Building a sustainable sports marketing strategy
Building a sustainable sports marketing strategy Bio Leo Burnett Worldwide Global Account Director, Regional Account D
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Building a sustainable sports marketing strategy
Bio Leo Burnett Worldwide Global Account Director, Regional Account Director Sub-Saharan Africa, Managing Director Romania
Bio Leo Burnett Worldwide Global Account Director, Regional Account Director Sub-Saharan Africa, Managing Director Romania Romanian Handball Federation Marketing Director
Bio Leo Burnett Worldwide Global Account Director, Regional Account Director Sub-Saharan Africa, Managing Director Romania Romanian Handball Federation Marketing Director Romanian Olympic and Sports Committee Advisor of the President
Bio Leo Burnett Worldwide Global Account Director, Regional Account Director Sub-Saharan Africa, Managing Director Romania Romanian Handball Federation Marketing Director Romanian Olympic and Sports Committee Advisor of the President Propaganda Head of Strategy
Unilever
+15 key people
Marketing Director Senior Brand Manager Brand Manager Trade Manager Media Manager
Propaganda Owner Executive Director Creative Director Strategy Director Copywriter Art Director Digital Director AV Production Director
Abis Production Manager Director DOP
Team Simona Halep Manager Athlete
Accept the reality
Work with the reality
Limited or no financial resources for sports marketing
Limited or no financial resources for sports marketing No marketing culture in sports organizations
Limited or no financial resources for sports marketing No marketing culture in sports organizations No clear legal system
Limited or no financial resources for sports marketing No marketing culture in sports organizations No clear legal system No time, everything is last minute
Limited or no financial resources for sports marketing No marketing culture in sports organizations No clear legal system No time, everything is last minute Incredible bureaucracy
Limited or no financial resources for sports marketing No marketing culture in sports organizations No clear legal system No time, everything is last minute Incredible bureaucracy Limited number of skilled marketing professionals
Limited or no financial resources for sports marketing No marketing culture in sports organizations No clear legal system No time, everything is last minute Incredible bureaucracy Limited number of skilled marketing professionals No access to quality materials
No quality pictures
PREOLIMPIC TOURNAMENT
PREOLIMPIC TOURNAMENT
PREOLIMPIC TOURNAMENT
PRIORITISE PROGRESS VS. PERFECTION
No access to creative professionals
www.fiverr.com
WORK WITH PROFESSIONALS TO DESIGN TEMPLATES / SYSTEMS
ADOPT A SPORT / ADOPTĂ UN SPORT
ADOPT A SPORT / ADOPTĂ UN SPORT
ADOPT A SPORT / ADOPTĂ UN SPORT
ADOPT A SPORT / ADOPTĂ UN SPORT
One FTE Art Director in their agency dedicated to handball (no overheads, no profit margin)
Look for professionals who love your sport.
Look for professionals who love your sport. Invite them to contribute to your dream
Handball DEDICATED FANATICS Handball = religion
Handball DEDICATED FANATICS
LATENT FANS
Handball = religion
Handball = hobby
Handball DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
Handball = religion
Handball = hobby
Handball = one of the many options
Handball DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
THE OUTSIDERS
Handball = religion
Handball = hobby
Handball = one of the many options
Handball = a curiosity
Handball DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
THE OUTSIDERS
Handball = religion
Handball = hobby
Handball = one of the many options
Handball = a curiosity
2-3%
27%
40% 2014
DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
THE OUTSIDERS
Handball = religion
Handball = hobby
Handball = one of the many options
Handball = a curiosity
DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
THE OUTSIDERS
Handball = religion
Handball = hobby
Handball = one of the many options
Handball = a curiosity
LIGA ZIMBRILOR
26
LIGA NAȚIONALĂ DE HANDBAL MASCULIN
MINI HANDBALL
BLACK SEA SUNRISE
ROMANIAN TRADITIONAL SHIRTS FRH & IIANA & LA BLOUSE ROUMAINE
THE MAP OF ROMANIA
THE MAP OF ROMANIA
Mexico – The Aztecs
Nordics – The Vikings
Portugal – The Lusitans France – The Gauls
Mexico – The Aztecs
Nordics – The Vikings
Portugal – The Lusitans France – The Gauls
Romania – The Dacians
SUNT DAC PE DINĂUNTRU
I am a Dacian inside; Handball brings out the Dacian in you
THE DACIAN WOLF
PERSONALISED KIT C.M. 2015 / C.E. 2016
THE OFFICIAL HANDBALL BUS
MASCOT & NATIONAL TEAM SONG
“Cu căciulile pe frunte Stăm de veacuri, ca un munte În curbura arcului Carpați Asta e căciula mea Şi o port cum se purta, Că-i obicei din daci lăsat!”
THE FLAG
THE DREAM: EVERY ROMANIAN TO BE PROUD WITH THE ROMANIAN HANDBALL
ONE SPORT ASSOCIATES ITSELF WITH ONE SYMBOL
HANDBALL IS ONE OF THESE SYMBOLS
DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
THE OUTSIDERS
Handball = religion
Handball = hobby
Handball = one of the many options
Handball = a curiosity
SPORTS MARKETING CONFERENCES TROFEUL CARPAȚI 2015 & 2016
YOUNG REPORTERS FRH
HANDBALL FAN ZONE
5 usd – on fiverr.com
DEDICATED FANATICS
LATENT FANS
SPORT PASSIONATES
THE OUTSIDERS
Handball = religion
Handball = hobby
Handball = one of the many options
Handball = a curiosity
STOP MIMICKING WHAT OTHERS DO
STOP MIMICKING WHAT OTHERS DO
1
BECAUSE
THE CONTEXT MIGHT BE VERY
DIFFERENT
STOP MIMICKING WHAT OTHERS DO
1 2 BECAUSE
BECAUSE
THE CONTEXT
THE AVAILABLE
MIGHT BE
RESOURCES
VERY
ARE
DIFFERENT
DIFFERENT
STOP MIMICKING WHAT OTHERS DO
1 2 3 BECAUSE
BECAUSE
BECAUSE
THE CONTEXT
THE AVAILABLE
IT LEADS TO A
MIGHT BE
RESOURCES
FOLLOWER
VERY
ARE
MENTALITY
DIFFERENT
DIFFERENT
appendix
ROMANIA vs. NORWAY 19 YEARS 3 since the semifinals of the WC
NOW OR NEVER
TIME OF REVENGE
PREOLIMPIC TOURNAMENT
Live the joy of handball
PREOLIMPIC TOURNAMENT