+ Driving Sponsorship - A Case Study of Football Sponsorship in Africa APRA Conference Presentation – May Mauritius
+ African Football To demonstrate the opportunity presented by football sponsorship in Africa through an understanding of the changing landscape and some of its challenges
+ The difference between stumbling blocks and stepping stones is how you use them. – Anonymous
+ Football in Africa Football has always been the most popular sport on the Continent since its introduction over 100 years ago. In terms of rankings, football comes first second and third in most Countries. Football commands over 80% of the estimated U$2 billion spent on sport sponsorship and leverage. Football structures are undergoing a transformation as more revenue is made available to employ professional staff. Funds available for football development are rising dramatically. Demand for sponsored properties will exceed supply.
+ Changing Africa Africa covers 20.4% of the World’s land area and has currently 14.28% of the total population Over the last decade six of the world’s 10 fastest growing economies were African. In eight of the last 10 years, Africa’s lion states have grown faster than the Asian tigers. The fastest growing economy in the world in 2011 at 13% was Ghana. Africa now has the fastest growing middle class in the world. Mobile phone penetration nearing 800 million. Africa has leap frogged technology developments and is not not far behind many developed economies.
+ Population Comparisons GermanyUSAIndiaChina m203m539m825m m249m833m1,13Bn m297m1,17Bn1,34Bn m327m1,44Bn1,5Bn Fertility1242 Life Exp Doubles>100yrs 42yrs67yrs
+ Population Comparisons NigeriaCongo DRTanzaniaEthiopia m22m13m25m m37m26m39m m67m42m92m m106m64m158m Fertility6668 Life Exp Doubles23yrs22yrs30yrs23yrs
+ TV Africa
+ Broadband Africa
+ Cabled Africa
+ Mobile Africa
+ Digital Broadcasting Barriers to entry will soon be removed. Reduced space segment and bandwidth requirements. Enhanced and lighter broadcast equipment. Multiple channels free to air. Increase in number of live broadcasts. Virtual studios. Enhanced editing software and equipment. Multiple new media outlets for content.
+ Digital Migration
+ Portable SNG
+ Fly Away Equipment
+ Advanced Camera Technology
+ Match Graphics
+ Virtual Studios
+ New Media
+ What is Changing Demographics and population Infrastructure Technology Transportation Communication Revenue to Football
+ Football Needs Help
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+ The Opportunities New and more effective sponsorships Broadcast New Media Crisis communications strategy Training and development Revenue generating projects Changing focus from an Industry
+ If you don’t like something change it; if you can’t change it, change the way you think about it. – Mary Engelbreit
+ The Challenges Poorly drafted contracts and no clear division of roles and responsibility. No sponsorship strategy or identified return on investment. Sponsorship costs based on cost of event and not value. Lack of engagement between the parties. No measurement or media monitoring. Lack of sponsor protection. Lack of cohesive broadcast strategy. Changing personnel in Football.
+ Never be afraid to try something new. Remember, amateurs built an ark. Professionals built the Titanic. – Anonymous
+ Essential Components of Successful Delivery Everything is possible if you commit to it. Never compromise on standards or ethics. Build a great team of committed staff who take pride in delivery. Make sure that everyone knows the plan for the day. Partner with local knowledge. Pay attention to detail and all documentation. Leave nothing to chance, keep on top of things and communicate. Remain flexible and adaptable. Remember that a sledge hammer is no match for bureaucracy.
+ Conclusion Management of football in Africa is becoming more professional. Revenue will increase substantially. The sponsorship of football in Africa is changing. Key properties will become more valuable. Broadcasting will be a key driver. Football content requires professional management. There are huge opportunities for the PR Industry.
+ Thank You