Financing and Promoting Contemporary Sport

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Financing and Promoting Contemporary Sport

• Sportaccord 2006

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Finance and Promotion

• Financing Events and Federations
• Finding the Right Balance between Sport and Show
  Business
• Sponsors
• TV
• Spectators and Promotion

3
Financing Events and Federations

• Sponsorship / Governments
• TV Rights
• New Media
• Advertising
• Merchandising
• Other ideas
• Membership fees, Calendar fees, Licenses

4
Sport and Show Business

• How Sacred is your Sport?
• Balance
• Instant Gratification

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Sponsors

• Demands
• Measurable Returns
• Short Term Returns
• Government Authorities
• Hospitality

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Television and you
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Television and you
Before you start

• Determine the right mix
• Understand everyones needs
• Be in control

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Television and you
Be honest with yourself

• Income
• Expenditure
• Both

9
Television and you
If income

• How do you get best return
• Money versus exposure
• How is your sport promoted

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Television and you
If expenditure

• Make sure it works for you
• Work out airtime strategies
• Keep costs down

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Television and you
If both

• Be realistic
• Use one to pay for the other
• Create value for all

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Television and you
Be honest with yourself

• What can TV do for you
• What can you do for TV
• How can you work together

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Spectators and Promotion

• Do you really take care of your spectators?
• Building Relationships with Fans

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You and your fans
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You and your fans
Be honest with yourself

• Do you really care
• Are you prepared to go for it
• Do you have your athletes buy-in

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You and your fans
Before you start

• Understand their dreams
• Determine their needs
• Involve them

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You and your fans
Understand their dreams

• It could have been them
• Worship the best
• Entertainment or victory

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You and your fans
Determine their needs

• Comfort and a good view
• Good food and drink
• Entertainment and involvement

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You and your fans
Involve them

• Meet the stars
• Interactivity
• Music, fun and games

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You and your fans
Be honest with yourself

• If you care about them
• they will care about you
• Give them the credit they deserve