Sports Mkt&sponsorship

SPORTS MARKETING & SPONSORSHIP
© Alain HOTZAU - alainhotzau@free.fr

ALAIN HOTZAU – SKILLS & CAREER
INTRODUCTION TO SPORTS MARKETING

1 - DEFINITION
Sports marketing is a combination of strategies and marketing tools
dedicated to sport market. Sports marketing is divided into three sectors.
a) Marketing of Sports Suppliers
To promote their products and sport services directly to the consumers,
athletes and fans.
1 - DEFINITION
b) Marketing of Sports Promotors
Professionals sports federations, leagues, organizations and independant
sports promotors make the promotion of their respective disciplines, sports
teams and sports events.
1 - DEFINITION
c) Marketing of Brand
Concern the use of sports to promote various products, services or brand
2 - INGREDIENTS
2 - INGREDIENTS
3 - UTILITY
Sports marketing is complex because it has multifaced. It can easily
integrate in the heart of a 360 communication strategy which necessit to
deal with many parameters:
4 - REASONS WHY
The sport sector has generated 2% of world GDP in 2017 (€1.200 billion)
Sports marketing has reached dimensions for several reasons:
a) For Sports Fans
• Positive image of sport with strong values
• Universal and unifying spectacle
• Fascination Champions off-standards
• Athletes are opinion leaders
• Sport has multiple roles in our society
4 - REASONS WHY
b) For the Marketing Professionnals
• Media exposure in TV and press. Few zapping & interesting Return On
Investment (ROI) Vs traditional advertising
• Positive values for each sport and champions: Surfing on these values
can achieve targets (Strong identification)
• Differentiation from competitors by creating a specific sport territory for
each brand
5 - STAKES
Sports marketing tends to answer the following issues:
a) Sporting Events
- How to sell a sporting event to convince public and media to come?
5 - STAKES
b) Sports Organizations
- How to attract sponsors through the sports marketing?
5 - STAKES
- How a club, a league, a federation become a trademark through its
merchandising strategy?
5 - STAKES
- How a club, a league, a federation developp their respectives activities
in other markets?
5 - STAKES
c) Sponsors
- What are the place and the role of sports marketing in the global
marketing strategy of a company?
5 - STAKES
c) Sponsors
- What are the place for sports marketing strategies for emerging
countries?
6 - TRENDS
Sports marketing is faced with new trends :
a) Naming
Consist to give the name of a brand to an arena, an event or a sport team
6 - TRENDS
b) Social Network
The ubiquity of digital platforms is included in the operation of sports
marketing.
6 - TRENDS
c) Community program through sports
Close approach not-for-profit activities, focusing on the values of solidarity
that we find in team sports.
7 - STAKEHOLDERS
a) Holders of sports properties
7 - STAKEHOLDERS
b) Amateur and professional clubs
7 - STAKEHOLDERS
c) Stars
A champion is the window of his discipline. This is an essential element to
attract licensees and fans and, thus, develop a sport worlwide.
7 - STAKEHOLDERS
d) Sports Suppliers
The global market for sporting goods is € 424 billion in 2017 :
- 55% for textile & shoes
- 35% for equipment
- 10% for cycles and accessories
7 - STAKEHOLDERS
e) Brand
The sports sponsorship market generated € 41 billion in 2017
7 - STAKEHOLDERS
f) Medias
The market for sports TV broadcasting rights generated € 32 billion in
2017
7 - STAKEHOLDERS
g) Specialised Agencies (4 types)
- Sports Marketing: Strategy, Activation program, Creation of content, …
- Marketing rights: Representation, Selling

7 - STAKEHOLDERS
g) Specialised Agencies (4 types)
TYPES OF SPECIALISED AGENCIES
- Corporate Hospitality: Marketing package, Servicing
- Sporting Events Promotors: Creation, Event management

