rias newsletter issue no 02

RIAS Newsletter. Issue No 02. September, 2013

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RIAS TARRAGONA

Official Newsletter

ISSUE No 02

Autumn

Enjoy your reading and join us in Tarragona in 2014!

Interviews with FC BATE, SOGLASIE Insurance Company, M2M Private Banking, BeNe League, Michael Hoey, Baron Philippe de Rothschild, S.A., Real Club Náutico de Palma


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WELCOME TO CATALONIA

WELCOME TO TARRAGONA


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AGENDA

January 22, 2014. Wednesday. 10 a.m. – 4 p.m.

Part 1. Opening and Investments presentation

Welcoming speech

Overview of investment sites/sport objects of Catalonia which are to

shown and presentations

Part 2. Professionals talk: Legal and Financial

Issues

Legal Cases in Sports

Financial Matters in Sports

January 23, 2014. Thursday. 10 a.m. – 4 p.m.

Part 1. Session for Facilities Managers

Stadiums presentation

Special presentation: Brazil 2014

Special presentation: Russia 2018

Special presentation: Qatar 2022

Part 2. Parallel Sessions

Session for Young Players, Free Agents and Agents

Session for Women Football

Session for Youth football camps

Session for Sport Medicine

January 24, 2014. Friday. All day.

According to your own and customized business trip schedule

Tours around Catalonia for investors

VISIT RIAS TARRAGONA 2014

@ Investments Session

January 22, 2014

Follow us on Twitter @NPFRias

Book your presence by email [email protected]


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P 13

CONTENTS

Issue no 02

MIKHAIL DZEMIANTSEVICH

General Director FC BATE Borisov

ALEXANDER VARENTSOV

Deputy General Director of Soglasie Insurance Company

ANDREI VDOVIN

Chairman of the Council at M2M Private Bank

INGRID VANHERLE

Manager of BeNe League

MICHAEL HOEY

Northern Irish professional golfer

ROMAN GAZINE

OXANA BATARSHINA

Baron Philippe de Rothschild, S.A.

MIKAEL DASHIAN

President NPF Group

P 18

P 21

P 16

P 11

P 24

P 06

CONTACTS P 27

MR. JAUME CARBONELL

Real Club Náutico de Palma Manager P 08


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OUR VENUE



January 22, 2014



Address: Espai Tabacalera Av. Vidal i Barraquer s/n (Magatzem 1, 2n pis) Click here for the Map or copy this to your browser: http://www.tarragona.cat/lajuntament/conselleries/empreses/tarragonaimpulsa/qui-som/solb7licita-mes-informacio/mapa-tarragona-impulsa

Venue: Tarragona Impulsa

http://www.tarragona.cat/lajuntament/conselleries/empreses/tarragonaimpulsa/qui-som/solb7licita-mes-informacio/mapa-tarragona-impulsa


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MIKAEL DASHIAN

President

NPF Group

Frankly, I am proud to present you our already second issue of the official RIAS Newsletter. I am pleased that people from different continents got interested in our publication: readers from Spain, Italy, UK, US, Russia. Netherlands, Ukraine, Moldova and more countries enjoyed their time reading the first issue of RIAS Newsletter. Here comes the second one. This way, step by step our ambitious project attracts more and more people. What‘s more, I am happy that we include many sports on the agenda: golf, yachting and much more. What makes me even happier, that RIAS

Tarragona 2014 is not only about men sports and business, RIAS welcomes women. We have the special session ‘Women Football‘ on the agenda. Please pay your attention to the interviews. Each one shows great understanding and serious replies. In each interview you will find see that there is so much more to say, because you will read business people, professionals who are open for business development: business offers, proposals. Our newsletter is about the finance, investments and sponsorship. As is our sport and business forum—RIAS Tarragona 2014. I am open for communication: find me on facebook.com/mikael.dashian Welcome!



