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FIFA WORLD CUP 2014SPONSORSHIP PROPOSAL2415886307513Table of ContentsLetter of Transmittal…………………………………………………………………………………………3Executive Summary………………………………………………………………………………………….4Description of Sports Organization………………………………………………………………5-6Description of Sponsor………………………………………………………………………………….8-9Description of Event………………………………………………………………………………….10-12Compatibility with Potential Sponsors……………………………………………………………13Target Markets………………………………………………………………………………………….14-17Media Promotions………………………………………………………………………………………18-23Impact Measurement………………………………………………………………………………..24-25Sponsorship Package………………………………………………………………………………..26-27Addendum………………………………………………………………………………………………………282076450430306FIFA World Cup Dear Mr. CookOur staff at FIFA would like to have Apple join our team as the title sponsor for the 2014 World Cup Tournament. The following is a sponsorship proposal from the FIFA staff inviting Apple to be a sponsor for our tournament. This proposal has been hand crafted to show how Apple and the FIFA World Cup Tournament can join together and help one another prosper.The FIFA World Cup Tournament understands that the main objective for your sponsorship is to generate sales, and we know our team will do just that. Statistics As the primary sponsor of our tournament we can ensure you that your business will increase because of our sponsorship. This proposal outlines how valuable a sponsorship with FIFA can be for Apple, by providing stimulating signage, advertisements and large number of attendees during our 11 regionally and nationally televised games.Thank you for taking the time to review this proposal. Our team at the FIFA World Cup Tournament 2014 hopes that we have the opportunity to work with Apple in developing a successful sponsorship. Please feel free to contact us regarding any questions about the contents of this proposal or our event. Sincerely, FIFAFIFA-Strasse 20,?P.O. Box 8044 Zurich, Switzerland?Tel : +41-(0)43 222 7777,?Fax : +41-(0)43 222 7878Executive SummaryThe World Cup is the World’s largest soccer tournament and one of the most watched events in sports history. The 2010 World Cup was the most watched event in sporting history. Through a Corporate Sponsorship Apple will be able to build relationships with countries all over the world. Sponsor Compatibility:Apple and FIFA are two organizations that are very compatible through their diversity and ability to market to all nations and individualsIncreased Awareness and experience:The World Cup is Televised throughout the entire world, broadcasted through radio and internet, and coverage will be in newspapersApple will be able to receive all of these sources of coverage’sPromotions and Hospitality:All Apple employees will receive discounted rates to the following hotels: Holiday Inn Manaus, Golden Park Rio de Janeiro, Copacabana Mar Hotel, Hotel Solar de Maria, Almenat, and Hotel Marsol Beach HotelThe sponsorship will various promotional and sampling opportunities for fans and spectator via giveaways and drawingsImpact Measurements:Apple will be able to see the impact this sponsorship will create in terms of awareness, exposure, sales, and mediaThe sponsorship will give Apple the ability to measure the impact the sponsorship had in sales through surveysFIFA World Cup4039235147955League Name: FIFA World CupAffiliates: AFC, CAF, CONCACAF, CONMEBOL, OFC and UEFA Founded: written in 1928; started in 1930League Commissioner: Lalit ModiMission Statement: The FIFA corporate brand is epitomized by our promise “For the Game. For the World” and our mission “Develop the game, touch the world, build a better future”. All of the programmers and activities that FIFA engages in fall under one of the three components of the mission, whether it is through organizing referee coaching courses to “develop the game”, “touching the world” by staging the world’s biggest single-sport event the FIFA World Cup? or helping to “build a better future” with one of many social development initiatives. It is FIFA Marketing’s responsibility to give the FIFA brand a visual identity – something that is recognized in all corners of the world and can be seen as a stamp of authenticity and credibility for the programmers and initiatives that it is representing. This is done by creating a corporate identity, an instantly recognizable “face” for the FIFA brand, whether this be on an advertising board surrounding a FIFA World Cup? match or a coaching manual handed out at a development course. FIFA’s Brand Management team is responsible for the development, implementation and marketing of FIFA’s visual brand identity, which is centered around two key elements.Current FIFA World Cup Locations: BrazilCurrent FIFA Participants:FIFA World Cup Partners: The FIFA World Cup? is the most effective international marketing platform, reaching millions of people in over 200 countries throughout the world. In order to be able to stage an event of such a scale, the support of Commercial Affiliates, who provide vital services and product support for the entire event's operations, is crucial.Budweiser, Castrol, Continental, Johnson-Johnson, McDonalds, OI, Seara, Yingli,FIFA Corporate Partners: Adidas, Coca Cola, Hyundai-Kia motors, Emirates, Sony, VisaTicket Information: For the previous FIFA World Cups approx. 