FutCup 2012 | Report | adidas | English
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Transcript of FutCup 2012 | Report | adidas | English
TTK offers a new experience in Sports Marketing: BrandPlay. With it, your brand and products develop a much closer and emo-
tional relation with the consumer, which goes from spectator to protagonist of the game. Our sports platforms within schools, universities, parks, clubs, neighbourhood field, ensure an unique interaction mo-ment for your brand. Celebrate the goal, the point, be part of the heat, the locker room talk, sweat the t-shirt with the au-dience throughout the year. Step into the field with TTK and play together.
FutCup is BrandPlay.
Evolution
Evolution
1700
900
47
12.000
1.000.000
200.000
200
75
450100
17
4.000
400.000
Students
Public
Sports
Venues
Schools
Athletes
Team
Games
100.000
6 - 7
Structure
Structure
75.000
500
85.000
150
1.000
2.000
Worked Hours
Professionals involved
Mileage
Flights
Setting-up hours
M of media 2
8 - 9
Map
• 6 Festivals
• 90 Days FutCup
• 6 editions of FutCup News
• 10 months competition
• 1000 games
Porto Alegre
Brasília
The FutCup Festivals gathered all the teams
that joined the championship on a day of
celebration, games and lots of emotion. In six
hours of event, parents, students and family
were in contact with the entire universe of
FutCup and promotions from sponsors.
6 edições;36 horas de evento
Major Events
Opening Ceremony
Opening Ceremony
Opening Ceremony and Opening Tournament
The season started with a one day
tournament for FutCup teams get to know
their opponents.
14 - 15
Final
Friendly matchesFinal
After 10 months of championship and many
matches, the best teams get ready to play the
finals. The players get the jitters to begin the
most exciting games of FutCup.
16 - 17
Matches
1.000matches
Classes
Indoor SoccerSub-12Sub-14Sub-16
SoccerSub-12Sub-14
SocIetySub-16Feminino Sub-16Feminino Sub-18
Indoor Soccer Sao Paulo
Soccer Sao Paulo
COLÉGIO SANTA CRUZ
SOCCeR SUB-12
COLÉGIO OLIVeIRA TeLLeS
INdOOR SOCCeR SUB-16
COLÉGIO OLIVeIRA TeLLeS
INdOOR SOCCeR SUB-12
COLÉGIO PORTO SeGURO
SOCCeR SUB-14
COLÉGIO ALBeRT SABIN
INdOOR SOCCeR SUB-14
Society São Paulo
Indoor Soccer Rio de Janeiro
COLÉGIO ALBeRT SABIN
SOCIeTY SUB-16
COLÉGIO ST. PAUL’S
SOCIeTY FeMININO SUB-16
COLÉGIO SANTA CRUZ
SOCIeTY FeMININO SUB-18
COLÉGIO MARIA RAYTHe
INdOOR SOCCeR SUB-12
COLÉGIO MARISTA S.J.
INdOOR SOCCeR SUB-14
Champions
22 - 23
FutCup Day
• Promotional Recreation at classes break;
• Communication and interaction with 100.000 students;• 90 actions throughout the year;
• Gifts distribution
FutCup News
• 10.000 copies distributed across 6 editions;
• Delivered in the players and teachers houses;
• Distributed at festivals;;
• 6 ads;
• 6 customized articles.
Online
Hotsite:
• More than 100 thousand visits;
• Timetable and game results;
• News;
Facebook and fanpage growth:
Online
2.700 likes.
170.000 viral impacts
28 - 29
Transamerica:
Live broadcast;
3 newsletters per week;
4 guidelines for each major event.
ESPN:
Weekly report in the programs Pontapé Inicial and Bate Bola;
15 minutes FutCup exclusive program.
Media
• Held at Palmeiras Training Center ;
• Exhibition and presentation of ADIDAS Team Wear;
• Unique experience offered to teachers;
• Closer relation with teachers;
• Explanation of the MiCoach technology;
• Special Delivery Kit ADIDAS (full uniform, coat and football boots);
• Friendly Match: Teachers FutCup x ADIDAS/TTK Team.
Technical congress
• Promotion of personalized football boots with MiCoach
technology.
Circuit F50 MiCoach
ADIDASCircuit F50 MiCoach
36 - 37
Customized circuit for the players get to
know the lethal zones of the new predator
• Ball control;
• Dribbling;
• Passing;
• Crossing;
• Shooting.
Circuit Predator
Annual boots count
Sub-17
Sub-14
Sub-12
45%47%
45%40%
36%
35%30%
37%41%
34%
November
Outuber
August/
SeptemberMay/Juny
April
March
November
Outuber
August/
SeptemberMay/Juny
April
March
November
Outuber
August/
SeptemberMay/Juny
April
March
58%
28%
49%45%
41%45%57%
62%
32%32%
38%40%
40%38%
55%59% 46%
50%50%
39%
ADIDAS
Nike
ADIDAS
Nike
ADIDAS
Nike
41%55%
42%49%
52%42%
Sub-17
Sub-14
Sub-12
45%47%
45%40%
36%
35%30%
37%41%
34%
November
Outuber
August/
SeptemberMay/Juny
April
March
November
Outuber
August/
SeptemberMay/Juny
April
March
November
Outuber
August/
SeptemberMay/Juny
April
March
58%
28%
49%45%
41%45%57%
62%
32%32%
38%40%
40%38%
55%59% 46%
50%50%
39%
ADIDAS
Nike
ADIDAS
Nike
ADIDAS
Nike
41%55%
42%49%
52%42%
Sub-17
Sub-14
Sub-12
45%47%
45%40%
36%
35%30%
37%41%
34%
November
Outuber
August/
SeptemberMay/Juny
April
March
November
Outuber
August/
SeptemberMay/Juny
April
March
November
Outuber
August/
SeptemberMay/Juny
April
March
58%
28%
49%45%
41%45%57%
62%
32%32%
38%40%
40%38%
55%59% 46%
50%50%
39%
ADIDAS
Nike
ADIDAS
Nike
ADIDAS
Nike
41%55%
42%49%
52%42%
ADIDASAnnual boots count
42 - 43
Sales in partnershipwith Ourocard/Visa
More than
R$50.000were spent on the purchase of boots
and mini-balls from ADIDAS stores.
ADIDASSales in partnership
48 - 49