January 22, 2014



WELCOMING WORD

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..goes yachting

If you are in

yacht sports or

business

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RIAS: Please tell us more your club and the regattas you hold. Mr. Jaume Carbonell (J.C.): The Real Club Náutico de Palma is a very busy and active yacht club. Apart from the four international sailing events organized every year [Princess Sofía

MAPFRE Trophy for Olympic Classes (April); Gaastra PalmaVela, a multiclass event (May); the Copa del Rey MAPFRE (first week of August) and the Trofeo Ciutat de Palma for youngsters. The yacht club has also a large series of requests from other classes to organize Europeans or World Championships and is the hosting yacht club for the Super Yacht Cup held in June. Besides, the RCNP holds an attractive racing calendar for its members from September to June. Another important sports activity the

RCNP has, is an important successful canoeing section. The club also offers its members, pilates, yoga and swimming lessons throughout the whole year. There is an active social life as well with a series of annual events, such as gastronomic contests, parties for the children‘s members, conferences, etc. The marina is also an important active of the RCNP, with its 900 mooring places, fuel station, two restaurants, and all the required services for its members and visitors. This year the RCNP with its 2,000 members is holding its 65th anniversary and is proud to have been chosen one of the top ten Yacht Clubs in the world by the magazine Boote Exclusiv.

MR. JAUME CARBONELL

Real Club Náutico de Palma Manager



January 22, 2014



… on the club, regattas, negotiations and sponsorship

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The Real Club Nautico Yacht Club

is situated at the heart of the Bay of Palma, in the SW of Mallorca. Perfectly protected from the winds and storms, it offers its visitors exemplary safety.


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MR. JAUME CARBONELL



January 22, 2014



...continuation...

RIAS: How do you think which way is more efficient: 1-2 major sponsor or many middle-sized companies contributing with smaller sums? With the new times running and the sports organizations having to adapt themselves to the new situation, it is easier to work with one main sponsor, but in many situations, the club has been forced to work and collaborate with several ―smaller‖ collaborators. RIAS: Is there any difference between negotiations for sponsorship of a regatta and those for a sports club?

Although the regattas are the events that require a higher budget due to the technical and social quality that they offer, the policy that the boarding committee tries to follow is that any agreement among the RCNP and the firm, has to be profitable for the firm and the event, but also for the club and its members.

RIAS: As we understand insurance of sport competitions is a great order for any insurer, but insurance companies themselves are not always active in this issue. Please share your opinion in this. The RCNP is proud to have a very good communication and relationship with one of its main sponsors, which is a very important insurance company: MAPFRE. The work carried out by both the RCNP and MAPFRE has been to work in a direction that satisfies both entities. Taking into account the status of members of your club, it would be interesting to learn how you attract new sponsors. Do you hold special promo event or potential sponsors/partners find you on their own. Can you tell us about peculiarities of interaction with them? What is your strategy for sponsorship? Most of our major events/regattas are very attractive for many brands. For example the Copa del Rey MAPFRE is used by plenty of firms to have their own B2B interactions during the regatta. Such an event like this size is a perfect promotional tool for the firms.. The events with an important sponsorship have a communication and media department that support the social and sports aspects of the regatta with media and press feedback.

“Copa del Rey

MAPFRE is used by

plenty of firms to

have their own

B2B interactions

during the regatta”


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..plays golf

If you are in golf

sports or

business

join RIAS


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MICHAEL HOEY

Northern Irish professional golfer who plays on

the European Tour. On 28 Jul 2013 he won M2M

Russian Open

Michael Hoey’s prize acceptance speech: <<Spasibo (note: Thank you in Russian). Thank you very much. We obviously thank the sponsors: M2M Private Banking. We really appreciate the sponsors. It is hard to get a sponsor nowadays. It is a great addition to the European tour, the course is great: all the players love it and i honestly love it. Your Jack Nicklaus course is in good condition, I am just really looking forward to coming back here again. I would also like to thank all the other sponsors: BMW for driving us in the very nice cars, basically. Players take it for granted: we just turn up and play, but there is a lot behind the scene, so we thank you for organizing the tournament. We would like to thank the members who have given up their golf course for us this week. You know that is a bit of a sacrifice. We really appreciate it. Also we thank the green keeping team: greens are in great condition and the golf course is really very good. >>

RIAS: Please share your opinion on Moscow Open? Michael Hoey (M.H.): Yes, you know, I played in Moscow Country Club and it was a very good tournament, and this is really good, maybe better. So now we are in European tours we are lucky to come here. You know, it is hard to get sponsors. We are grateful for having Russian Open on our European tour. RIAS: Do you have any personal sponsor or investor? M.H.: No, but I am open for sponsorship.

