1 FUTURE WAT PROJECT Presented to the Euromeetings Organisors Amsterdam, 17th October 2008 by IAAF &...
-
Upload
stephanie-doyle -
Category
Documents
-
view
215 -
download
0
Transcript of 1 FUTURE WAT PROJECT Presented to the Euromeetings Organisors Amsterdam, 17th October 2008 by IAAF &...
1
FUTURE WAT PROJECTPresented to the Euromeetings OrganisorsAmsterdam, 17th October 2008by IAAF & Mindspring AG
2
BACKGROUND
3
OUR BRIEF • Presidential mandate to review and improve WAT in line with the his Manifesto
• Embrace the global potential of athletics
• Create opportunity for more Athletes to participate professionally in athletics
• Appeal to the youth
• Deliver an economically sustainable project
• Investor guarantee
• All stakeholders to benefit
4
OUR CREDENTIALS
• Senior leadership positions at both TEAM Marketing and Octagon Worldwide
• Prior Involvement with athleticsI
AAF World Championships
Mobil Grand Prix
IAAF World Cup
Athletics South Africa
• Specific experience with investors in the creation of - UEFA Champions League, IIHF Champions Hockey League
5
WINNING CONCEPTS • Strong involvement by Federation
• Win-win for all stakeholders
• Strong free to air broadcaster platform
• Centralised marketing programme for worldwide sponsors
• Strong brand identity and branding execution
6
WAT PROJECT
7
PROJECT WAT STATUS • Step 1 - Identified objectives:
• Step 2 - Developed new concept
• Step 3 - Conducted feasibility study
• Step 4 - In depth review of concept and feasibility study led by IAAF President
• Step 5 - Recommendation to IAAF Council
8
FEASIBILITY STUDY 12 Month process to
date
Stakeholders
• Meet organizers
• Agents/Athletes
• IAAF and Council
• Ambassadors
Sponsors
• Carlsberg
• MasterCard
• Nestlé
• Nike
• Shell
• President, International Sponsors Council
Broadcasters
• European Broadcasters Union
• BBC (UK)
• BSkyB (UK)
• Setanta (UK & North America)
• ZDF (Germany)
• DSF (Germany)
• Sky Italia
• France Television
• Canal+ France
• TVE (Spain)
• Sogecable (Spain)
• Eurosport (pan-European)
• NBC Universal (USA)
• Fox (USA)
• TBS (Japan)
• Al Jazeera (Middle East)
• GTV (Africa)
9
CURRENT SITUATION • Strong consensus across the board that
there is a need for change
10
CURRENT SITUATION • Olympics and World Championships are
premier events
OlympicsWorld
Champs
GoldenLeague
WAT
3 PILLARS OF ATHLETICS
98,787,860
1,151,821,000
WAT
11
KEY PRINCIPLES
12
KEY PRINCIPLES • Do what is in the best interests of
Athletics
• Reinforce IAAF leadership
• Elevate the status of the Golden League and athletics as a whole
• Extend reach beyond Europe
• Guarantee top athletes and enhance the earnings capability of more athletes
• Create more meaningful events - shift focus away from individual performances to great competition
• Bring new investment into the sport
• Create a strong global brand
• All stakeholders to benefit
13
WAT STRATEGY
14
REVISED WAT STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
15
STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
16
FORMAT
Key Changes:
•Simplified format
•Two-tier approach
17
GOLDEN LEAGUE SEASON SCHEDULE Rationale for 12 events
• Maintain strength of European events
• Target key global markets
QuickTime™ and a decompressor
are needed to see this picture.
