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    Amsterdam2008 Iaaf Wat Presentation

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    Robiul Islam Shimul
    The document proposes revitalizing the World Athletics Tour (WAT) by (1) strongly addressing key issues like confusing formats and lack of competition and athlete participation, (2) demonstrating feasibility through a study, and (3) securing investor interest for a new financially viable model. A feasibility study found support from stakeholders and broadcasters. The proposed strategy simplifies the format, guarantees top athlete participation, builds the brand, and funds the project through long-term investor financing.

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    Amsterdam2008 Iaaf Wat Presentation

    Uploaded by

    Robiul Islam Shimul
    41 views37 pages
    The document proposes revitalizing the World Athletics Tour (WAT) by (1) strongly addressing key issues like confusing formats and lack of competition and athlete participation, (2) demonstrating feasibility through a study, and (3) securing investor interest for a new financially viable model. A feasibility study found support from stakeholders and broadcasters. The proposed strategy simplifies the format, guarantees top athlete participation, builds the brand, and funds the project through long-term investor financing.

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    The document proposes revitalizing the World Athletics Tour (WAT) by (1) strongly addressing key issues like confusing formats and lack of competition and athlete participation, (2) demonstrating feasibility through a study, and (3) securing investor interest for a new financially viable model. A feasibility study found support from stakeholders and broadcasters. The proposed strategy simplifies the format, guarantees top athlete participation, builds the brand, and funds the project through long-term investor financing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    41 views37 pages

    Amsterdam2008 Iaaf Wat Presentation

    Uploaded by

    Robiul Islam Shimul
    The document proposes revitalizing the World Athletics Tour (WAT) by (1) strongly addressing key issues like confusing formats and lack of competition and athlete participation, (2) demonstrating feasibility through a study, and (3) securing investor interest for a new financially viable model. A feasibility study found support from stakeholders and broadcasters. The proposed strategy simplifies the format, guarantees top athlete participation, builds the brand, and funds the project through long-term investor financing.

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    of 37

    FUTURE WAT PROJECT

    Presented to the Euromeetings Organisors Amsterdam, 17th October 2008 by IAAF & Mindspring AG

    BACKGROUND

    OUR BRIEF

    Presidential mandate to review and improve WAT in line with the his Manifesto Embrace the global potential of athletics Create opportunity for more Athletes to participate professionally in athletics Appeal to the youth Deliver an economically sustainable project Investor guarantee All stakeholders to benefit

    OUR CREDENTIALS

    Senior leadership positions at both TEAM Marketing and Octagon Worldwide Prior Involvement with athletics
    IAAF World Championships Mobil Grand Prix IAAF World Cup Athletics South Africa

    Specific experience with investors in the creation of UEFA Champions League, IIHF Champions Hockey League

    WINNING CONCEPTS

    Strong involvement by Federation Win-win for all stakeholders Strong free to air broadcaster platform Centralised marketing programme for worldwide sponsors Strong brand identity and branding execution

    WAT PROJECT

    PROJECT WAT STATUS

    Step 1 - Identified objectives: Step 2 - Developed new concept Step 3 - Conducted feasibility study Step 4 - In depth review of concept and feasibility study led by IAAF President Step 5 - Recommendation to IAAF Council

    FEASIBILITY STUDY

    12 Month process to date Stakeholders Meet organizers Agents/Athletes IAAF and Council Ambassadors

    Sponsors Carlsberg MasterCard Nestl Nike Shell President, International Sponsors Council

    Broadcasters European Broadcasters Union BBC (UK) BSkyB (UK) Setanta (UK & North America) ZDF (Germany) DSF (Germany) Sky Italia France Television Canal+ France TVE (Spain) Sogecable (Spain) Eurosport (pan-European) NBC Universal (USA) Fox (USA) TBS (Japan) Al Jazeera (Middle East) GTV (Africa)

    CURRENT SITUATION

    Strong consensus across the board that there is a need for change

    CURRENT SITUATION

    Olympics and World Championships are premier events

    3 PILLARS OF ATHLETICS

    WAT

    Olympics

    World Champs

    WAT

    Golden League
    1,151,821,000 98,787,860

    KEY PRINCIPLES

    KEY PRINCIPLES

    Do what is in the best interests of Athletics Reinforce IAAF leadership Elevate the status of the Golden League and athletics as a whole Extend reach beyond Europe Guarantee top athletes and enhance the earnings capability of more athletes Create more meaningful events - shift focus away from individual performances to great competition Bring new investment into the sport Create a strong global brand All stakeholders to benefit