M2M Russian Open, held in Tseleevo Golf

and Polo Club on 24-28 July 2013, turned

a new page in the history of the Russian

golf tournament on the European Tour

among professional golf players.



January 22, 2014



… on M2M Russian Open, Golf and sponsors

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..finds

investment

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RIAS: FC BATE is considered to be one of the most successful clubs in Eastern Europe thanks to your sport achievements. We would like to ask directly: Did your last year victory in the UEFA Champions League over Bavaria, the future winner of the tournament, somehow turn into new commercial connections, sponsorship proposal and etc.?

M.D.: Any victory, especially top level ones, is the best promotion for

the club. They create goodwill for the brand. We should speak not

about the one victory over Bavaria, but about the gradual

development of our club, our regular participation in UEFA

competitions. We should not forget that BATE did not lose a single

time to Juventus in 2008/2009 season and gained the victory over AEK

and Everton at UEFA Europa League the year after, and in 2010/11

season successfully passed the UEFA Europa League Group Stage after

the victory over Dynamo Kiev, AZ from Holland and Sheriff from

Moldavia. The visit of FC Barcelona is a significant event in the history

of Belorussian football, though the Catalans won twice. All these

factors are beneficial for our negotiations with sponsors.

RIAS: To go on with this topic we can’t help remembering your achievements in Season 2008/09. We had the least budget among all Champions League participants and earned considerably sum of 6.3 million Euro. This effected your relations with sponsors, didn’t it? Please tell us about the change. Taking into account the positive trend of development of your club, how sponsors have changed their attitude towards your club? Do you have any interesting stories?

M.D.: This first success in the Champions League allowed us to revise our development strategy a bit. In the first place we managed to realize that there is nothing impossible. If we analyze the way our club has developed over the last 5 years, than we have made several steps forward in terms of sport, facility and organizational terms. We have strengthen our coach staff with new foreign professionals, we are building a stadium, thinking of a new educational and training base and youth academy, we have launched a new BATE webpage. It would difficult event to think of it without achievements on pitch. Sponsors change their attitude to us. For example, we have signed a three-year agreement with a new technical sponsor on the terms more favourable that we had with the last equipment supplier. Next year BATE will play in the equipment Joma.

FC BATE is the top

Belorussian football club

and is well considered to

be the most successful

club in the country. FC

BATE has also shown

significant European

performance in the UEFA

competitions.



January 22, 2014



...on sponsors, FC BATE success in UEFA competitions and a new stadium

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@ Professionals Talk: Financial and Legal Session

January 22, 2014



...continuation...

RIAS: Your title sponsor now is the Belorussian insurance company Belgosstrakh (Белгосстрах). Is it real for a club from Eastern Europe to invite a foreign sponsor?

M.D.: There is nothing unreal. What concerns Belgosstrakh, the company is our longstanding and loyal partner who we have cooperated for many years already. This is a serious company, an insurance market leader in Belarus. We have full understanding with their managers. At the same time we are open for new offers. We need to understand though that there are other issues which are as important as the financial ones, - the long run, confidence in a partner, a potential sponsor‘s interest in the Belorussian market. We have not received any offer so far which could interest us more than Belgosstrakh. Nevertheless I should repeat that we are open to discuss new ways of cooperation with both Belorussian and foreign companies.

RIAS: Since we mentioned insurance, we would be interested to learn your opinion about the modern opportunities of cooperation between insurance companies and football clubs. Is it good to insure risks? If there were more insurance products for sports teams, would you consider cooperation?

M.D.: We hold the opinion that the more options the club has, the better, including

insurance.

RIAS: Finally please tell us more about the stadium you are building and your cooperation with the Slovenian company Ofis arhitekti.