8 - SPORTS MARKETING INFORMATIONS
SPORT & ACTIVATION

INTRODUCTION
Today, sport is viewed by the corporate world as a communications agent

that performs. The corporate sector has come to understand its
advantages, and is now investing massively in sports sponsorship.
• Why exploit the sports sector?
• How to build a sponsorship programm
• What are the rules for exploiting a sports partnership?
• How do these corporate partners manage their various sports
sponsorships?
• What techniques and tools are the most used?
WHY EXPLOIT THE SPORTS SECTOR?
Companies can justify their investment in sports through multiple and

varied goals. Here is an overview of the main corporate motivations
behind sports partnerships:
1 - GETTING NOTICED
Sports attract broad coverage by traditional and electronic media. For the
corporate sector, this is both an additional alternative and an interesting
communications opportunity, compared with the costs of paying for a full-
fledged communications campaign.
1 - GETTING NOTICED
OPENING UP NEW MARKETS
By associating itself with a local team, a company increases its visibility
and recognition with consumers
Example : Pizza Pizza Sponsorship Program with the Montreal
Canadiens
2 - DEVELOPING AN IMAGE
To associate one’s brand, product or services with sports is, first and
foremost, to espouse the values promoted by the chosen discipline,
athlete, team or event.
At this level, the intent is to transfer strong values to the brand or
company image, which will have an indirect effect on sales.
The simple fact of associating a product with a champion reaps benefits
from the athlete’s aura and media exposure, and the winning image is
thus transferred to the product or service. Everyone loves a winner.
BENEFITING FROM A HIGH VALUE-ADDED WINDOW ON PRODUCTS
Sports partnerships enable companies to focus attention on the benefits
and strong points of their product.
Example : Formula One racing as a technology window
CHANGING CONSUMER ATTITUDES
Brand Beer Case Study
“Changing consumer attitudes is the hardest thing to do. The more often a
brand is associated with events that are integral to the consumer’s
lifestyle, the better the chance that we can have an effect on the
consumer’s attitude towards that product.”
Source : Marketing specialist for a brand-name beer
Examples of brand beer advertising campaign focusing on sports fans
and their lifestyles.
Example: Carlsberg Fan Academy
Example: Heineken - UEFA Champions League
DIFFERENTIATING ONESELF FROM THE COMPETITION
For service companies, sports sponsorship becomes a competitive
business advantage because it provides opportunities to access rights
and exclusivity that their customers can benefit from.
This is a highly profitable way of creating a real exchange with customers
who have become keenly aware through the medium of sports.
3 - INCREASING SALES
Companies are increasingly using sports sponsorship
as a hook to increase sales. Today, 80% of buying
decisions are made at the point-of-sale. Marketers
need to have in-store promotions that are relevant to
consumers. A promotion involving sports energizes
the store’s department and sales
Example 1: Pepsi Packaging Strategy
Example 2: Brand Beer Packaging Strategy
Example 3: Red Bull Packaging Strategy
Example 4: Coca-Cola Packaging Strategy
Euro 2016 - Football French Team
EXPLOITING THE POTENTIAL OF DERIVATIVE PRODUCTS
Sports derivative products, using mascots from teams or events, are
highly popular with consumers.
Offered as gifts or for sale, they can make the difference when it comes to
a final purchase.
4 - ENERGIZING NETWORKS
DISTRIBUTION NETWORK
Sports partnership is a major motivational argument to energize the
network of wholesalers, retailers, suppliers and other intermediaries in the
distribution chain.
It provides benefits to retailers (store visits by athletes, tickets to win to
sports events) in exchange for increased orders or better exposure of a
company’s products in stores
ENTERTAINING CUSTOMERS
Many companies use sports sponsorships for public relations reasons.
For example, the corporate sponsor of a golf tournament can invite major
customers as guests and have them take part in pro-am competitions.
This helps reinforce business relationships between both parties.
CHARMING BUSINESS RELATIONS WITH A WELL-KNOWN ATHLETE
Having a well-known athlete attend public relations events or business
meetings is a valuable tool for companies and management.
5 - STANDING OUT FROM THE COMPETITION