18
GOLDEN LEAGUE FORMAT
• Two-hour programming block
• Consistent Golden League disciplines• 10 standard for entire series• 4 events of local interest
• Simple, meaningful points system based on order of finish
Programming Block20:00-22:00Local Interest Discipline 1Local Interest Discipline 2Local Interest Discipline 3Local Interest Discipline 4GL Discipline 1GL Discipline 2GL Discipline 3GL Discipline 4GL Discipline 5GL Discipline 6GL Discipline 7GL Discipline 8GL Discipline 9 GL Discipline 10
19
CHALLENGE LEAGUE OVERVIEW • 12 meetings out of tender process
• Europe and outside Europe
• Open to all disciplines
• IAAF solidarity fund: considerably higher than current IAAF grant
• Consistent branding
• No grant of marketing rights to the IAAF
• Can be scheduled any day except on or around Golden League days
20
STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
21
KEY CHANGES • IAAF guarantees top athlete participation and finances incentive plan
• IAAF central athlete contracts• Guaranteed contract for 20 to 30 top
athletes• 6-9 appearances per season
• Standings Bonus for each discipline to replace current Jackpot • Benefits many athletes as opposed to just
1 or 2
• Considerably more money for more athletes
22
NEW PARTNERSHIP
IAAF
Meet Organisers Athletes
•Prize Money•Appearance Fees
•Appearances
• IAAF Contracts
•Ranking Bonus
•Participate in 6-9 events
•Sponsor appearances
• Cen
tral $
Contributio
n
• Cen
tral P
rom
otion
• Ath
lete
s
• Del
iver
com
mer
cial
rights
23
STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
24
BRAND • Make Golden League instantly recognisable
• Consistent implementation across all events
• Much stronger vs. individual event brands
• Reviewed best practices from other sports and propose the best solution for Athletics
25
STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
26
MARKETING • Current decentralised marketing approach leaves money on the table
• Need to access all available budgets• Global / Regional• National• Local
• Need to keep benefits of current sponsors• Ticket promotions • Hospitality
• Combined centralised / local sales allows access to all levels
27
SPONSORSHIP CONCEPT
4Golden League Partners(4 x $5m)
National Suppliers
National Sponsors
Individual EventPartners
Series Partners
1 Host City Partner
1 National Event Sponsor
($0.5-1m each)
28
BROADCAST SALES
• Centralised sales of all broadcast rights• Splitting TV rights leads to weaker
product/loss of leverage• Obligation to be host broadcaster
• Priority to free-to-air coverage• …in order to create broadest coverage to build
sport• …and therefore build value of sponsorship• Target gradual increase….starting with 2 or 3
meets on terrestrial in key markets• Additional coverage on thematic sports channels
• Broad programming• Live• Delayed• Highlights• Magazine (centrally produced)
• Broad distribution• TV• Internet• Wireless
29
FEASIBILITY STUDY • Feedback from EBU
• Key Partner of IAAF
• EBU strongly wants to keep its commitment to athletics
• Conducted complete review of proposed project
• EBU says this is going in the right direction and they want to partner the IAAF in this development
30
STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
31
INVESTOR FUNDING • This project will be funded by investors
on a long term basis
• Allows for massive new financing of the sport
• Strong interest is being shown by potential investors
32
SUMMARY
33
SUMMARY • Revitalise athletics
• Strongly addresses key issues• Confusing format• Meaningful competition• Athlete participation• Commercial appeal• Financial viability
• Feasibility study indicates concept is feasible
• Investor interest in the concept is strong
34
NEXT STEPS
35
TIMING
Pre-SeasonBuild-up
Product Development
BroadcasterSearch
9/071/08
SponsorSearch
2007
Design - A
FeasibilityStudy - B
InvestorClosing - D
20082009
2010
Implementation ofCommercial & Event Plan
New IGLSeason
Event PlanImplementation
1/09 1/10
BiddingProcess - C
Pre-testing with Champions
IAAF President Briefing
IAAF Approval
Signature of Agreements
36
NEXT STEPS • Have now received IAAF Council “In Principle” approval to proceed
• Investor search now underway with a view to securing interested parties by next IAAF Council Meeting in November
37
THANK YOU