M.D.: We have the reason to choose Ofis arhitekti. We had studied stadiums of the similar capacity. We really very much liked the Ludski Vrt arena in Maribor which was designed by the Ofis arhitekti team. Though there were some difficulties with the realization of the project in Maribor: the old tribunes of the arena are the historical site. That is why new sectors had to be ‗implanted‘ in the stately protected structures. We did not have any such difficulties and the architects had full freedom to create. And the design of the stadium really impresses. The capacity of the arena amounts to 13 000 spectators, which is in full conformity with the UEFA stadium category 4. This allows us to hold Group stage matches of the UEFA Championship League. By the way we are now working at selling the naming rights for the arena.

“the more options the club has, the

better”


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For more visit http://issuu.com/thenpf/docs/rias_english

http://issuu.com/thenpf/docs/rias_english

http://issuu.com/thenpf/docs/rias_english


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INGRID

VANHERLE

Manager

BeNe League

RIAS: BeNe Leaugue is known to be a kind of an experiment and formed for 3 years to prove to be

successful. It's early to draw any conclusions, but could you please tell about preliminary results and what

do you think of the future of the project?

What we can point out after the first year on sportive balance is that the quality of football in Belgium and the

Netherlands is raised to a higher level, what at first was the main raison for the cross boarder competition. On

extra-sportive base, the numbers of supporters increased due to the international nature of the league and by

participation of teams with a name like Ajax, PSV, Standard or Anderlecht. In the

future we would like still to increase more the number of supporters by playing

on 1 recognized journey, friday!

RIAS: How do you think, the new format of BeNe League did attract

additional attention of sponsors and advertisers? Can a regionally united

championships lead to commercial success?

This is the most difficult site of the BeNe League. Because it's a championship

between 2 different countries you have to find commercial deals that are

interesting in both countries. No title sponsor has been find yet but last year we

were in the first phase of the marketing strategy: eye contact. This year we will be

in the second and most important phase: temptation.

RIAS: Please tell us about your strategy of informational promotion of the

BeNe League?

First of all, we have to admit that there is still little interest for Women's football

in Belgium and the Netherlands but there is an obvious improvement noticed.

The Belgian and Netherlands federations unite to bring the BeNe league

positively in the media through a well thought-out content strategy. This season also we try to bring a docu or

promo on the national channels. A BeNe league magazine was created also. Number 4 will be in sale at the end of

August in both countries. This magazine is suitable for barter deals and plus for sponsorships.

RIAS: Does women football have its specific features which become the defining one during negotiations

with sponsors and investors? Do you have any secrets?

Women soccer is the fast growing sport in the world. Unlike men soccer, more families are going to watch the

games. The sport is still pure, no supporters or referee aggression, no schwalbes. Women soccer is at the

beginning were man soccer started!


@ Special Sessions

January 23, 2014



...on BeNe League, sponsors, promotion strategy and women football


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ALEXANDER VARENTSOV

Deputy General Director

Soglasie Insurance Company

RIAS: How do you evaluate the outlook for cooperation between insurance companies and clubs, e.g. professional soccer or basketball teams? Which types of insurance can you point out?

Alexander Varentsov (A.V.): Insurance of sports people has come to the forefront in Russia, but no document regulating sports insurance has been yet approved at the legislative level. The other thing is that sports people and sport authorities, clubs managers already understand that it is necessary to insure their people and tend to turn to insurers, but this type of insurance remains voluntary. Some Russian insurers in turn also see the outlook for development of this type of insurance and make up special insurance programmes for sports people. In the very first place I would like to name the top popular insurance services – insurance against casualties during competitions and training, because the risk of injury is very high while the professional treatment is costly. I have to add that overseas medical support is becoming more popular now.

RIAS: Foreign insurance companies often become sponsors to famous football clubs or even conclude agreements for naming by giving their brand to stadiums. A good example here is the Allianz-Arena in Munich, Germany. Please share your opinion on such cooperation for insurance companies.

A.V.: There are several examples in Russia too, when large insurance companies support different sport clubs, for instance, SOGLASIE Insurance Company has been the Official Insurer of the Russian Biathlon Union for over three years. There are some other insurers who support hockey and soccer teams. It all depends on how effective the terms of cooperation are.