    WAT STRATEGY

    REVISED WAT STRATEGY

    Sales Revenue

    Top Athletes

    Build Brand

    Improve WAT Format Investor Funded

    STRATEGY

    Sales Revenue

    Top Athletes

    Build Brand

    Improve WAT Format Investor Funded

    FORMAT

    Key Changes: Simplified format Two-tier approach

    GOLDEN LEAGUE SEASON SCHEDULE

    Rationale for 12 events

    Maintain strength of European events


    Target key global markets

    GOLDEN LEAGUE FORMAT


    Two-hour programming block Consistent Golden League disciplines
    o o

    Programming Block 20:00-22:00


    Local Interest Discipline 1

    Local Interest Discipline 2


    Local Interest Discipline 3 Local Interest Discipline 4 GL Discipline 1 GL Discipline 2 GL Discipline 3 GL Discipline 4 GL Discipline 5 GL Discipline 6 GL Discipline 7 GL Discipline 8 GL Discipline 9 GL Discipline 10

    10 standard for entire series 4 events of local interest

    Simple, meaningful points system based on order of finish

    CHALLENGE LEAGUE OVERVIEW

    12 meetings out of tender process Europe and outside Europe Open to all disciplines IAAF solidarity fund: considerably higher than current IAAF grant Consistent branding No grant of marketing rights to the IAAF Can be scheduled any day except on or around Golden League days

    STRATEGY

    Sales Revenue

    Top Athletes

    Build Brand

    Improve WAT Format Investor Funded

    KEY CHANGES

    IAAF guarantees top athlete participation and finances incentive plan IAAF central athlete contracts
    o o

    Guaranteed contract for 20 to 30 top athletes 6-9 appearances per season

    Standings Bonus for each discipline to replace current Jackpot


    o

    Benefits many athletes as opposed to just 1 or 2

    Considerably more money for more athletes

    NEW PARTNERSHIP

    IAAF

    Central $Contribution Central Promotion Athletes Deliver commercial rights

    IAAF Contracts Ranking Participate Bonus in 6-9 events Sponsor appearances

    Meet Organisers

    Prize Money Appearance Fees Appearan ces

    Athletes

    STRATEGY

    Sales Revenue

    Top Athletes

    Build Brand

    Improve WAT Format Investor Funded

    BRAND

    Make Golden League instantly recognisable Consistent implementation across all events Much stronger vs. individual event brands Reviewed best practices from other sports and propose the best solution for Athletics

    STRATEGY

    Sales Revenue

    Top Athletes

    Build Brand

    Improve WAT Format Investor Funded

    MARKETING

    Current decentralised marketing approach leaves money on the table Need to access all available budgets
    o o o

    Global / Regional National Local

    Need to keep benefits of current sponsors


    o o

    Ticket promotions Hospitality

    Combined centralised / local sales allows access to all levels

    SPONSORSHIP CONCEPT
    4 Golden League Partners (4 x $5m) 1 National Event Sponsor ($0.5-1m each) 1 Host City Partner

    Series Partners Individual Event Partners

    National Sponsors

    National Suppliers

    BROADCAST SALES

    Centralised sales of all broadcast rights


    o o o o o

    Splitting TV rights leads to weaker product/loss of leverage Obligation to be host broadcaster

    Priority to free-to-air coverage


    in order to create broadest coverage to build sport and therefore build value of sponsorship Target gradual increase.starting with 2 or 3 meets on terrestrial in key markets o Additional coverage on thematic sports channels

    Broad programming
    o o o o

    Live Delayed Highlights Magazine (centrally produced)

    Broad distribution
    o o o

    TV Internet Wireless

    FEASIBILITY STUDY

    Feedback from EBU


    o o o o

    Key Partner of IAAF EBU strongly wants to keep its commitment to athletics Conducted complete review of proposed project EBU says this is going in the right direction and they want to partner the IAAF in this development

    STRATEGY

    Sales Revenue

    Top Athletes

    Build Brand

    Improve WAT Format Investor Funded

    INVESTOR FUNDING

    This project will be funded by investors on a long term basis Allows for massive new financing of the sport Strong interest is being shown by potential investors

    SUMMARY

    SUMMARY

    Revitalise athletics Strongly addresses key issues


    o o o o o

    Confusing format Meaningful competition Athlete participation Commercial appeal Financial viability

    Feasibility study indicates concept is feasible Investor interest in the concept is strong

    NEXT STEPS

    TIMING

    2007 2008 2009 2010 Implementation of Commercial & Event Plan Product Development

    New IGL Season

    9/07 1/08 1/09 1/10

    Design - A Broadcaster Search Feasibility Study - B Sponsor Search Event Plan Implementation

    Bidding Process - C
    IAAF President Briefing Pre-testing with Champions IAAF Approval Signature of Agreements

    Pre-Season Build-up Investor Closing - D

    NEXT STEPS

    Have now received IAAF Council In Principle approval to proceed Investor search now underway with a view to securing interested parties by next IAAF Council Meeting in November

    THANK YOU

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