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Innovative ways to capitalize
on national federation elite athletes and events
Czech Athletic Amateur
Union founded 1897
Czech Republic – 10mil inhabitants
Czech Athletic Federation memberships on 31 January 2012 – 52 591
Federation Budget 2011 in Euros and Sources
- Governmental support 3 317 724,-
- NOC 71 692,-
- Marketing agency Ceska atletika s.r.o. 1 041 211,-
- Income from EA + IAAF 55 170,-
- Others 122 980,-
TOTAL 4 608 777,-
Income 2011 in %
1995 Marketing agency Ceska Atletika s.r.o. was founded
Reasons:
- To cumulate the marketing rights of the events, national team etc.
- To build the product sellable to commercial partners
- To be a bridge between the sport and commercial world
- To fulfill the financial gap after a dramatic decline of governmental
support
Czech Athletic Federation Marketing Strategy
Elite Athletes
Czech athletic has a long tradition and rich history with many eminent athletes but despite having quite a high public awareness about them, these days they do not become ICONS to be followed by general public.
But the potential has been there!
Aim: To have elite athletes as sport icons respected not only because of sport results but to be followed as a life style heroes
Needs: Eminent athletes with a potential for great sport results
- with undestanding of complexity
- with good will to listen and to be educated (media training etc.)
Tomas Dvorak - Men in Black
Tomas Dvorak + Roman Sebrle
Dvorak family
HOW TO ACHIEVE THAT?
Traditional ways
Innovative ways - How to create an ikon from a young unknown talented athlete?
- Story of Barbora Spotakova from 2006
U Pinkasu U Spotaku
How federation can capitalize on its elite athletes?
Federation‘s Gala
ATHLETE OF THE YEAR
What this event means?
1) Inside athletic movement
2) Outside athletic movement
Live coverage – prime time 70 minutes on Channel 1 Czech TV
Participants – top 10 athletes of the year + best junior and
coach together with the most popular stars from showbiz of
the Czech Republic
400 invited guests including eminent authorities from the Czech
Republic‘s political and social life
TV trailer „Athlete of the year Gala“
Roman Sebrle – pop music star