Sports Marketing and Sponsorship

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and Vice President (Marketing & Commercial Group), Premiership Strategies International Rick is an internationally recognised authority on sports marketing and sponsorship. In the United States, he is a national print columnist, network radio commentator and TV host, and a regular keynote speaker at international sport business forums. In addition to his published research and teaching both present and future sport business leaders, Rick has consulted to global leaders in both the corporate and sports sectors. The worldwide sponsorship market, excluding media rights, has been valued in excess of US$25 billion with the majority of outlays on sports-related investments. The sports marketing and sponsorship industry has experienced unprecedented growth as the corporate world responds to the marketing value of associating with leading sports. Internationally renowned authority, Rick Burton, will outline the many challenges facing sports marketers, in addition to the numerous opportunities presented, including key issues: "International best practice: How does Australian sports marketing practice measure up? " The state of the US sports marketing industry and the changing face of professional team sports. " Will the excesses of today shape the sports marketing and sponsorship world of tomorrow? " Value of broadcasting media rights to sports properties. " Key trends and future implications. 10:00SESSION TWO - CASE STUDY The four pillars of revenue in sports marketing - The ACB experience David Fouvy - General Manager (Commercial Operations), Australian Cricket Board Partnerships are the key to success both on and off the cricket field. In this case study, David outlines a range of partnerships from each revenue area (Sponsorship, Media, Event and Licensing) which have provided the foundations for the recent commercial success of the Australian Cricket Board. David Fouvy will also cover how the multiple interests of these partners mesh with the brand of cricket. 10:45Morning Tea 11:05SESSION THREE - INTERACTIVE PANEL Are hallmark sporting events worth their weight in gold? Trevor Flett - Brand Strategy Director, FutureBrand Australia Craig Richards - General Manager (Marketing), Brisbane Broncos The sponsorship rights to pinnacle sporting events do not come cheaply. Australia continues to be a major host of hallmark events with the upcoming Rugby (Union) World Cup and Melbourne 2006 Commonwealth Games. This panel session will reflect upon the experience of Sydney 2000 and the 2001 Brisbane Goodwill Games to evaluate the relative merits of sponsoring one-off hallmark events as opposed to sports properties of a more permanent nature. The panel will discuss and debate issues including: " The value of one-off events. " The Sydney 2000 Olympics experience. " ROI: The opportunity cost of Olympic sponsorship. " The sponsorship alternatives to hallmark events. " Are the sponsorship benefits the same? " The impact of ambush marketing on hallmark event sponsorship. " Leveraging and activation strategies. The worldwide sponsorship market, excluding media rights, has been valued in excess of A$42 billion with the majority of outlays on sports-related investments. Over the last 20 years, the sports marketing and sponsorship industry has experienced unprecedented growth as the corporate world realised the marketing value of associating with sports properties in an increasingly competitive marketplace.There is a professional need for practitioners to be au fait with the latest sports marketing and sponsorship trends and best practices. The Australian Marketing Institute and Premiership Strategies International are proud to join forces to present this one-day event that offers unrivalled access to the latest ideas and practices in the rapidly growing areas of sports marketing and sponsorship; areas which impact on consumer marketing. Some of Australia's and the world's leading experts in sports marketing and sponsorship will address critical issues for corporate marketers, sports administrators, media broadcasters. We look forward to seeing you at Telstra Dome on 1 May. Roger James - National Chair, Australian Marketing Institute John Tripodi - President, Premiership Strategies International Welcome To Premiership Strategies 2003 12.00SESSION FOUR - CASE STUDY Television rights to major sports events - A broadcaster's perspective Damian Keogh - General