CIES - FIFA CERTIFICATE IN SPORTS MANAGEMENT

GROUP PROJECT

ATATURK OLYMPIC STADIUM MARKETING PROPOSEL

JUNE 2009

Mehmet Uğural Kerem Avcıergun

Deniz Kıyak Tüzün Tolga İnan

Table of Contents

Ataturk Olimpic Stadium

• The facilities of the AOS• Current Marketing OpeationsSWOT Analysis

New Marketing Proposals

Conclusions

Questions & Comments

ATATÜRK OLYMPIC STADIUM (AOS)

The stadium takes its name from Mustafa Kemal Atatürk, founder of the Turkish republic. The construction of AOS was started in 1999 and completed in 2002. It was planned to build for Olympic Games and cost about 170 million Turkish Liras. The biggest project of the Olympic Park which is the stadium was built in the space of 584 hectare and located in İkitelli in the western outskirts of Istanbul. From 2002 to 2005 the stadium had a capacity of 80,597 (all-seated). This was reduced to 75.145 (all-seated) by removing the seats from where it was not possible to see the entire pitch, prior to the 2005 UEFA Champions League Final game.

With its 75.145 (all-seated) capacity and Olympic size, it was granted the "5-star sports complex" title by the UEFA in 2004, enabling it to host the finals of UEFA events. The stadium is also certified by the IAAF and IOC as a first-class venue for track and field, and has hosted several European athletic competitions. According to the book named “Stadi del Mondo” (Stadiums of the World) which was published in 2004 by “Cribaudo Edition” in Italy,

it is one of the very important and big stadiums of the world.

AOS CONNECTION ROADS & PARKING LOT MAP

AOS

Stadium Capacity

• The Atatürk Olympic Stadium’s capacity is 75.145 (all seated) and all of the spectators have a full-view of the sporting events.

• Table 2: The capacity of the Stadium according to stands.

• There are also 669 seats for the media and press members and 335 seats for the presidency guests at the East Stand.

Parking Facilities

• The parking lot capacity of the AOS is 18.900 cars which 400 cars indoor, 2500 cars for V.I.P. and 16.000 cars outdoor.

Capacity SpectatorsEast Stand 25.522West Stand 25.522North Stand 11.262South Stand 11.215Total 73.521

Additional Sports Facilities

• The additional sport facilities area covers about 240.929 square meters. In this part of the stadium there are two running tracks and a football pitch for training and warm-up, an amphitheater and an indoor area for thirteen different sport facilities.

AOS

AOS

Health Facilities

• There are six first aid clinics for the spectators inside the complex. Five of those are located in the way of circumscribing the stadium in the second and third floors. Apart from that, there is a big health center built on the space of 190 square meters in the first floor which includes doctor and nurse rooms, toilets, two observation rooms with eight beds, the examination room, another observation room with eleven beds and a waiting room.

• For the players there are two clinics in the dressing room area. Those clinics are based on the space of 25 square meters and have all necessary equipment to interfere immediately the players in case of emergency.

AOS

Dressing Rooms and Lockers

• Two dressing rooms equipped by shower, Jacuzzi and water-closets and office for the coaches are located on the ground floor. The two dressing rooms for the referees are also located in this part of the stadium. Moreover there are also six dressing rooms for athletes.

• The six multi-purpose dressing rooms are located in the Additional Sports Facilities part of the complex.

AOS

Amphitheater

• The Stadium also has an amphitheatre which is connected directly to the parking garage with the luxurious 300 seats. It is used for presentations and meetings before and after the events. The technical service facilities are also located in this part of the complex.

Meeting and Education Rooms

• The separate eight education rooms and the assembly hall for 270 persons serve the guests at the main floor.

AOS

Presidency Lounge

• Presidency Lounge is accessible by using one separated service road. It is connected directly to the grandstands and the two balconies serve 100 luxurious seats with a magnificent view.

Lodges

• The 34 luxurious lodges are equipped by the air conditioner, television set, bar and cabinet.

AOS

Media and TV Facilities

• The media and the press members can work effectively and comfortably in the stadium. The grandstand serves 669 press members with the internet and television connection. The seven commentator rooms for the radio and television are also located at this part of the complex. Two call rooms and mixed zone is in use at the ground floor.

• On the other hand, conference room for the press which is 96 square meters is located at the 5th floor and directly connected to the interview room.

AOS Current Marketing Situation

The milestone events held in AOS:

The opening match between Galatasaray SK-Olympiacos CFP also marked the record attendance for a football game in Turkey.

