Partnering with NOCs - Anything is possible! - Tatjana M. Ivanova - - PowerPoint PPT Presentation

• Anything is possible! -

Partnering with NOCs

Tatjana M. Ivanova 10.9.2014

How do I get from them what I need?

The Question

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A better Question

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How do we win together, taking the strategies/interests/needs of the other party in consideration?

Drive on the right Drive on the left Drive on the right 10, 10 0, 0 Drive on the left 0, 0 10, 10

Solution

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• 1. Who we are at IOC and what we do
• 2. Sochi Broadcast and Research results
• 3. How TOPs engage with NOCs and why
• 4. Case study
• 5. Conclusions

AGENDA

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The Olympism Platform

Activity Streams: Olympism in action

F o r t h e

Athletes

Technical and Financial support Athletes Education and Career Programme Protection of Athletes Health, Safety and Security F o r t h e

General Public

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Culture and Sport Health through Sport Development through Sport Education through sport Peace through Sport Sustainability in Sport Inclusion through Sport

Products & activities focusing on athletes

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Protection of Athletes Health, Safety and Security Athletes Education and Career Programme Technical and Financial Support to Athlete and Entourage

IOC Advanced Team Physician Course International Athletes’ Forum

SPORT INJURIES AND ILLNESSS PREVENTION IOC WORLD CONFERENCE

Educational Resources Consensus Statements Research & Surveillance System

Athlete E-Zine Entourage Activities

Products & activities targeting the general public

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Education through sport Culture and sport Health through sport Development through sport Peace through sport Inclusion through sport Sustainability in sport

UN, NGO Collaboration s

IOC TMS Mission To generate, enable and grow long-term revenue streams for the Olympic Movement

IOC TMS Commercial Partners

• 1. Rights Holding

Broadcasters

• 2. TOP Partners

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Olympic Games Broadcast Rights Core Principles

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Reach the widest possible audience Expand sports coverage Promote the Olympic values Attract a youth audience Exploit multiple media options/new technologies Ensure open, fair bidding Build long term relationships Generate appropriate fee for the rights offered

A TOP Partner has the highest sponsorship rights: Encompassing 3 Levels

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WORLDWIDE – OLYMPIC SYMBOL 204 NATIONS/ TERRITORIES - NATIONAL OLYMPIC COMMITTEE AND OLYMPIC TEAM MARKS HOST CITIES / ORGANISING COMMITTEE GAMES EMBLEMS

2018

TOP VIII PARTNERS

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2013 2013 2016 2016

• 2014

2014 2014 2014 2016 2016 2016 2016

TOP IX PARTNERS

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2017 2017 2020 2020

• 2018

2018 2018 2018 2020 2020 2020 2020

2018

TOP vs. NOC Domestic Partners

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> Long term relationship with IOC > Exclusive worlwide rights > Financial security for the IOC, NOCs, OCOGs > Transfer of knowledge Games to Games > A limited group of companies > Mid to long term relationship with NOC > Exclusive/ co-exclusive territory rights > Financial security and/or budget relieving > Merchandising option > A defined product/service category > Proactive protection of rights against ambush marketing > A defined product/service category > Proactive protection of rights against ambush marketing

OLYMPIC GAMES/ OLYMPIC TEAMS TOP PARTNERS NOC LOCAL PARTNERS vs.

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OLYMPIC TEAMS/ NOC ASSETS

Marketing Partner Recognition Campaign

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Sport & Affärer A supplement sports feature issued 4 times a year included in the Dagens Industri financial newspaper as part of a special feature on Sochi 2014

• Placement in 2 editions: during December 2013 &

February 2014

• Printed copies: 101’700 per issue

NOC website

• Placement: From January throughout Sochi 2014

Marketing Partner Recognition Campaign

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Sochi Broadcast and Research Results

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• 4.1 billion worldwide audience
• Record number of TV channels:

– 464 channels compared to 240 for Vancouver:

