1. MARKETING in SPORT FOR ALL Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

2. Marketing in SPORT FOR ALL The Term Marketing Social Marketing Sport Marketing USP Fundraising Sponsoring Case Studies Recommendations/Questions/Discussion Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

3. Marketing in SPORT FOR ALL Please follow me again – today I am your marketing manager! Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

4. Marketing in SPORT FOR ALL 1.The Term Marketing + Marketing in the first priority should enable a position to be the first (First-Mover-Advantage) + Direct Marketing in this sense is an own disciplin and goes to Somebody (to Single Persons) not to the Mass! Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

5. Marketing in SPORT FOR ALL 2. Social Marketing This type is often called non-profit-marketing because there are special aims Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

6. Marketing in SPORT FOR ALL 2. Social Marketing Special aims can be + Individual benefit, + Organisational benefit, + Societal benefit. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

7. Marketing in SPORT FOR ALL 3. Sport Marketing Within the Sport Branch we find 3 different types of Sport Marketing + of and for Sport Non-Profit Organisations + of and for Sport Public Organisations + of and for Sport For-Profit Organisations Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

8. Marketing in SPORT FOR ALL 3. Sport Marketing The classical ps The product has changed (the producers,...) The price has changed (take the Superstars...) The promotion has changed (Emotion, Image, Success = Sponsoring) The place has changed (Facilities, Stadia & Media...) Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

9. Marketing in SPORT FOR ALL 3. Sport Marketing The service ps The physical evidence is important (Hospitality...) The process is important (Achievements & Entertainments) The personnel is important (Players, Trainers, and Managers) The consequences And more and more is the public voice important (the ethical and sustainable side of the work) Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

10. Marketing in SPORT FOR ALL 4. USP We have to know all we can about the Customer! + Types + Kindness + Loyalty + Management Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

11. Marketing in SPORT FOR ALL 4. USP + Branding + market- and customer-oriented Leadership of Corporations + market research Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

12. Marketing in SPORT FOR ALL 4. USP Explanation of unique selling proposition Examples of unique Examples of solitary Examples of quality Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

13. Marketing in SPORT FOR ALL 5. Fundraising Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

14. Marketing in SPORT FOR ALL Fundraising as special instrument of financial support of actions Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

15. Marketing in SPORT FOR ALL 6. Sport Sponsoring Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement

16. Marketing in SPORT FOR ALL 6. Sport Sponsoring Magic Triangleof Sponsoring Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Target Groups Sports MediaEnterprises

17. Marketing in SPORT FOR ALL 6. Sport Sponsoring Why and how to make a Business Plan? To know which way to go! 3 parts: Marketing Plan, Working Plan, Finance Plan! Checklist: + Aims (short- and long-term aims, measurements) + Analyses (competitors, market (SWOT-Analyse) + Financing (start-up-financing, return on investment) + Conclusion (with the most important aspects) + Executive Summary (last doing, first reading) Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

18. Marketing in SPORT FOR ALL 7. Case Studies Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

19. Marketing in SPORT FOR ALL 7. Case Studies from single sport persons to sport for events with international participation Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

20. 7. Example for Sport Logo and Motto Asian Games 2006

21. 7. Examples for Sport-Events The IDTF Frankfurt 2009 is starting

22. 7. Examples for Sport-Events Promoter: JPMorgan AG Junghofstraße 14 60311 Frankfurt Execution: macona event Postfach 700 709 60557 Frankfurt eMail: office@JPMCCC.deoffice@JPMCCC.de

23. 7. Examples for Sport-Events VivaWater is an Community, which wants to promote Watersport activities. VivaWinter is an Association The task of this Association is the promotion and the support of the Region of the Alps and sport activities.

24. 7. Examples for Sport Campaigns Fair-Play-Campaign in Europe

25. Marketing in SPORT FOR ALL 8. Recommendations/Questions/Discussion Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

26. the Nike mission To bring inspiration and innovation to every athlete* in the world. * If you have a body, you are an athlete. source: nike.com, 2005

27. The Sport Branch from international view Supranational Working Institutions Responsible for public Sport Policies International Sport Confederations International Confederations of Sportindustry Sport Support of Federal Government National Sport Federations National Federations of Sportindustry Sport Support of States State Sport Federations Corporations for Sports Assistence On State Level (in Germany: f.e. Gambling Companies) Sport Support of Municipalities Local Sport Associations Companies, Corporations, Shops, Agencies, Studios

28. The Sport Branch from international view Supranational Working Institutions Responsible for public Sport Policies International Sport Confederations International Confederations of Sportindustry Sport Support of Federal Government National Sport Federations National Federations of Sportindustry Sport Support of States State Sport Federations Corporations for Sports Assistence On State Level (in Germany: f.e. Gambling Companies) Sport Support of Municipalities Local Sport Associations Companies, Corporations, Shops, Agencies, Studios

29. Examples for Sport Awards Sports Managers of the Year

32. Marketing of SPORT FOR ALL I hope, I was a little help for your future marketing. Thank you very much for our common meeting here at Hormoz Hall! Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007