The cost-effectiveness of a sports partnership versus traditional
advertising media enables a medium-sized company to grab attention in
an original, creative and dynamic way.
It allows it to stand out in the marketplace and go up against the big
advertising budgets of the industry giants
Example : Festina Watches
HOW TO BUILD A SPONSORSHIP ?
QUESTIONS TO CONSIDER
1. How much money do I have?
DISCIPLINES PARTNERSHIP TICKET
Formula 1 Title Sponsor Team / Officiel Sponsor 50 M€ - 15 M€
Dakar Race Title Sponsor Event 2 M€
WRC - Rally Title Sponsor Team / Officiel Sponsor 8 M€ - 2 M€
Cyclism Title Sponsor Team / Officiel Sponsor Tour 8 M€ - 3,5 M€
Football Officiel Sponsor Football French Team 5 M€
Tennis Officiel Sponsor Roland-Garros 3 M€
Rugby Officiel Sponsor Rugby French Team 3,5 M€
Sailing Title Sponsor Route du Rhum Event 2 M€
Handball Officiel Sponsor Handball French Team 1 M€
Marathon Main Sponsor Marathon Paris 0,5 M€
Ski Officiel Sponsor French Federation 0,25 M€
2. Which are my objectives? / my targets?
3. Which level shall I choose ?
THE GEOGRAPHICAL SCOPE
THE FINANCIAL LEVEL
THE FINANCIAL LEVEL
Title sponsor
THE FINANCIAL LEVEL
Presenting sponsor
THE FINANCIAL LEVEL
Main sponsor
THE FINANCIAL LEVEL
Official supplier
4. Which discipline and sport option?
• ATHLETES
• TEAMS
• CLUBS
• FEDERATIONS
• SPORTING EVENTS
• STADIUM NAMING
4. Which discipline and sport option?
FOCUS ON STADIUM NAMING
Branding a venue to benefit from its exposure, awareness and other long
term business usages (marketing, selling, human resource
management...) in exchange of an annual fee over a period usually
ranging from 10 to 30 years.
HOW TO BUILD A SPONSORSHIP?

More than $4 bil. in the world (cumulated amount of signed contracts)
75% in the USA with 70 venues > $600.000/year (Avg : $2.7 M/year)
Top 5 Stadium Naming Agreement:
• AT&T Stadium (Dallas Cowboys): $400 M / 20 years: $20 M/year
• Citi Field (New York Mets): $400 M / 20 ans: $20 M/year
• MetLife Stadium (New York Giants): $400 M / 25 year: 16 $M/year
• Mercedes-Benz Arena (Shanghai): €150 M / 10 year: €15 M/year
• Emirates Stadium (Londres Arsenal): €145 M / 10 year: €14,5 M/year
Santiago Bernabeu Stadium – Madrid

STADIUM NAMING IN FRANCE

• AccorHotels Arena POPB (Paris Bercy) : €4 M/year (10 years)
• Paris La Defense Arena : €3 M/year (10 years)
• Groupama Stadium (Lyon) : €2,8 M/year (05 years)
• Orange Vélodrome (Marseille) : €2,7 M/year (10 years)
• Matmut Stadium (Lyon) : €1M/year (05 years)
• Matmut Atlantique (Bordeaux) : €1,8 M/year (10 years)
• Allianz Riviera (Nice) : €1,8 M/year (10 years)
• MMA Arena (Le Mans): €1 M/year (10 years)
• CGL Stadium (Montpellier) : K480 /year (03 years)
• KindArena (Rouen) : K€500 year (10 ans)
• Skoda Arena (Morzine) : NC
NAMING LIMITS
5. Do I have an “activation strategy”?
Proof-Product Strategy
Loyalty Strategy
Mass-Target Strategy
The goal is to involve consumers in the relationship between a brand and
a sport (or an event)
Example : Coca-Cola Global Marketing Plan - Euro 2004
Example : Coca-Cola Global Marketing Plan - Euro 2004 SUPPORTS
2. MEDIA PLAN
1. AMBASSADOR
TV, print,
Thierry HENRY billboard, radio
Media
Promotion
3. IN-STORE 4. CAN
PROMOTION COLLECTION
Packaging
5. STREET 6. EURO 2004

MARKETING PROGRAM Event
7. PR & EMPLOYES
PROGRAM Public Relations
RULES FOR EXPLOITING A SPORTS PARTNERSHIP
1 - BASIC PREMISE: MAKE THE PARTNERSHIP COME ALIVE

Be proactive and firmly establish the sponsorship in the minds of target
audiences (staff, business associates, media and consumers) and then
make the sponsorship known.
All sports sponsorships must be accompanied by an operating budget
with investment funds equal to or greater than the amount spent to
acquire the partnership rights.
2 - ESTABLISH THE SPONSORSHIP: MAKE IT KNOWN IN ORDER TO