Soglasie Insurance Co. Ltd. has successfully

operated in the insurance market for over 19

years. The Company successfully performs

over 90 types of voluntary and compulsory

insurance. The paid-up share capital of the

Company amounts to 7.3 billion roubles

(abt. 170 million Euro). The extensive sales

network includes 730 units: 117 offices in

Moscow and the Moscow region, 77

branches, 234 agencies, 167 remote

locations and 135 additional regional offices

in Russia.



January 22, 2014



...on insurance in sports, naming, sponsorship and ‘safety bags’ for sports people


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ALEXANDER

VARENTSOV

Deputy General Director

of Soglasie Insurance

Company



January 22, 2014



ООО «СК «Согласие». License С №1307 77 dated 04.08.2010. www.soglasie.ru

RIAS: RIAS project consists not only of business events like RIAS Tarragona

2014, but also of research and consultation work in financial fair-play and

intellectual assets in sports. RIAS experts think that insurance is underrated by

players on the sport market as a tool both to achieve the aims of financial fair-

play and build up relations between sponsors/investors and club/sport

facilities owners. Do you think this market is promising?

A.V.: This market means really positive outlook for insurance companies subject

to interest of sport market players in insurance and to adequate tariffs. I am sure

that insurers are ready to allocate a part of profits gained from joint projects

with sport market players in development of financial fair-play and intellectual

assets in sports.

RIAS: One the most legendary football players in Brazil – Garrincha - is known

to have died in poverty. How do think if modern insurance companies could

develop special ‘safety bags’ for sports people to insure them after their sport

career ends?

A.V.: Such ‗safety bags‘ have existed for a long time and they are called

universal life coverage, which is a combination of life and health insurance and a

special programme of accumulation, preservation and increase of capital.

“„safety bags‟ have existed for

a long time and they are

called universal life coverage”


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ANDREI VDOVIN

Chairman of the Council at M2M Private Bank

RIAS: Mr. Vdovin, please tell us about the support your bank grants to the Russian Open

Tournament.

Andrei Vdovin (A.V.): I have been myself greatly fond of golf for a long time and at first we simply

organized the tournament for our clients and partners. Besides I am a partner with the promotion

company Golf-Profi which has been not only the organizer of major golf tournaments in Russia for many

years, but also one of the leaders in

the golf products market.

The stage of the European Tour

(EuroTour) had been held in Russia

before the crisis already, then big

golf was put away for a while and

we decided to get serious

competitions back. We saw that

Russia stayed out of the

international competitions and thus

without any international attention

to the Russian golf in particular.

Then Golf-Profi initiated the meeting

with the Challenge Tour

representatives. M2M Private Bank

became the title sponsor, the

management supported my initiative. We had been working out the experience of holding a large sport

European competition for three years (from 2010 till 2012) and 2013 we challenged ourselves to hold

the European Tour. The level of organization of М2М Russian Open 2013 got appraisals from the

professional sports people, from golf lovers, who took part in the pro-am and from the team of EuroTour

who worked with us. We are certainly very grateful to our partners and sponsors who also supported the

tournament and especially Golf and Polo Club Tseleevo which course is beyond any doubt the best one

in Russia to hold competitions of such a level.

RIAS: From the point of view of a sponsor, what aspects are crucial for your decision making on

support of a project? What principles influence the priorities?

M2M Private Bank is the

Russian bank with net assets

amounting to RUB 27.4 billion

(over 624 million Euro) and

local credit rating being «А».



January 22, 2014



...on Russian Open Golf Tournament, decision-making and investments

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ANDREI VDOVIN

Chairman of the Council at M2M

Private Bank



January 22, 2014



... Continuation...

Actually golf has an impressive potential for sponsors. It is no surprise that no other sport enjoys such

prize money. This is the most mass sport you can enjoy from a very young till older age. Only in the US

10 million dollars of prize money is played every week. Sponsors fight for prestigious competitions. As a

rule, prestigious tournaments do not change their Title sponsor over the decades. The golf community

consists of active and well-to-do people. These people travel a lot and are active customers. That is why

you can often see banks, insurance companies, car manufacturers and airlines among sponsors of golf

events.

