Kyoshi Nakamura of Dentsu Inc (© IAAF)
The presentation of Kiyoshi Nakamura General Manager, The Dentsu Inc.
Overview of Dentsu Inc.
– “Total Communication Services” Company:
• Founded 1901
• US$ 15 billion billings
• Strong international company network
- 59 offices in 33 cities in 26 countries
- Newly established global alliance with Publicis Group
• Local and International client list of 6000 companies including Toyota, Sony, Suntory, Panasonic, Canon, The Coca-Cola Company, Nestle, Proctor & Gamble and Philip Morris
Overview of Dentsu Inc.
Total Communication Services
Overview of Dentsu Inc.
Background in Sports - Integration of Media and Sports on a world wide basis
• TV Rights
(Worldwide) IAAF World Athletics Series and Golden League
Asian Games 2006
（USA） FIFA World Cup 2002-2006
(Asia/Japan) EURO 2004, FIFA World Cup, Premier League,
FINA Swimming, Serie A, British Open, MLB, Toyota Cup…..
• Marketing Rights
(Worldwide) IAAF World Athletic Series and Asian Games 2006,
FIFA World Cup 2006 Hospitality Ticket Program
(Japan) IOC TOP Program, FIFA World Cup, European Football Championships, UEFA Champions League, MLB, Major League Soccer………….
IAAF Partnership
Dentsu Inc. and IAAF:
• Partnership with IAAF since 1983
-securing Official IAAF Sponsors: TDK, TOYOTA,EPSON, SEIKO and Official IAAF Broadcaster TBS.
• IAAF and IAAF World Athletic Series Commercial Partner since 2001.
• IAAF Golden League International Television Rightsholders since 2003.
WCH 03 Paris – Official Partners
Case Study – WCH 03 Paris
Sponsor Branding on Television
Key Commercial Challenges
Popularity of Athletics
Challenge:
• To increase the Awareness and Exposure of Athletics worldwide
Objective:
• To have all IAAF Events in their entirety readily available and accessible to as much of the global population as possible
Key Commercial Challenges
Exploitation of New Technology
Challenge:
• To make the best use of additional platforms and opportunities that new technologies create
Objective:
• To successfully develop, integrate and manage an New Media Strategy that enhance existing IAAF Marketing and Television Strategies
Key Commercial Challenges
Increase Interest in Americas Market
Challenge:
• To build on the interest generated by the number one Olympic sport in the number one Olympic country outside of the quadrennial Olympic Games
Objective:
• To establish “Track and Field” as a prominent sport in the USA without seasonality
Key Commercial Challenges
Attractive Sponsorship Rights Package
Challenge:
• To refine the IAAF’s Marketing Packages to ensure continued sponsor appeal in the competitive sponsorship business environment
Objective
• To successfully integrate newly created “rights” within existing Marketing Package platforms such as:
– Usage of Athletes’ Images
– Additional Advertising Opportunities
– Activation Concepts
Key Commercial Challenges
Penetration of IAAF Brand
Challenge:
• To heighten consumer awareness and recognition of the IAAF Brand in a consistent manner across of all forms of Media
Objective:
• To enhance the value of the IAAF Brand and to become a leading brand within the sports industry
Conclusion
All Television Broadcasters of Athletics worldwide are the keys to success in marketing the sport.