همايش توجيهي بازاریابی در ورزش قهرماني

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

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

Relationship with sponsors Ticketing Merchandising Fan development 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

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

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

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

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

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

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.

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

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

Use both promotion tactics based on the fan development strategy How to sell the ticket? Discount Add value 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

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

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

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

sponsorship Sponsorship is the 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.

What do sponsors want? In addition to increased sales: 1 Increased product exposure 2 Consumer and trade promotions 3 New 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)

Sponsorship Sponsorship Win-Win Relationship Club Sponsor 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 Club benefit Financial support Other support Sponsor benefit Media exposure Good image

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 ------ XYZ Company

List potential sponsors <Example of potential sponsors> List all potential sponsors ……………………………… Sponsorship

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

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

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

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

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

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

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

Merchandising Merchandising Important part of club brand Finance and image Merchandising Merchandising

Marketing is to monetize the fan base and critical for club Ticket 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