Creating, developing and exploiting an event’s or sports brand

Creating, developing and exploiting an event’s or sports brand Sportaccord 2003

Significance of “Brand” • Three part approach to the creation of a sport’s brand • Objective • Target • Identity

Objective and target • What do you want the sport/event to achieve? • Who do you want to appeal to most? • Once you know the objectives and the target – then you build the brand identity • The brand is a representation of the overall objective focused towards the target audience

Brand identity • Brand identity comes from brand as: • Product • Organization • Person • Symbol • Source: David Aaker, Building strong brands • Create a “personality” for your sport or event

Brand identity • Create a product that is – • Distinctive • Exclusive • The world has enough sporting events • Without differentiation you are lost • Give people a reason to get involved

Go beyond the physical event to create value • Passion • Speed • Power • Grace • Money

Sell the emotional experience Wimbledon represents refinement • Strawberries and cream, anyone? The Olympic Games “celebrate humanity”

Build distinctions • Create traditions

Show commitment “off the field” • Create community based events • Parades • Charity events • Pro/am’s

Emotional branding leads to emotional bonding • “Only when a product or service kindles an emotional dialogue with the consumer, can this product or service qualify to be a brand” • Emotional branding, Gobe

And now a word fromour sponsor • Sponsors are an extension of your communication program • They do not own your brand • But, let them borrow it • Sponsors can add value • Make them your branding partner

Summary • Your main focus is on developing and delivering a sport/event • However…….. the way to maximize your value is to build a brand

Thank you Gordon@achievevictory.com

Creating, developing and exploiting an event’s or sports brand