Amsterdam2008 Iaaf Wat Presentation

8/3/2019 Amsterdam2008 Iaaf Wat Presentation

1/37

FUTURE WAT PROJECTPresented to the Euromeetings OrganisorsAmsterdam, 17th October 2008by IAAF & Mindspring AG


2/37

BACKGROUND


3/37

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


4/37

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


5/37

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


6/37

WAT PROJECT


7/37


8/37

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)


9/37

CURRENTSITUATION

Strong consensus across the board that there is aneed for change


10/37

CURRENTSITUATION

Olympics and World Championships are premierevents

OlympicsWorld

Champs

GoldenLeague

WAT

3 PILLARS OFATHLETICS

98,787,8601,151,821,000

WAT


11/37

KEY PRINCIPLES


12/37

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


13/37

WAT STRATEGY


14/37

REVISED WATSTRATEGY

Investor Funded

Improve WAT Format

BuildBrand

TopAthletes

SalesRevenue


15/37

STRATEGY

Investor Funded

Improve WAT Format

BuildBrand

TopAthletes

SalesRevenue


16/37

FORMAT

Key Changes: Simplified format Two-tier approach


17/37

GOLDEN LEAGUESEASONSCHEDULE

Rationale for 12 events Maintain strength of European events Target key global markets


18/37

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



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


19/37

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


20/37

STRATEGY

Investor Funded

Improve WAT Format

BuildBrand

TopAthletes

SalesRevenue


21/37

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


22/37

NEWPARTNERSHIP

IAAF

MeetOrganisers

Athletes

Prize Money Appearance

Fees

Appearances

IAAFContracts Ranking

Bonus Participate in 6-9events

Sponsorappearances

Central$Contribution

Central Promotion Athletes

Delivercommercial

rights


23/37

STRATEGY

Investor Funded

Improve WAT Format

BuildBrand

TopAthletes

SalesRevenue


24/37

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


25/37

STRATEGY

Investor Funded

Improve WAT Format

BuildBrand

TopAthletes

SalesRevenue


26/37

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


27/37

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)


28/37

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


29/37

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


30/37

STRATEGY

Investor Funded

Improve WAT Format

BuildBrand

TopAthletes

SalesRevenue


31/37

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


32/37

SUMMARY


33/37


34/37

NEXT STEPS

2007


35/37

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


36/37

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


37/37

THANK YOU

Amsterdam2008 Iaaf Wat Presentation

Documents

Transcript of Amsterdam2008 Iaaf Wat Presentation