Innovative ways to capitalise on elite athletes
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Transcript of Innovative ways to capitalise on elite athletes
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Innovative ways to capitalize
on national federation elite athletes and events
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Czech Athletic Amateur
Union founded 1897
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Czech Republic – 10mil inhabitants
Czech Athletic Federation memberships on 31 January 2012 – 52 591
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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,-
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Income 2011 in %
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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
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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.)
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Tomas Dvorak - Men in Black
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Tomas Dvorak + Roman Sebrle
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Dvorak family
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HOW TO ACHIEVE THAT?
Traditional ways
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Innovative ways - How to create an ikon from a young unknown talented athlete?
- Story of Barbora Spotakova from 2006
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U Pinkasu U Spotaku
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How federation can capitalize on its elite athletes?
Federation‘s Gala
ATHLETE OF THE YEAR
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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
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TV trailer „Athlete of the year Gala“
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Roman Sebrle – pop music star