RIAS: Is there a list of reasons to make you revise your decision about sponsorship? Can one-side

refusal occur?

A.V.: If we speak exactly about the sponsorship of the Russian Open, the sponsorship agreement is

signed with a promoter for one tournament. Now it is the promoter‘s task to find new partners and

sponsors and/or save the existing ones.

RIAS: I enjoyed the conversation with the winner of the tournament Mr. Michael Hoey. I was really

surprised to learn that he does not have a personal sponsor or investor. As a banker, do you find

direct investments in sports people a good idea? Or is it all about the kind of sports?

A.V.: I do not think that investments in sports people are an element of the banking business. This very

specific business is well developed in the world. There are many companies and private agents who work

with sports people, look for young talents and help them grow. Only the very few become outstanding

sports people, but they pay off all costs made for dozens of others. For example, Tiger Woods has

earned over 1 billion dollars throughout his career. An average agent remuneration amounts to 10-20%.

Go on and calculate it yourself.

Banks conclude sponsorship contract gladly. You can often see logos of banks on sportswear. It is an

agent‘s job to find a right sponsor for a sportsman or woman or a perspective athlete for a sponsor. Golf

is one of the most attractive kinds of sports for sponsors.

RIAS: And finally as we speak about investments, we would be interested to learn your viewpoint

about the investment potential of gold clubs.

A.V.: What golf courses are concerned (and a course is usually a component of a golf club), today it is an

important component of premium development projects. The key to success of many projects like that is

a water body or a golf course. This is a guarantee of the ecological purity, because golf courses require a

very special care, besides they are artworks in landscape design. And gold itself is a kind of sports which

does not have any limitations in terms of age or physical abilities. Moreover in European countries where

there is no snow in winter golf course on the premises of a hotel or a resort can seriously prolong a

tourist season, because golfers can play at 10 degrees.


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RIAS: Please tell us about your organization. Roman Gazine (R.G.): Our organization is a humble Bordeaux winery, which belongs to the family of Rothschild, Baron Philippe de Rothschild S.A., the European bank clan enjoying very old traditions, for whom wine business is more like a good hobby than a principal source of income. The Baron Philippe de Rothschild wine brand Mouton Cadet has always stood out among other traditional wines because we promote our wine as a trademark. This all tracks back to the 30es of the last century when Mouton Cadet was first introduced to the market as a brand for middle and upper middle class, i.e. Mouton Cadet enjoys a very long history of premium brand positioning and we have to work in different directions and in sports as well. Golf was not a random choice, Golf is prestigious and high end sports. We work with several golf clubs in Russia, including the Tseleevo Golf Club. We have signed the three-year contract with an organizer of the European Tour in Russia which is the most important golf competition. Why them? We have been the official wine of the tournament on international level and of the Ryder Cup since last year and we are going to be the one for the coming decade.

We position our brand as the wine for golfers and for people who value the esthetics of golf and golf as sports, and also appreciate good wine. As we say: ―Mouton Cadet and Golf share the same etiquette‖. This is the connection. Our connections and work with the golf community in Russia only begins, because golf itself is only at the beginning of its way. Our work in Europe, America and Asia where there are more golfers differs from the one we do in Russia: there we work in another way and

our publicity activities are different. What we do now here in Russia is our first steps only, we experiment. We connect Mouton Cadet with sports in a very special way. We are no mass alcohol brand. We are elite wine. Elite wine means elite sports. RIAS: A direct connection. R.G.: If we speak of mass sports that it is golf for us. Besides we support polo, horse races, tennis. Oxana Batarshina (O.B.): Roland Garros.

ROMAN GAZINE

export area director (Russia, Eastern Europe)

OXANA BATARSHINA

export area manager in Russia



January 22, 2014



...on Mouton Cadet, golf, tennis, sponsorship, Tour de France and etiquette

Ro

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Baron Philippe de Rothschild, S.A.

the French producer and supplier of

wine located in Bordeaux


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ROMAN GAZINE

OXANA BATARSHINA



January 22, 2014



...continuation...

RIAS: Adult competitions? Not youth sports?