3.3 million tickets were available for sale and we expect a similar number for the 2014 FIFA World Cup. However, the final number can only be ascertained once the final stadium configurations are available.2014 Match Dates:The Opening Match will take place on 12 June in Sao Paulo, with a kick-off time of 17.00Group-stage games will be played at 13.00, 15.00, 16.00, 17.00, 18:00, 19.00 and 21:00 local time, with knockout stage matches at 13.00 and 17.00 local time.The semi-finals will be played at 17.00 local time and the Final, on 13 July 2014 at the iconic Maracana stadium, at 16.00 local time.FIFA Contact Information:2014 FIFA World Cup Brazil Organizing CommitteeAvenida das Americas, 3500 Toronto 1000 7th FloorBarra da Tijuca Rio de Janeiro RJ Brazil 22460-102Tel: +55 2124322014Fax: +55 2124322025-20200599695HISTORY OF EVENTFIFA World Cup1930- The 1930 World Cup was the first ever World Cup, the host country and winner was Uruguay. 1934- The 1934 World Cup took place in Italy, and once again another host country, Italy won. 1938- Italy won their second World Cup; the tournament took place in France 1950- The tournament took place in Brazil were Uruguay went on to win. 1954- This World Cup took place in Switzerland and West Germany was victorious. 1958- The tournament was hosted by Sweden and Brazil went on to win.1962- Chile hosted the tournament, Brazil ending up winning again in a close final.1966- The tournament took place in England where the English was victorious.1970- This World Cup took place in Mexico; Brazil won their third World Cup defeating Italy. 1974- The tournament took place in West Germany there was a total of 16 teams that participated and West Germany won. 1978- This tournament lasted Argentina where Argentina went on to win. There were a total of 16 teams.1982- Spain hosted this World Cup Italy defeated West Germany 3-1 in the final 1986- Mexico hosted the tournament this year and Argentina won a close final.1990- There were a total of 24 teams it took place in Italy. West Germany beat Argentina 1-0. 1994- The tournament took place in the United States; Brazil defeated Italy in the Final.1998- This was the first tournament that had a total of 32 teams. This year the host country France met Brazil in the final and beat them 3-1. 2002- This was the first tournament took place in two places Korea and Japan. Brazil met Germany in the Final and defeated them 2-0. 2006- This World Cup took place in Germany. Italy met France in the final and defeated them 5-3 in penalties. 2010- The Tournament took place in South Africa there was a total of 32 teams, Spain won 1-0.Description of SponsorAppleApple has become the second largest information technology company by revenueApple is also the third largest cell phone maker in the worldApple is the second largest publicly traded corporation in the world by market capitalizationApples estimated value is $414 billion The produce all sorts of electronicCell phonesComputers (desktop & laptops)Mp3 playersTabletsSoftware Applications History1975- Steve Wozniack and Steve Jobs design and create their first computer1976- Apple is created by Ronald Wayne Steve Jobs & Wozniack; the first Apple computer is born. HP grants Jobs, Wozniack and Wayne with permission of Apple I1977-Wayne resigns and sells his share of the company back to Jobs and Wozniack1978- Michael Scott becomes the first CEO1979- Apple II plus is released, early works on Macintosh begins1980-Apple III is released and Apple IPO becomes open to the public1981-Steve Jobs becomes more involved with Macintosh project, Mike Markkula becomes president1982- Apple makes fortune 500 list, Wozniack returns to work after accident1983-Apple III plus is introduced1984-Macintosh is finally released after many years of anticipations1985- Steve Jobs resigns and starts a new venture NeXT because of disagreements with Sculley the CEO. Apple sues Jobs claiming that NeXT was too similar to their Mac project1986- Apple signs with Microsoft and settles with Steve Jobs. Jobs sells all but one of his shares1987- Wozniack decides to say goodbye to Apple as a fulltime employee and becomes a shareholder 1988-Apple sues Microsoft, Jobs releases NeXT Cube1991-Apple forms an alliance