Archive for the ‘Athletics’ Category

UK Athletics stated that the IAAF’s sponsors would much prefer a World Championships in London! Whilst supporting the event would certainly assist build relationships with the Qatari Government and key stakeholders, the London 2017 UK bid offers the sponsorship community a more balanced international B2B and B2C marketplace. Qatar has a very small population so from a consumer sponsorship perspective offers a very low ROI for sponsors. This is why the Qatari bid looked to match funding by supporting IAAF events elsewhere. 

There is no doubt that the sport in the UK in the run up to 2017 will be crowded with major sporting events (2012, RWC, Glasgow 14), but this will create a nice stepping stone. Both 2012 and Glasgow 2014 also have the opportunity to suck new sponsors into athletics so I see it as a real advantage. RWC 2015 will be popular with sponsors but highly competitive amongst an already defined Rugby marketplace.   

The continuity from London 2012 to 2017 is a major bonus for UK Athletics, the London 2017 bid was a genuine coup for London 2012’s legacy promise and Athletics in the UK. UKA now needs to plan long term and build its commercial infrastructure.

Qatar wants to use athletics as a way developing and growing an economy that comes with hosting major games, as well as using the event as a catalyst for infrastructure development, showcasing their country and creating a stepping stone for other major event bids. Major sponsors need the right mix between existing and developing economies and London 2017 offers international sponsors a platform in a consumer and commercial hub.

 RP/SD

London bid has clearly built on its successful bidding platform from London 2012 and learnt from the FA’s failed bid. Reading between the lines the communications and pr around this bid has been excellent despite some tricky issues. As it gets into the crucial stage the comms only gets better  as journalists write that the London camp is ‘far from bullish’ and Coe waxing lyrical about ‘no sense of entitlement’ – a low key, un arrogant and subtle approach.

RP

Generate invited media down to Surrey Sports Park on October 13th to put them through their paces with some top GB athletes from Basketball, Wheelchair Basketball, Fencing and Synchronised Swimming.

The event offered regional and national media to get involved and not only get a taste of an array of Olympic sports, but to experience firsthand the elite facilities based at the park. The aim of the day was to raise the profile of Surrey Sports Park as an elite training venue and showcase what the venue can provide.

The willing media tested out their skills and sporting technique alongside GB basketball players Julie Page and Sarah McKay, Paralympian Helen Turner, Fencer Liz Ng, and Junior Synchro champion Abi Lawrence. Fitness levels were then pushed to the limit when they took on a series of strenuous sports assessment tests in the Human Performance Institute.  Media left with a real insight into what it takes to be an Olympic athlete and a few surprise visits by Harlequins rugby player Ugo Monye and the Nigerian Olympic Committee made for a great event. 

PM

The big news today coming out of Russia is that the Sochi 2014 Organising Committee for the Winter Olympic Games has claimed they have recently raised a record US$1.2 billion in sponsorship revenues; surpassing LOCOG’s recent US$1.1 billion announcement (£700 million). Impressive, yes. Surprising, no.

We all know Russia and its economy are growing behemoths. With a population just shy of 150 million including an incredibly rich upper class and massively growing middle class, global brands and companies understandably want a piece of the action as well as Russian companies wanting to announce themselves on the world stage. Sponsorship of the Sochi Winter Olympics is the perfect platform.

Include in the mix incredible governmental support and pressure, this trend of massive sponsorship deals for global sporting events is set to continue. Russian F1 race or FIFA 2018 World Cup anyone?

Ben Bradley

A year today the London 2012 Olympic Games will have finished 10 days prior, with the Paralympic Games commencing soon after. A key difference from a sponsor point of view is the ability to brand all venues at the Paralympics; a benefit not granted for the Olympics (the exception to the rule being Omega as the official timekeeper). However, as Olympic venues currently undergo testing as part of the London Prepares series, not only are we seeing branding at Olympic venues, but also branding from companies not related to the Games.

Some of the test events that have occurred to date at Olympic venues: Basketball (Olympic Park), BMX (Olympic Park), Beach Volleyball (Horse Guards Parade), Equestrian (Greenwich Park) and Marathon Swimming (Serpentine, Hyde Park).

Some of these events have been sponsored and branded by Olympic sponsors – Visa and Beach Volleyball – and some have been sponsored by brands related with the sport, but no Olympic link. Take the recent BMX test event….. branded heavily by Red Bull and Swatch in particular who are UCI BMX Supercross World Championship sponsors.

Even though we are a still a significant time away from July 2012, how happy do you think Coca-Cola and Omega were with the BMX branding?? Is this a LOCOG oversight, or due to the size and nature of the event, not an issue? Interesting questions to be debated….. especially with further Olympic test events taking place.

 BB