BE BETTER KNOWN
The chances of standing out and having a winning return on investment
are rare for short-term sports sponsorships.
Winning partners are those that come to mind immediately, that have set
about establishing a spontaneous association in the public’s mind
between the brand and the sponsored discipline, athlete, team or event.
This kind of recognition only comes with a partnership that is long-term
and is exploited with originality and renewed effort.
3 - MANAGE SPONSORSHIP AND RIGHTS TO THE FULLEST

A company needs to know the scope of the agreement and, especially, to
study what the sponsor can expect in the way of visibility and exploitation
rights.
Comparing established goals, methods used and rights allocated is
crucial. A title sponsor will always have a greater leeway than a simple
partner.
4 - VARY EXPLOITATIONS BASED ON THE SPORTS SPONSORSHIP

Exploiting a sponsorship should take into account the kind of association
involved.
Activities are not the same for an athlete, an organization or a sporting
event, especially for the period of time (regular sports season or a single
event like boxing match).

In exploiting a partnership, the company should show what it knows best
and the sector in which it operates.
Example: RONA Sponsorship Plan - Vancouver 2010

STEP 1: RONA Olympic Workshop

STEP 2: RONA First Olympic Campaign (2008)

STEP 3: RONA Second Olympic Campaign (2010)
5 - PROVIDE FOR CRISIS MANAGEMENT

An exploitation plan should also take into account certain risks tied in with
sports. It is important to plan contingency measures to deal with certain
variables inherent in sports, such as :
• Injuries or poor performances
• Positive doping control
• Scandals involving an athlete’s private life, behaviours, statements…
• Weather delays
• Lock-out, conflict, financial scandal, …
6 - AVOID SCATTER
A far-reaching action plan covering several company sponsorships can be
applied if it includes complementary initiatives.
Example: Subaru and extreme sports
7 - EVOLVE A PARTNERSHIP
A long-term sports sponsorship needs to be maintained and constantly
renewed or it can fall off the radar. The company has to dazzle by its
exploitation and eventually increase its involvement over the years.
Taking control of a sports discipline and occupying it at every level is
certainly an excellent alternative to growing a partnership.
Example: BNP Paribas involvment in tennis
BNP Paribas involvment in tennis - International Tournaments
BNP Paribas involvment in tennis – Federations & Clubs
- 20 International Federations
- 2 000 Amateurs Clubs
- 550 Tennis Tournaments
BNP Paribas involvment in tennis – Communication at all level
Competitions TV Broadcast Digital Platform
Lodges Agencies Network Print Social Network

BNP Paribas involvment in tennis – Special Events
More than 80 special events like Wild Card 2010 / Open 13 Marseille
(Opportunity for an amateur tennis player to win a wild card)
BNP Paribas involvment in tennis – Games, Tools & Apps
Apps Serious Game Digital Animation

BNP Paribas involvment in tennis – Initiatives
Fan Academy Crowfunding Solidarity Tennis Match

Project Program Exhibition
Ambassador Tennis Project Ambassador Hospital Project
John Mc Enroe Funding Marie Pierce Funding
BNP Paribas involvment in tennis – Digital Platform
8 - WHEN SPONSORSHIP IS NOT PERMITTED OR LITIGIOUS

Evin’s law in France (alcohol)

Evin’s law in France (tobacco)

Betting Compagnies
The European Commission must rule on this point.

Wild Sponsorship with Nick Symmonds’ Tattoo
The American athlete, specialist of the 800m, sold a part of his body of E-
bay. He got the Hanson Dodge Creative logo (Milwaukee’s advertising
agency) tattooed. The agency paid $8,000.
9 - ASSESSING SPONSORSHIP EFFICIENCIES

