Marketing Consultancy Report - Papa Massata Diack CEO, Pamodzi Sports Consulting
Presented to: IAAF Marketing Commission
3rd May 2015, Bahamas Content
• Foreword • Personal Background • Key Milestones • Achievements • Summary
2 Foreword
It is an honour and privilege to have worked since 2007 with IAAF & its exclusive worldwide marketing partner, Dentsu INC. to sell the number one Olympic sport, Athletics. The background of the relationship dated back to May 2001, when ISL Marketing AG was declared bankrupt and I was consulted informally by the IAAF President, Mr. Lamine Diack and IAAF Vice President & Marketing Commission, Prof. Dr. Helmut Digel, to give advise on the selection of a replacement company.
It was only in July 2006 when I first attended the IAAF Marketing Commission meeting at IAAF World Junior Championships Beijing 2006 when my personal contribution was then formally requested based on my suggestion to reach out to Emerging Markets including BRICS (Brazil, Russia, India, China South Africa) Asia (including Middle East), NACAC and Oceania regions. My appointment was confirmed by IAAF President in September 2007. Then in 2009, the IAAF Council introduced the IAAF Continental Programme in its decentralization policy and my company was appointed as the main coordinator for this property.
Thanks to all the stakeholders that have made this journey possible and especially Athletics Management & Services AG (AMS) with whom I co-operate with closely in order to achieve these goals. I am grateful for their total dedication to service Athletics and to
3 strengthen the business model of IAAF & Dentsu over the years. Personal Background
Started in 1989, attended the 5th IAAF World Cup in Athletics in Barcelona Spain, where I met ISL Marketing AG executives (Peter Sprogis & Craig Thompson). Hired by the two most well respected sports marketing professionals in the world, Klaus Hempel & Jürgen Lenz.
Joined ISL in 1990, where I work with Athletics, Olympics and Football departments until 1996. This duration allows me to support clients like: • ExxonMobil (previously Mobil Oil Corp.), handling the IAAF World Athletics Series Events from 1990 to 1994, IAAF Grand Prix Series and the Mobil Africa Athletics Project in 9 countries. • Coca Cola • Organized the 1995 FIFA World Youth Championships in Qatar • Organized the 1996 Africa Cup of Nations in South Africa
4 Personal Background
• Founded Pamodzi Sports Marketing in April 1997 in Johannesburg