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MAGAZINE SLOVENIA. NO. 13 | MAY 2019 | #SPORTO2019 MY WAY OF DIVERSE SPORTO EXPERIENCES. 2019 magazine | No. 13 May & sponsorship | sports marketing MAGAZINE COVER STORY LUKA MAGIC Explore the pearl of the Mediterranean SPONSORSHIP Colorful medieval coast town of Piran is one of the most beautiful Slovenian cities with diverse ELECTRIC IRELAND breathtaking views. The charming old city of Piran will fascinate you with its soul, culture DIGITAL and local culinary masterpieces. TIKTOK MEDIA #ifeelsLOVEnia DISCOVERY #myway 21–22 NOVEMBER 2019 PORTOROŽ, SLOVENIA sporto.si · @SportoConf EDEL MCCARTHY JOHN ALLERT SALLY HORROX DAVID FOWLER ELECTRIC IRELAND MCLAREN GROUP Y SPORT MYCUJOO I think the opportunities in niche It was success in F1 that led us From a commercial perspective, There are many rights holders www.slovenia.info sponsorships are only being to the opportunity to look at what the professional development of successfully embracing a scratched at the surface. else our brand could do. women’s sport has stepped up. fan-first mindset. Let’s ask life. For our loved ones. What would happen to our loved ones if we were Familiy Novak – Naumoski, not around anymore? Kočevje, 2019 tiskan_oglas_zivljenjska_druzina2_230x297_senca_ANG.indd 1 28.05.2019 12:41:22 INTRO MESSAGES WITH MEANING In the weeks when Tiger Woods made one of the greatest comebacks in sports history at the Masters in Augusta, when Liverpool and Tottenham defied the odds with their Champions League semi-final victories, when Toronto Raptors star Kawhi Leonard scored his incredible buzzer beater in Game 7 of the NBA Eastern Conference semi-final series against Philadelphia and when Primoz Roglič claimed the pink leader’s jersey of Giro d’Italia for the first time, the world of sport reminds us yet again that it will never run out of exciting content. And although it has always been so, the video format development and its subsequent reign is dramatically changing content distribution. The video by the local online reporter from the commentator’s booth at Anfield showing the emotional experience of the magic that was that evening in Liverpool only further accentuates the fandom and the collective oneness of their fans. Dragan Perendija The video chat from Team Jumbo Visma car right after Roglič was caught up in the Editor in Chief and Project Director mass fall paints an even clearer picture of what it takes to stand out from the crowd. at the Sport Media Focus agency Leonard’s decisive shot was creatively edited in a thousand different ways to add even more to the uniqueness of the moment that some of the most enthusiastic fans even had tattooed. And Nike was as always ready and willing to celebrate and add value to an extraordinary achievement such as the comeback of Tiger Woods by releasing a video praising his career. The struggle to reach new audience continues. There is more and more talk about generation Z, and how to reach it – one of the more recent ways is through the new globally recognised platform TikTok. Although, speaking of a generation that is still very young, one might ask oneself if too much attention is given to an audience that is still growing up and not enough to the older late adopters that might be more passive and yet are increasingly more digitally savvy. In either case, (sports) brand expansion into new SPORTO MAGAZINE No. 13, May 2019 markets or areas is now and in the future inevitable. ISSN 1854-6668 One of these areas is cause marketing. Pieta House’s “Darkness Into Light” PUBLISHED BY supported by Electric Ireland is not a sport-based platform, however, the messages of Sport Media Focus d.o.o., sports communication this sensitive and complex activation are extremely beneficial for sport. In Slovenia, Fajfarjeva ulica 33, 1000 Ljubljana, Slovenia T: +386 1 561 43 50 a project called LIFE Lynx was launched with the objective to preserve the Alpine lynx www.sportmediafocus.com which is facing extinction. Meanwhile, two lynxes were already transferred from abroad. DIRECTOR The project’s ambassador, LA Kings’ Anže Kopitar, accentuates how he really does not Tomaž Ambrožič want the “last” Slovenian lynx to be the logo on the national ice hockey team’s jersey. Messages with meaning. EDITOR IN CHIEF Dragan Perendija DEPUTY EDITOR IN CHIEF Andrej Kandare DESIGN Maruša Ambrožič Trpin Maša Perpar Vasja Ambrožič CONTRIBUTORS Aljoša Cankar Jure Doler Aleksandra Knežević Simona Kruhar Gaberšček Luka Maselj Jera Rakovec Nahtigal Rok Šinkovc Carsten Thode COVER PHOTO Getty Images PHOTO EDITING Sanja Bračun PROOFREADING & TRANSLATIONS Andreja Ravnik PRINTED BY PARTNER GRAF zelena tiskarna, d.o.o. NUMBER OF COPIES 800 The next issue of SPORTO Magazine will be published in October 2019. 