TENNIS SPONSORSHIP RESEARCH
GUY PORT Vice President Sales, Repucom North America ***************** ULI LACHER International Sales, Repucom WE ARE REPUCOM
GLOBAL LEADERS IN SPORTS MARKETING RESEARCH
FEBRUARY 2013 ULRICH LACHER
2 WELCOME
TOPICS FOR TODAY Introduction
1 – Tennis and television ratings
2 – Tennis and sponsor integration
3 – Tennis fans
3 WE ARE REPUCOM
WE UNDERSTAND THE BUSINESS OF SPORT AND HOW FANS ENGAGE WITH IT TO HELP CLIENTS
4 LEADING THE WAY
WHEREVER YOU ARE WHEREVER SPORTS FANS ARE OFFICES TOTAL YEARS CLIENTS WORLDWIDE EMPLOYEES EXPERIENCE OVER 20+ 1400 25+ 1000 AMSTERDAM KARLSRUHE BANGALORE LONDON BARCELONA MELBOURNE BRUSSELS MILAN BUENOS AIRES NEW YORK EUROPE CHARLOTTE, NC PARIS
COLOGNE SAO PAULO AMERICAS MIDDLE EAST COLUMBIA SINGAPORE ASIA PACIFIC DUBAI SYDNEY JOHANNESBURG TOKYO AFRICA KANSAS CITY, MO VANCOUVER
5 THIS IS WHAT WE DO
WE DELIVER THE INSIGHTS THAT LET YOU MAKE TRULY INFORMED DECISIONS MEDIA EVALUATION MARKET RESEARCH
» COMPREHENSIVE Analyzing brand impact Understanding target in media around the world. markets through focused » ADVANCED research. » INDEPENDENT » VALUABLE » FOCUSED COMMERCIAL AUDITING MARKET INTELLIGENCE
Protecting your global Comprehensive market and brand and asset rights. competitor analysis.
CONSULTANCY
Insights around your needs to grow Return on Assets and Objectives.
6 THIS IS WHO WE DO IT FOR
BEING SEEN WITH ALL THE RIGHT PEOPLE
Maximizing value for rights holders, brands, broadcasters and agencies
» »
7 INTRODUCTION
8 INTRO
WHY DO BRANDS SPONSOR TENNIS
» INCREASE BRAND AWARENESSS
» ENHANCE EMOTIONAL APPEAL OF THE BRAND
» CONSUMER ENGAGEMENT
» GENERATE SALES/LEADS
» ENTERTAINMENT
9 INTRO
WHAT ARE THE MAIN SPORTS COMPETING WITH TENNIS
GOLF SAILING SOCCER
+ Exclusivity of platform + Exclusivity of platform + Unmatched global + Affluent audience + Affluent audience coverage and fan base + Growing popularity in key - Minimal TV coverage - No exclusivity markets (e.g. China) - Reach and interest - High clutter - Limited Free-TV low in most countries environment coverage - Expensive - Lack of clear target group profile - Expensive
10 INTRO
FEEDBACK FROM SPONSORS STRENGTHS AND WEAKNESSES OF TENNIS SPONSORSHIP + -
Global Fragmented
Attractive Target Group Expensive
11 TENNIS AND TELEVISION RATINGS
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12 1 | TENNIS – TELEVISION
TENNIS VS. GOLF – TELEVISION RATINGS WITHIN THE USA
28.010MM 22.301MM 4.412 MM 2.348 MM
Cumulative HH audience across each event.
Source: Nielsen
13 1 | TENNIS – TELEVISION
TENNIS VS. GOLF – TELEVISION AUDIENCE SHARE M/F 25-54 YO
43% 49% 35% 36%
Source: Nielsen
14 1 | TENNIS – TELEVISION
TENNIS VS. GOLF – GLOBAL COVERAGE 2012 ATP WORLD TOUR FINAL – BMW CHAMPIONSHIP WENTWORTH
342 200 hours of coverage Hours of coverage
298 18 million viewers million viewers
138 30 points points
Base: big 5 Europe incl. Eurosport
15 1 | TENNIS – TELEVISION
GLOBAL AUDIENCES – TOP ATP TOUR EVENTS
ATP World Tour Finals 64,873
Internazionali BNL d'Italia 57,872
Monte-Carlo Rolex Masters 41,815
Mutua Madrid Open 40,066
BNP Paribas Masters 33,498
Rolex Shanghai Masters 29,986
Barcelona Open Banc Sabadell 28,430 THREE OF THE NORTH Sony Ericsson Open 28,001 AMERICAN TENNIS EVENTS Western and Southern Cincinnati Open 23,384 RANKED IN THE ATP TOP Rogers Cup » 20,741 #10 DURING 2012.
