Presentation is loading. Please wait.

Presentation is loading. Please wait.

IMG & Sponsorship Sales Presented to: York University November 3, 2009.

Similar presentations


Presentation on theme: "IMG & Sponsorship Sales Presented to: York University November 3, 2009."— Presentation transcript:

1 IMG & Sponsorship Sales Presented to: York University November 3, 2009

2 York University November 3, 2009 IMG 2 Company background 1960today ~50 YEARS OF LEADERSHIP AND INNOVATION

3 York University November 3, 2009 IMG 3 »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. IMG Worldwide Overview

4 York University November 3, 2009 IMG 4 A truly global company AMERICAS 30 offices/ ~1,200 employees New York London Hong Kong EUROPE/MIDDLE EAST 33 offices/ ~1,300 employees ASIA-PACIFIC 15 offices/ 250 employees

5 York University November 3, 2009 IMG 5 Production television-film- broadband-mobile Production television-film- broadband-mobile Global cross-platform sales & distribution Rights consulting & representation Media ventures Media Brand licensing Consulting Sponsorship sales Event management and hospitality Global services Talent brands Event properties Golf Tennis Fashion US College Professional Sports & Cultural Properties IMG Worldwide Overview

6 York University November 3, 2009 IMG 6 MenWomen Young adult Young male Ethnic groups C-Suite Beauty- conscious Fashion forward Sports fans IMG talent management - highlights Diverse segment appeal - demographic, mindset, category, affinities, e.g. 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 Golfers 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 Tennis players 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 ModelsCelebrities 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 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 Other athletes Client Representation

7 York University November 3, 2009 IMG 7 Client Representation

8 York University November 3, 2009 IMG 8 Highlights of IMG owned/managed events: MenWomen Young adult Young male Ethnic groups C-Suite Beauty- conscious Fashion forward Sports fans Diverse segment appeal - demographic, mindset, category, affinities, e.g. 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 Golf 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 ) Tennis Beach Games Internatl. Skating Union Formula D racing Lexmark Indy 300 (Australia) NHRA NCAA Rugby World Cup (s Stars on Ice U.S. Open of Surfing Tour de Suisse UEFA Cup Williams F1 Team World Series of Poker Other sports 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 Week NY-Miami-Berlin Milan Fashion Week Rosemount Australian Fashion Week Singapore Fashion Festival Sydney Fashion Festival Fashion Corporate Sales and Marketing

9 York University November 3, 2009 IMG 9 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 Sponsorship - IMG

10 York University November 3, 2009 IMG 10 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. What is Sponsorship

11 York University November 3, 2009 IMG 11 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 Who Sells Sponsorship 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 3 rd party.

12 York University November 3, 2009 IMG 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 ing Secure First Meeting Education and Understanding Prospects Needs & Objectives Customization of Sponsorship Program Secure Second Meeting to Present Tweak Program Negotiate Contract

13 York University November 3, 2009 IMG 13 Two things determine pricing: 1)What the sponsorship is worth = the value 2)What the market will bare! Pricing

14 York University November 3, 2009 IMG 14 »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 Pricing

15 York University November 3, 2009 IMG 15 »Synergy and Efficiency »In sponsorship – the sum of the parts are worth more than the overall sponsorship »You buy efficiency when you buy sponsorship »3:1 – $3 dollars in value for every $1 dollar spent on sponsorship Cost vs. Value

16 York University November 3, 2009 IMG 16 »Two things make up a sponsorship proposal: Tangible Benefits Intangible Benefits »Tangible – tickets, signage, television ads, pa announcements »Intangible – Associative Rights Cost vs. Value

17 York University November 3, 2009 IMG 17 »Much easier to measure tangible benefits vs. intangible benefits »Every asset in a proposal has a value »VANOC and NFL – Intangible Measurement

18 York University November 3, 2009 IMG 18 1.Determine the right mix of benefits with each sponsor - will vary depending on objectives 2.Customize 3.Provide 3:1 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 Negotiations

19 York University November 3, 2009 IMG 19 1.Multiple parties 2.Develop base of category leading sponsors 3.Engaging and attractive sales material 4.Customized programs 5.Research on company How to Get More?

20 York University November 3, 2009 IMG 20 »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 Maximizing Value

21 York University November 3, 2009 IMG 21 »10 Skills/Traits that make someone a good sponsorship seller: 1.Creativity 2.Communication – Listening and Writing 3.Integrity 4.Assertive 5.Dynamic 6.Market Educated 7.Experience 8.Strategic 9.Consultative 10.Focused Sponsorship Sellers

22 York University November 3, 2009 IMG 22 Questions

23

24


Download ppt "IMG & Sponsorship Sales Presented to: York University November 3, 2009."

Similar presentations


Ads by Google