in Sport Organisations lionelmaltesefr lionelmaltese Lionel maltese Maître de conferences aix marseille university Associate professor kedge business school Business manager atp ID: 781615
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Commercial Business Strategies in Sport Organisationslionelmaltese.fr @lionelmaltese
Lionel malteseMaître de conferences aix marseille universityAssociate professor kedge business schoolBusiness manager atp events – senior consultant psg – om – bnp paribas
Lecture 1
Slide2Slide3Since
2005
Maitre de Conférences
Aix Marseille
UniversityStrategy & CommunicationLP Mantic & DUT GEA ResponsibleAssociate Professor Kedge Business School Sport & Event Management
Since 2001ResearchAix Marseille UniversityLaboratory
Since
1999
Professional
ATP & WTA
Event
M
anager
Manager
Strategy & Business Marketing
Consulting
Slide4You are, you have…Last diploma : Phd
Business Management IAE Aix en Provence 2004 – Econometrics Engineer Aix Marseille University 2001Last sport experience (this summer) :OM Business Assets Consulting MissionPSG Fan Marketing MissionBNP Paribas Public Relation Mission Roland Garros Hospitality & Public Relation Business Strategy
with Jo TsongaATP World Tour : Nice to Lyon transfert and business creation
(JFC, TP, JWT) , Taipei
creation
Member of France Tennis : FFT Election (feb 2017) B. Giudicelli …. Sport Practice Fan… :Tennis, Basket, Soccer, Rugby Seven, Paddle board… and anterior cruciate ligament (ACL) running… OM, Celtics, Juve, Warriors, Canadiens, Seahawks, Fed, Stan, Jo, Liza, Ray Allen, Curry, Voller, ZZ, Slater, Bird, Wilko….
Slide5Slide6Msc
ISEM / Kedge BS ?
Slide7Kedge Business School and Sport Expertise : Inputs & Outputs ?
5 profsLMJPDFPJMMFRResearchN1 EuropeCommunicationMediaN1 (School)
Ms ISEM
(N1
France
Top 10 World)Msc MarketingSummer SchoolPGE (ESC)NetworksAlumniCompaniesInstitutionsAcademic(Project)
Slide8Jean-Philippe Danglade
Fabrice Rizzo
Jean-Michel Marmayou
Frank
Pons
Lionel
Maltese
Slide9Commercial business strategies in sport organisations
BOUVRANDE Thomas 9H / FERNANDEZ Nicolas 6H / MALTESE Lionel 15HCommercial Sponsorship and sport communication strategy VERLINDEN Patrick 15H / CARILLAT François 15H
Sport Media business and market studies in sports
CHAUDEL Vincent (15H) / ROGER David (15H)
Event, Experiential, Social and Cultural Marketing for sport PACE Stefano 15H / RINALLO Diego 15HSport Career Services and labor market opportunities GHIBAUDO Alain (30H)International sport business projects
MALTESE Lionel (15H) – FERSING Aurélie (15H)Droit des compétitions Sportives et de ses acteurs RIZZO Fabrice 30HYOUR PROGRAM SEMESTER 1Strategic Management and sales & Digital marketing in Sports Organizations MALTESE Lionel 15H / LADIK Daniel 15HEconomics and Finance of professional team sports
SIMMONS Rob 30H
Sport, Consulting and Media-Marketing Strategy
THIODET Anthony 18H/ LEPRON Julien 12HBrand Management in sports organizations
PONS Franck 30H
Corporate social responsibility in sports and sport emotional marketing
PRITCHARD Mark 15H / BEE Colleen 15HBusiness game : Talent Marketing Management
DANGLADE Jean-Philippe (12H) /PAGET Fabien (9H) – DRAY Stéphane (9H) Organisation contractuelle du spectacle sportif MARMAYOU Jean-Michel 30HSEMESTER 2Sport Business Conferences :NBA, Kantar, OM…
Slide10Our job for you Be reputational to promote you
! Professional & academic publications – business – networks - alumni Attract experts both academics and professionals to tranfert knowledge and competencies (my role)Students
selection (free investment for me)
I
am
not your Director and not an administrative people (no time for that and not possible legally)
Slide11Slide12Vince Lombardi
Slide13Slide14Jean-François Caujolle
since 1993Jean-Claude Blanc since 2000
Slide15Slide16Slide17SPORTAIMENT BUSINESSPLACE
& MOMENTFOR
FANS
Slide18Over the last four decades, sports in North America has evolved from pure competition to business…from game to entertainment. Although the quality of competition has remained the centerpiece, North American sports culture is primarily motivated by money.
