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Rodrigo Rivellino CEO Aktuell

Cannes Lions: Sports Power!

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Rodrigo RivellinoCEO Aktuell

#Sports_Powerhow to develop a relationship platform from a sporting event

sportsdon’t

sell

has neversold

a shoe

basketballhas never

solda shoe

has neversold

a television

footballhas never

solda television

has neversold

a cellphone

tennishas never

solda cellphone

have neversold

a car

the olympicshave never

solda car

so why the sports market revenue is expected to be

?in 2012

141billionFONT: CMO COUNCIL

because sales is the direct consequence of quality and adequation of the offer.

sales≈ qualityadequation

and sport is an excelent vehicle to disseminate and qualify this offer.

sportispassion

sportmovement

is

sport

emotionis

to overcomesport is

it is more profitable than any traditional media because it gives the message

all these atributes, making it less invasive and more friendly.

sportscan help

you sell

WHEN IT COMES TO SPORT MARKETING, JUST DO IT IF THE CONTEXT IS ADEQUATE for YOUR BRAND.

WHEN IT COMES TO SPORT MARKETING, JUST DO IT IF THE CONTEXT IS ADEQUATE for YOUR BRAND.When it comes to sport marketing,

if the context is adequate Just do it

for your brand.

in the vast world of sports, it`s easy to find a

good context

but one thing is right:

sports are the best way to create relationship,

they can be segmented into an infinity

number of niches:

social class

genre age

attitude

lifestyle

regions

the objectives must be clear

brand exposurecompetitive differential

promotional theme

endomarketing

market and trade relationship

contestsactivation

to adjust the sponsorship correctly.

aggregate the sport’s values to the brand

mass sports

Forbes List of Most Valuable Sporting Event Brands in 2010:1. Super Bowl - Brand Value of $420 million2. Olympic Games (Summer) - Brand Value of $230 million3. FIFA World Cup - Brand Value of $120 million4. UEFA European Football Championship - Brand Value of $110 million5. Major League Baseball World Series - Brand Value of $106 million6. Daytona 500 - Brand Value of $100 million7. Olympic Games (Winter) - Brand Value of $93 million8. NCAA Men's Final Four - Brand Value of $90 million9. Major League Baseball All-Star Week - Brand Value of $75 million10. Kentucky Derby - Brand Value of $67 million

niche sports

niche sportsGlobal Champions Tour

how to transform a niche event into

a marketing oportunnity for brands?

> see your sporting event as a product

> develop a business plan

> search for partners

> attract your audience and the media

how to transform a niche event into

a marketing oportunnity for brands?

core > luxury

sporting event as a productsee your

how to comercialize the event?

gastronomy fashion music

a business plandevelop

relationship

sponsorship shares

relationship

for partnerssearch

gastronomy fashion music

your audience and the mediaattract

niche > masshorse show > entertainment

and that’s why we still sell all the sponsorship shares and attract U$15million in spontaneous media.

that’s what we do with A.O.I.H.S.

Champions aren't made in the gyms. Champions are made from something they have deep inside them -- a desire, a dream, a vision.

“ “Muhammad ali - the greatest boxer of all time