sponsoring beim vattenfall berliner halbmarathon · organisation and execution of 20 events in the...

TaiSPO 2017 Marathon and Sports Marketing Forum

March 22, 2017 Taipei

„Running events changing with the times –

Challenges and consequences for the running market on the example of the BMW BERLIN-MARATHON“

IMPRESSIONS

FACTS/ ABOUT US

CHALLENGES FOR RUNNING EVENTS

THE RUNNING MARKET

CONSEQUENCES FOR RUNNING EVENTS

OVERVIEW

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4

5

IMPRESSIONS

IMPRESSIONS

FACTS/ ABOUT US


THE RUNNING MARKET


OVERVIEW

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The World‘s fastest course

Ten world records, seven since 2001.

WORLD RECORDS

In 2009 the BMW BERLIN-MARATHON received the AIMS* award “Marathon of the decade“.

*Association of International Marathons and Distance Races

MARATHON OF THE DECADE

One million spectators and more than 80 music bands along the course.

The BMW BERLIN-MARATHON is under the patronage of the German Federal Chancellor.

LARGEST MARATHON IN GERMANY

BMW BERLIN-MARATHON COURSE

• Strecke durch die gesamte

Innenstadt Berlins

• Hohe Attraktivität, da es an vielen

Sehenswürdigkeiten vorbei geht

• Innenstadt

• Sperrung der Innenstadt bis zu

8 Stunden

The BMW BERLIN-MARATHON is a four-day event featuring multiple competitions and supporting programs.

THE BMW BERLIN-MARATHON WEEK

OVER 58,000 PARTICIPANTS FROM 122 COUNTRIES ABOUT 1 MILLION SPECTATORS ALONG THE COURSE

Runners

Inline Skaters

mini-MARATHON

Bambini

SCC-Skating Kids Cup

Breakfast Run

Handbiker

Wheelchairs

41,283

5,445

1,836

10,010

107

approx. 11,000

185

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SCC EVENTS 2016

SCC EVENTS GMBH WE MOVE MORE THAN 185,000 PARTICIPANTS EVERY YEAR!

Organisation and execution of 20 events in the field of running, skating, swimming and cycling in Berlin and Brandenburg

Comprehensive services: e.g. sports medicine services, corporate health management, training groups.

56 permanent employees, 5 student assistants, 3 interns and many volunteers

EVENT CALENDER SCC EVENTS 2017 1ST HALF YEAR

Event Date

Berlin New Year‘s Run 01 January

BERLIN VITAL expo 30 March – 01 April

Berlin Half Marathon 02 April

TÜV Rheinland Airfield Run 23 April

AVON Women‘s Run 20 May

GERMAN MANAGEMENT RUN 01 June

Berliner Wasserbetriebe 5 x 5 km TEAM-Relay 14 – 16 June

AOK TEAM-Relay Brandenburg 29 June

EVENT CALENDER SCC EVENTS 2017 2ND HALF YEAR

Other events as co-organiser or service providers: Velothon Berlin 18-06-2017 / BARMER Women‘s Run 16-07-2017 / Stadtlauf from SportScheck and BMW 20-08-2017

Event Date

SwimRun Rheinsberg 09 July

adidas Runners City-Night 29 July

BERLIN VITAL expo 21 – 23 September

BMW BERLIN-MARATHON 23/24 September

Cross Days 28/29 October

New Year‘s Eve Run Berlin 31 December

ABBOTT WORLD MARATHON MAJORS IN ICONIC CITIES

CHICAGO

NEW YORK

BOSTON

LONDON BERLIN

TOKYO

ABBOTT WORLD MARATHON MAJORS

• ABBOTT World Marathon Majors is a brand created by the six largest city

marathons in the world: Tokyo, Boston, London, Berlin, Chicago and New

York

• ABBOTT World Marathon Majors has a total of about 200,000 participants

and 800,000 registrations annually

• The races are broadcast on TV to international spectators in over 150

countries

• ABBOTT World Marathon Majors has set its goal to be a leader in the area

of professional and amateur sports worldwide and considers itself to the

the Grand Slam of amateur running

ABBOTT WORLD MARATHON MAJORS MISSION

• “The organizers of these six events are united in their effort to advance the

sport, raise awareness of its elite athletes, and increase the level of

interest in elite racing among running enthusiasts.”