Manager (Network Sports Marketing), Seven Network Ltd. The media battle to increase television ratings has seen the costs to acquire sports broadcasting rights rise to unprecedented levels. This, in turn has led to unsustainable commercial deals resulting in the collapse of global media companies such as Kirch Media, ISL and ITV Digital. This presentation will cover: " The impact of television on sport. " The value and cost implications of acquiring sports broadcasting rights. " The magnitude of broadcasting hallmark events. " Sports broadcasting rights - local and overseas experience. " The current status and future direction of sports broadcasting rights. " The challenge of operating in a new technology-driven media landscape characterised by anti-siphoning legislation, Internet, pay TV, virtual advertising, digital TV and interactive TV. 12:45Lunch 1:45SESSION FIVE - CASE STUDY Sports Marketing at the AFL Ben Buckley - General Manager (Commercial Operations), Australian Football League Over the last 15 years, the Australian Football League (AFL) has undergone significant operational changes with the development of a national competition, the introduction of new policies and rules, and investment in game development. The AFL's marketing and commercial strategies have had to evolve to accommodate these operational changes. Ben Buckley will outline the nature of sports marketing at the AFL. 2:30SESSION SIX - CASE STUDY "A superstar ate my brand" - Using sports and celebrity endorsements to build brands Carl Grebert - Brand Marketing Director, Nike Australia and New Zealand The potential gains to brand equity from the endorsement of a sports celebrity has been exemplified by global sports brand Nike with such athletes as Michael Jordan, Tiger Woods and local athletes such as Cathy Freeman. However, sports celebrity endorsements can only really be effective if you know your Brand DNA. Carl Grebert's presentation will include insights on: " Are sports celebrity endorsements the right investment for your brand? " Finding the right personality for your brand in a sports- and culture-diverse market. " The best on-field may not be the best for you. " Athletes, managers and sponsors: The importance of relationships. " Team versus individual sponsorships - what works best? " Player rights in a team world - who owns what? " What to look for when structuring a deal - rights, obligations & red herrings. " The pros and cons. The risks and benefits. 3:15Afternoon Tea 3:35SESSION SEVEN - INTERACTIVE PANEL Measuring sponsorship investments: The industry's 'grey' area Martin Hirons - Director, Sweeney Sports Rick Burton - Executive Director, James H. Warsaw Sports Marketing Center, University of Oregon, and Vice President (Marketing & Commercial Group), Premiership Strategies International Steven Loader - General Manager (Sponsorships), Qantas Airlines Ltd In a climate of cost-cutting, marketing expenditure tends to be heavily scrutinised at the boardroom level. The recent staggering rises in costs related to sports property rights has seen the value of sponsorship being called into question. Thus, marketers face the challenge of demonstrating that their sports sponsorship activities are asset- building investments as opposed to business costs. This highly interactive session will cover: " Beyond recognition and recall scores: The latest techniques. " Importance of articulating sponsorship objectives. " Qualitative and quantitative research. " Cost effectiveness in evaluation. " Isolating the effects of sponsorship. " Understanding the drivers of sponsorship success: Variables to track. " Short-term and long-term effects. 4:30SESSION EIGHT - CASE STUDY Sponsorship - The corporate viewpoint Jamie Cook - General Manager (Marketing Services), Carlton & United Breweries Carlton & United Breweries has led the way in demonstrating the power of sponsorship in establishing brand positionings and building the value of brands such as Foster's, Victoria Bitter, Crown and Carlton Cold. Jamie Cook is responsible for maximising the return on one of Australia's largest sports sponsorship portfolios including the Olympics, Commonwealth Games, motor sports, cricket, horse racing and Australian Rules football. Understanding the corporate view of sponsorship is likely to increase the likelihood of sports properties attracting the funds they seek. This presentation will focus on: " The role of sponsorship in the corporate marketing mix. " CUB's sponsorship expectations. " The importance of leveraging activities. " Do's and don'ts when approaching sponsors. " Maintaining relationships with sponsors. " Management of multiple sports properties for a multi-brand portfolio. 