Creating, developing and Creating, developing and exploiting an event’s or exploiting an event’s or

sports brandsports brand

Sportaccord 2003Sportaccord 2003

Significance of “Brand”Significance of “Brand”

Three part approach to the creation Three part approach to the creation of a sport’s brandof a sport’s brand ObjectiveObjective TargetTarget IdentityIdentity

Objective and targetObjective and target

What do you want the sport/event to achieve?What do you want the sport/event to achieve? Who do you want to appeal to most?Who do you want to appeal to most?

Once you know the objectives and the target Once you know the objectives and the target – then you build the brand identity– then you build the brand identity

The brand is a representation of the overall The brand is a representation of the overall objective focused towards the target audienceobjective focused towards the target audience

Brand identityBrand identity Brand identity comes from brand as:Brand identity comes from brand as:

ProductProduct OrganizationOrganization PersonPerson SymbolSymbol

Source: David Aaker, Building strong brandsSource: David Aaker, Building strong brands

Create a “personality” for your sport Create a “personality” for your sport or eventor event

Brand identityBrand identity

Create a product that is –Create a product that is – DistinctiveDistinctive ExclusiveExclusive

The world has enough sporting eventsThe world has enough sporting events Without differentiation you are lostWithout differentiation you are lost Give people a reason to get involvedGive people a reason to get involved

Go beyond the physical event Go beyond the physical event to create valueto create value

PassionPassion

SpeedSpeed

PowerPower

GraceGrace

MoneyMoney

Sell the emotional Sell the emotional experienceexperience

Wimbledon Wimbledon represents represents refinementrefinement

Strawberries and Strawberries and cream, anyone?cream, anyone?

The Olympic Games The Olympic Games “celebrate “celebrate humanity”humanity”

Build distinctionsBuild distinctions

Create traditionsCreate traditions

Show commitment Show commitment “off the field”“off the field”

Create community Create community based eventsbased events ParadesParades Charity eventsCharity events Pro/am’sPro/am’s

Emotional branding leads to Emotional branding leads to emotional bondingemotional bonding

““Only when a Only when a product or service product or service kindles an kindles an emotional dialogue emotional dialogue with the consumer, with the consumer, can this product or can this product or service qualify to service qualify to be a brand”be a brand”

Emotional branding, Emotional branding, GobeGobe

And now a word fromAnd now a word fromour sponsorour sponsor

Sponsors are an extension of your Sponsors are an extension of your communication programcommunication program They do not own your brandThey do not own your brand But, let them borrow itBut, let them borrow it

Sponsors can add value Sponsors can add value Make them your branding partnerMake them your branding partner

SummarySummary

Your main focus is on developing and Your main focus is on developing and delivering a sport/eventdelivering a sport/event

However……..However……..

the way to maximize your value the way to maximize your value is to build a brandis to build a brand

Thank youThank you

Gordon@achievevictory.cGordon@achievevictory.comom