• Unter dem Motto “Life. To the fullest” möchte Abbott die Verbindung

schaffen – von einem gesünderen Leben mit täglicher Bewegung, hin zu

der Königsdisziplin Marathon.

Anti-Doping: - dealing with WADA/ NADA/IAAF - new technologies, endeavours - laws, own responsibilities, “blood pass“

Standards that go beyond the AIMS and IAAF gold labels

Security: - new technologies - new demands since 2013, administrative requirements, athletes & spectators

Costs / Setting Pricing / Investments / Innovations: - different models of financing the events - visibility of the costs

Creating a brand: - marketing - charity - reputation - global communication

ABBOTT WORLD MARATHON MAJORS KEY TOPICS

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IMPRESSIONS

FACTS/ ABOUT US


THE RUNNING MARKET


OVERVIEW

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CHALLENGES SECURITY CONCEPTS FOR LARGE EVENTS

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TEMPORARY ON-SITE COORDINATION POINTS BERLIN HALFMARATHON, CHICAGO MARATHON

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UTILISATION OF TECHNOLOGY – REAL TIME MANAGEMENT

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SCC EVENTS has independently developed its own security concept

for many years

The Berlin Marathon security concept is over

120 pages long

Gold Standard

in Berlin

SECURITY CONCEPTS FOR LARGE EVENTS SECURITY CONCEPT IN BERLIN

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SECURITY CONCEPTS FOR LARGE EVENTS BMW BERLIN-MARATHON

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MARKETING AND COMMUNICATION

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MEDIA COVERAGE TV

TV national Broadcasting Time (h:mm:ss)

Number of programmes Range (million)

Total of spectators 16:08:01 139 59,98 Live-Coverage 3 hours

Live -Coverage 5 hours

TV International: Coverage and recaps in over 140 countries worldwide. ValuMedia Report 2016

Comprehensive coverage in regional, national and international print media.

• Total number of publications: 6,750 (national)

• Total circulation of copies: 128.74 M (national)

MEDIA COVERAGE PRINT

ValuMedia Report 2016

Cover, special inserts, result list

Circulation on weekends: 107,000+ copies

Reach 238,000+ readers in Berlin/Brandenburg

MEDIA COVERAGE MEDIA PARTNER

mediaimpact

Main target group: age 40 to 59 Listeners per hour ø Mon-Sat 6 am - 6 pm: 113,000

MEDIA COVERAGE RADIO

Main target group: from age 40 Listeners per hour ø Mon-Sat 6 am - 6 pm: 176,000



media sales and services

2,400,000+ SESSIONS

1,500,000+ USERS

9,400,000+ IMPRESSIONS

88,500+ LIKES ON FACEBOOK

MEDIA COVERAGE INTERNET & SOCIAL MEDIA

Google Analytics Oct 1, 2015 – Sept 27, 2016

IMPRESSIONS

FACTS/ ABOUT US


THE RUNNING MARKET


OVERVIEW

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Start/ leading cars, hot spots, finish carpet, split time pylon, endless banners

EFFECTIVE SPONSORSHIP BRANDING ALONG THE COURSE

EFFECTIVE MARKETING

• Viral Marketing – Authenticity is important

• Emotional Marketing – It is key to transmit information in a positive way

- for both sides: particpants and the sponsors/partners

• Example: online pop-ups (advertising, spam) on the internet versus

hindersome advertising along the course

Logo integration on all event relevant print material

EFFECTIVE SPONSORSHIP PRINT

Logo integration on website, internet banner, newsletter, social media

EFFECTIVE SPONSORSHIP ONLINE

Participant bag, clappers, expo, promotion, VIP tickets

EFFECTIVE MARKETING PROMOTION

Participant bag, clappers, expo, promotion, VIP tickets

EFFECTIVE MARKETING EXPO AND HOTSPOTS

EFFECTIVE MARKETING INFLUENCER MARKETING

• Based upon the theories of socialogist Paul Felix Lazarsfeld

• Observed the behavour of American citizens during the 1940 elections, who

were greatly influenced by leading opinions

• Draws from the forms of influence as well as the viral spreading of influence

(influenza virus)