Probably the hardest marketing tool to assess. Only 25% of french firms
assess their sponsorship fallouts
• PRESS-BOOK (90% of firms)
• AWARENESS INQUIRIES (60%)
• SPECIFIC MARKETING STUDIES (image..) (30%)
• SALES (30%)
Measurement factors (Cf. Performind from Sponsorium Agency)
TOOLS, ACTIONS, INITIATIVES
1 - EVENT-BASED INITIATIVES
Fairly rare, these actions are unique because of the costs and
infrastructures involved.
The spectacular aspect of this type of initiative captures the public’s
attention and mobilizes media interest.
BMW F1 PIT LANE PARK
A unique replica of a refuelling station in an authentic F1 pit. The
attraction gave sports car racing fans, a rare opportunity to see the pit
lanes of an F1 paddock, complete with its impressive array of technology.
MCDONALD’S SHOWS OFF ON THE SKI HILLS
Faithful reproduction of one of the chain’s popular restaurants meant
digging down below 6 metres, peopling the structure with simulated
figures and covering it with a Plexiglas roof over which competitors had to
soar on their snowboards.
VIDEOTRON SPONSOR OF THE RIDE SHAKEDOWN
Making the most of its sports partnership with this snowboard event
through a communication campaign basing itself on an experimental mix
and social networks.
2 - ON-THE-GROUND PROMOTIONS
Getting out on the street,
making a splash, tapping into
people’s spirit: this is the
recurrent theme of on-the-
ground promotions.
Unlike large-scale, event-
based initiatives, these
promotions are characterized
by judicious marketing coups
and unexpected visibility.
« LA CARAVANE » DU TOUR DE FRANCE
The most famous on-the-ground sport promotion
« LA CARAVANE » DU TOUR DE FRANCE
Focus : Banette Brand (Entrance Fees €90 000)
- 5 special car (€60 000 /car)
- 30 employees (Bakers, drivers, animator, hostess)
- 600 000 bracelets & vouchers «1 Banette Bought, 1 for Free »
- 500 000 gift to win in Banette network (Bike, goodies)
- 12 000 toast delivered each day par jour on departure
- A third network (590 bakery) located less than 20 km of the event
SOCIETE GENERALE / RUGBY
Promotion of the discipline through a spectacular on-the-ground initiative.
OAKLEY’S O LAB
A major promotional initiative to raise awareness among the general public
and especially among sports fans of the need to protect their eyes .
EMIRATES AIRLINES
An original animation from the airline brand – already well established in
the world of sport – in two football stadium.
3 - VISIBILITIES OUT-STANDARD
ADIDAS – « LA VICTOIRE EST EN NOUS » (VICTORY IS WITHIN US)
French Team players’ images were projected on the Arc de Triomphe after
winning the Football World Cup (1998)
BMO BANK – MONTREAL IMPACT FOOTBALL CLUB
CRÉDIT AGRICOLE – UEFA EURO 2016 FOOTBALL
4 - CONTESTS
These consist of a major element that is attractive to consumers. The
chance of winning sports prizes (product, event tickets, meeting with
athletes) remains a sure bet.
4 - CONTESTS
DORITOS CONTEST - SUPER BOWL
Doritos invited fans to come up with a smart and creative Doritos
commercial to be aired during the Super Bowl broadcast.
Entrants uploaded their videos onto the Crash the SuperBowl website and
visitors then voted for their favourite commercial.
4 - CONTESTS
PMU CONTEST : FOOTBALL FRENCH CUP FINALE 2012
PMU launched an original initiative giving the chance to 3 privileged
supporters to follow the match on the touchline on a couch.
4 - CONTESTS
GRASSHOPPERS ZURICH : DURAVIT CONTEST
The PMU operation reminds us of the one carried out by the Swiss club
Grasshoppers Zurich and their partner Duravit : 4 supporters had watched
the match from a hot tub on the touchline.
5 - PRODUCT-CENTRED INITIATIVES
Sports sponsorship provides the opportunity to make the partnered
product a star in promotional applications. Beer brands are particularly
adept at putting their product front and centre.
BUDWEISER SUPER BOWL TAILGATE TRAIN
Football fans could win a place on board this festive convoy if the sound of
a train whistle was heard when a Budweiser Sport Pack case was opened
BUDWEISER SUPER BOWL TAILGATE PLANE
A Night in Maracana with Airbnb
The community platform dedicated to renting house suggested to spend a
night inside the mythique stadium during the Brazilian Derby, Flamengo-
Fluminense
MC DONALD’S GOLD MEDAL TRIO
Throughout each Olympic event, a portion of the money from each
purchase of a Gold Medal Trio was turned over to the Canadian Hopefuls
Athletes program.