• 310 FTA channels vs. 128 Vancouver, 154 Pay Channels vs 112 Vancouver
• Record worldwide Winter Games coverage on TV and on digital platforms:

cumulative total of more than 102000 hours vs 57000 hours in Vancouver 2010

• Of that total more hours on television than ever before

– 42,000 hours vs. Vancouver 32,000

• But also more hours on digital than television for the first time at any Games

(Summer or Winter) – 60,000 hours (vs. Vancouver 25,000 hours)

Sochi 2014 Results Broadcast

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• More hours on digital than television for the first time ever at any

Olympic Games

• 2 billion impressions across all Olympic social media platforms
• 37 million subscribers to the IOC’s social media platforms
• 14 million site visits on olympic.org
• 1,500+ Sochi 2014 Olympians and 4,500 other Olympians

connected with fans and on the IOC Athletes’ Hub

Sochi 2014 Results Digital and Social

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AWARENESS OF OLYMPIC RINGS

Overall, awareness of the Olympic Rings is extremely high and unchanged since

• London. It is currently highest in Japan, China and South Korea

93% 93% 95% 97% 97% 93% 96% 96% 91% 92% 90% 96% 94% 97% 97% 93% 92% 89% 94% 94% 94% 85% 92% 82% 94% 97% 86% 80% 97% 97% 95% 91% London Sochi

Source: Q.Please can you write in what you think the symbol/logo is? Base: All adults All Countries

All Countries

Olympic Games Olympic Winter Games Extreme Sports X Games Oscars MTV Video Music Awards Formula One (F1) Football World Cup UEFA Champions League Paralympic Games World Athletics Championships NBA Championships NHL Stanley Cup NFL Superbowl English Premier League Youth Olympic Games Rugby World Cup The Masters (Golf) Tour de France Wimbledon Market Specific Sport Property Market Specific Reality TV show Top National Football League Pan-Regional Football Championships All Continent Games

20% 30% 40% 50% 60% 70% 80% 90% 100% 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5 8,0

Aware of Property Appeal of Property (Mean Score)

Source: Q. Please state whether you’ve heard of the following. Q. And for those you’ve heard of, please state how appealing each one is using a scale from 1 to 10 where 1 means it is “not at all appealing” and 10 means it is “extremely appealing”. Base: All adults All countries *Olympic fan= 6 or more for appealing

Average Aware = 72%

Average Appeal = 6.3 All countries 81% are Olympic Games fans 75% are Olympic Winter Games fans

AWARENESS AND APPEAL OF SPORT AND ENTERTAINMENT PROPERTIES

The Olympic Games and Olympic Winter Games have the highest awareness and high appeal of all of the properties

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9% 10% 11% 59% 53% 53% ...are leaders in their industries ...are socially responsible ...are companies I can trust Disagree Agree

OPINION OF OLYMPIC PARTNERS’ REPUTATION

Olympic Partners’ reputation remains strong

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Source: Q. Still thinking about the Olympic Games and its sponsors, please state how much you agree or disagree with each of the statements using a scale from 1 to 5 where 1 means you “disagree strongly” and 5 means you “agree strongly”. Base: All adults All countries

Olympic sponsors….

67% 59% 61% N/A 59% N/A

London Vancouver

All countries

5% 8% 11% 12% 12% 16% 18% 20% 22% 22% 23% 31% 32% 33%

To watch a sport, in which I participate/participated, being played at the … The Olympic Games demonstrate respect The Olympic Games are a celebration of friendship To watch sports I don't normally watch Friends and/or my family watched it It is impressive to see the world coming together for this celebration It doesn't take place very often so I watch it when it is on The Olympic Games are inspirational I love sport I like the opening and/or closing ceremonies To watch my favourite sport The Olympics are the biggest sporting event National pride, to support my country/team I love to see the best athletes in the world perform and compete

REASONS FOR WATCHING THE OLYMPIC WINTER GAMES

The chance to see the best athletes in the world perform and compete, and a sense of national pride are the key drivers for watching the Olympic Winter Games

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All Countries

17% 19% 12% 12% 11% 13% 9% 15% 9% 4% 8% N/A N/A 3%

London Vancouver

17% 24% 9% N/A 11% 15% 10% 14% 7% 6% 13% N/A N/A N/A

47% 46% 43% 40% 34% 5% My country's athletes The Olympic Games National Pride Team spirit The Olympic Movement None of these