R.G.: Yes, right. The adult ones. Roland Garros is held in France, and the French law is similar to the one

in Russia: you cannot ‗highlight‘ spirits brands and ‗attach‘ it to any sports, thus we do everything subtly

and gently.

RIAS: Please tell us more about it. If there are any restrictions, there should be a special type of

partnership.

R.G.: Special partnership. We are the partnering supplier.

O.B.: Surely as to the venue of sports events we are limited in space, i.e. we can‘t be at the course,

appear outside a certain zone, because there are strict regulations and we should respect and observe

the rules. Nevertheless there are opportunities of direct contacts with the audience, with everything what

happens around the sport event itself. Golf attracts good, beautiful and interesting public. It is a great

opportunity for us to communicate, establish contacts, tell people about us and meet new people.

R.G.: We used to work in America previously. We had a very strong

programme for 3 years: partnership between Mouton Cadet and Tour

de France. Tour de France is very popular in America and we linked our

activities to promote the brand with it, but after the incident with Lance

Armstrong which resulted in deterioration of popularity of the race

many sponsors left the pool of sponsors, because this story affected the

reputation of Tour de France and the sponsors.

Nevertheless, which may be quite fortunate for us, we stopped the partnership with Tour de France, so

now we concentrate on golf. Our big international programme is connected with golf, because next year

the Ryder Cup is held in Scotland. We are actively working, as the Ryder Cup is the international

tournament where both Americans and Europeans play. This way we cover 680 million spectators who

would watch the competition. This is the most popular sports in terms of audience after the

Olympics and Football World Cup.

RIAS: We can draw a conclusion that the coverage is one of the most important indicators for

sponsors to make their decisions.

R.G.: Definitely. Golf is the people who drink our wines and our task sounds like: in 5 years each golfer

on Earth is to taste Mouton Cadet. We will work and actually are already working with all golf clubs

starting with the most prestigious ones and then switching to more democratic.

“Golf attracts good,

beautiful and

interesting public”


26

ROMAN GAZINE

OXANA BATARSHINA



January 22, 2014



...continuation...

RIAS: How do you establish your relations with potential partners? Who is the first one to make a

step: you, a partner? I do not simply ask it, one of the aims of our edition is to establish

interaction of investors and sport organizations.

R.G.: Oxana will tell you a bit about our work in Russia. I will tell you about our tasks in golf. Of course

the coverage is important. The first one to start such negotiations were the European Tournament which

needed good partners with good reputation, good brands. Besides the European Tournament is held

almost everywhere in- and outside Europe, that is why they needed a partner who is present in all these

countries. We sell our wines in more than 160 countries. We position our brand in these markets as the

high-quality and prestigious wine. Our considerable presence was the strong argument for the European

Tournament.

We also look for partnership agreements. We have already started

negotiations with the BMW tournament which is also an international

tournament. We are ready to provide the similar service for them: for

catering, bars, events, golf dinners and receptions.

O.B.: There are publicity reasons as well: we can make publications in different wine media distributed

in restaurants, wine boutiques – their readers are the final consumers, so it is a great advantage. What

concerns Russia, here it all starts to be this way: for example, promoters of the European Tournament

turn to us for partnership. It has become a lot easier to work. We can omit a few stages of negotiations

and start working straightaway. In addition we already have the reputation and people come to us

themselves to do the same at the Russian level. So it is very interesting for us not to look for interesting

events, but to choose.

R.G.: Earlier this year Oxana looked for partners and now they contact us themselves, those people who

understand the importance of such partnership. Though we are not title sponsors of course.

O.B.: Spirits are not the most important thing for sports. It is the beautiful part of the evening party life

around golf that is important.

R.G.: We see that people mostly drink our wines after the sport event ends. Why are we interested in

golf? Golf is not only beautiful sports as I have said already, but also it is our audience who drink our

wines. What is also important is that a large number of different partners and sponsors are also there, so

we can take advantage of their presence to promote our brand for corporations: banks, car

manufacturer and other players. So for us it is a possibility for business development.

“We sell our wines

in more than 160

countries”


27

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RIAS Newsletter. Issue No 02 Autumn 2013

Prepared, designed and published by

The NPF Group in 2013 for the event

RIAS Tarragona 2014

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