AN OCCASIONALLY RISKY PRODUCT PROMOTION
Carrefour : your television fully reimbursed for the 2010 World Cup
Carrefour reimburses you for your television (flat screen):
- 100% if les Bleus win the final
- 50% if les Bleus make it to the final but lose
- 25% if les Bleus make it to the semi final but lose
AN OCCASIONALLY RISKY PRODUCT PROMOTION
McDonald’s and Los Angeles 1984 Olympic Games
To show their confidence in the U.S. Olympic team, Mc Donald’s launched
the "If the U.S. wins, you win!" promotion
Customers got scratch pieces with an Olympic event printed on them. If the
Americans won a gold, silver or bronze medal in that event, the customer
would get a free Big Mac, fries or Coke, depending on the medal.
THE BANK CARD DEDICATED TO SPORTS PROPERTIES
SPORT PRODUCTS PLACEMENT IN MOVIES
6 - ATHLETES
a) Promotion
The athlete becomes the main promotionnal vehicle for a specific project
for a specified time. His image gives credibility to the promotion and
attracts the target group.
6 - ATHLETES
b) Ambassador role
The athlete becomes the company’s spokesperson, a mirror that reflects a
young, positive and winning image. This role generally applies to long-
term partnerships.
6 - ATHLETES
c) Support and encouragement of athletes
Sports events, in particular the Olympic Games, are occasions for
companies to communicate information about the people that the public
are most interested in learning about: the athletes.
PETRO-CANADA’S BLIZZARD OF SUPPORT
A unique microsite online that allowed the public to shower Canadian
athletes with snowflakes of support and best wishes as they competed at
the Turin Games.
7 - TOURS
Visits by athletes are a great tool to create an event within an event, to
increase store traffic, to energize the sale of partnered brands and to elicit
undeniable sympathy-capital among consumers.
7 - TOURS
TIDE@WAL-MART VICTORY LAP CHARITY PROGRAM
This unique initiative combines a social cause, sports sponsorship and an
in-store promotional tour.
7 - TOURS
TIDE@WAL-MART VICTORY LAP CHARITY PROGRAM
A cross-Canada tour with 13 major brands which were also prominently
displayed on all the tour’s advertising and promotional tools (vertical
drapes, race car, tents, team uniforms, tour vans).
A promotional team of seven travelled to five provinces and visited 101
Wal-Mart stores, personally greeting 60,000 people and distributing
111,000 product samples.
8 - SCHOOL PROMOTIONS
Much-desired venues, schools are subject to strict criteria when it comes
to promotions. A coherent and appropriate initiative, backed by tools of
interest to students, forms the basis for these initiatives.
RBC CANADIAN OLYMPIC SCHOOL PROGRAM
This program is designed to inspire youth to celebrate the Olympic
Games and Canadian Olympians and promote the importance of leading
healthy and active lifestyles.
In 2005-06, the program reached over 250,000 students across Canada
as more than 10,000 teachers from 5,000 schools visited the
olympicschool.ca website to register their classroom for the curriculum-
focused activities.
PETRO-CANADA CANADIAN PARALYMPIC SCHOOL PROGRAM
This program includes downloadable interactive activities, athlete
interviews and photos for students, and aims to raise awareness of
Paralympic sports and athletes with a physical disability.
DELICATE OR INAPPROPRIATE SITUATIONS
Some initiatives can lead to delicate situations :
Example: School tour from football team which was sponsored by
pharmaceutical company or fast-food or soft drink
9 - COMMUNITY PROGRAMS
By associating with an athlete, teams, leagues or federations, a company
can get closer to the public and consumers.
One way of creating a strong tie is to share memorable moments and
common values. Several community sports programs have been applied :
KINDER VILLAGE
Every summer since 2009, 1000 underprivileged kids have been invited
by Ferrero for a week-long sport-related holiday.
Children have the opportunity to cross swords
with Laura Flessel, to dunk with Tony Parker, or
serve aces with Jo-Wilfried Tsonga.
9 - COMMUNITY PROGRAMS
PUROLATOR TACKLE HUNGER PROGRAM
Launched in 2003, the aim of its innovative sponsorship marketing
program is to increase food donations for local food banks in cities across
Canada.
Purolator developed a comprehensive program with three key
components involving its employees, customers and fans:
• Game Day Food Drives
• Sack Tally Program
• Customer Visits
10 - THE NEW SPORTS MEDIA

