventFan club event•PublishingPublishing

•Continuous and direct Continuous and direct relationship with themrelationship with them

•Direct mailDirect mail•E-mailE-mail•Home pageHome page

•What is Sport sponsorship?

SponsorshipSponsorship

ClubClub SponsorSponsor

Win-Win RelationshipWin-Win Relationship

Club benefitClub benefit• Financial supportFinancial support• Other supportOther support

Sponsor benefitSponsor benefit• Media exposureMedia exposure• Good imageGood image



$$ $$ $$

$$$$

$$


XYZ CompanyXYZ Company

------------------------------ ------ ------------

1. List 1. List potentialpotentialsponsorssponsors

3. Negotiate3. Negotiatewith potentialwith potential

Sponsors and contractSponsors and contract

4. Deliver and 4. Deliver and manage themanage thesponsorshipsponsorship

2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit

Sponsorship

Sponsorship operationSponsorship operation

5. Evaluate 5. Evaluate thethe

sponsorshipsponsorship



$$ $$ $$

$$$$

$$


Sponsorship<Example of potential sponsors>

• List all potential sponsors• ………………………………• ………………………………• ………………………………• ………………………………• ………………………………• ………………………………

1.1. List potential sponsorsList potential sponsors

XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company

------------------------------------------------




4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship







$$ $$ $$

$$$$

$$


Sponsorship


------------------------------------------------









•Club requirements •Sponsor package and benefits

•Two-way - Club and sponsor

•Understand their businesses and situation

• Identify mutual interests and benefits

•Quality presentation•Renewal of contract

2.2. Define sponsorship Define sponsorship package and the benefitpackage and the benefit


------------------------------------------------











$$ $$ $$

$$$$

$$


Sponsorship • Let them know the club•Club profile•Media exposure statistics•Average spectators•Fan club members…etc

• Understand their expectation• Precise specification of benefits• Understand their decision making procedure

• Be flexible with the sponsorship package & conditions

• Know your value• Follow up their internal process• Keep the relationship even if you do not succeed at first

3.3. Negotiate with potential Negotiate with potential sponsorssponsors


------------------------------------------------











$$ $$ $$

$$$$

$$


SponsorshipThe contract must cover...

• Duration of the contract• Fee to be paid• Benefits

• Club and Sponsor• Timing of the payments and benefits

• Rights and obligations• Club• Sponsor

• Renewal period• Breach of the contract• Legal document … etc

3. Negotiate with sponsors 3. Negotiate with sponsors and contractand contract


------------------------------------------------











$$ $$ $$

$$$$

$$


Sponsorship •Make sure that all arrangement follow the contract

•Who is responsible?• Invite the sponsors to the match/event and ask if they are satisfied or not

•Good relationship with media is vital for good media exposure

•Delivery of benefits = Renewal

4.4. Deliver and manage the Deliver and manage the sponsorshipsponsorship

Keeping the right sponsor/s

1 Responsibility of account management to assist in the activation

and management of the respective commercial rights

2 Deliver what you have sold

3 Maintain open and regular communications; be available

4 Be serious about engaging in long-term partnerships

5 Ensure consistent use of property marks and identities


------------------------------------------------











$$ $$ $$

$$$$

$$


Sponsorship •Monitor all media exposure and evaluate the sponsorship effect

•Report it to the sponsors and make them aware of the impact

•Learn and develop

6.6. Evaluate the sponsorshipEvaluate the sponsorship



$$ $$ $$

$$$$

$$


Media rightsMedia rights include…

• TV rights• Radio rights

• Understand which rights you ‘own’ (and league ‘owns’) and maximize the benefit

Media rightsMedia rights

TV rights (if applicable)TV rights (if applicable)

Free to airFree to air

SatelliteSatellite

CableCable

XX

LiveLive

DelayDelay

DigestDigest



$$ $$ $$

$$$$

$$


Merchandising

•Important part of club brand• Finance and image

MerchandisingMerchandising

MerchandisingMerchandising



$$ $$ $$

$$$$

$$


1. Marketing is to monetize the fan base and critical for club2. Ticket

• Use promotion tactics • Discount• Add value

3. Sponsorship • ‘win-win relationship’ • 6 phases of the sponsorship operation

4. Media rights• Understand what you ‘own’ and maximize the benefit

5. Merchandising• Based on fan development strategy

SummarySummary

Documents

همايش توجيهي بازاریابی در ورزش قهرماني. Table of Contents 1.Club Regulations I.Statutes II.Structure & Administration III.Finance IV.Facilities V.Sporting