• Influencers already play a major role in helping form opinions

– for everyone

• By using the networks of influencers, one can greatly increase the marketing

reach of a brand or a company in a short time

EFFECTIVE MARKETING ADVANTAGES OF INFLUENCER MARKETING

Advantages:

• Cost-effective advertising options

• Transfer of marketing messages through a level of trust

• Great effect through multipliers

• Better networking by taking advantage of the influencers‘ followers

• Increased reach of the marketing efforts

EFFECTIVE MARKETING CUSTOMER MONITORING

• Databanks are essential not only as an administrative tool, but also to gain

information about the participants

• In addition, solid and continuous market research is necessary

• The goal is to have frequent contact with the customers, before, during

and after the event (from A-Z)

• Examples: Newsletters, prize drawings/competitions, campaigns,

websites, social media, app, charity

EFFECTIVE MARKETING KUNDENMONITORING

• The BMW BERLIN MARATHON has a new motto for the runners every year

(#beatberlin42)

• Every marathon in the AWMM still has its own unique profile

(e.g. Berlin:“flat, fast, unforgettable“)

• This unique profile is essensial for customer retention and successful

marketing

2%

2%

2%

2%

3%

3%

4%

6%

7%

47%

0 5,000 10,000 15,000 20,000 25,000 30,000

Sweden

Switzerland

China

Italy

Netherlands

USA

France

Denmark

UK

Germany

TOP-10-NATIONALITIES INCLUDING SKATERS

SCC EVENTS 2016

DEMOGRAPHICS PARTICIPANTS

Male 74%

Female 26%

GENDER

11%

29%

34%

21%

45%

U29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o. 60+ y.o.

AGE Ø-Age: 42.5 years old

SCC EVENTS 2016

• After experiencing two decades of increasing numbers of finishers, in 2013

a peak was reached on the US market

(overall)

• In 2015, there was a decrease of 9% in the number of finishers

(Source: USA research running group, Sports one source )

RUNNING MARKET 3.0

• More than ever, well-established marathon events have experienced a

drastic reduction of finishers or stagnation for years

• More than ever, marathons like Abbott World Marathon Majors, but also the

Paris Marathon, are still in high demand, and when possible from an

organisational standpoint, increase their numbers of finishers

RUNNING MARKET 3.0

RUNNING MARKET 3.0 CHANGING WITH THE TIMES

Inspiration

Fitness

Healthiness

Charity

Emotion Competition

Individuality

Men/ Women

Goals

Club Expectations

Religion Entertainment

The Extraordinary

Self-Awareness

Time

Passion

Myth

Community

Lifestyle

"I don't run 5Ks because I'm a runner.

I run 5Ks because I like to be fit. "

"The fun-running space is going through a little bit of an identity crisis,"

„HUNGER FOR VARIETY“ - MULTISPORTS VS. TRADITIONAL RUNNERS

• The participants‘ demands are changing

• Running market is dwindling and becoming harder to monitor

• More and more “players“ in the game: independent running communities,

employers, sporting goods companies, gyms, etc. provide services and offers

• What role do clubs and associations play now and in the future?

• The running scene is creating more and more networks of information

(newspapers, online), health, fitness

• The focus is changing from a “race for a personal best“ to an “active lifestyle“

RUNNING MARKET 3.0 CHANGES IN THE RUNNING MARKET

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The health and fitness expo BERLIN VITAL at the STATION Berlin: On three days more than 160 national and international exhibitors welcome more than 95,000 visitors

BERLIN VITAL FALL EXPO STATION BERLIN

• The entertainment-factor is playing an increasing role

• This requires a new approach

• Berlin is offering participants and spectators more experiences outside of the

race itself:

Expo, merchandising, child care, professional warm-up at the start, monitors

throughout the entire pre-start and starting area, starting block entertainment

with several moderators and fan TV

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RUNNING MARKET 3.0 CHANGES IN THE RUNNING MARKET

IMPRESSIONS

• The race as an “all-around“ experience (=activities before and after the race)

• Sport as a part of a lifestyle

• High technical expect-ations (= Simultaneous broadcasting on social media and other online media)

