“Sport and The City” Conference Beijing – 25 th April 2007 How to use a sports broadcaster to...
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“Sport and The City” Conference
Beijing – 25th April 2007
How to use a sports broadcaster to promote a city ?
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The Power of Sport
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Sport is not only right for health preservation and
to spend useful free-time, but it also can be used
as an instrument to develop and to hold moral
values and honest self-conduct.
Source: International Fair Play Committee
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Sport is a universally understood common language - Developing a sense of community and common purpose- Promoting intercultural dialogue & understanding- Fostering cooperation among civilizations
Sport teaches positive skills and values - Tolerance & Respect- Excellence & Personal Achievement - Fairness & Ethics
Sport is a valuable tool to develop civilizations- Human development (health, education …)- Economic development (employment, infrastructure, environment …)- Peace development
Sport plays an active role in our civilization
“For each individual, sport is a possible source for inner improvement” Pierre de Coubertin
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Industrialization has brought increased leisure time to citizens- More time to attend & follow sporting events- Greater participation in athletic activities- Increased accessibility
Sport, a key ingredient in people’s free time- Attend / follow a specific sport event- Practice a sport
These trends continue with the advent of mass media & global communication
Sport motivates people’s consumption trends
“Sports is the toy department of human life”Howard Cosell (Journalist)
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Sport, a positive communication environment
A powerful tool to communicate messages- Universal appeal- Association to positive values- Ability to reach all audiences
A wide range of ways to communicate- Sport events- Athletes (as brand ambassadors)- Sports media
“The sports page records people's accomplishments, the front page usually records nothing, but man's failures” Barbara Walters (Journalist)
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Hosting sport events … a true communication strategy
A privileged communication means - Strengthen international presence- Raise awareness & profile of a country / city- Help to position a country in the world map.
A way to attract people- Sport tourism: a booming market evaluated at $51 billion (10% of global Tourism market)- Project a tourism image- Contribute to the development of a country / city (infrastructure …)
By covering sport events, broadcasters like Eurosport can help countries / cities extend their visibility.
Organizing sporting events is now part of many countries / cities' communication strategies.
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Broadcasters’ contribution
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The power of sport broadcasters
Television is a mass media- Sport is the most watched genre on television - Sport generates the highest TV ratings
Sport on television is a privileged genre- High emotional intensity & level of involvement
whilst watching sport- Live & therefore often unpredictable outcome- A sociable genre to consume with friends / family- Less channel flicking as viewers don’t want to
miss out on anything
3.9 billion people had access to the television coverage of the Athens 2004 Olympics International Olympic Committee
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Television reinforces countries / cities’ sport involvement- Focus on countries / cities’ major competitions- Promote star athletes as ambassadors - Demonstrate sport practice opportunities (facilities, infrastructure …)- Position countries / cities as potential event organisers - Highlight countries / cities’ involvement in community development programs
through sport
Television goes beyond the sport event to promote a country / city- Places to visit- Best hotel facilities - Trendy places to go out
What can sport broadcasters bring to event hosts ?
As a mass media, television can extend sports events’ coverage beyond purely sport
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Commercial opportunities on Eurosport
Eurosport goes beyond sport by developing tailor-made advertising opportunities:
- The travel guide built around sport
- Sport Destination: famous & beautiful sport places of a country
- Postcards: promote a country / city as a privileged Sporting & Tourism destination
- Business Class: the magazine on the business of sport
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Commercial opportunities on Eurosport
Eurosport goes beyond sport by developing tailor-made advertising opportunities:
- The Rookie: focus on a country’s sport ambassador
- VIP Pass: see an event through a celebrity’s eyes and drop in on private parties.
- Escape is Eurosport “adventure & outdoor” Rendez-vous
- Nihao Beijing: all the latest news from the Beijing 2008 Organizing Committee (venues, test events, on-site organisation …)
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Conclusion
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The perfect package to build a destination
Sport Values
Sport Media Power
SportConsumer Trends
I don't know anything that builds the will to win better than competitive sports.” Richard Nixon