„TAFISA„S Physical Activity and Sport for All Programs“

„TAFISA„s Physical Activity and Sport for All Programs“

Conference on „The Role of Volunteers and Leaders in Physical Activity and Sport for All Promotion“ Ministry of Sport and Tourism, Warsaw, June 25 – 26, 2009

Wolfgang Baumann

TAFISA SecretaryTAFISA Office · Mainzer General Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · baumann@tafisa.net Contents

I. About TAFISA II. Event Marketing in Sport for All III. TAFISA Programs IV. Future Trends Conclusion

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Part I – About TAFISA

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA

TAFISA is the leading international Sport for All organization

• founded in Bordeaux/France 1991

• registered at the law court in Frankfurt/Main

• run by a volunteer Board of Directors

• with a professional office in Frankfurt/Main

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA

• is a fast growing Sport for All organization with more than 200 member organizations in 120 countries from all continents • has a regional structure • a network of experts worldwide • programs for millions of participants • relationships with science, health promotion, world culture and the Olympic movement

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Board of Directors

• The TAFISA Board of Directors is elected for a four year period by the General Assembly. The present board was elected 2005 in Warsaw/Poland. • The board consists of 12 members: – President – Four Vice Presidents – Treasurer – Secretary General – Six other members

• Two of them must be female and each continent must be represented.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA Family

• TAFISA stands for a globe spanning movement. It includes the member organizations as well as its partners and supporters from the political, cultural, corporate and academic world.

• They all have one objective in common: to attract even more people to participate in sport and physical activity worldwide.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA Member Structure

• TAFISA has its unique quality by bringing together governmental and non-governmental Sport for All organizations.

• Members are: – National Sport Federations – National Sport for All Councils – National Olympic Committees – Sport Ministries – Universities and Institutes of Sport – International Sport Federations

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA Regional Structure

• To strengthen regional activities and to provide services to its members TAFISA has established a regional network.

• TAFISA is represented by: – in Asia and Oceania by ASFAA: (Asiania Sport for All Association)

– in Europe by ESFAN: (European Sport for All Network)

– in Pan-America by PASFAA: (Pan-American Sport for All Association)

• The establishment of an African body is under way.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA Partners

• TAFISA is well respected by international organizations in the fields of public health, sport sciences, culture and Olympic movement.

• This includes official acknowledgements by: – International Olympic Committee (IOC) – World Health Organization (WHO) – International Council of Sports Science and Physical Education (ICSSPE) – UNESCO

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] The Challenge

• Three major challenges are facing the world: – Global warming – Increased terrorism – Increased obesity

• Increased physical activity has a role to play in reducing the threat of these challenges

„Strategies to increase physical activity are the most effective weapon to combat obesity“ (Prof. Paul Zimmet, Australian Director of the Intl. Diabetes Institute)

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Part II – Event Marketing in Sport for All

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Current Trends

Today, events correspond with the expectations of large consumer groups for adventure and „first hand“ live experience. (Opaschowski, 1997)

In consequence, events have become integral part of professional marketing strategies. The term Event Marketing stands for a widely used and established instrument of communication policy.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Definition of Event Marketing

As part of the communication policy of an organization event marketing includes:

• the systematic conception • the organizational planning • the realization and • the evaluation of an event.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] The Reason Why

Due to the findings of a survey amongst public and private sector bodies reasons for the popularity of event marketing are

• a direct approach of target group • a highly emotional quality of consumer contact • a sustainable impact on customer • the specific communicative quality of events • a systematic addition to classic marketing (Zanger/Drengner 1999)

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Qualities of Event Marketing

To serve as an effective tool event marketing • concentrates on a long-term emotional effect and not short term sales increase • has a highly interactive element incl. face-to-face contact • produces attractive settings in distinction to everyday life • is target group oriented • is integral part of an overall communication mix

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Event Marketing and Sport for All

The relationship between Sport for All and Event Marketing is twofold:

1. Sport for All is subject of event marketing applied by the commercial sector

2. Sport for All organizations use event marketing for their own purpose and aims

In the following the focus will be on the second aspect.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Excurs: Social Marketing

Traditionally, the term marketing has been used by private sector companies to describe a series of strategies to effectively sell a product or service.

