Olympics Sports Biz Project

1. Olympics Sports Biz Project Brenda Dueñas, Kelley Tarver, Stuart Vaughan, Valerie Gutierrez

2. Business Model • Brand Identity • Global Scale • Pertaining to the Beijing Olympics, we chose two star athletes with two different approaches

3. How we make our money! • Athletes pay us to find big name sponsors to help them achieve notoriety • Sponsors pay us to find “star athletes” to endorse their product

4. Olympics Marketing Strategy • Steps to execute business model (for Michael Phelps – Swimming) • What is the Plan: • We want to link with a major corporate sponsor and use their brand name recognition to boost the recognition or interest in Michael Phelps • We want to achieve higher awareness for our athlete

5. Olympics Marketing Strategy • Steps to execute business model (for Michael Phelps – Swimming) • Select a “big name” sponsor: • We want to choose a big name sponsor so that it will instantly lend Phelps some credibility • In this case, we are going to choose McDonald’s restaurant & Coca-Cola

6. Olympics Marketing Strategy • Steps to execute business model (for Michael Phelps – Swimming) • Create an advertising campaign in relationship to McDonald’s: • Put photos and facts about Michael Phelps on the paper products at restaurant • Carry-Out Bags, Happy Meal Boxes, Paper Cups, Tray Flyers, etc. • Create media advertising • Television commercials, Billboards, Restaurant signage • Charity Events – Ronald McDonald House

7. Olympics Marketing Strategy • Steps to execute business model (for Michael Phelps – Swimming) • Create an advertising campaign in relationship to Coca-Cola: • Put photos and facts about Michael Phelps on their drink products • Cans, Bottles, Store Displays, • Create media advertising • Television commercials, Billboards

8. Measuring Success • Michael Phelps – Swimming • Achieve higher awareness • The main focus here was not to increase sales, per se, but to increase awareness • Could be “measured” in how many people attended the Olympic swimming competitions • The television coverage could be “measured” to see if they had an increase in viewership from past years coverage • Possibly “measured” to see if Michael Phelps paraphernalia had a boost in sales • Could see if there was a boost in media coverage

9. Olympics Marketing Strategy • Steps to execute business model (for Yao Ming – Basketball) • What is the Plan: • We want to find a sport celebrity to link with a major corporate sponsor and use the celebrity’s brand name recognition to boost the recognition or interest in one of the company’s products • We want to achieve higher profitability (sales) for the sponsor’s product

10. Olympics Marketing Strategy • Steps to execute business model (for Yao Ming – Basketball) • Select a celebrity athlete: • We want to choose a celebrity athlete so that it will instantly lend the sponsor some credibility • We must find one that is appealing to the market and is a good fit for the product • In this case, we are going to choose Yao Ming endorsing a Reebok shoe and VW’s new luxury SUV

11. Olympics Marketing Strategy • Steps to execute business model (for Yao Ming – Basketball) • Create an advertising campaign: • Reebok: Create media advertising • Create a “Brand Name” shoe • Television commercials • Billboards • Magazine Ads • VW: Create media advertising • Television commercials • Billboards • Magazine Ads

12. Measuring Success • Yao Ming – Basketball • Achieve higher profitability (sales) • The main focus here was to increase sales of a product • Reebok: This could be “measured” by comparing sales of the product before Yao Ming endorsed it and then after • VW: This could be “measured” by sales from pre-orders (comparison from other vehicles)

13. Benefits to the Olympics • Increased viewership • Increased sponsorship • Increased attendance • Increase in sales for Olympic paraphernalia

14. Examples… • Yao Ming ads • Reebok shoe • VW SUV • Michael Phelps ads • McDonald’s Charity Work • Coca-Cola Ad

15. Examples… • Reebok came to us looking to find a celebrity to endorse their product. • Yao will be in the Beijing Olympics playing for the Chinese team. • Yao and his Reebok shoe will get national media attention • Reebok will get instant recognition

16. Examples…

17. Examples… Michael Phelps US Olympics Swimming Team Sponsor of the 2008 Olympics • Michael Phelps came to us looking to find a company that would sponsor him. • Michael will be in the Beijing Olympics playing for the American team. • Michael hopes that by teaming up with Coke he will get major national exposure

18. Examples… Michael Phelps U.S. Olympic Swimming Team

19. Examples… • McDonald’s is a sponsor of the Beijing Olympics, so their advertising should already be covering Olympic events. • RMHC events already have major exposure. • By teaming Michael Phelps with RMHC, Michael should get some good publicity • Other celebrities that work with RMHC: • Wayne Brady, Billy Bush, Cindy Crawford, Al Roker, Carl Lewis, Mario Lopez, Hayden Panettiere, & others

20. Important Sites… • http://en.beijing2008.cn/ • http://www.mcdonalds.com • http://www.rmhc.org • http://www.reebok.com • http://www.vw.com • http://www.coca-cola.com