WHAT THE NOC BRAND STANDS FOR

Adults are most likely to associate their NOC emblem with their country’s athletes and with The Olympic Games

Source: Q. This symbol represents your country’s national Olympic team/ committee. What comes to mind when you see it? Base: All adults All Countries

All Countries

• 2. TOP Engagement with NOCs

Sponsorship Rights Example

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• Use of NOC and Olympic Team marks and designations over a defined

product/service category within the NOC territory

• Advertising opportunities in NOC´s official publications and advertising airtime

in relation to the broadcast of any Olympic-related event conducted under authority of the NOC

• Collective recognition to NOC/TOP sponsors generally and during NOC

activities/events

• Access to the Olympic Team & use of athletes Images during Games time
• Use of NOC/TOP sponsors’ products and services whenever appropriate for

NOC organizational needs, Olympic Teams and NOC house

• Participation in NOC sponsor workshops & NOC PR or promotional events

• 2. Why TOPs engage with NOCs

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 Build the Brand and the business in the local market  Get access to the Team and Athletes  Get access to the top NOC officials and government  Drive employee engagement and unite the organization  Support CSR programs  Leverage hospitality assets for Games-time programs (e.g. NOC houses)  Leverage supply opportunities (directly and indirectly), etc.

Objectives for Coca-Cola

• Build brand love & recruitment
• Link brand to healthy and active lifestyle
• Connect teens to the social side of the Olympic Games through the collective

experience of the Beat of London 2012 Objectives NOC:

• Build NOC Brand, esp among youth
• Engage the country with the Team for the Summer Games

Case Study : Coca-Cola & Norway NOC – London 2012

Creating a New Partnership

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• Fully integrated campaign across multiple ATL/BTL touchpoints:

– TV, cinema, digital, radio, outdoor, PR, sampling, ambassador – 10-month in-store campaign (a first for Summer edition of Olympic Games)

• Use of NOC Team brand on select activation material
• Coca-Activation at the Team uniform unveiling celebration
• Supply of Coca-Cola coffee machines in NOC offices

Execution

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Coca-Cola/Norway NOC London 2012 Marketing materials

37 « Proud sponsor of the Norwegian Olympic Team » designation

Coca-Cola/Norway NOC London 2012 Instore activation

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Coca-Cola/Norway NOC London 2012 Uniform unveiling event

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• +3.4% to +8.5% Category Value Growth YOY at grocery retail
• Matched Summer Olympics activation levels to those usually reserved for Winter

Olympics

• From almost no interaction to good NOC working relationship

Results Coca-Cola

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• 3. The Benefits Equation: TOPs - NOC

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TOP NOC Build the Brand and business in the local market Build the NOC brand via powerful media Access to the top NOC officials and government Strengthen the connection on the top level Access to Team and Athletes and use them for endorsement and engagement activities Build the NOC capability by learning from TOPs (marketing, organization, logistics etc) Support CSR programs Support for Athletes and Teams, driving awareness and popularity in the population Product supply opportunities Budget-relieving supply of goods and services

The winning formula…

It all starts with a creative idea

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• 1. Austrian NOC bakery sponsor Backaldrin/Kornspitz

collected smiles across the country – and built a bakery in Austria Tirol House in Sochi

• 2. Petrol Canada created FACE (Fuelling Athlete & Coaching

Excellence) program which provides financial support to ‘pathway athletes’. (over 2,400 athletes and their coaches and more than $8,000,000 support to date)

• 3. P&G and “Thank you, mom” campaign, executed
• n the local level

SUPERVUCA

• 6. The Winning formula

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• 1. Deep understanding of each party’s needs
• 2. Clear objectives for both partners
• 3. Joint identification of opportunities
• 4. Heart- and mind-opening and authentic creative idea
• 5. Close collaboration in execution phase
• 6. Authentic engagement and on-going support of Athletes
• 7. Use of NOC assets
• 8. Measurement of results
• 9. Long-term orientation.

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http://cargocollective.com/simenbraathen#chobani-olympics

Thank You

XXX