with IBM and Motorola1993- Michael Spinder replaces Sculley as CEO1996- Apple takes over NeXT Computer, Inc.1997- Steve jobs returns as an advisor, then later on in the year become the interim CEO1998- Apple announces iMac and releases it on August 15th. It becomes the fastest selling PC1999-Apple announces iBook2000- Steve Jobs becomes permanent CEO and announces new product and upgrades to software2001-iMac becomes most successful PC ever; Apple opens retail stores and introduces iPod2003-iTunes music store is revealed 2004-iTunes becomes available for PC and Jobs introduces 4th generation iPod2005-iTunes video store opens2006-Apple announces computer take-back program2007-iPhone is revealed2008-iPhone 3G was introduced2009-iPhone 3Gs was released2010-iPad was released, released Siri2011-iPad 2, iPhone 4, MacBook Pro, MacBook air are released2012-iPhone 5 is released DESCRIPTION OF EVENTThe current format of the tournament involves 32 teams competing for the title at venues within the host nation(s) over a period of one month – this phase is often called the Final Competition. A qualification phase, the Preliminary Competition which currently takes place over the preceding three years, is used to determine which teams?qualify?for the tournament together with the host nation(s).Venue LocationThe?2014 FIFA World Cup?is to be the 20th?FIFA World Cup, an international?association football?tournament that is scheduled to take place in Brazil from 12 June to 13 July 2014. Opening Match:?Brasilia?Semi-final matches:?Belo Horizonte, Fortaleza?Final:?Rio de Janeiro?Tournament Dates and Times (All Brazil local Times)Opening Match:?5:00 pmGroup Stage matches:?1:00 pm, 4:00 pm, 7:00 pm, 10:00?Round of 16/Quarter-finals:?1:00 pm, 5:00 pm?Semi-finals:?5:00 pm?Match for Third Place:?5:00?pmFinal:?4:00?pmTournament StaffingThe Local Organizing Committee of the 2014 FIFA World Cup? launched its Volunteer Program on 21 August 2012.?The registration process was closed after a month. An estimated 15,000 people will be selected, along with another estimated 7,000 for the FIFA Confederations Cup 2013. answers some of the most Frequently Asked Questions relating to the process.BenefitsFIFA enjoyed a great period of success in the four-year cycle between 2007 and 2010, with revenue rising to USD 4,189 million, up significantly from the figure of USD 2,634 million from the previous four-year cycle. While costs also rose, they remained firmly in control, enabling FIFA to make an extremely healthy result of USD 631 million.The biggest event of them all proved the biggest fundraiser: the 2010 FIFA World Cup South Africa made USD 2,408 million of FIFA’s USD 2,448 million through the sale of television rights, and USD 1,072 million of its USD 1,097 million via?marketing?rights.As well as contributing to FIFA Brand awareness and to the globalization of the game of football, this generated USD 37 million for FIFA between 2007 and 2010.?FIFA also made USD 33 million from Quality Concept, with manufacturers paying the sport’s governing body for FIFA-approved and FIFA-inspected quality marks on outdoor, futsal and beach soccer balls.A key success of the 2007-10 period, during which FIFA’s balances rose to USD 2,145 million, was the boosting of reserves to a total of USD 1,280 million, as of 31 December 2010.Attendance FiguresWith soccer becoming more popular attendance numbers will be sure to rise.Below is a chart that represents FIFA’s past World Cup attendances. The chart displays the year and host, total attendance, number of matches, and average attendance per match.42575240725Organizations Capabilities and Experience in Producing the EventNon-sponsor companies increasingly try to target fans going to FIFA World Cup? stadiums by means of promotional teams, branded vehicles, branded items and onsite advertising, etc.These actions knowingly?play?on the fans’ enthusiasm to wear fancy dress and exploit such enthusiasm for the commercial advantage of the non-sponsor company.As a result of FIFA’s brand protection, the positive fan experience of attending a FIFA World Cup match is guaranteed without fans being targeted by prohibited marketing activities, ensuring a safe and enjoyable fan experience around the stadium.FIFA?has licensed?FIFA World Cup?video games?since 1986, of which only a few were received positively by the critics, but given the popularity of the competition, they all did positively on the market, and the license is one of the most sought-after. Originally in the hands of?U.S. Gold,?Electronic Arts?acquired it in 1997 and is the current holder.1673038137197Compatibility of Apple and the 2014 FIFA World CupThe 2014 FIFA World Cup and Apple have many of the same goals regarding their organization. ?One of the most important goals of