3 ©2017 Toyota Motor Corporation. All rights reserved. ©2017 Toyota Motor Corporation. All rights reserved. C M Y CM MY CY CMY K C M Y CM MY CY CMY K CONTENTS 12 SPORTO 2018 18 Dallas Mavericks and Luka Dončić 24 Edel McCarthy [Electric Ireland] 28 Campaigns: Gorenje, Ljubljanske mlekarne, Petrol, Allianz Croatia 32 Photo moment: Tiger Woods 34 TV ratings: Slovenia, Croatia, Serbia 36 Discovery 38 John Allert [McLaren Group] 42 Sally Horrox [Y Sport] 46 David Fowler [MyCujoo] 50 Esports 54 Spotlight: Jan Oblak 56 TikTok 59 Column: Carsten Thode [Aphetor] 60 Instagram, Twitter, Facebook 62 Event: EuroVolley 2019 LUKA MAGIC This time, SPORTO literally went a step further – all the way to Dallas, Texas, where we talked 18 to anyone and everyone connected with Luka Dončić in some way. We spoke to Cynthia Marshall, CEO at the NBA Dallas Mavericks, Ryan Mackey, Sr. Vice President of Corporate Sponsorships, Alison Panasik, Vice President of Merchandise & Brand Identity, Iris Diaz, Director of Marketing, and a cab driver from the streets of Dallas also put in his two cents’ worth. 8 / SPORTO Magazine – May 2019 ADDICTED TO PROGRESS New Zealand race-car driver Bruce McLaren founded McLaren team back in 1963 and 38 although since then, the brand's DNA, which was always a synonym for achieving top results, has not changed very much, McLaren has powerfully expanded its operations in its over fifty-year-long history. IN SPORT, GENDER SHOULD NOT SPORT OR ESPORTS, THAT IS PLAY ANY ROLE THE QUESTION – OR IS IT? According to Sally Horrox (Y Sport), an expert We delved into the world of esports with 42in professional and commercial development 50 Malph Minns, Strive Sponsorship's Managing of women’s sport, the development of Director, to discuss its growing relevance to women’s professional sport has made such a many people’s everyday lives. In a complex significant move that brands have recognised ecosystem of competitive gaming, we put a it and their competitions are no longer seen greater emphasis on simulation sports games. as ‘a tax’ on the men’s game. 9 VisitVisit a destination a destination with with a healthy a healthy and and relaxed relaxed business business envi- envi- ronment.ronment. The The pleasant pleasant Mediterranean Mediterranean climate climate enables enables outdooroutdoor activities. activities. Unique Unique local local flavours. flavours. Magical Magical corners. corners. TheThe choice choice is simple. is simple. Success Success is guaranteed. is guaranteed. www.lifeclass.netwww.lifeclass.net +386+386 5 692 5 692 9054 9054 +386+386 5 692 5 692 9039 9039 [email protected]@lifeclass.net IstrabenzIstrabenz Turizem Turizem d.d., Obalad.d., Obala 33, 6320 33, 6320 Portorož, Portorož, Slovenija Slovenija WhyWhy Portorož? Portorož? OrganiseOrganise an unforgettablean unforgettable event event overlooking overlooking the thesea. sea. In aIn modern a modern venue venue and and with with the thecomplete complete support support of of experiencedexperienced personnel. personnel. PortorožPortorož is a isvery a very popular popular destination destination for forthe theorgani- organi- sationsation of dierent of dierent protocol protocol events, events, international international con- con- gresses,gresses, business business meetings meetings as well as well as cultural as cultural and and entertainmententertainment events. events. The The Congress Congress Centre Centre features features modernmodern multipurpose multipurpose rooms. rooms. ApartApart from from excellent excellent premises, premises, technical technical equipment equipment andand professional professional personnel, personnel, they they also also oer oer quality quality accommodation,accommodation, superb superb culinary culinary and and accompanying accompanying oersoers as well as well as top-most as top-most spa spa and and wellness wellness services. services. MMEETEET EverythingEverything you you need need for for a perfect a perfect event event TheThe Congress Congress Centre Centre is situated is situated in the in theheart heart of the of thePortorož Portorož LifeClass LifeClass INSPIREINSPIRE Resort.Resort. Its sevenIts seven meeting meeting rooms rooms at the at theSlovenija Slovenija Hotel Hotel featuring featuring the the latestlatest technical technical equipment equipment and and named named after after famous famous seamen seamen and and CCREATEREATE worldworld explorers explorers and and the thetwo two conference conference rooms rooms at theat theGrand Grand Hotel Hotel PortorožPortorož – the – theGalea Galea and and Batana Batana – together – together with with the theMystica Mystica meeting meeting EEXPERIENCEXPERIENCE roomroom at the at theRiviera Riviera Hotel, Hotel, cover cover an areaan area of 1,600 of 1,600 m andm and can can host host up toup 1,200 to 1,200 guests. guests. ThisThis multipurpose multipurpose centre centre features features great great adaptability adaptability of rooms, of rooms, which which cancan accommodate accommodate from from 20 to20 250 to 250 guests, guests, elegant elegant lounge lounge areas areas and and a foyer,a foyer, ideal ideal venues venues for forinformal informal meetings meetings over over a buet, a buet, a cocktail, a cocktail, or foror fora reception. a reception. Visit a destination with a healthy and relaxed business envi- ronment. The pleasant Mediterranean climate enables outdoor activities.

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