The 2005 UEFA Champions League Final between A.C. Milan and Liverpool F.C. was played on May 25th, 2005.

Current Events:

• İstanbul Büyükşehir Belediyesi Spor A.Ş. plays regular season matchs at the AOS.

• Some commercial productions take place at the AOS.

• Driving courses give driving lessons at the parking lots.

• Foreign football teams rarely practice at the training pitch.

AOS List of EventsInternational Sport events   Atletism : World and European championships   Football : International championshipsSpecial Sport Events   Olympic Games   Mediterranean Games   Asia – Black Sea GamesNational Sport Events   Atletism   FootballSpecial Sportive Demonstrations   Grass sportsCultural Demonstration   Folklore   Concert   TheaterFair - Exhibiting   Car – Truck’s fair   Equipment – Armament’s Fair   Hobby’s fair   Fasihon’s fairTV Studios   Making advertisements   Special programs   Monthly Sport Events   TV”s Demonstratin – Show programsCongress and education seminars - Assemblies   All of the stadium   One section of the stadium

ÇAPA FACULTY OF MEDICINE AND HOSPITAL PROJECT

Swot Analysis

StrengthsListed as a Five Star Stadium by UEFAHigh spectator capacityExperienced to organize a major eventMemories of the 2005 CL FinalVery close to the Airport

WeaknessesInsufficient transporation facilitiesInsufficient highway connection roadsNegative perception of the publicNo support from the mediaHuge bureaucratic structureInsufficient international marketingNo profit making structureHeavy wind most of the timeLack of PR

OppurtunitiesEuro 2016 requirementsIncrease of the settlements and population around the facilityFaculty of Medicine ProjectLocal and global expansion of Istanbul and Turkey

ThreatsPossibility to be closed downGlobal economic crisesLow chance of hosting the Olympics

New Marketing Proposols

• Marketing Committee • Improving the Transportation Facilities• Sports Academy• Champions League Final 2005 Museum at the AOS• Hosting National & International Football

Tournaments• Alternative Events • Go-Kart Circuit• Meetings and Gatherings

Marketing Committee

Department!Department!

Council!

BOARD!

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Division!

SECTION!

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Transportation Improvements

Public transportation possibilities

Connection roads

Bus Routes

Metro

Signage

Sports Academy

- 4 36 seater, 4 24 seater, totally 8 classrooms- 270 seater lecture room- Sufficient Sports facilities- Lack of Student Dormitories

2005 Champions League Final Liverpool Fans

Sponsor?

liverpool video

Atatürk Cup

• In order to use the facility more often and familiarize it with the European Football fans, a Cup organization in the mid-season sounds like a good idea. Many European teams choose Turkey for their mid-season preparation. Atatürk Cup may be played between 3 big European clubs and the last champion of the Turkish League.

• Mid-season need some action and Antalya needs some competition!

Fortis Cup Final Four

• 2008- 2009 FA Cup has been played at the new Wembley Stadium and it also inspired us. Olympic Park may host the best four teams of the Fortic Cup of that year. Football fans may turn the park into a football festival for the whole weekend. Such an event should attract sponsors and spectators, also increase the TV revenues.

• The Final may be played during the 19th of May Youth and Sports Holiday, in order to attract more people and create a joyful atmosphere.

• American National Football Leauge

organizes the Super Bowl as a family event.

The same model can be applied and the size

of the event may be expanded.

Academia League

English youngsters have had the privilege to play their tournament at the Old Trafford Stadium this year. With the support of the Turkish Football Federation Education department and a sponsor, Turkish youngsters may experience the same excitement at the AOS.

Such a league would be very entertaining for the children and create a family size event. It would be a good idea to schedule the final on mother’s or father’s day.

Rock ConcertsStreetball Tournaments

Go Kart Circuit

Amusement Parks

Meeting and Gatherings

ConclusionNew Marketing Proposals

Marketing Committee Improving the Transportation Facilities

Sports AcademyChampions League Final 2005 Museum at the AOS

Hosting National & International Football TournamentsAlternative Events

Meetings and GatheringsKey Conclusions:Any kind of a marketing plan for the AOS requires high amount of financial investment and long period of time.Proposals like small event organizations may not be enough for a sufficient outcome, but may only save the day.

The government shall begin to work on a huge and efficient marketing plan for the AOS. The plan should not be obstructed by any bureaucratic obstacles.

Questions and Comments

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