In France, as in most European countries, the sports culture has historically been driven by the competitions themselves, so consumption trends are not comparable. That said, there is no question that economic reality is driving French sports organizations to become more professional and oriented to business and profits.
From the perspective of an American who has extensive experience working with European and French sports organizations, finding the right balance between economics and culture is precisely the right recipe for success.
Marshall GlickmanCEO G2 Strategic,
former president of the NBA’s Portland Trail Blazers
Slide19New sport event model ?
Slide20Slide21Sport Marketing Digest : Communication - Networks – Experiences
– Brand
Relational Marketing
CRM – Ticketing – RP – Social Capital
« The Place to be »
Experiential Marketing
Entertainment BtC BtB CtC« The Place to show the show »Brand ManagementMerchandising – branding « The Place to express your brand »
Event Communication – Commercial Sponsorship
« The Place to leverage and activate »
Slide22To be a value-added in sport business
Business Marketing capabilities !Or american dream !
Slide23Sport business market competencies
SALES : Ticketing, PR, Activations, Rights, Sponsorship, Negociation, Merchandising, Licencing, CRM (FRM), Place Management…COMMUNICATON : Branding, Digital, Medias, PR
EVENT MANAGEMENT : Coordination, Project management, Suppliers management, Recruitment
,
H
uman organisation…
Slide24Course goal !
Slide25Exams3 Groups : Activation for OM (Top Sponsors) : 10 oct. 13H in RLD Center with the direction ! 50 %
BTBSPONSORSHIP ACTIVATIONBTC
TICKETING / FAN RELATIOSHIP MANEMENT
Group
our
individual : Ticketing and global Fans Strategy in Lyon (New ATP Event with Jo Tsonga and ASVEL (TP) End of October50 %
Slide26Program : 15H and More ! Sport Business Markets and Case Studies (28 sept am
)Sponsorship Activation (28 sept pm)Ticketing and FRM Strategy (5 oct pm)Workshop / Coaching : Activation for OM (5 oct pm +)Group Presentation in RLD Center / OM (10 oct pm)6H CRM / Stadium Marketing Management (N. Fernandez)9 H(Distribution Commercial
Strategy & Equipment (T. Bouvandre)
Slide272006 - 2011
2011 -
2016
FUTURE ?
CASE STUDY 1
Slide2828
GOALS
N1
INDOOR TOURNAMENT
TICKETING
100 000 spectatorsREPUTATIONSPORTAINMENTFAN EXPERIENCE
Slide29Positioning29
Product*Best Draw / Players Servicing
Hospitality General Public
Experience
Entertainment
Fan Experience
Slide30ACTION
Tennis – IndoorNumber and games time AttractionStars
&Show
“VOLUME”
Journey session“DIFFERENCIATION”Night sessionDanger* !
Slide31Goals 2011-2016
Sponsorship ACTIVATIONS
Rentability
100K€
125K€ Innovation Sportainment reference
Slide32Competencies…
Slide33OM « Champion Project »Top Sponsors renew :2017 : Intersport, Caisse d’Epargne, Mutuelle du Soleil, Winamax, Boulanger, Coca-Cola, EA Sport,
Onet2018 : Adidas, Citroën, Quick2026 : OrangeNew owner from US (F. McCourt and Staff, JE Eyraud)
Slide34TICKETINGMS
FANGMS BRANDSV
SPONSORSHIP
HOSPITALITY
BK
BTBSERVICINGAM$Tickets – Match Day Revenue
$Merchandising Products$SponsorshipHospitality EventsBusiness & Marketing Organisation
Slide35Slide36ATP250 LYON