Managing relationships – protecting your brand SportAccord Keynote Address Patrick Baumann Secretary General Lausanne, 19 May 2004

Managing relationships - protecting your brand Successful relationships are all about give and take, but ultimately sports bodies are the owners of their brands and need to protect them. This is a continous process in the marketplace where broadcasters and sponsors are paying large fees for rights and it is understandable for them to want to „own“ a share of the brand. Managing the subtle relationship between partners during an event is of special relevance to everyone involved in the international sports scene.

Managing relationships - protecting your brand The changing world of sport associations Managing diversity (institutional view) Choosing profitable exchanges (commercial view) Creating value and protecting it (a branding exercice)

Managing relationships - protecting your brand The changing world of sport associations FIBA FIBA ZONE NATIONAL FEDERATIONS CLUBS ATHLETES

Managing relationships - protecting your brand Managing diversity FIBA FIBA ZONE NATIONAL FEDERATIONS CLUBS ATHLETES Revenue generation is mean to achieve objectives Revenue generation (profitability) is the objective Clubs and Leagues

Managing relationships - protecting your brand Managing diversity INTERNATIONAL FEDERATIONS NATIONAL FEDERATIONS LEAGUES CLUBS External factors Internal factors Market economy Other industries Television Sponsors Customers Governments Own structure and Management processes

Managing relationships - protecting your brand Choosing profitable exchanges Relationships with Sponsors and Television: they want to „own“ a share of the brand....

Managing relationships - protecting your brand A branding exercice Creating a brand –The process and protecting it. –Communicate ( –Improve

We understand that Basketball is an universal game.

A truly global movement …

Fascination for over half a billion players …

… in all places.

They all speak the same language …

and carry the spirit …

in their heart.

It’s the ups…

… and the downs.

it’s the struggle…

… and the ease.

It’s the strength…

and the smarts.

It’s the pleasure …

and the pain.

and above all, doing it with style.

It’s the eternal, classic theme: “one-on-one” …

it’s the sense of belonging …

on both sides!

Men become heroes.

Heroes become …

… superheroes.

Legends become …

… a part of urban culture.

The vision.

FIBA believes that sports provide people with values through which they define themselves. Basketball is unique: Fast and precise, mind and body, a sport in which the individual is as powerful as the team.

The mission.

FIBA governs basketball worldwide, making the rules and keeping the sport in line. We make sure basketball is challenging, exciting and fascinating for everyone – everywhere. FIBA is basketball. The mission.

Managing relationships - protecting your brand A branding exercice Sport Communic. Activities Commercial Activities Admin. & Accounting Marketing & Sales Certification Event Management Study Centre and Reserach Zones AsiaOceaniaAmericasAfricaEurope Competitions Global Zones Federations (sample) Asia Oceania AmericasAfricaEurope Member Associations (sample) Americas Various NationalTeams Clubs Antidoping Young coaches program Refereeing program Development program Ferrandiz Foundation Television Programming Website Print Material Player Data Base Mens Womens Youth etc. Where we came from: Managing relationships - protecting your brand A branding exercice

Managing relationships - protecting your brand A branding exercice New Brand Architecture:

Managing relationships - protecting your brand A branding exercice

Managing relationships - protecting your brand A branding exercice

Managing relationships – protecting your brand THANK YOU !

Managing relationships.... National Federations Responsible for National Teams Responsible to organize competitions for all clubs Responsible to foster youth activities, long-term Dependant on income from national teams Dependant on clubs Limited in resources Limited by calendar

Clubs/Leagues: Responsible for elite teams Promote the sport 9 months out of 12 20% of clubs generate 90% of national revenues Increasing Shareholder pressure, short-term Little sense for solidarity Top clubs strive for int. markets and closed competition Strong dependance on market economy Wrong economics Professionally organized