16 TENNIS AND SPONSOR INTEGRATION
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17 2 | TENNIS – SPONSORS
STRENGTH OF TENNIS BRAND VISIBILITY US SPONSORSHIP PROPERTIES US DOMESTIC
GLOBAL $17,696,231
$16,136,144 Source: Repucom Sport24 Tracking
$6,220,522
$4,348,440 $4,193,093 $2,717,518 $2,268,793 $927,932 $295,494
18 2 | TENNIS – SPONSORS
TENNIS TENNIS VS. GOLF – STRENGTH OF BRAND VISIBILITY GOLF
Source: Repucom Sport24 Tracking VALUE IN GOLF $9,265,179 WITH BROADCASTER Brand Visibility %
67% of total broadcast $3,985,940
$1,686,556 $1,285,967
11% of total broadcast
Top Asset (Broadcaster) Top Asset (Event)
19 2 | TENNIS – SPONSORS
STRENGTH OF TENNIS BRAND VISIBILITY GLOBAL SPONSORSHIP PROPERTIES
TWO WEEK MAJOR EVENTS IN LINE WITH GLOBAL FOOTBALL PROPERTIES
Source: Repucom Sport24 Tracking
20 2 | TENNIS – SPONSORS
SPONSOR ROI MEDIA vs. INVESTMENT
ROI Comparison of Various Sponsorship Platforms
Cycling Top Team 9:1 – investment around € 6-7 million
Formula One Team Sponsor 7:1 – invest around € 10-15 million
Golf Tournament – Title Sponsor 3:1 – investment between € 3-6 million
Motorcycling Event Sponsorship 9:1 – investment around € 1 million
Base: France, Germany, Italy, Spain, UK, Netherlands, Scandinavia, Pan-Europe, USA, China, Australia
21 2 | TENNIS – SPONSORS
MAXIMIZING VALUE OF EXISTING INVENTORY
WHAT IS RICOH AND FEDEX TENNIS INVESTMENT IN THE USA?
22 TENNIS: FANS
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23 3 | TENNIS – FANS
GLOBAL FAN BASE – POTENTIAL OF TENNIS
TOTAL 12 countries: U.K. GERMANY CHINA* 291.9 mill. 17.14 mill. 13.33 mill. 132.15 mill. 40% Tennis (rank 4) 23% Tennis (rank 9) 28% Tennis (rank 7) 19% ATP Tour 12% ATP Tour 18% ATP Tour
FRANCE SOUTH KOREA 18.84 mill. 6.70 mill. 43% Tennis (rank 3) 22% Tennis (rank 10) 25% ATP Tour 11% ATP Tour
SPAIN ITALY JAPAN 17.47 mill. 11.83 mill. 53% Tennis (rank 1) 28% Tennis (rank 4) 15.46 mill. 28% ATP Tour 11% ATP Tour 19% Tennis (rank 7) 12% ATP Tour
BRAZIL INDIA* 13.80 mill. 37.23 mill. 10% Tennis (rank 11) 16% Tennis (rank 3) 7% ATP Tour 7% ATP Tour
SOUTH AFRICA Key: 5.49 mill. AUSTRALIA 17% Tennis (rank 5) COUNTRY 2.46 mill. 8% ATP Tour Fan potential – Top 2 46% Tennis (rank 2) (mill. = million) 26% ATP Tour
Extrapolation from field samples based on official population figures of total 16-69 year olds in each country. Source: Repucom SportsDNA *Indicates population sample based on an urban population figure
24 3 | TENNIS – FANS
GLOBAL FAN – HOW DOES TENNIS INDEX VS. POPULATION
MALES AGE HIGHER TOP 108 100 EDU INCOME 119 128
BALANCED AGE, GENDER – MORE EDUCATED AND GREATER INCOMES
Source: Repucom SportsDNA
25 3 | TENNIS – FANS
GLOBAL FAN – INTENT TO PURCHASE (INDEX VS. POPULATION)
CREDIT LUXURY CABLE TV CAR BETTING CARDS ACC. 137 125 165 131 117
TENNIS FANS OVER INDEX VS. POPULATION ACROSS EVERY PRODUCT CATEGORY
Source: Repucom SportsDNA
26 3 | TENNIS – FANS
US FAN – HIGH RECOGNITION OF TOURNAMENT SPONSORS
RECALL OF SPONSORS FROM TENNIS EVENTS
VIA VIA TV ATTENDANCE Men's Tennis 30% 43%
Women's Tennis 28% 34%
Source: Repucom SportsDNA
27 3 | TENNIS – FANS
THE US TENNIS FAN SPONSOR RECALL FAN INTEREST % Fan - Any Level STRENGTH – AT EVENT BRANDING % Avid Fan
On TV At-Event Professional Golf 18% 47% Men's Tennis 30% 43% (Men’s) Women's 28% 34% Tennis
Professional Golf 11% 38% (Women’s) 222.2 million POPULATION - 18+ YO Professional Tennis TENNIS PARTICIPATION 13% 43% 94.3 million (Men’s) 21% MEN’S TENNIS INTERESTED 12%
Professional Tennis 7% 14% 43% 94.2 million (Women’s) WOMEN’S TENNIS INTERESTED All Sports Fans Tennis FansAvid Tennis Fans Source: Repucom SportsDNA
28 3 | TENNIS – FANS
TENNIS FANS USA – POWER OF THE TENNIS CELEBRITY
SERENA WILLIAMS – QUEEN OF THE TENNIS CELEBRITY
6th – of all athletes
3rd – amongst African American sport fans THE CELEBRITY DBI
» 16th – among 13-24 YO sport fans RANKS ALL ATHLETES ACROSS THE USA BASED ON AWARENESS AND SET 15th – amongst 55+ YO sport fans OF KEY ATTRIBUTES (Foreman) (Awareness, appeal, aspiration, breakthrough, endorsement, influence, Top women in all categories, MJ trend setter and trust) leads all groups. Source: Celebrity DBI
29 3 | TENNIS – FANS
MARKETING THROUGH ATHLETES – POWER OF THE TENNIS CELEBRITY
Best all rounder – Best all rounder – Best all rounder – across all sport within 13-24 YO within 55+ YO fans. fans. fans.
ALL ROUNDER – all key brand attributes outside of celebrity awareness.
Source: Celebrity DBI
30 TENNIS: SPONSORSHIP
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31 3 | SELLING SPONSORSHIPS
HOW TO USE DATA FOR SELLING SPONSORSHIPS ?
» Understand your strengths and weaknesses » Understand the client's objectives and target markets » Important: tailor packages – no standardized proposals ! » Performance-related contracts
32 THANK YOU
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