It involves: • market research • designing the right product upon identified needs • making the product available at an appealing price • communicating its availability through targeted promotions.

Success is ultimately measured in products or services purchased.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Excurs: Social Marketing

Our experiences has confirmed the value of using marketing strategies to encourage greater participation in Sport for All.

However, there is one fundamental difference: Our objective is not so much to sell a product as to influence personal behaviour.

While most of the strategies employed are similar, we distinguish our application as “social marketing”.

As a result: Event marketing in Sport for All is a typical initiative of “social marketing”.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Major factors for the development of Sport for All on a national level

• Identification of a national body in charge • Provision of a national Sport for All fund • Identification of nationwide network • Recruiting and education of leaders • Provision of adequate facilities • Launch of a promotional campaign • Establishment of participatory events

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Why to introduce national Sport for All events? Sport political aspect • events offer additional opportunities for the population at large or special target groups to participate in Sport for All

Promotional aspect • events serve as a promotional instrument to focus on Sport for All in the public

Marketing aspect • events provide a platform to attract partners, i.e. sponsors, media etc.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Typical qualities of Sport for All Events (derived from the German experience)

• Accessible for everybody • Run by volunteers • Organized by club network • Financed by sponsors • Use of professional marketing strategies • High degree of standardization • Target group oriented (performance, skills) • Participation free of charge • Participation to be awarded

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Events in Sport for All International Survey (based on 65 countries of all continents) 70 60 60 50 40 30 22 23 20 6 10 5 2 3 4 5 Number of of countries Number 0 0 0 0 Global Europe Africa Asia Americas Ozeania Continents events existent events non existent

Source: TAFISA Survey 2003 Global Almanac on Sport for All 2001 TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Categories of Sport for All Events Worldwide • One day events nationwide – Focus on target group i.e. seniors, family, minorities – Focus on sport discipline i.e. cycling, running – Focus on location i.e. street, lake • Festival events on national/ regional level – Challenge Day – Combination of various disciplines • National fitness test/ programs – Special target groups – Population at large

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA Strategic Vision

„To make more people, more active, more often“

• This will be achieved by providing a wide range of high quality physical activity opportunities. These opportunities will aim to be accessible to all, in order to increase participation and enable active lifestyle choices that will improve the health and well being of the people.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA‘s Active World

Active World

International World Walking Challenge Day Day

World Sport for TeamLife All Games

Certified Triple AC Leadership (Active Cities – Active Communities – Active Courses Citizens)

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] International Challenge Day (ICD)

• The International Challenge Day is – a friendly competition in Sport for All – always on the last Wednesday in May – where communities compete against each other – to motivate as many people as possible to get active – with 40 millions participants per year worldwide

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] ICD 2008

• On May 27, 2009 the largest global Sport for All event included

– more than 55 million participants

– from 3.200 cities and communities

– in 50 countries worldwide

– endorsed by WHO

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] World Walking Day

• The World Walking Day is the

– largest walking event worldwide

– always held in October every year (2009 on October 3 – 4)

– with up to 50 participating countries

– endorsed by the WHO

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] TAFISA World Sport for All Games

• The World Sport for All Games: – are held every four years – bring together traditional games, dances, sports from all over the world – aim at the rediscovery and preservation of traditional games – offer a unique opportunity for the public to discover traditional games • The last Games have been organized in Busan/Korea in 2008. • The next Games will take place in Siauliai, Lithuania, 2012.

