FUTURE WAT PROJECT
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FUTURE WAT PROJECT Presented to the Euromeetings Organisors Amsterdam, 17th October 2008 by IAAF & Mindspring AG BACKGROUND 2 OUR BRIEF Presidential mandate to review and improve WAT in line with the his Manifesto Embrace the global potential of athletics

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FUTURE WAT PROJECT

Presented to the Euromeetings Organisors

Amsterdam, 17th October 2008

by IAAF & Mindspring AG



Our brief l.jpg
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

3


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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

4


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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

5



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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 l.jpg

12 Month process to date

Stakeholders

Meet organizers

Agents/Athletes

IAAF and Council

Ambassadors

Sponsors

Carlsberg

MasterCard

Nestlé

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)

FEASIBILITY STUDY


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CURRENT SITUATION

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

9


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WAT

GoldenLeague

CURRENT SITUATION

  • Olympics and World Championships are premier events

3 PILLARS OF ATHLETICS

Olympics

WorldChamps

WAT

1,151,821,000

98,787,860



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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



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REVISED WAT STRATEGY

Sales

Revenue

Top

Athletes

Build

Brand

Improve WAT Format

Investor Funded


Strategy l.jpg
STRATEGY

Sales

Revenue

Top

Athletes

Build

Brand

Improve WAT Format

Investor Funded


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FORMAT

Key Changes:

  • Simplified format

  • Two-tier approach


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GOLDEN LEAGUE SEASON SCHEDULE

Rationale for 12 events

  • Maintain strength of European events

  • Target key global markets


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GOLDEN LEAGUE FORMAT

  • Two-hour programming block

  • Consistent Golden League disciplines

    • 10 standard for entire series

    • 4 events of local interest

  • Simple, meaningful points system based on order of finish


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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


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STRATEGY

Sales

Revenue

Top

Athletes

Build

Brand

Improve WAT Format

Investor Funded


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KEY CHANGES

  • IAAF guarantees top athlete participation and finances incentive plan

  • IAAF central athlete contracts

    • Guaranteed contract for 20 to 30 top athletes

    • 6-9 appearances per season

  • Standings Bonus for each discipline to replace current Jackpot

    • Benefits many athletes as opposed to just 1 or 2

  • Considerably more money for more athletes


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NEW PARTNERSHIP

IAAF

  • Central $Contribution

  • Central Promotion

  • Athletes

  • IAAF Contracts

  • Ranking Bonus

  • Participate in 6-9 events

  • Sponsor appearances

  • Deliver commercial rights

  • Prize Money

  • Appearance Fees

Meet Organisers

Athletes

  • Appearances


Strategy23 l.jpg
STRATEGY

Sales

Revenue

Top

Athletes

Build

Brand

Improve WAT Format

Investor Funded


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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


Strategy25 l.jpg
STRATEGY

Sales

Revenue

Top

Athletes

Build

Brand

Improve WAT Format

Investor Funded


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MARKETING

  • Current decentralised marketing approach leaves money on the table

  • Need to access all available budgets

    • Global / Regional

    • National

    • Local

  • Need to keep benefits of current sponsors

    • Ticket promotions

    • Hospitality

  • Combined centralised / local sales allows access to all levels


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SPONSORSHIP CONCEPT

4

Golden League Partners

(4 x $5m)

Series Partners

Individual Event

Partners

1

National Event Sponsor

($0.5-1m each)

1 Host City Partner

National Sponsors

National Suppliers


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BROADCAST SALES

  • Centralised sales of all broadcast rights

    • 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

    • Additional coverage on thematic sports channels

  • Broad programming

    • Live

    • Delayed

    • Highlights

    • Magazine (centrally produced)

  • Broad distribution

    • TV

    • Internet

    • Wireless


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Feedback from EBU

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

FEASIBILITY STUDY


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STRATEGY

Sales

Revenue

Top

Athletes

Build

Brand

Improve WAT Format

Investor Funded


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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



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SUMMARY

  • Revitalise athletics

  • Strongly addresses key issues

    • Confusing format

    • Meaningful competition

    • Athlete participation

    • Commercial appeal

    • Financial viability

  • Feasibility study indicates concept is feasible

  • Investor interest in the concept is strong



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TIMING

2007

2008

2009

2010

Implementation of

Commercial & Event Plan

New IGL

Season

Product Development

9/07

1/08

1/09

1/10

Design - A

Event Plan

Implementation

Broadcaster

Search

Feasibility

Study - B

Sponsor

Search

Bidding

Process - C

IAAF President Briefing

Pre-Season

Build-up

Pre-testing with Champions

IAAF Approval

Investor

Closing - D

Signature of Agreements


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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



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