1. CIES - FIFA CERTIFICATE IN SPORTS MANAGEMENT GROUP PROJECT ATATURK OLYMPIC STADIUM MARKETING PROPOSEL JUNE 2009 Mehmet UğuralKerem Avcıergun Deniz KıyakTüzün Tolga İnan

2. Table of Contents Ataturk Olimpic Stadium The facilities of the AOS Current Marketing Opeations SWOT Analysis New Marketing Proposals Conclusions Questions & Comments

3. ATATÜRK OLYMPIC STADIUM (AOS) The stadium takes its name from Mustafa Kemal Atatürk, founder of the Turkish republic. The construction of AOS was started in 1999 and completed in 2002. It was planned to build for Olympic Games and cost about 170 million Turkish Liras. The biggest project of the Olympic Park which is the stadium was built in the space of 584 hectare and located in İ kitelli in the western outskirts of Istanbul. From 2002 to 2005 the stadium had a capacity of 80,597 (all-seated). This was reduced to 75.145 (all-seated) by removing the seats from where it was not possible to see the entire pitch, prior to the 2005 UEFA Champions League Final game. With its 75.145 (all-seated) capacity and Olympic size, it was granted the "5-star sports complex" title by the UEFA in 2004, enabling it to host the finals of UEFA events. The stadium is also certified by the IAAF and IOC as a first-class venue for track and field, and has hosted several European athletic competitions. According to the book named “Stadi del Mondo” (Stadiums of the World) which was published in 2004 by “Cribaudo Edition” in Italy, it is one of the very important and big stadiums of the world.

5. AOS CONNECTION ROADS & PARKING LOT MAP

6. AOS Stadium Capacity The Atatürk Olympic Stadium’s capacity is 75.145 (all seated) and all of the spectators have a full-view of the sporting events. Table 2: The capacity of the Stadium according to stands. There are also 669 seats for the media and press members and 335 seats for the presidency guests at the East Stand. Parking Facilities The parking lot capacity of the AOS is 18.900 cars which 400 cars indoor, 2500 cars for V.I.P. and 16.000 cars outdoor.

7. Additional Sports Facilities The additional sport facilities area covers about 240.929 square meters. In this part of the stadium there are two running tracks and a football pitch for training and warm-up, an amphitheater and an indoor area for thirteen different sport facilities. AOS

8. Health Facilities There are six first aid clinics for the spectators inside the complex. Five of those are located in the way of circumscribing the stadium in the second and third floors. Apart from that, there is a big health center built on the space of 190 square meters in the first floor which includes doctor and nurse rooms, toilets, two observation rooms with eight beds, the examination room, another observation room with eleven beds and a waiting room. For the players there are two clinics in the dressing room area. Those clinics are based on the space of 25 square meters and have all necessary equipment to interfere immediately the players in case of emergency.

9. AOS Dressing Rooms and Lockers Two dressing rooms equipped by shower, Jacuzzi and water-closets and office for the coaches are located on the ground floor. The two dressing rooms for the referees are also located in this part of the stadium. Moreover there are also six dressing rooms for athletes. The six multi-purpose dressing rooms are located in the Additional Sports Facilities part of the complex.

10. AOS Amphitheater The Stadium also has an amphitheatre which is connected directly to the parking garage with the luxurious 300 seats. It is used for presentations and meetings before and after the events. The technical service facilities are also located in this part of the complex. Meeting and Education Rooms The separate eight education rooms and the assembly hall for 270 persons serve the guests at the main floor.

11. AOS Presidency Lounge Presidency Lounge is accessible by using one separated service road. It is connected directly to the grandstands and the two balconies serve 100 luxurious seats with a magnificent view. Lodges The 34 luxurious lodges are equipped by the air conditioner, television set, bar and cabinet.

12. AOS Media and TV Facilities The media and the press members can work effectively and comfortably in the stadium. The grandstand serves 669 press members with the internet and television connection. The seven commentator rooms for the radio and television are also located at this part of the complex. Two call rooms and mixed zone is in use at the ground floor. On the other hand, conference room for the press which is 96 square meters is located at the 5th floor and directly connected to the interview room.

