It has been predicted that global sponsorship expenditure will increase from $42.7 billion in 2007 to just under $60 billion by 2012 due to the increase of sponsorship at sporting events. Many companies are looking to leverage on brand awareness and value, creating a competitive advantage in their market, and identifying opportunities to maximise the returns of their investments. All these objectives can be achieved through a clear understanding of how to implement sports marketing into an organisation’s nature of business.

In Asia, expenditure on sports marketing surged to US$18 billion in 2008 with the Olympic Games in Beijing acting as a major catalyst in this explosive growth. While the Olympic Games in Beijing did play an important role in the explosive growth of sports marketing in Asia, it is said there is a growing demand for the already established sports marketing properties across Asia and there are many new opportunities for companies to tap into. Companies operating in Asia such as Standard Chartered, BMW, Kingfisher and Jaguar have grasp the opportunity to market themselves through sports marketing and have witnessed how sponsorship can go beyond brand awareness and corporate image.

Marcus Evans is pleased to announce this premier professional course which will provide an overview on business practices of sports marketing as well as insights on how organisations’ can increase corporate value with sports marketing. By attending this course, you will gain crucial knowledge on how to turn sports marketing into a profitable revenue stream for your organisation. You can also look forward to acquiring a critical understanding of the current issues and challenges in sports sponsorship to better measure and evaluate its success and investment in sports sponsorship.

Some of the critical issues that the conference will focus on:

- Managing and evaluating sponsorship deals to achieve an innovative sponsorship ‘package’

- Understanding the difference between ROI and ROO and how both of these measurement strategies are used in sports sponsorship

- Combating the unstable economy with a strategic allocation of marketing budget towards sports sponsorship and drawing up an effective and efficient sponsorship model

- Leveraging on branding strategies in sports sponsorship to build brand equity and distinguish the brand from its competitors

- Emphasising on the importance of understanding the sport and fans before penetrating the market

- Measuring the value of sports celebrities and linking them with brands

- Collaborating entertainment with sports to encourage global awareness of the sporting event and organisations’ involved

- Creating a ‘culture of giving’: Portrayal of a socially responsible organisation

Benefits of attending:

- Exploring the opportunities available in leveraging sponsorship deals by effectively managing and evaluating them to achieve an innovative sponsorship ‘package’

- Detecting latest branding strategies which organisations develop in order to increase brand equity and distinguishing itself from competitors

- Examining ROI and ROO with available measurement techniques and tools to optimise the marketing budget

- Identifying the current issues and challenges involved in sponsoring sports event or sports teams

- Learning how to implement CSR through sports sponsorship and what benefits it can provide to the organization

- Structuring a strategic allocation of marketing budget towards sports sponsorship to combat the unstable economy

- Experiencing numerous networking opportunities with the biggest players in the industry

Who should attend?

CEOs, Directors, Heads, GMs, Senior Decision Makers and Senior Executives of:

- Corporate Sponsorship

- Brand Management & Marketing

- Advertising & Marketing

- Marketing & Communication

- PR, Communication & Corporate Affairs

- Business Development

- Product & Portfolio Management

- Customer Relationship Management

From:

- Banking & Finance

- Oil & Gas, Petrochemical (Retail and operations)

- Telecommunication

- Real Estate

- Automotive

- Hotels & Entertainment

- Airlines

- Retail

- Brewery

- FMCG

- Sports clubs

- Sports Associations

- Sports manufacturers

Secondary:

- Advertising, PR and Brand consulting companies

- Sports marketing consulting companies

- E-marketing solution providers

FOR MORE INFO, PLEASE CONTACT MS. LEE CHEW WAN REFERRING TO CONTACTS BELOW