IMG

1
IMG Sponsorship Sales
Presented to York University
November 3, 2009
2
Company background
1960
today
3
IMG Worldwide Overview

• IMG is the global leader in sports and,
  entertainment management and marketing, and
  represents the worlds most prominent athletes,
  artists, models, celebrities, speakers, literary
  figures and events.
• Pioneered by Mark H. McCormack, its Founder, IMG
  was created in 1960 and currently employs a
  global staff of more than 3,000.
• IMG Worldwide -- offices, sports academies and
  IMG managed real estate facilities -- is
  represented by more than 66 offices in 33
  countries.
• IMG Media produces and distributes over 22,000
  hours of programming to more than 200 countries
  worldwide.
• Every day of the year, IMG is involved in an
  average of eleven major events around the world.

4
A truly global company
5
IMG Worldwide Overview
6
Client Representation
IMG talent management - highlights
Diverse segment appeal - demographic, mindset,
category, affinities, e.g.
Young adult
Young male
Ethnic groups
Beauty-conscious
Fashion forward
Sports fans
Men
Women
C-Suite
Golfers
Other athletes
Tennis players
Models
Celebrities
Alek Wek Carolyn Murphy Daria Werbowy Gemma
Ward Gisele Bündchen Heidi Klum Jaquetta
Wheeler Kate Moss Lauren Hutton Liya Kebede Naomi
Campbell Shalom Harlowe Stephanie Seymour Jessica
Stam Shalom Harlowe
Broadcasters Bob Costas Charles Barkley Tom
Bergeron Phil Keoghan John Madden Jim
Nantz Film/TV actors Angie Harmon Billy
Bush Drew Barrymore George Lopez Hilary Duff Liv
Tyler Mischa Barton Justin Timberlake
Adam Scott Anthony Kim Arnold Palmer Camilo
Villegas Colin Montgomerie Jack Nicklaus Luke
Donald Paul Casey Sergio Garcia Tiger
Woods Trevor Immelman Stephen Ames Mike
Weir Steve Stricker Annika Sorenstam Morgan
Pressel Natalie Gulbis Lorie Kane Paula
Creamer Michelle Wie
Carlos Moya James Blake John McEnroe Pete
Sampras Roger Federer Rafael Nadal Tommy
Haas Billie Jean King Chris Evert Lindsay
Davenport Jelena Jankovic Maria Sharapova Monica
Seles Nicole Vaidisova Venus Williams
Football Eli Manning Joe Montana L.
Tomlinson Peyton Manning Emmitt Smith Action
Sports Shaun White Other Sports Carly
Patterson Jeff Gordon Danika Patrick Jonny
Moseley Steve Nash Kristi Yamaguchi Alex
Ovechkin Picabo Street Brian Orser Sale
Pelletier Jeffrey Buttle
7
Client Representation
8
Corporate Sales and Marketing

• Highlights of IMG owned/managed events

Diverse segment appeal - demographic, mindset,
category, affinities, e.g.
Young adult
Young male
Ethnic groups
Beauty-conscious
Fashion forward
Sports fans
Men
Women
C-Suite
Other sports
Golf
Tennis
Fashion
Eco Style (Kuala Lumpur) Fashion Fringe
(London) Fashion Week in Moscow Hong Kong Luxury
Week Lakmé Fashion Week (Mumbai) LG Fashion Week
(Toronto) London Fashion Week Mercedes-Benz
Fashion WeekNY-Miami-Berlin Milan Fashion
Week Rosemount AustralianFashion Week Singapore
Fashion Festival Sydney Fashion Festival
ADT Championship (LPGA) Del Webb Father/Son
Challenge Deutsche Bank Championship HSBC
Champions (Shanghai) HSBC Womens World Match
HSBC Match Play Championship Johnny Walker
Classic The Open Championship) Samsung World
Championship (LPGA) The Wendys Skins Game
Australian Open ATP Barcelona Bank of the West
Classic BlackRock (Merrill Lynch) Tour of
Champions Chennai Open China Open Mediabank
Open Gaz de Paris Sony Ericsson Open Wimbledon)
Beach Games Internatl. Skating Union Formula D
racing Lexmark Indy 300 (Australia) NHRA NCAA Rugb
y World Cup(s Stars on Ice U.S. Open of
Surfing Tour de Suisse UEFA Cup Williams F1
Team World Series of Poker
9
Sponsorship - IMG