13. AOS Current Marketing Situation The milestone events held in AOS: The opening match between Galatasaray SK-Olympiacos CFP also marked the record attendance for a football game in Turkey. The 2005 UEFA Champions League Final between A.C. Milan and Liverpool F.C. was played on May 25th, 2005. Current Events: İ stanbul Büyük ş ehir Belediyesi Spor A. Ş. plays regular season matchs at the AOS. Some commercial productions take place at the AOS. Driving courses give driving lessons at the parking lots. Foreign football teams rarely practice at the training pitch.

14. AOS List of Events

15. ÇAPA FACULTY OF MEDICINE AND HOSPITAL PROJECT

16. Swot Analysis Strengths Listed as a Five Star Stadium by UEFA High spectator capacity Experienced to organize a major event Memories of the 2005 CL Final Very close to the Airport Weaknesses Insufficient transporation facilities Insufficient highway connection roads Negative perception of the public No support from the media Huge bureaucratic structure Insufficient international marketing No profit making structure Heavy wind most of the time Lack of PR Oppurtunities Euro 2016 requirements Increase of the settlements and population around the facility Faculty of Medicine Project Local and global expansion of Istanbul and Turkey Threats Possibility to be closed down Global economic crises Low chance of hosting the Olympics

17. New Marketing Proposols Marketing Committee Improving the Transportation Facilities Sports Academy Champions League Final 2005 Museum at the AOS Hosting National & International Football Tournaments Alternat ive Events Go-Kart Circuit Meetings and Gatherings

18. Marketing Committee Department! Council! BOARD! C o m i s i o n! Division! SECTION! ? ? ? ? ? ? ?

19. Transportation Improvements Public transportation possibilities Connection roads Bus Routes Metro Signage

20. Sports Academy - 4 36 seater, 4 24 seater, totally 8 classrooms - 270 seater lecture room - Sufficient Sports facilities - Lack of Student Dormitories

21. 2005 Champions League Final Liverpool Fans Sponsor? liverpool video

22. Atatürk Cup In order to use the facility more often and familiarize it with the European Football fans, a Cup organization in the mid-season sounds like a good idea. Many European teams choose Turkey for their mid-season preparation. Atatürk Cup may be played between 3 big European clubs and the last champion of the Turkish League. Mid-season need some action and Antalya needs some competition!

23. Fortis Cup Final Four 2008- 2009 FA Cup has been played at the new Wembley Stadium and it also inspired us. Olympic Park may host the best four teams of the Fortic Cup of that year. Football fans may turn the park into a football festival for the whole weekend. Such an event should attract sponsors and spectators, also increase the TV revenues. The Final may be played during the 19th of May Youth and Sports Holiday, in order to attract more people and create a joyful atmosphere. American National Football Leauge organizes the Super Bowl as a family event. The same model can be applied and the size of the event may be expanded.

24. Academia League English youngsters have had the privilege to play their tournament at the Old Trafford Stadium this year. With the support of the Turkish Football Federation Education department and a sponsor, Turkish youngsters may experience the same excitement at the AOS. Such a league would be very entertaining for the children and create a family size event. It would be a good idea to schedule the final on mother’s or father’s day.

25. Rock Concerts Streetball Tournaments

26. Go Kart Circuit Amusement Parks

27. Meeting and Gatherings

28. Conclusion New Marketing Proposals Marketing Committee Improving the Transportation Facilities Sports Academy Champions League Final 2005 Museum at the AOS Hosting National & International Football Tournaments Alternat ive Events Meetings and Gatherings Key Conclusions: Any kind of a marketing plan for the AOS requires high amount of financial investment and long period of time. Proposals like small event organizations may not be enough for a sufficient outcome, but may only save the day. The government shall begin to work on a huge and efficient marketing plan for the AOS. The plan should not be obstructed by any bureaucratic obstacles. Questions and Comments ?&!