theses organization is provide quality services to their customers and fans. ?They also want to have a diverse fan base all while increasing the overall amount of customers. ?All of these things are reason why Apple and the 2014 FIFA World Cup are compatibleQuality Services: Apple strives to provide their customers with the best quality product they can produce.Apple also wants to be able to answer any questions a customer may have with respect and kindnessThe 2014 Fifa World cup wants to be able to provide its audience with a fun and exciting tournament to the fans in attendance and the millions watching around the world.They also feel the need to provide the fans in attendance with a fun, yet safe environment.Increase Amount of Costumers/FansApple’s mission is to reach out and connect to as many potential customers as possible to ensure maximum exposureFIFA also strives to acquire new fans anyway they can, rather it be through the media or through sponsorshipsDiversity:Apple wants to reach a diverse audience so that they can reach a wider consumer baseFIFA is proud to have one of the most diverse fan bases in the world. ?This is one of the reason why the sponsorship with apple is a great fit.Target Market: FIFA World Cup 2014 The FIFA World Cup has been providing people all around the globe with an exciting international soccer tournament since 1930. ?Soccer is the most popular game in the world so the target market for this tournament is very diverse. ?Although, soccer is more common in other countries besides the United States, the popularity continues to rise in America, so it is very important that we focus on the audience here in the states as well as our international audience.Age and Nationality: -471805278765Although soccer is not the most popular sport in the United States, young people interest in the sport continues to rise.People from ages 12-24 prefer soccer over other popular sports such a NBA basketball and NCAA football. Hispanics prefer soccer over any other sport in the United StatesGender: As shown by the graph, the target audience for the FIFA website is predominately males. However, FIFA is still striving to reach a more diverse audience, therefore they want to appeal to women just as much a men 5006340-439420Target Market: AppleAge/Income:-4064033020Judging by these statistics the target market for apple is mainly men who fall between the age range of 18-34The target market is also mainly consisted of college graduates with and income of $75,000 or more.They also market towards college students for products such as Macs, ipads and ipods.Nationality: Obviously the majority of apple’s target market is in United StatesOther countries continue to grow in apple product use therefore they must consider trying to reach a more global audience. Comparing Target Markets:Both organizations seem to have a very close age range to which they market their productThe age range for the target market of both organizations would be roughly 12-30Both organizations also mainly market towards menThe World Cup 2014 and Apple are similar because young people have a huge impact on the success of all organizations.Media CoverageLocal Television- Since the 2014 World Cup will be played in Brazil all local network stations in Brazil will broadcast all of the group stage and round of 16 games during the duration of the tournament. Soccer does not have time-outs so the only time for commercials will be during the pregame analysis, halftime, and the post-game analysis. Depending on the network broadcasting the game each sponsor will receive 30 seconds- 1 minute for their commercials. The network stations include:TV Esporte InterativoTV BrasilRede GloboTV GazetaUlbra TVRBTVCNTRede TV!National Television- All Quarterfinal, semifinal, and the final World cup games will be covered by National Channels. During these games there will be a total of 15 commercials; 5 in the pregame analysis, 5 in during halftime, and another 5 during the postgame analysis. The National channels that will air these matches are:ESPN BrasilPremiere Futebol ClubeSporTVBandSportsMultinational Television-Since the World Cup will be played in Brazil games will be broadcasted on multinational channels so that viewers all over the world can watch. For example in the United States all games will be broadcasted on all major networks such as:TNTESPNFOXCBSFOX Soccer ChannelGol TVNewspaper-Local newspapers in Brazil will write articles about the tournament and keep track of the scores and updates with each team. They will also run advertisements in there sports section in every Monday and Friday paper a month before the tournament and during the World cup. Major newspapers in other countries will do the same. In the Unites States they will run the advertisements