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Michael Payne

Discover key lessons from Michael Payne, an expert in sports marketing, on leveraging premier sports events for marketing success while avoiding common pitfalls. Uncover the significant opportunities presented by major events like the Olympic Games and World Cup, with insights on sponsorship, branding, and leveraging media coverage. Learn how to make the most of these platforms to transform your business and engage global audiences effectively.

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Michael Payne

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  1. The Marketing Potential of the Worlds Greatest Sports Events Key lessons to ensure success And avoid failure! Michael Payne

  2. MICHAEL PAYNE • Sen Advisor to WPP on Sports – Olympic Strategies since 2004. • IOC Director – Marketing / Broadcasting 1983 – 2004. 16 Olympic Games. • Sen Advisor to Rio 2016 Olympic Bid Campaign. • Sen Advisor to Globo re 2014 / 2016 Olympic rights acquisition.

  3. MICHAEL PAYNE • Overseen Olympic marketing strategies for more than 200 companies across all sectors. • Negotiated over $ 20 billion media rights. • 1970’s Development of InterSoccer World Cup Marketing Strategy. • Author Olympic Turnaround

  4. So where were you: • Friday 2nd October.

  5. The Power of the Opportunity • Brazil – Host World’s Two Greatest Events. 2014 World Cup 2016 Olympic Games • Total Ownership of World’s Media. • Total Ownership of World’s Attention.

  6. The Power of the Opportunity • 3 Years dominant media coverage. 2014 - 16 • 7 year journey and beyond. • 220 country broadcast. • 4 Billion TV viewers. • Cumulative TV audience 100 Billion viewing hours • 30,000 visiting journalists.

  7. The Power of the Opportunity • Showcase a new Brazil to the World. • Rebrand vehicle for the whole country. • Showcase for Brazilian industry Design; Innovation; Technology. • Vision for the future of Brazil. • Pride in the country.

  8. The Opportunity “The marketplace has become so fragmented that very few platforms can talk to such a mass audience… The Olympics borrows from the attributes marketeers want: continuity, patriotism, wholesomeness, loyalty, rooting for your country.” The Wall Street Journal

  9. Understanding the Marketing Opportunity • What are the different programmes? • How do all the different programmes relate to each other? • How does broadcasting relate to sponsorship… and new media? • Who sells what? • What is international; what is local?

  10. Understanding the Olympic / World Cup Sponsorship Opportunity • Is sponsorship even the right word? • What exactly does the Olympic or World Cup brand represent ? • What exact marketing rights are available? • How do you make these rights work? • What do you really want to achieve?

  11. The Power of Olympic / World Cup Sponsorship • The power to change • The power to “own” the market place • The power to unite • The power to incentivise • The power to drive business

  12. The Power to Change TOP Partner – Samsung “We had second tier brand awareness… being an Olympic sponsor made us world class” Il Hyung Chang – Sen VP, Samsung Interbrand Study • 1996 Ranked 96th • (1997 Became Olympic Sponsor) • 2004 Ranked 21st • 2010 Ranked 19th

  13. The World’s Largest Stage Unique platform to launch • New technologies • New ideas • New thinking “To Corporations, the Olympics represent a mini test market.” Wall Street Journal

  14. Making World Cup / Olympic Sponsorship Work – Key lessons for Success5 Key Stages. • Analysing the opportunity and preparing to bid • Bidding and negotiating • Activating the rights – and making it work • The Games • Life after 2014 / 2016

  15. 1. Analysing the Opportunity and preparing to bid • Understanding the opportunity and rights on offer • Evaluating how rights could serve business agenda • Identification of clear strategic objectives

  16. 2. Analysing the Opportunity and preparing to bid • Understanding what the Committee is looking for: - Cash - Value in kind: technology and services - Marketing in kind – building the brand • Defining the product category and special rights • Understanding the competition

  17. 3. Bidding and Negotiating • Do not underestimate the competition! • What is it worth… what the market will pay!

  18. American Express on Losing the Olympics to Visa “The worst mistake I ever made at American Express”. James Robinson, Chair – CEO, Amex, reflecting on the impact of his decision to reject TOP “The greatest marketing blunder in history” Media Commentary on Robinson’s decision

  19. Blink and you could lose the rights! 1997 – Motorola lost to Samsung Within 7 years, Samsung had jumped from 6th to 2nd place in wireless market sector, unseating Motorola.

  20. 4. Activating the rights and marking it work • Clear strategic vision • Leadership from the top • Integration into existing marketing strategies – not replacement of • Early buy in amongst all key stakeholders • Empowered and respected management structure

  21. 5. Activating the rights and marking it work • Becoming best friend of the Organising Committee • Properly understanding and appreciating the potential and power of the Olympic / World Cup brand • Appropriate resources – Human and Financial to manage the project • Research, validate and refine to strategic plan • Pace yourself

  22. The Risks • Failing to get the rights • No clear strategic vision • Ambush marketing • Not invented here • The media • Agenda high-jack • Activating too late • Market clutter • Under resourced • Mismanagement by agencies

  23. 1. Take Time NOW to understand the Opportunity. 2. This is not an opportunity for 2014 /2016. It is an opportunity NOW. 3. The opportunity is Game Changing – for business and the country. 4. There is no repeat second chance. It is once in a life time – once in a country’s history!

  24. Obrigado

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