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Langrenn I Utvikling Langrenn i utvikling 14.06.2019 2 Før og nå Langrenn er den mest populære idretten i Norge i 2019 Langrenn 50% Skiskyting 44% Håndball 38% Fotball 36% Alpint 34% Friidrett 25% Skihopping 23% Sjakk 19% Ingen 17% Kombinert 17% Skøyter 16% Sykling 16% Curling 10% Ishockey 9% Motorsport 9% Svømming 8% Formel 1 7% Ekstremsport 7% Boksing 7% Rally 7% Kilde: Sponsor Insights tracker. Tall pr. mai 2019. Langrenn var nr. 2 i interesse bak skiskyting i 2009 Skiskyting 54% Langrenn 52% Fotball 46% Håndball 46% Alpint 39% Skihopping 36% Friidrett 32% Kombinert 28% Skøyter 25% Sykling 24% Curling 15% Rally 15% Motorsport 14% Dans 13% Formel 1 12% Svømming 11% Ishockey 10% Tennis 10% Ekstremsport 9% Beachvolleyball 9% Kilde: Sponsor Insights tracker. Tall fra år 2009. Topp 20 utøvere i 2010… og 2019 1. Petter Northug 19% 1. Aksel Lund Svindal 48% 2. Marit Bjørgen 18% 2. Therese Johaug 36% 3. Ole Einar Bjørndalen 15% 3. Johannes Høsflot Klæbo 35% 4. Aksel Lund Svindal 14% 4. Johannes Thingnes Bø 33% 5. Andreas Thorkildsen 10% 5. Tarjei Bø 32% 6. Thor Hushovd 5% 6. Petter Northug 32% 7. Oddbjørn Hjelmeseth 4% 7. Kjetil Jansrud 30% Videre er følgende langrennsløpere inne på topp 100-listen 8. Emil Hegle Svendsen 4% 8. Karsten Warholm 28% Plass Profil Andel 9. Therese Johaug 3% 9. Jakob Ingebrigtsen 26% 24. Birgit Skarstein 18% 30. Emil Iversen 14% 10. Gro Hammerseng 2,7 % 10. Heidi Weng 25% 31. Finn Hågen Krogh 14% 11. Tora Berger 2,5 % 11. Tiril Eckhoff 24% 34. Ragnhild Haga 12% 12. Erik Huseklepp 2,3 % 12. Ingvild Flugstad Østberg 24% 36. Sjur Røthe 12% 13. Anders Jacobsen 2,2 % 13. Astrid Uhrenholdt Jacobsen 22% 39. Øystein Pettersen 11% 14. Edvald Boasson Hagen 2,0 % 14. Cecilia Brækhus 22% 48. Niklas Syrhaug 10% 15. Bjørn Dæhlie 1,9 % 15. Nora Mørk 22% 51. Didrik Tønseth 10% 16. Ole Gunnar Solskjær 1,8 % 16. Edvald Boasson Hagen 22% 54. Simen Hegstad Krüger 9% 17. Anette Sagen 1,8 % 17. Magnus Carlsen 22% 70. Anders Aukland 6% 18. Kristin Størmer Steira 1,7 % 18. Heidi Løke 21% 73. Kristine Ståvas Skistad 5% 19. Petter Solberg 1,6 % 19. Martin Johnsrud Sundby 21% 75. Hans Christer Holund 5% 20. Roar Strand 1,5 % 20. Maiken Caspersen Falla 21% 77. Eirik Brandsdal 5% 0 Utviklingen i mediemarkedet 2009-2017 6 • Siden 2010 har omsetningen i dagspresse gått ned med tilnærmet 60%. • I samme tidsperiode har digital reklame økt med tilnærmet 150%. • Sponsing viser en jevn økning gjennom hele perioden, ca 60% Kilder: Sponsor Insight / IRM Total eksponeringsverdi for NSFs langrenns sponsorer har mangedoblet seg fra 2012 til 2018 700 000 000 617 806 000 600 000 000 500 000 000 418 489 000 439 753 000 400 000 000 403 664 000 300 000 000 238 664 000 225 797 000 200 000 000 128 209 000 100 000 000 Kr 0 2012 2013 2014 2015 2016 2017 2018 Verdi Utvikling TV-tid for langrennslandslagene 2012-2018 Over 30 min hver dag! 288:00:00 243:13:35 240:00:00 226:33:03 229:18:58 215:58:39 203:39:16 191:54:57 192:00:00 172:20:59 144:00:00 Antalltimer 96:00:00 48:00:00 0:00:00 2012 2013 2014 2015 2016 2017 2018 2019 Antall medieoppslag for langrennslandslagene 2014 – 2018 80 000 67 316 70 000 64 748 61 735 60 886 60 000 56 849 50 000 40 000 30 000 20 000 10 000 0 2014 2015 2016 2017 2018 2019 10 11 Flere å følge opp, økonomi til å satse • Kraftig økning i antall samarbeidspartnere • Fra 1 til 4 i markedsavd., fra noen få kundetreff og noe fotobruk til skreddersydde aktiviseringer, med fast sponsortrener. Vi møter 4-5000 medarbeidere gjennom ca. 250 oppdrag pr år, markedsdager over 3 dager, bedre representert i bedriftens markedsstrategi 12 Stipend Elite 2007: 0,- 2009: ca. 50.000,- 2019: ca. 290.000,- + OLT stipend 247 - 365 Produktet PARA Store støtteapparat og med Kommersielle aktører ønsker å bruke og helårsdrift assosiere seg med PARA utøvere Første sesong med egne lagsponsorer Utøver og samarbeidspartner Allerede inkluderte i marketing forventer 24t døgnservice Stipend: 120.000,- SpareBank 1 250.000,- OLT/VI 13 En ny verden! • Ferskvare og unikt • Influenser • 2000 poster på Instagram story • Ofte regissert av utøvere • Naturlig produktplassering TV-dekningen i den yngste aldersgruppen er nær halvert siden 2009 Daglig bruk av TV 40% TV i 2018 70% 75% TV i 2009 81% 16-24 år 45-66 år 99% Internett i 2018 Kilde: SSB 90% Snapchat når mer enn 8 av 10 unge hver dag Daglig bruk av SoMe og nett-TV 84% Snapchat 41% 78% Facebook 71% 70% 15-29 år Instagram 36% 40-49 år 50% Youtube 26% Lineær TV 10% NRK Nett-TV 20% 10% TV2 Sumo 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Kilde: Sponsor Insight Tall for 2019 16 2009: - Fra idrettslag til bedrift 2019: • Økt press for profesjonalisering i alle ledd • Media fokuserer mer på få, men store profiler • Folket ønsker å følge oss andre steder enn i skisporet – eierskap til vårt produkt, og forvaltning • Spennende med ny rettighetshaver TV – kan vi treffe flere yngre? • Enda tøffere kamp om sponsorkronene, men de beste sponsorobjektene kommer til å være konkurransedyktige sammenlignet med andre markedskanaler.
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