• Sponsorship is a significant portion of IMGs
  annual revenue - 1,200,000,000 annually
• IMG has division based sales team, regional based
  teams (as in Canada) and property specific teams
  that are responsibility for selling sponsorship.
• In the world of IMG Sponsorship and
  Endorsements are very similar building
  associative platforms with personalities are
  built on the same principles as sponsorships.
• IMG We build strategic platforms we do not sell
  sponsorship
• Examples
• Fashion Mercedes Benz, Amex DHL
• Golf - Accenture, Bank of Scotland, Ricoh
• Tennis Sony Ericsson, Evian Rolex

10
What is Sponsorship

• Creating an association between a company or a
  brand with a property or a personality
• Also known as Associative Marketing
• Sponsorship is a 360 degree marketing tactic
  whereby other forms of media i.e. television,
  print, radio are one dimensional
• Sponsorship allows a brand to build equity
  through a transference of brand attributes.

11
Who Sells Sponsorship

• Properties
• Agencies on behalf of properties
• In Toronto examples of properties include
• Maple Leaf Sports Entertainment
• Tennis Canada
• Royal Canadian Golf Association
• Toronto Blue Jays
• Toronto Argonauts
• National Hockey League
• Examples of Agencies include
• CCMC Canadian Hockey League
• Wakeham Associates
• XMC Sports Entertainment

• NBA Canada
• NFL Canada
• Canadian Football League
• Honda Indy (Andretti Green Racing)
• Toronto International Film Festival

• IMG is a hybrid as it owns its own properties
  i.e. TELUS Skins Game, Wakefest Sears Stars on
  Ice and also represents properties as a 3rd
  party.

12
Sponsorship Sales Process

• Segmenting Research on Property
• Understanding the Propertys Brand Attributes
• Prospecting based on the above 2 points
• Identifying Decision Maker in Prospect Company
• Engagement Cold Calling or Cold Emailing
• Secure First Meeting
• Education and Understanding Prospects Needs
  Objectives
• Customization of Sponsorship Program
• Secure Second Meeting to Present
• Tweak Program
• Negotiate
• Contract

13
Pricing

• Two things determine pricing
• What the sponsorship is worth the value
• What the market will bare!

14
Pricing

• There is no hard and fast rule to pricing
• In a buyers market the buyer is looking for as
  many benefits for as little (NOW)
• You need to convince the buyer CFL 2001
• In a sellers market the seller is looking to
  maximize the from the category
• VANOC, NFL, Toronto Maple Leafs, etc.
• Hot categories Beer, Soft Drink and Telecom

15
Cost vs. Value

• Synergy and Efficiency
• In sponsorship the sum of the parts are worth
  more than the overall sponsorship
• You buy efficiency when you buy sponsorship
• 31 3 dollars in value for every 1 dollar
  spent on sponsorship

16
Cost vs. Value

• Two things make up a sponsorship proposal
• Tangible Benefits
• Intangible Benefits
• Tangible tickets, signage, television ads, pa
  announcements
• Intangible Associative Rights

17
Measurement

• Much easier to measure tangible benefits vs.
  intangible benefits
• Every asset in a proposal has a value
• VANOC and NFL Intangible

18
Negotiations

1. Determine the right mix of benefits with each
   sponsor - will vary depending on objectives
2. Customize
3. Provide 31 or better value
4. Adjust asset mix with negotiations
5. Win/Win Scenario with buyer developing a long
   term partnership
6. Adjust pricing depending on market

19
How to Get More?

1. Multiple parties
2. Develop base of category leading sponsors
3. Engaging and attractive sales material
4. Customized programs
5. Research on company

20
Maximizing Value

• What if the sponsor doesnt want to pay for the
  full price?
• Multi-year commitment
• Provide deep discount on first year or first year
  free
• Look at first year as a trial
• Backload investment

21
Sponsorship Sellers

• 10 Skills/Traits that make someone a good
  sponsorship seller
• Creativity
• Communication Listening and Writing
• Integrity
• Assertive
• Dynamic
• Market Educated
• Experience
• Strategic
• Consultative
• Focused

22
Questions
23
(No Transcript)
24
(No Transcript)