1. Workshop “Finding additional sources of funding”
“Good governance in Polish
sports associations”
Conference hosted by the
Ministry of Sport and Tourism
and the Institute of Sport –
National Research Institute
Warsaw, April 12th, 2018
German Equestrian Federation Dieter Medow
Vice President

2. Overview:
Portrait German Equestrian Federation (FN)
Budget NF Germany
Marketing strategy of NF Germany
Stiftung Deutscher Spitzenpferdesport

3. Overview:
Portrait German Equestrian Federation (FN)
Budget NF Germany
Marketing strategy of NF Germany
Stiftung Deutscher Spitzenpferdesport

4. Portrait German Equestrian Federation (FN)
Mission
Promotion of equestrian sport and horse breeding
Guidance and service
Preservation of the historic relationship between man and horse

5. Portrait German Equestrian Federation (FN)
Visions
Promotion of equestrian sport and horse breeding
Universal representation
Complete degree of organisation
Constant growth
Adaptation through structural change

6. Overview:
Portrait German Equestrian Federation (FN)
Budget NF Germany
Marketing strategy of NF Germany
Stiftung Deutscher Spitzenpferdesport

7. Budget NF Germany Revenues As-is state 2017 Planning for 2018
thousand € %
Member fees, donations
4.157
16,43
4.160
15,93
Service
12.262
48,45
12.175
46,64
Federal funds
2.415
9,54
2.930
11,22
Other revenues
6.472
25,58
6.842
26,21
Sum of revenues
25.306
100,00
26.107

8. Budget NF Germany Support Measures As-is state 2017 Planning for 2018
thousand € %
Support of OCs
342
1,35
335
1,28
Support of top sport/ DOKR
6.207
24,53
8.247
31,59
Support of public relations
1.786
7,06
2.000
7,66
Support of organisational tasks
1.745
6,90
1.750
6,70
Other support measures
2.529
9,99
2.670
10,23
Sum of Support measures
12.609
49,83
15.002
57,46

9. Overview:
Portrait German Equestrian Federation (FN)
Budget NF Germany
Marketing strategy of NF Germany
Stiftung Deutscher Spitzenpferdesport

10. Marketing Strategy FN Philosophy of cooperations
Need to create a solid structure for our co-operation partners on the basis of commercialization of sports
Professionalization of our marketing and creation of added values for our co-operation partners and ourselves are the designated targets
Communication of our partner‘s advertising message in a highly emotional environment

11. Marketing Strategy FN Approach offering packages
marketable themes/ projects
benefit packages
winning strategies
identification
networking
events
Sponsoring
customer loyalty
support
binding

12. Marketing Strategy FN Advantages for partners
Ideal national or regional presentation of companys through a partnership with the German Equestrian Federation (FN)
Creation of a positive image transfer through engagement in a sportive and dynamic equestrian sport environment

13. Marketing Strategy FN Advantages for partners
Increase of the brand awareness through presence of the logo or the advertising message in projects, prints and online
Care of business contacts and customer loyalty

14. Marketing Strategy FN New sponsoring structure
No general sponsor on the highest level yet

15. Marketing Strategy FN Title right
Title and sponsor-logo for each sponsor level
Right to apply the sponsor-logo for use in self-promotion and PR
Right of branch exclusivity (general and main sponsor only)

16. Marketing Strategy FN Duration and license fee
Intention: long-term partnerships, minimum duration two years
Minimum payment EUR p.a. (plus VAT and production costs)

17. Marketing Strategy FN Measures by the FN
Describtion
Advantages
Annual performance review with the sponsors
Feedback
Build confidence with the partners
Increase of commitments
Possibility of participation in exclusive events with other FN-partners
Sponsoring events
Communication platform for new products
Business to business (B2B)
Cultivation of contacts
Documentations
Comprehensive (photo) documentation about engagement at the end of the year (for general and main sponsors only)
Professional performance
Cooperation bears in mind

18. Marketing Strategy FN Areas High performance sports Supporting talents
Tournament and leisure sports
Advanced training / science
Horse keeping
Horse breeding

19. Marketing Strategy FN Marketable project in high performance sports
Logo placement on the apparel of the national teams

20. Marketing Strategy FN
Marketable project in tournament and leisure sports
„Coffee support“ for regional tournaments

21. Marketing Strategy FN Marketable project in leisure sports
Financial support of riding clubs/schools in renovating their facilities

22. Overview:
Portrait German Equestrian Federation (FN)
Budget NF Germany
Marketing strategy of NF Germany
Stiftung Deutscher Spitzenpferdesport

23. Stiftung Deutscher Spitzenpferdesport
Founded in 2013
2 Mio. Euro settlement capital
1,4 Mio. Euro distribution since foundation in 2013
Aim: Securing the quality of the German high-level equestrian sport through funding for selected projects
The Foundation…
finances its projects exclusively from donations and income from the foundation's assets.
receives no public funds.
is not operational.
gives her funds to other tax-privileged corporation, especially to the DOKR.

24. Stiftung Deutscher Spitzenpferdesport
The donators/founders are private persones and companies
Donator’s/founder’s motives
Idealism
Sense of responsibility
Wish to form the sport
Enthusiasm for the sport
Image
Networking
Contact to talents
Tax relief

25. Stiftung Deutscher Spitzenpferdesport
Current funding Areas
Supporting talents
Safety in sports
Training of top coaches
Image and media presence of high performance sports

26. Stiftung Deutscher Spitzenpferdesport

27. Questions ?