• Entertainment at the start, finish and along the course

RUNNING MARKET 3.0 PARTICIPANT EXPECTATIONS

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INNOVATION 3D COURSE ANIMATION

IMPRESSIONS

FACTS/ ABOUT US


THE RUNNING MARKET


OVERVIEW

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• 3 large marathon races in the top 50 in the world: Hamburg, Frankfurt a.M., Berlin

• Marathon events are subject to the temporary implementation of more difficult

conditions and prerequisites than indoor events (including stadiums), which must

heed the general regulations for large gatherings

• The requirements presented by local administrations are becoming increasingly

greater (and even within Germany the requirements differ)

CONSEQUENCES FOR THE RUNNING MARKET ORGANISATION OF RUNNING EVENTS

• The form of organisation of events will change in the future

Specialisation and implementation of multiple areas of expertise

• Marketing: “Everyone is cooking his own little soup“ (A German phrase)

• Drastic changes in the world political situation

• Internationally, hardly anyone (only Berlin) puts on a “pure“ marathon

Tendency to include other distances in addition to the marathon


• In the future, regulations (especially regarding safely and liability) will increase

nationwide in conjunction with the size of the event

• The danger of an event having to be cancelled entirely or in part will increase =

added costs

• There is a great responsibility for event organisers to support young talents and

top athletes from the national pool

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• This is currently being neglected, but it is a big reason that events are attractive

to sponsors, spectators, media and reporting – a “norm discussion“ is

counterproductive

• “Myth of the Marathon“: It is an obligation of German event organisers to further

the development of the idea that the marathon is the king of popular running

sports

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ABBOTT WORLD MARATHON MAJORS VISION

The 25 largest marathons in 2016 DATE VENUE Finisher 06 NOV TCS New York City 51360 03 APR Schneider Electric Paris 41708 09 OCT Bank of America Chicago 40608 24 APR Virgin Money London 39072 28 FEB Tokyo International 36150 25 SEP BMW Berlin 35999 30 OCT Osaka 29431 18 APR Boston 26606 28 AUG Ciudad de Mexico 22748 13 MAR Yokohama 22594 14 FEB Skechers Performance LA 20617 11 DEC Honolulu 20222 89.

02 JAN Xiamen International 19980 10 JAN Walt Disney World 19838 30 OCT Marine Corps 19724 13 MAR Nagoya Women's 19112 20 NOV Kobe 18814 13 MAR Zurich Barcelona 16920 30 OCT SSE Airtricity Dublin 16812 20 NOV Valencia Trinidad Alfonso 15832 07 DEC Shonan International 15667 10 JAN Nanohana 14927 21 FEB Kyoto 14869 04 DEC Naha 14138 20 MAR Itabashi City 13935 18 DEC Taipei 5560

• The Asian market is just forming, and there is more potential for expansion and

growth there

• International elite sports

• Marketing and financing will become increasingly more difficult

GOAL: events should be able to pay for themselves through the participant

fees, the sponsor money should be “on top“

• Running series/partnerships = create and profit from synergies

RUNNING MARET 3.0 CHANGES IN THE RUNNING MARKET

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• The percentage of women participants is growing

• Lists of best times no longer play a role

• Multisports will become a key element over the next few years of sporting

events

OUTLOOK AND CONCLUSION

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• There is a tendency for people to now avoid large events

• Consequence: only safe events will be successful in the long run

• What we have learned from the Abbott WMM: It is good for top athletes,

amateurs, sponsors and spectators when elite sport and sport for the general

public are combined

• In the future, it will be essential for a successful event to have:

1. International top athletes

2. A “national colour“

3. An interesting, moving, and well-told story relating to the race

OUTLOOK AND CONCLUSIONS

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Building blocks for a successful event

Community

Emotional Connection

Communication Channels

Additional Offers

Series Marketing

Associations between running event organisers,

creating synergies

Standards

Anti-Doping

Security

Markting / Costs

Running Experience

Event Character

Additional Distances

Innovations

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OUTLOOK AND CONCLUSIONS

sponsoring beim vattenfall berliner halbmarathon · organisation and execution of 20 events in the...

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