every Wednesday and Saturday. USA Today Los Angeles Times New York TimesWashington PostDaily NewsCorreio BrazilienseEstado de minasBrail em FolhasOther local Print mediaRadio-Local radio stations will broadcast there countries matches throughout the group stages and round of 16. But will broadcast all quarterfinal, semifinal, and final games. The whole tournament can be heard on satellite radio. Sirius XM Satellite RafioXM Wireless RadioESPN RadioLocal Radio stationsInternet-The internet provides multiple avenues in order to stay connected and updated with the tournament. There will be internet news sites that will run articles prior, during, and after the tournament. There will be social media that will allow the direct access to the players, players will be able to voice their opinions and interact with fans. Social media will also be a tool that will give viewers and fans the opportunity to provide feedback on likes and dislikes. The internet also provides websites that will permit spectators to keep track of the game and scores if they cannot watch the match or even watch the match on ESPN3.TwitterFacebookGame-trackerESPN ScorecenterESPN 3Hospitality & Promotion ActivitiesWith this sponsorship, Apple will be able to play a pivotal role in hospitality and promotional events and activities which will help your company reach your target markets.Hospitality for Apple:There will be a suite for all World Cup games. Each suite can hold 20-25 people. Complementary parking and a private entrance will be available for those suite ticket holders. The suite will contain food and beverages.All Apple employees will receive discounted tickets to all games except for the final.Tickets to meet and greet the players of each countryAll employees will receive discounted rates to the following hotels: Holiday Inn Manaus, Golden Park Rio de Janeiro, Copacabana Mar Hotel, Hotel Solar de Maria, Almenat, and Hotel Marsol Beach Hotel.Gift certificates to restaurants in the following cities: Fortaleza, Brasilia, Cuiaba, Sao Paulo, Curitiba, Porto Alegre, Rio de Janeiro, Belo Horizonte, Salvador, Recife, Natal, and Manaus Free shuttle from hotels to stadiumsFree shuttle to various sites in BrazilPromotional Activities:After each round (Group stage, round of 16, quarterfinal, semifinal, final) there will be drawings were 10 people total will win a free Apple bundle pack (iPhone, MacBook, iPad) giveaway.There will be games (penalty shootout) set up in the stadium parking lots and tailgating areas where fans can win Apple gift cards, T-shirts, electronics & accessories Apple will provide an application that can be downloaded for only $0.99 which will allow you to keep track of scores and watch games live if you upgrade for only $2.99Hospitality & Promotion ActivitiesPromotional Activities during gamesApple T-shirt GiveawayDuring each game Apple T-shirts will be given to a randomly selected part of a section in the stadium after the first goal of the gameHalf time trivia Fans will have the opportunity to win an iPad; fans will have the chance to sign up at the tournament parade and via email. Emails will go out to all ticket holders giving them the opportunity to participate.3 fans will be chosen during each quarterfinal, semifinal, and final.Questions will be about World Cup historyApple Signage and VisibilityFIFA greatly values the assistance from all of its sponsors of the World Cup. This partnership will be highly beneficial for Apple because of the signage that will be located in multiple areas prior and during the event.Prior & During to the World CupBillboard:Apple logos will be placed on World Cup Billboards throughout the highways of Brazil. There will also be a large Apple Billboard located 5 miles away from the stadium where the final will be played. Website:Apple logos will be placed on FIFA’S website , if you click on the logo it will take you directly to Apple’s homepageThere will be links to download applications directly on Apple & iTunes which will allow fans to stay tuned with the World CupOutside of the Stadium:There will be Apple Posters and signs all over the stadium. There will also be electronic information about Apple on the video screensInside the stadiumThere will be boarders around the field with all of the World Cup’s sponsors. Apples signs will be located behind each goals There will be banners and Flags around the concession stands that will have Apple logos on themThere will be video playback in the stadium, Apple will have messages scrolling on the video screen during halftime Impact MeasurementThe 2014 FIFA World Cup realizes that Apple will be eager to see how this sponsorship will benefit their organization. So to ensure that Apple receives a proper representation of the impact of the sponsorship we must develop