1. همايش توجيهي بازاریابی در ورزش قهرماني

2. Club Development Club Regulations Statutes Structure & Administration
Table of Contents
Club Regulations
Statutes
Structure & Administration
Finance
Facilities
Sporting Development
Fan & Community Support
Event Management
Marketing
Communications

3. Club structure (EXAMPLE)
Board of directors
General manager
Technical
Club Administration
Top team
Administration
Marketing
Communication
Event
Management
Medical
Facility
Youth
development
Finance
Legal

4. Relationship with sponsors Ticketing Merchandising Fan development
Objectives
Marketing
Promoting the image of the Club
Providing the club with financial resources
Roles
Sponsorship
Finding sponsors
Relationship with sponsors
Ticketing
Merchandising
Fan development
Promotional activities

5. Key actors?
VIP guests
Players & Coaches
Event
Sponsors
Match Officials
Sport Game
Media
Fans

6. Better event management leads to higher revenue
Players & Coaches
Match Officials
Media
VIP guests
Sponsors
Fans
Match quality
Club image/
promotion
Sponsors
Ticket sale
Revenue
Better event management leads to higher revenue
through stakeholders - directly & indirectly

7. Why stakeholders are important?
Internal stakeholders
External stakeholders
Coaches
Fans
Community
Players
Executives
Staffs
Members
Sponsors
Government
Solidarity
Good image and interest
Communication influences many stakeholders internally and externally

8. Why Club identity is important?
Name
Club shirt (Color and design)
Logo/emblem
Flag
Club nickname
Players (stars)
Coaches
Stadium
Fan
Club
Club identity is critical for fan development

9. Marketing is to monetize the fan base and is critical to club revenue
Why important?
Club
Revenue
Number
of fans
How much fans spend
directly/indirectly = X
Fan development
Marketing
Marketing is to monetize the fan base and is critical to club revenue

10. What are your Sport products?
In the marketing sense, a Sport product includes not only the match, but also merchandise, players/personalities, events, Sport clinics, Sport information etc.
Marketing of Sport is different from marketing other products. Before you can begin selling your Sport products, you have to market an experience.

11. Sport Target Market
Fans are the heartbeat of Sport. To attract fans, you have to understand them and satisfy their needs.
Belonging
Aspiration
Euphoria
Excitement
FAN
Disappointment
Nostalgia
Anticipation
Frustration

12. Club must invest in retaining their fans
Fan development
3 types of activities
Keep the fans
Non-fans
(Don’t recognize
the club)
Potential fans
(Recognize the club
but not fan)
Fans
Get the
recognition
Get the
fans
Club identity
Club must invest in retaining their fans

13. Use both promotion tactics based on the fan development strategy
How to sell the ticket?
Discount
Add value
Fan development strategy
2 Promotion Tactics
Use both promotion tactics based on the fan development strategy
Perceived value for money for fans
Tangible and intangible benefits for fans

14. Most club revenue comes from fan directly and indirectly
Why Fan Development is important? $ $ $ $
Company
Broadcaster $ $
Ticket
Sponsorship
Media rights
Merchandising
Most club revenue comes from fan directly and indirectly

15. Other type of package ticket
Discount tactics
Ticketing
<Example of discount tactics>
Season ticket
Free ticket
Discount ticket
Group discount
Other type of package ticket

16. Ticketing
Strategy
Develop proper tactics for the target segment in the fan development strategy
Understand the segment and be creative to develop the effective tactics
Monitor their level of satisfaction and feedback to the strategy and tactics

17. sponsorship
Sponsorship is the support of an event or activity by another organisation for the MUTUAL BENEFIT of both parties
Sponsorship taps into the real passion of Sport fans, which provides the sponsor brand value migration that conventional advertising cannot.

18. What do sponsors want? In addition to increased sales:
1 Increased product exposure
2 Consumer and trade promotions
3 New customers
Channel for customer hospitality and incentives
Enhanced corporate image
4 Professionalism
5 An open and trusting partnership
6 A good quality product
7 A good deal
8 Open communication
9 Centralised marketing programmes
10 Client servicing
11 Easy access to information (events, players, history)

19. Sponsorship Sponsorship Win-Win Relationship Club Sponsor
What is Sport sponsorship?
Sponsorship
Win-Win Relationship
Club
Sponsor
Fan club
Privileges to members
Fan club event
Publishing
Continuous and direct relationship with them
Direct mail
Home page
Club benefit
Financial support
Other support
Sponsor benefit
Media exposure
Good image

20. Sponsorship operation
1. List
potential
sponsors
2. Define
sponsorship
package and
the benefit
3. Negotiate
with potential
Sponsors and contract
4. Deliver and
manage the
sponsorship
5. Evaluate
the
sponsorship
------
XYZ Company

21. List potential sponsors
<Example of potential sponsors>
List all potential sponsors
………………………………
Sponsorship

22. Define sponsorship package and the benefit
Club requirements
Sponsor package and benefits
Two-way - Club and sponsor
Understand their businesses and situation
Identify mutual interests and benefits
Quality presentation
Renewal of contract
Sponsorship

23. Negotiate with potential sponsors
Let them know the club
Club profile
Media exposure statistics
Average spectators
Fan club members…etc
Understand their expectation
Precise specification of benefits
Understand their decision making procedure
Be flexible with the sponsorship package & conditions
Know your value
Follow up their internal process
Keep the relationship even if you do not succeed at first
Sponsorship

24. 3. Negotiate with sponsors and contract
The contract must cover...
Duration of the contract
Fee to be paid
Benefits
Club and Sponsor
Timing of the payments and benefits
Rights and obligations
Club
Sponsor
Renewal period
Breach of the contract
Legal document … etc
Sponsorship

25. 4. Deliver and manage the sponsorship
Make sure that all arrangement follow the contract
Who is responsible?
Invite the sponsors to the match/event and ask if they are satisfied or not
Good relationship with media is vital for good media exposure
Delivery of benefits = Renewal
Sponsorship

26. Keeping the right sponsor/s
Responsibility of account management to assist in the activation and management of the respective commercial rights
2 Deliver what you have sold
3 Maintain open and regular communications; be available
4 Be serious about engaging in long-term partnerships
5 Ensure consistent use of property marks and identities

27. Monitor all media exposure and evaluate the sponsorship effect
Report it to the sponsors and make them aware of the impact
Learn and develop
Sponsorship

28. Media rights Media rights
Media rights include…
TV rights
Radio rights
Understand which rights you ‘own’ (and league ‘owns’) and maximize the benefit
Media rights
TV rights (if applicable)
Free to air
Satellite
Cable X
Live
Delay
Digest

29. Merchandising Merchandising
Important part of club brand
Finance and image
Merchandising
Merchandising

30. Marketing is to monetize the fan base and critical for club Ticket
Summary
Marketing is to monetize the fan base and critical for club
Ticket
Use promotion tactics
Discount
Add value
Sponsorship
‘win-win relationship’
6 phases of the sponsorship operation
Media rights
Understand what you ‘own’ and maximize the benefit
Merchandising
Based on fan development strategy