5:15Closing Remarks from the Chair Professor Ross Oakley Chairman, Oakley Enterprises 5:30Post-Conference Complimentary Cocktails and Drinks Premiership Strategies 2003: Sports Marketing and Sponsorship Conference An AMI and PSI National Conference - Thursday 1st May 2003 - Telstra Dome - Docklands - Melbourne An AMI and PSI National Conference - Thursday 1st May 2003 - Telstra Dome - Docklands - Melbourne REGISTRATION FORM & TAX INVOICE Australian Marketing Institute ABN: 30 000 026 586. (Note: This form constitutes a Tax Invoice upon receipt of payment) CONTACT DETAILS: Title: Prof/Dr/Mr/Ms/Mrs/Miss First Name:Family Name: Organisation:Position: Address: City:State:Postcode: Telephone: ( )Mobile:Email: CONFERENCE REGISTRATION FEES:CATERING: PAYMENT DETAILS: Enclosed is my cheque/money order for $______________ (payable to the Australian Marketing Institute) OR Please debit my credit card: Bankcard Mastercard Visa Amex Diners Card No: Expiry Date:Card Holder Name: Signature: Please send payment and completed registration to: AMI Conference Secretariat, PO Box 2389, North Brighton, Vic 3186 Telephone +61 3 9530 6777 or Fax: +61 3 9530 6526 Email: vic@ami.org.au Early Bird Prices available before 29th March PriceTotal TicketsTotal Price AMI/SIA Members - Early Bird$475$ AMI/SIA Members$575$ Non-AMI/SIA Members - Early Bird$595$ Non-AMI/SIA Members$725$ Total $ Premiership Strategies 2003: Sports Marketing and Sponsorship Conference TERMS AND CONDITIONS INSURANCE: Registration fees do not include insurance of any kind. It is strongly recommended that all delegates take out their own travel and medical insurance prior to the Conference. The policy should include loss of fees/deposit through cancellation of your participation in the Conference, or thr ough cancellation of the Conference itself, loss of airfares for any reason, medical expenses, loss or damage to personal property, additional expenses and repatriation should travel arran gements have to be altered. The Conference Secretariat and committee will not take responsibility for any delegate failing to insure. CONFERENCE ENTITLEMENTS: Full registration entitles delegates to the following: Attendance to all conference sessions, Morning and Afternoon Teas, Cockt ails. ACKNOWLEDGEMENT OF REGISTRATION: Written confirmation will be sent to all Conference delegates on receipt of registration forms and payments via email or mail. AMI CONFERENCE SECRETARIAT : Professional Conference Services 137 Gardenvale Road, Gardenvale VIC 3185. Tel +61 3 9530 6777 Fax +61 3 9530 6526. E-mail: vic@ami.org.au. Call the conference secretariat for discounted travel requirements. CANCELLATION/ SUBSTITUTION POLICY: All cancellations must be received in writing. Cancellations received in writing prior to Thursday 17 April 2003 will be accept ed and fees refunded less a 20% cancellation fee. Cancellations from Thursday 17 April 2003 cannot be accepted, however a transfer of registration to another person will be accepted. Substitutions can however be made at any time. Please advise substitutions in writing in order that a correct nametag can be ma de available at the registration desk. DISCLAIMER: The information contained on this publication is correct at the time of printing. The AMI/PSI Conference Committee reserves the right to alter or delete items from the program as circumstances dictate and take no responsibility for any errors, omissions and changes. PRIVACY: Please indicate if you do not wish your personal information to be used by the AMI and PSI for marketing purposes . (Please advise if you will attend the following which are included in the full registration fee.) Thursday 1st May:LunchCocktails Special Dietary Requirements:____________________ __________________________________________ WHO SHOULD ATTEND? Marketing Directors and Managers PR and Advertising Practitioners Sponsorship and Brand Managers Sports Law Practitioners Sports Marketers and Administrators Media Broadcasters Conference delegates will receive a copy of the conference papers and a complimentary copy of SportBusiness International Magazine and the International Journal of Sports Marketing and Sponsorship. www.premiership.com.auwww.ami.org.au

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