amsterdam2008 iaaf wat presentation
TRANSCRIPT
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FUTURE WAT PROJECTPresented to the Euromeetings OrganisorsAmsterdam, 17th October 2008by IAAF & Mindspring AG
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BACKGROUND
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OUR BRIEF Presidential mandate to review and improve WAT inline with the his Manifesto
Embrace the global potential of athletics Create opportunity for more Athletes to participateprofessionally in athletics Appeal to the youth Deliver an economically sustainable project Investor guarantee All stakeholders to benefit
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OURCREDENTIALS
Senior leadership positions at both TEAM Marketingand Octagon Worldwide
Prior Involvement with athleticsIAAF World Championships
Mobil Grand PrixIAAF World CupAthletics South Africa
Specific experience with investors in the creation of -UEFA Champions League, IIHF Champions HockeyLeague
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WINNINGCONCEPTS
Strong involvement by Federation Win-win for all stakeholders Strong free to air broadcaster platform Centralised marketing programme for worldwidesponsors Strong brand identity and branding execution
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WAT PROJECT
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FEASIBILITYSTUDY
12 Month process to dateStakeholders 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)
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CURRENTSITUATION
Strong consensus across the board that there is aneed for change
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CURRENTSITUATION
Olympics and World Championships are premierevents
OlympicsWorld
Champs
GoldenLeague
WAT
3 PILLARS OFATHLETICS
98,787,8601,151,821,000
WAT
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KEY PRINCIPLES
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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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WAT STRATEGY
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REVISED WATSTRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
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STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
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FORMAT
Key Changes: Simplified format Two-tier approach
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GOLDEN LEAGUESEASONSCHEDULE
Rationale for 12 events Maintain strength of European events Target key global markets
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GOLDEN LEAGUEFORMAT
Two-hour programming block Consistent Golden League disciplines
o 10 standard for entire serieso 4 events of local interest
Simple, meaningful points system basedon order of finish
Programming Block20:00-22:00Local 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
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CHALLENGE LEAGUEOVERVIEW
12 meetings out of tender process Europe and outside Europe Open to all disciplines
IAAF solidarity fund: considerably higher than currentIAAF 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
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
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KEY CHANGES IAAF guarantees top athlete participation andfinances incentive plan
IAAF central athlete contractso Guaranteed contract for 20 to 30 top athleteso 6-9 appearances per season
Standings Bonus for each discipline to replacecurrent Jackpoto Benefits many athletes as opposed to just 1 or 2
Considerably more money for more athletes
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NEWPARTNERSHIP
IAAF
MeetOrganisers
Athletes
Prize Money Appearance
Fees
Appearances
IAAFContracts Ranking
Bonus Participate in 6-9events
Sponsorappearances
Central$Contribution
Central Promotion Athletes
Delivercommercial
rights
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STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
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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
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STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
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MARKETING Current decentralised marketing approach leavesmoney on the table
Need to access all available budgetso Global / Regionalo Nationalo Local
Need to keep benefits of current sponsorso Ticket promotionso
Hospitality
Combined centralised / local sales allows access toall levels
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SPONSORSHIPCONCEPT
4GoldenLeague
Partners(4 x $5m)
National Suppliers
National Sponsors
Individual EventPartners
Series Partners
1 Host City Partner
1National Event
Sponsor($0.5-1m each)
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BROADCASTSALES
Centralised sales of all broadcast rightso Splitting TV rights leads to weaker product/loss of leverageo Obligation to be host broadcaster
Priority to free-to-air coverageo
in order to create broadest coverage to build sport
o and therefore build value of sponsorshipo Target gradual increase.starting with 2 or 3 meets on
terrestrial in key marketso Additional coverage on thematic sports channels
Broad programmingo Liveo Delayedo Highlightso Magazine (centrally produced)
Broad distributiono TVo Interneto Wireless
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FEASIBILITYSTUDY
Feedback from EBUo Key Partner of IAAFo EBU strongly wants to keep its commitment to athleticso Conducted complete review of proposed projecto EBU says this is going in the right direction and they
want to partner the IAAF in this development
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STRATEGY
Investor Funded
Improve WAT Format
BuildBrand
TopAthletes
SalesRevenue
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INVESTORFUNDING
This project will be funded by investors on a longterm basis
Allows for massive new financing of the sport Strong interest is being shown by potential investors
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SUMMARY
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NEXT STEPS
2007
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TIMING
Pre-SeasonBuild-up
Product Development
BroadcasterSearch
9/071/08
SponsorSearch
2007
Design - A
FeasibilityStudy - B
InvestorClosing - D
2008
2009
2010
Implementation ofCommercial & Event Plan
New IGLSeason
Event PlanImplementation
1/09 1/10
BiddingProcess - C
Pre-testing with Champions
IAAF President Briefing
IAAF Approval
Signature of Agreements
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NEXT STEPS Have now received IAAF Council In Principleapproval to proceed
Investor search now underway with a view tosecuring interested parties by next IAAF Council
Meeting in November
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THANK YOU