همايش توجيهي بازاریابی در ورزش قهرماني

1. همايش توجيهي بازاریابی در ورزش قهرماني

2. Club Development Table of Contents • Club Regulations • Statutes • Structure & Administration • Finance • Facilities • Sporting Development • Fan & Community Support • Event Management • Marketing • Communications

3. Club structure (EXAMPLE) Board of directors General manager Technical Club Administration Top team Administration Marketing Communication Event Management Medical Facility Youth development Finance Legal

4. Objectives Marketing Promoting the image of the Club Providing the club with financial resources Roles • Sponsorship • Finding sponsors • Relationship with sponsors • Ticketing • Merchandising • Fan development • Promotional activities

5. Key actors? VIP guests Players & Coaches Event Match Officials Sponsors Sport Game Media Fans

6. Event Players & Coaches Match Officials Media VIP guests Sponsors Fans Club image/ promotion Sponsors Match quality Ticket sale Revenue Better event management leads to higher revenue through stakeholders - directly & indirectly

7. Fans Community Coaches Members Government Executives Staffs Sponsors Why stakeholders are important? Internal stakeholders External stakeholders Players Solidarity Good image and interest Communication influences many stakeholders internally and externally

8. Club Why Club identity is important? Club identity • Name • Club shirt (Color and design) • Logo/emblem • Flag • Club nickname • Players (stars) • Coaches • Stadium Fan Club identity is critical for fan development

9. Why important? Number of fans Club Revenue How much fans spend directly/indirectly = X Fan development Marketing Marketing is to monetize the fan base and is critical to club revenue

10. What are your Sport products? In the marketing sense, a Sport product includes not only the match, but also merchandise, players/personalities, events, Sport clinics, Sport information etc. Marketing of Sport is different from marketing other products. Before you can begin selling your Sport products, you have to market an experience.

11. Sport Target Market Fans are the heartbeat of Sport. To attract fans, you have to understand them and satisfy their needs. Belonging Aspiration Euphoria Excitement FAN Disappointment Nostalgia Anticipation Frustration

12. Fan development 3 types of activities Keep the fans Fans Non-fans (Don’t recognize the club) Potential fans (Recognize the club but not fan) Get the recognition Get the fans Club identity Club must invest in retaining their fans

13. Discount Add value How to sell the ticket? Fan development strategy 2 Promotion Tactics Use both promotion tactics based on the fan development strategy Perceived value for money for fans Tangible and intangible benefits for fans

14. Broadcaster Company Merchandising Ticket Media rights Sponsorship Why Fan Development is important? $ $ $ $ $ $ Most club revenue comes from fan directly and indirectly

15. Discount tactics Ticketing <Example of discount tactics> • Season ticket • Free ticket • Discount ticket • Group discount • Other type of package ticket

16. Ticketing Strategy 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

17. sponsorship Sponsorship isthe support of an event or activity by another organisation for the MUTUAL BENEFIT of both parties Sponsorship taps into the real passion of Sport fans, which provides the sponsor brand value migration that conventional advertising cannot.

18. What do sponsors want? In addition to increased sales: 1 Increased product exposure 2Consumer and trade promotions 3New customers • Channel for customer hospitality and incentives • Enhanced corporate image 4 Professionalism 5 An open and trusting partnership 6 A good quality product 7 A good deal 8 Open communication 9 Centralised marketing programmes 10 Client servicing 11 Easy access to information (events, players, history)

19. Club benefit • Financial support • Other support Sponsor benefit • Media exposure • Good image Sponsorship What is Sport sponsorship? Sponsorship Win-Win Relationship Club Sponsor • Fan club • Privileges to members • Fan club event • Publishing • Continuous and direct relationship with them • Direct mail • E-mail • Home page

20. XYZ Company Sponsorship Sponsorship operation 1. List potential sponsors 2. Define sponsorship package and the benefit 3. Negotiate with potential Sponsors and contract 4. Deliver and manage the sponsorship 5. Evaluate the sponsorship ------ ------ ------ ------

21. List potential sponsors <Example of potential sponsors> • List all potential sponsors • ……………………………… • ……………………………… • ……………………………… • ……………………………… • ……………………………… • ……………………………… Sponsorship

22. Define sponsorship package and the benefit • 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 Sponsorship

23. Negotiate with potential sponsors • 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 Sponsorship

24. 3. Negotiate with sponsors and contract The 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 Sponsorship

25. 4. Deliver and manage the 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 Sponsorship

26. Keeping the right sponsor/s • 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

27. Evaluate the 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 Sponsorship

28. TV rights (if applicable) Free to air Live Satellite X Delay Cable Digest Media rights Media rights include… • TV rights • Radio rights • Understand which rights you ‘own’ (and league ‘owns’) and maximize the benefit Media rights

29. Merchandising Merchandising • Important part of club brand • Finance and image Merchandising

30. Summary • Marketing is to monetize the fan base and critical for club • Ticket • Use promotion tactics • Discount • Add value • Sponsorship • ‘win-win relationship’ • 6 phases of the sponsorship operation • Media rights • Understand what you ‘own’ and maximize the benefit • Merchandising • Based on fan development strategy