THE BRANDING VALUE OF

SPORTS PERFORMERS

CATHY NAZARENO-RIVILLA

PHIL YOUNGHUSBAND

JOJO DURIAN

POINT #1 : BRAND VALUE

BRAND VALUE – MOSTLY USED MARKETING MATRIX

PROMISE

COLLECTION OFIMPRESSIONS

FEELINGS, EXPERIENCE,EXPECTATIONS

PURCHASING DECISION -BASED ON TRUST

POINT # 2 : WHAT IS THE VALUE OF USING SPORTS AS A MARKETING

TOOL?

• Passion and Fan Loyalty

• Emotional bond with consumers

• Strong emotional attachment

208 associations 6 confederations 250m players (+)

40m women 99.8% amateurs 80% youth players

POINT # 3 : WHY FOOTBALL?

POINT # 4 : LEVELS OF SPORTS

BRANDING

TOURNAMENTS & LEAGUES

• FIFA World Cup

• UEFA Champions League

• Barclay’s Premier League

• La Liga

• AFC Cup

• Suzuki Cup

• MLS – Major League Soccer

• UFL – United Football League

TOURNAMENTS & LEAGUES

MARKETING OPPORTUNITIES

• Advertising Rights

• Hospitality Rights

• Merchandising Rights

• Broadcasting Rights

• Sponsorship Rights

• Promotional Rights

• Image Rights

CLUBS / TEAMS

• National Team

–AZKALS is PHILIPPINE NATIONAL TEAM

• Club Team

– Loyola Meralco Sparks FC / Kaya FC / Global

• Level and the consistency performance

• Public in general likes to be associated with PERFORMANCE and with RELEVANCE

CLUBS / TEAMS

• Need to generate revenues to recoup expenses:

– Ticket Sales

–Broadcast Rights

–Merchandising

– Sponsorships

–Additional services provided for supporters

INDIVIDUAL PLAYERS

• High performers attracts attention and increased Media Exposure (match replays, interviews, news, specific events)

• Football players as INTANGIBLE ASSETS

–Can be bought and sold in the TRANSFER MARKET

– talent, potential, age, nationality, the level of salary

INDIVIDUAL PLAYERS

• The players raised and trained in Club Academies are Long Term Investments made.

• Co-branding Strategy star player = brand

–RONALDO = CLEAR

– SAMSUNG = BECKHAM

INDIVIDUAL PLAYERS

• DAVID BECKHAM

– Highly marketable image

– Father figure, model, social network

– His transfer to the US was appropriate –unexplored market (in 2008)

• YOUNGHUSBAND BROTHERS

ROLE, STANDARDS, STYLE of the YOUNGHUSBAND BROTHERS

PLATFORM OF YH BROTHERS

• Former Chelsea FC Football Players

• Players of the National Team

• Players of Loyola Meralco Sparks

• The Younghusband Football Academy – Entrepreneurs

• Chelsea FC Soccer School Philippines

• Chelsea FC FOUNDATION Coaches

HOW DO THEY ALIGN WITH BRANDS THEY ENDORSE

• Their roles and specific standards are always aligned with being an athlete and coach

• CONSISTENCY, CONSISTENCY, CONSISTENCY = Football, football, football

• Story of Phil 2009

AUTHENTIC WITH BRAND PROMISE

• Passionate and motivated in their brand promise

• Focal point of most of their actions

• Conscious of their choices

• Willing to stand up for them

• IT IS ABOUT FOOTBALL

RELEVANCE TO OTHERS

• Brands are relationships

• In terms of relevance : more than a football player

– THE YOUNGHUSBAND FOOTBALL ACADEMY

–Coaches

– Spokespersons

– Idols

–CSR Campaigns

TARLAC TAGUIG PALAWAN CAVITE LA UNION BACOLOD ILOILO

CHELSEA FC SOCCER SCHOOL PH

THE PACKAGE REFLECTS THE CONTENTS

• How often do you see Phil and James in

replays or the news?

• This is the value athletes can give to a brand they support

• People learn with their eyes much faster

• Lasting Impact

GO SOCIAL

• Not an option – it’s an opportunity.

• Social Media is a powerful tool