Vitalizing body and mind: expressing brand values through sport events

1. Vitalizing body andmind: expressing brand values through sport events Marina Dekavalla

2. Action / extreme sports • “Alternative”, not traditional • Often involve unconventional rules and high technical expertise • Participant-controlled • Athletes usually compete on individual basis • Skateboarding, snowboarding, surfing, climbing, mountain biking, BMX riding, wake boarding, paragliding, B.A.S.E. jumping and others • More popular among men in their late teens / early twenties • Their participation and support has likely become an integral aspect of their everyday life Bennet, G., Henson, R. and Zhag, J. (2002), “Action Sports Sponsorship Recognition”, Sport Marketing Quarterly, 11 (3), pp. 174-185 Miloch, K.S. and Lambrecht, K.W. (2006) “Consumer Awareness of Sponsorship at Grassroots Sport Events”, Sport Marketing Quarterly, 15 (3), pp. 147-154

3. Action / extreme sports events “The problem is that [extreme sports] are already becoming an advertising cliché[…]. The strategic and creative challenge for marketers and advertisers then is to tap into the powerful cultural resonance these sports have for this generation while avoiding the cliched presentation they now receive.” Stark, M. (1997) “The Extreme Generation”, Brandweek, 38 (32), 09/01/97

4. The traditional approach: sport event sponsorship • Increases brand awareness (knowledge, salience in mind) • Enhances brand image and reputation • Helps secure competitive advantage Amis, J. & Slack, T. (1999) “Sport Sponsorship as Distinctive Competence”, European Journal of Marketing, 33 (3/4), pp. 250-272

5. The right sport sponsorship should: • Increase the perceived customer value of the product • Be unique and differentiate the product from competition • Be usable in a variety of areas • Fit with the image of the product Amis, J. & Slack, T. (1999) “Sport Sponsorship as Distinctive Competence”, European Journal of Marketing, 33 (3/4), pp. 250-272

6. A memorable sport sponsorship: • Fits the image of the product • Is long-term and consistent, not a one-off • Addresses highly involved fans Grohs, R., Wagner, U. and Vsetecka, S. (2004) “Assessing the Effectiveness of Sport Sponsorships – an Empirical Examination”, Schmalenbach Business Review, 56, pp. 119-138

7. An alternative approach: experiential marketing • Focusing on the emotional essence of a brand – how people feel about it, the symbolic aspect of the product • Organising unique events to create relationships with audiences which are not possible through traditional advertising • Experiencing the values of the brand McCole, P. (2004), “Refocusing Marketing to Reflect Practice: The Changing Role of Marketing for Business”, Marketing Intelligence and Planning, 22 (5), pp.531-539

8. Red Bullenergy drink • Increases alertness and energy levels at demanding moments • Vitalizes body and mind • Gives you wings!

9. Vitalizing body and mind… Air-racing “The first event in air racing history was held on May 23, 1909 - the Prix de Lagatinerie, held at the Port-Aviation airport south of Paris, France. Four pilots entered the race, two actually started and nobody completed the full race distance.” Source: en.wikipedia.org

10. Vitalizing body and mind… Red Bull Air Race World Championship http://www.youtube.com/watch?v=ntVBN0W3fpA http://www.youtube.com/watch?v=w8Fjsc90364

11. Vitalizing body and mind… Red Bull Air Race World Championship • conceived in 2001 in the Red Bull sports think-tank • the aim was to develop a brand new aviation race that would challenge the ability of the world’s best pilots • a race in the sky that is not simply about speed, but also precision and skill • development of the prototypes of the ‘Air Gates’ began in 2002 • in the same year, renowned Hungarian pilot Peter Besenyei successfully completed the first test flight through them • after two years in planning and development, the first official Red Bull Air Race was ready to take off in Zeltweg, Austria in 2003. Six pilots competed in front of several hundred thousand spectators.

12. Vitalizing body and mind… Red Bull Air Race World Championship • first Red Bull Air Race World Championship launched in 2005, with 10 pilots competing in a series of seven races in different locations around the world • by 2009 there were 15 pilots competing in six races • source: www.redbullairrace.com

13. Vitalizing body and mind… Communicating the championship • The Red Bull Air Race newsroom (http://www.redbullairracenewsroom.com/index/about) • editorial content for tv, print, web and radio • race results, press kits, pilot biographies, background info • free subscription for journalists • press releases and updates sent to all subsribers • accreditation form for journalists who wish to attend

14. Vitalizing body and mind… • Communication to the media in every country where Red Bull has offices: • Press releases and visuals • Feature articles and race updates in motor press • Deals with tv channels for transmission of races • Press trips to the races

15. Vitalizing body and mind… Other news angles: famous fans • “American actress Andie MacDowell dropped in to visit the Red Bull Air Race pilots ahead of the penultimate race of the 2009 season on Thursday, getting a quick tour of some of the planes by Paul Bonhomme as well as Americans Kirby Chambliss and Michael Goulian.” • “Former FC Barcelona player Edgar Davids was so inspired by his visit to the Red Bull Air Race Airport today ahead of the Qualifying round that he plans to get his own flying lessons back on track as soon as possible.” • “Red Bull Air Race pilot Peter Besenyei from Hungary met Slovakia’s first ever astronaut Ivan Bella at Tököl Airport to take him for a flight in his race plane. Bella who, as a cosmonaut, is familiar with G-force was looking forward to experiencing it in a different type of plane than he is normally accustomed to.” • source: www.redbullairrace.com

16. Vitalizing body and mind… News angles: links with other motorsports • “The 2009 Formula One season will wind up on Sunday at the same location that the Red Bull Air Race World Championship season began – Abu Dhabi. Former Formula One driver David Coulthard got a bird's eye view of the new circuit when he went up in a Red Bull Air Race plane.” • “Five-times World Rally Champion Sébastien Loeb visited the Red Bull Air Race airport this morning to meet the pilots and test his G tolerance in the air ahead of the race in today’s Hungarian capital.” • “Brian Vickers said he would love to give Kirby Chambliss an unforgettable ride in a racing car going up to 215 mph after the Red Bull Air Race pilot treated the NASCAR driver to a white-knuckled ride in an Edge 540 racing plane last year. ” • source: www.redbullairrace.com

17. Vitalizing body and mind… News angles: events • “More than 150 seventh and eighth grade children from Burton International  School and 40 aviation students from Davis Aerospace high school in Detroit , USA got the chance to meet Red Bull Air Race pilot, Mike Mangold and get an insight into what the Red Bull Air Race is all about.   The students had the opportunity to take a tour of an Air Gate – one of the 20-metre high pylons that make up the race track, and learned about the physical effects that Air Racing exerts on the pilots. ” • source: www.redbullairrace.com • Beginning and end-of-season parties • Corporate hospitality packages

18. Vitalizing body and mind… Sponsors • AUDI: Official Global Partner of the Red Bull Air Race World Championship 2009 • SEAT: Official Global Partner of the Red Bull Air Race World Championship 2009 • BREITLING: Official Timekeeper of the Red Bull Air Race World Championship 2009

19. Vitalizing body and mind…