ways to measure the exposure Apple is receiving. While measuring the impact we focused on three things media exposure, sales, and awareness.Measuring Sales:To measure the increase in sales of Apple products we must first measure where they are before the tournament starts. Therefore, we will analyze the sales two weeks prior to the tournament.After the tournament we will wait another two weeks, then measure the sales of Apple products again. We will then compare the number of sales before the tournament and after the tournament to determine what kind of impact the World Cup had on consumers.Measuring Media Exposure:One way to analyze the media exposure Apple receives from the tournament is to use social mediaFirst we will see how many Facebook fans Apple has before the tournament starts, then record that number. Next we will see how many fans they have after the tournament. This will give us an idea of the impact our sponsorship had on potential costumersWe will also have a staff member record every time they see an Apple logo or hear them mentioned on Television Media exposure can also be measured through TV ratings. The higher the ratings, the more exposure Apple is receiving. Measuring Awareness:We will provide surveys on the World Cup website before and after the tournament starts asking questions about their knowledge of Apple and their products.To ensure a significant amount of people participate in the survey, all participants who take the survey will automatically be entered to win a $200 gift card towards Apple products.After all the research and data is collected a team of staff members will sit down and organize these findings so that we can determine the overall effect of our sponsorship. This will ensure that the findings are accurate and easy to interpret so that Apple will have no problem analyzing the impact of the sponsorship. Sponsorship PackageTotal Value of Sponsorship=3,269,100Product Trails and Sampling OpportunitiesFree Bundle pack giveaway (10) 20,000$25 Apple gift cards (200) 5,000Electronic Accessories (200) 3,500Apple T-shirts (500) 5,000Total 33,000Media coverage and ExposureLocal Television Commercials (1400) 200,000National Television Commercials (100) 700,000Newspaper Advertisement (95) 45,500Radio Commercials (85) 35,500Internet Advertisement (345) 168,500Total 1,149,500On-Site SignageBillboard lease (2 months) 6,000Electronic scrolling on Video Screen (12) 240,000 Flags (100) 130,000Banners (100) 150,000Posters (100) 100,000Website Logo 5,000Video Playback (12) 270,000Total 901,000Apple Total Cost for Sponsorship=2,053,800Other Elements of Sponsorship PackageDirect Customer Hospitality and Promotion Opportunities:Apple salesmen/women will be able to interact with Apple users and potential customers at their Apple station at the Stadiums and Tailgating areasNew products can be tested and Apple will be able to receive instant feedbackNew customer will be attracted by the promotional cards and giveawaysAdditional Items Considered when determining the Total Value of the Sponsorship:Increase Product AwarenessIncrease in customer market information(obtained information through drawings and raffles)Show new ProductsTesting and revealing of new productsGain instant FeedbackGain new clientele and expand consumer baseCo-Sponsor Opportunities:Apple will be able to join FIFA in future endeavors that will benefit all parties involved. The current partners contain: Visa, Coca-Cola, McDonalds, Adidas, Sony, Budweiser, Castrol, and Johnson&JohnsonPotential Partnership: Provide a 5-10% discount for Apple customers depending on the price of the product if they use a Visa cardOther partnerships can be created by networking at the opening ceremony and closing ceremony dinners and events. AddendumFIFAThe Fédération Internationale de Football Association (FIFA) is an association governed by Swiss law founded in 1904 and based in Zurich. It has 208 member associations and its goal, enshrined in its Statutes, is the constant improvement of football. FIFA employs some?310 people from over 35 nations and is composed of a Congress (legislative body), Executive Committee (executive body), General Secretariat (administrative body) and committees (assisting the Executive Committee).DEVELOPMENTFIFA wants to develop and improve football throughout the world. It mobilizes its resources through programmers SOCIAL RESPONSIBILITYIn achieving its mission of “building a better future”, FIFA aims to lead by example and channel the power of football and the influence of the organization on the game and its stakeholders towards making positive impacts on society and the environment. The strategy to achieve these goals is divided up into five core areas. ................
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