The advent of new technology offers companies the opportunity to reach
their target consumers more easily via initiatives that are present on
several media platforms.
Contests and promotions with a sports theme can be sent directly to
cellphones or microsites attached to the website of the sponsored
organization or sporting event.

SUPPORT YOUR MARATHONER WITH ASICS
This initiative allows friends and family from near and far to be a part of
the New York community on race day. Supporters can virtually motivate
runners with personalized video and text messages delivered directly to
competitors on screens throughout the course.

CAISSE D’EPARGNE BANK : FREESTYLE PARK
The bank, in partnership with the FFS (French Ski Federation), set up an
original plan in 9 ski resorts. The concept: scan your pass, make a jump,
and collect your video to share it on Facebook with your mates.
SPORT IN THE HEART OF MARKETING STRATEGY
FOCUS: RED BULL SPORTS MARKETING STRATEGY

THE RED BULL CASE

The number 1 energy drink in the world, present in 167 countries (5,6
billion of cans sold, €5,1 billion turnover and 10.400 employees) has built
up its network in the sports field .(Source : Red Bull Site - 2014)
Red Bull created a world reflecting its own image based on eccentric,
spectacular and never-seen-before events.
More than a mere energizing drink, Red Bull is
a concept of super performance.
Extreme sports events and street arts turned it
into a magic potion.
THE RED BULL CASE

Red Bull is said to be spending 20% of its annual turnover in sponsoring
events, hence 1 billion euros every year.
This massive investment enables the brand to be associated with 500
athletes (including 21 French athletes) and creating 600 sports events.
SPECIFICITIES
The brand does not consider itself as a sponsor. The idea is not to put a
logo on a platform, but to own the platform.
“What I want when I invest
money somewhere, in a
discipline or a sports event, is
to be responsible from A to Z
of the success or possible
failure. What’s the point of
committing the brand in
football if you only put a Red
Bull logo on the players’
jersey?” Dietrich Mateschitz,
brand founder
RED BULL SPORTS PARTNERSHIPS

Formula 1: 2 teams Red Bull and Toro Rosso
World car manufacturing champion in 2010 with its pilot Sébastien Vetel,
world champion (2010 and 2011)
Rally: Citroen’s partner. In 2011, its pilot, Sebastien Loeb, became world
champion for the 9th time.
Nascar: 1 team Red Bull Racing Team
RED BULL SPORTS PARTNERSHIPS

Football
6 professionnals teams: Salzbourg & Liefering (Austria),
New-York, Leipzig, Brazil (Sao-Paulo), Ghana
RED BULL SPORTING EVENTS

More than 600 Red Bull sporting event
RED BULL SPORTING EVENTS

More than 600 Red Bull sporting event
A WELL-OILED MARKETING MACHINE

The objective is to create a buzz and to relay it either via the spectators
(viral marketing) or through the brand itself thanks to an array of innovative
tools…
UNUSUED TOOL
Red Bull Media House
A multi-platform media company with a focus on sports, culture, and
lifestyle
UNUSUED TOOL
Red Bull Documentary - The Art of Flight
UNUSUED TOOL
Red Bull TV
Free channel, only available on Internet, broadcasting all Red Bull events:
sport, music and entertainment
UNUSED TOOL
The Red Bulletin
MULTIMEDIA PLATFORM
Specific website dedicated to sports
LE SPORT AU CENTRE DE LA STRATEGIE MKT
VIDEO GAMES / APPS

Red Bull Games
Creation of a large range of video games : Red Bull Racers, Red Bull Kart
Fighter, Red Bull Air Race, Red Bull Art of Flight,…
STREET PROMOTION
Red Girls with Red Bull Promotion Cars
ORIGINAL CHARITY INITIATIVE