• Commenced 2007 to meet the great demand for a special educational scheme for the qualification of national and regional leaders in Sport for All. • Incorporates specific skills and competences required for the development and promotion of Sport for All on the national and regional level. • Course locations: – Lagos, Nigeria – Darussalam, Tanzania – Isle of Kish, Iran – Macau – Melbourne, Australia – Kuala Lumpur, Malaysia

• Program for cities and communities to: – Establish their current activity level, – Set relevant goals and objectives, – Plan to achieve those, – Implement the plan, – Monitor and evaluate results, and – Continually improve activity level! • 2 parts: – Theory (What? Why?) – Practice (How? Real life instructions and examples)

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Triple AC Process

Monitor &  Evaluate Achieve Objectives TAFISA Receive Set Triple AC Handbook/ Involve Self TAFISA SMART Member Online Movers Assessment Certification Objectives (Initiator) Access Triple AC Awards

Participate! Triple AC Day Conferences Networks Programs Events

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Team Life – Kids on the Move

• Global anti-obesity campaign • Target age group: 5 to 14 • Handbook and website incorporating programs for: – Schools – Homes – Individuals – Teams • „Speedy“ mascot with merchandising • ‚Soft„ launch Taipei, September 2009

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Part IV – Future Trends

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Major Trends for Sport for All Growth

1. Rediscovery of Traditional Sports 2. Use of Open / Public Spaces 3. Return to Simplicity 4. Focus on New Target Groups 5. Benefits of International Cooperation 6. Gain of Political Recognition 7. Foundation of New National Organizations

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] 1. Rediscovery of Traditional Sports

Traditional sports and games: • are an essential part of cultural heritage • contribute to the variety of movement art • form an expression of national identity • are a counterpart to the uniform global sports • provide special programs for Sport for All • contribute to the innovation of sports

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] 2. Use of Open/Public Spaces

• use of non standardized facilities • low or no cost solutions • presentation of sport in the public • use of market squares, streets, rivers, • parks, beaches etc. • examples: – „Cyclovia“ Bogota, – „Intl. Challenge Day“ – urban events

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] 3. Return to Simplicity

• low and no cost solutions • mass sport character • use of open spaces • no special equipment • focus on walking, running retc. • special event: TAFISA World Walking Day

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] 4. Focus on New Target Groups

• not only youth but all age groups, e.g. adults and seniors • families • women • handicapped people • Etc.

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] 7. Foundation of New National Organisations

• There is a strong tendency to the establishment of new independent national Sport for All organizations. • According to the findings of the survey this is due to the reluctance of the traditional sport system – to integrate Sport for All as a significant field of activity of – its own rights – to change the existing system – to also focus on Sport for All beneath competitive sports

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Major Obstacles for Sport for All Growth • Insufficient Budget • Inadequate Status • Lack of Facilities • Lack of Personnel • Not regular Programs • Uncomplete Distribution

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] What are the major Obstacles for the Development of Sport for All in your Country? Lack of sufficient financial means 12,1% Predominant in elite sport in Government Policy 10% No subject of priority in governmental policy 8,6% Insufficient mass media support 8% Lack of infrastructure 7,6% Lack of enough volunteers 7% Lack of sufficient qualified leaders 6,8% Lack of consciousness in population/public awareness 6,5% Lack of network 6,4% Lack of education program for volunteers 5,4% Lack of reputation in the sport system 5,3% Lack of experience and know how 5,1% Bad socio-economic situation 4,6% Lack of adequate programs 4,5% Bad influence of doping discussion 1,5% others 0,6% TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] What have we achieved?

• political will exists with most governments • benefits of physical activity and Sport for All scientifically proven

What have we achieved?

• A global activity plan/campaign incl. practical tools applicable to every city/community

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected] Thank you very much

for

your attention!

TAFISA Office · Mainzer Landstrasse 153 · Dienstleistungszentrum · 60261 Frankfurt · Germany · Tel.: 0049.69.9739359900 · Fax: 0049.69.9739359925 · [email protected]