marketing & communication presentation to member associations aberdeen, 6 december 2009

Marketing & Communication

Presentation to Member AssociationsAberdeen, 6 December 2009

© World Curling Federation2 |

Table of contents

1. Introduction

2. Marketing Sales

3. Media Sales

4. Re-branding Project

5. Outlook

6. World Ranking


1.0 Introduction

1. WMCC 2011 (Regina, CDN) will still be organized through CCA within the Season of Champion concept

1. Infront has been appointed from the WCF-Board as world wide marketing partner including the territory of Canada as of the season 2011/2012 (July 2009)

3. Marketing Rules & Regulations is completed for future Host-Cities

4. WCF/Infront has started a complete Re-Branding of our Federation

5. New MRO – Joanna Kelly


2.0 Introduction - Sponsorship

1. ECC

ECC 2009 and 2010

2. WCC

WMCC2010 and WWCC 2011

WMCC 2010 & 2011 (CCA; Season of Champion)

Presenting Sponsor Advanced discussion

3. Continental Cup

Title Sponsor - 2011 & 2012 (CCA; Season of Champion)


Introduction - Sponsorship

Official WCF IT-Supplier

Official WCF Logistic Supplier


Partnership WCF and Infront


Infront and the WCF

Start of our partnership: • Infront started the partnership with WCF in June 2008• Dedicated Project Manager was on board starting in September 2008• Initial strategic workshop in September 2008• Focus on development of new marketing concept, media and marketing sales, project

“Moving Forward”

First events: • Le Gruyère 2008 European Curling Championship • Mount Titlis 2009 World Women’s Curling Championship• Le Gruyère 2009 European Curling Championship


Infront – delivering superior value

• Infront maintained its record for operational excellence throughout 2009• Infront handled 1,824 event days, including 17 World Championships• Infront works with 130 rights holders in sports like ice hockey, handball and football;

representing 10 out of the 15 top global sports events and leagues and working with hundreds of top brands and media companies.

• Creating superior value in the world of curling


Table of contents

1. Introduction

2. Marketing Sales

3. Media Sales


5. Outlook

6. World Ranking


Marketing Sales

• Total revenues generated for the WCF in the first year of our partnership:

• Net amount of 710’000 SFR

• Advanced discussion with Presenting Sponsor for European and World Championships*

• Final stage for logistic and apparel deal


New marketing program

• Infront introduced a new marketing program at the beginning of 2009 • Positive market respond from clients• Successful sales for Local Organizing Committee• Overall beneficial market approach


Table of contents

1. Introduction

2. Marketing Sales

3. Media Sales


5. Outlook

6. World Ranking


Media Sales

Broadcasting Partners• Main Partner – Eurosport• Germany - SportA• China – CCTV• Switzerland - SRG• USA - Universal Sports• Worldwide - Deutsche Welle• England – BBC secured by the LOC• TSN by CCA • Negotiation ongoing with Japan, Sweden, Norway

~ 5 million

~ 57 million

0

10

20

30

40

50

60

70

1 2

TV viewership comparison

Increase of viewership of 1080%


Table of contents

1. Introduction

2. Marketing Sales

3. Media Sales


5. Outlook

6. World Ranking


Initial assessment – need for branding

• Clarify, simplify and modernise the WCF brand• Ensure streamlined, regulated implementation throughout the federation• The WCF’s positive influence is strengthened and becomes apparent• The WCF is seen as the driving force behind curling• The WCF is seen as a forward looking, innovative and leading federation by its own

members, fans and by the sports community• The WCF is present at all events• The WCF is more consistent and coherent• The WCF has a basis for longer term, more effective, more valuable marketing, licensing and

merchandising opportunities


Launch of re-branding project

128 pages of a comprehensive re-branding was submitted to WCF for comments

Elements included many elements. As an example here are some: • Official WCF Logo• Official Event Logo • PPT/Letter/Fax etc. templates• Official Website• Business Cards• Venue decoration• Flags


New Official Logo


New Concept for Official Event Logo

Concept Application


PowerPoint Template

• 117 page PowerPoint workshop material prepared • Comprehensive Manual on how to use the new PowerPoint Template


Other Elements

• Over 30 other elements have been developed • Comprehensive User Manuals are under review and project will be finalised by the end of

January

Press Release Flags Bags


New WCF Website

Content Structure Overall Layout


Future Outlook

• Worldwide Marketing Program • Get more involvement in the organisation of the events• Creating superior value for fans, players and partners


Table of contents

1. Introduction

2. Marketing Sales

3. Media Sales


5. Outlook

6. World Ranking


WCF World Ranking - Women

2008-2009

Ranking ASSOCIATION Points

2007/08 vs

2008/09

2008-2009

Ranking ASSOCIATION Points

2007/08 vs

2008/09

1 Canada 795 0 19 Hungary 97 2

2 Sweden 736 0 20 New Zealand 89 0

3 Switzerland 587 0 21 France 88 -2

4 Denmark 547 1 22 Latvia 83 0

5 China 542 4 23 Poland 82 0

6 USA 488 -2 24 Estonia 64 2

7 Scotland 439 -1 25 Spain 60 -1

8 Russia 372 2 26 Australia 58 -1

9 Norway 362 -2 27 Croatia 56 0

10 Japan 353 -2 28 Slovakia 51 2

11 Germany 304 1 29 Ireland 30 -1

12 Italy 250 -1 30 Chinese Taipei 27 -1

13 Korea 155 3 31 Lithuania 24 0

14 Czech Republic 145 -1 32 Bulgaria 15 0

15 Finland 129 -1 33 Kazakhstan 11 1

16 Netherlands 124 -1 34 Andorra 10 -1

17 England 116 0 35 Wales 6 0

18 Austria 104 0


WCF World Ranking - Men

2008-2009 Ranking ASSOCIATION Points

2007/08 vs

2008/092008-2009 Ranking ASSOCIATION Points

2007/08 vs

2008/09

1 Canada 916 0 22 Korea 88 -1

2 Scotland 748 0 23 England 88 -3

3 Norway 617 0 24 Netherlands 84 -1

4 USA 561 0 25 Latvia 73 -1

5 Germany 492 0 26 Belgium 59 3

6 Switzerland 476 1 27 Slovakia 53 1

7 Finland 396 -1 28 Poland 51 3

8 Sweden 352 0 29 Austria 50 -3

9 France 285 0 30 Bulgaria 45 -3

10 Denmark 272 1 31 Estonia 38 1

11 China 243 3 32 Chinese Taipei 38 -2

12 Australia 209 -2 33 Croatia 30 2

13 Italy 206 -1 34 Belarus 28 -1

14 New Zealand 190 -1 35 Greece 28 -1

15 Czech Republic 149 0 36 Lithuania 24 1

16 Japan 145 2 37 Andorra 12 -1

17 Ireland 119 -1 38 Serbia 8 1

18 Russia 106 -1 39 Kazakhstan 7 1

19 Wales 98 0 40 Luxembourg 5 -2

20 Hungary 92 2 41 Iceland 3 0

21 Spain 89 4 42 Brazil 0 0


?


Our World Champions in 2009

Thank you!

marketing & communication presentation to member associations aberdeen, 6 december 2009

Documents

world of curling slide

world curling federation4

world curling federation3

world ranking slide

infront slide

world championships

world wide marketing

cca season of champion