Wings For Life World Run
A running competition to collect funds for the not-for-profit foundation
Wings for Life.
Specificity: Participants don't have to run a specific distance like in
comparable competitions. A car rides on the track half an hour after the
start. Overtaken participants are eliminated until just one, the winner,
remains. Another characteristic is that the run takes place in 34 or 35
locations around the Earth at the same time
INTERNATIONAL CAMPAIGN
Welcome in the Red Bull world
LAST RED BULL SPECTACULAR ACTION

Red Bull Stratos
The brand imagined, conceived and organised a world event, and is the
only one making real profits in terms of reputation and image.
LAST RED BULL SPECTACULAR ACTION

Red Bull Stratos
• 3 years of work in collaboration with NASA (Estimated cost: € 50 million)
• 8 million live spectators + 50 million YouTube hits
• 2000 tweets / second + 8000 reports on TV across the world
• Economic profits are estimated to be a few billion Euros
Red Bull enters a new galaxy. The brand
is writing history … for science,
humanity and future.
NEW TREND
Red Bull Base Jump / Wingsuit Flying
FUTURE OF SPORTS SPONSORSHIP?
Sports sponsorship has no limits. The advent of new media platforms has
brought with it even more possibilities.
But before seeking out innovative programs to set themselves apart from
the competition, a good number of companies need to be convinced to
put basic tools in place first.
Today, 40% of sponsors admitted that they had not activated their
partnership…
SPORT & ACTIVATION

Sports Mkt&sponsorship

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Sports Mkt&sponsorship

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SPORTS MARKETING & SPONSORSHIP

© Alain HOTZAU - alainhotzau@free.fr

© Alain HOTZAU - alainhotzau@free.fr

- Marketing rights: Representation, Selling

- Sporting Events Promotors: Creation, Event management

© Alain HOTZAU - alainhotzau@free.fr

Today, sport is viewed by the corporate world as a communications agent

Companies can justify their investment in sports through multiple and

5 - STANDING OUT FROM THE COMPETITION

FOCUS ON STADIUM NAMING

FOCUS ON STADIUM NAMING

Santiago Bernabeu Stadium – Madrid

STADIUM NAMING IN FRANCE

5. STREET 6. EURO 2004

1 - BASIC PREMISE: MAKE THE PARTNERSHIP COME ALIVE

2 - ESTABLISH THE SPONSORSHIP: MAKE IT KNOWN IN ORDER TO

3 - MANAGE SPONSORSHIP AND RIGHTS TO THE FULLEST

4 - VARY EXPLOITATIONS BASED ON THE SPORTS SPONSORSHIP

4 - VARY EXPLOITATIONS BASED ON THE SPORTS SPONSORSHIP

4 - VARY EXPLOITATIONS BASED ON THE SPORTS SPONSORSHIP

4 - VARY EXPLOITATIONS BASED ON THE SPORTS SPONSORSHIP

4 - VARY EXPLOITATIONS BASED ON THE SPORTS SPONSORSHIP

5 - PROVIDE FOR CRISIS MANAGEMENT

Competitions TV Broadcast Digital Platform

Lodges Agencies Network Print Social Network

Apps Serious Game Digital Animation

Fan Academy Crowfunding Solidarity Tennis Match

8 - WHEN SPONSORSHIP IS NOT PERMITTED OR LITIGIOUS

8 - WHEN SPONSORSHIP IS NOT PERMITTED OR LITIGIOUS

8 - WHEN SPONSORSHIP IS NOT PERMITTED OR LITIGIOUS

8 - WHEN SPONSORSHIP IS NOT PERMITTED OR LITIGIOUS

9 - ASSESSING SPONSORSHIP EFFICIENCIES

10 - THE NEW SPORTS MEDIA

10 - THE NEW SPORTS MEDIA

10 - THE NEW SPORTS MEDIA

FOCUS: RED BULL SPORTS MARKETING STRATEGY

THE RED BULL CASE

THE RED BULL CASE

RED BULL SPORTS PARTNERSHIPS

RED BULL SPORTS PARTNERSHIPS

RED BULL SPORTING EVENTS

RED BULL SPORTING EVENTS

A WELL-OILED MARKETING MACHINE

VIDEO GAMES / APPS

ORIGINAL CHARITY INITIATIVE

LAST RED BULL SPECTACULAR ACTION

LAST RED BULL SPECTACULAR ACTION

© Alain HOTZAU - alainhotzau@free.fr

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