Brand activation Sports Marketing для конференции Футбольный бизнес, Академия adidas

AGENDA
PUBLIC TALK WITH Q&A
ADIDAS В РОССИИ
КЛЮЧЕВЫЕ ЗАДАЧИ И АМБИЦИИ
СТРАТЕГИЧЕСКИЕ НАПРАВЛЕНИЯ
СПОНСОРСТВО ФЕДЕРАЦИЙ
СПОНСОРСТВО ИНДИВИДУАЛЬНЫХ СПОРТСМЕНОВ
СПОНСОРСТВО СПОРТИВНЫХ СООБЩЕСТВ
1

АДИДАС В РОССИИ
РОЗНИЧНЫЙ БИЗНЕС
589
СОБСТВЕННЫХ
МАГАЗИНОВ БРЕНДА
8
ТЫСЯЧ СОТРУДНИКОВ
В РОССИИ
№1
СПОРТИВНЫЙ БРЕНД
В РОССИИ
2

АДИДАС В РОССИИ
ПРОФЕССИОНАЛЬНЫЙ СПОРТ
FEDERATIONS, CLUBS, COMMUNITIES SPONSORSHIPS
BRAND AMBASSADORS
ZINEDINE ZIDAN
ELENA ISINBAEVA
LEO MESSI
NIKITA KUCHEROV
ALEKSEY MIRANCHUK
STANISLAV CHERCHESOV
RUSSIAN FOOTBALL UNION
RUSSIAN BASKETBALL FEDERATION
FIFA/UEFA
BEST FOOTBALL CLUBS IN TOP 5 LEAGUES
BIGGEST SPORT COMMUNITIES IN RUSSIA (OVER 100K)
3

OBJECTIVE/AMBITION
BE THE #1 SPORT BRAND >>> WIN WITH KEY SPORT MARKETING ASSETS ACROSS ALL SPORTS
4

SPOMA PARTNERSHIPS
STRONG ATHLETES PORTFOLIO CREATION
WIN SEMI PROFESSIONAL COMMUNITIES
COMMERCIAL DEALS
FEDERATIONS AND CLUBS SPONSORSHIP
5

FEDERATIONS
6

FEDERATIONS
LICENSED PRODUCT IN RETAIL
PRODUCT LAUNCHES
KEY MOMENTS CELEBRATION
ON FIELD PRESENCE
7

INDIVIDUALS
8

INDIVIDUAL ASSETS
REASON TO SIGN
PERSONAL APPEARANCES
PUBLIC TALKS FOR EMPLOYEES
AUTOGRAPH SESSIONS
STORE VISITS
PROFESSIONAL MASTER CLASSES
ASSET PUBLISHING
KEY CAMPAIGN LAUNCHES
REACTIVE CONTENT
OWN SOCIAL POSTS
ENDORSEMENT
ON FIELD PRODUCT PLACEMENT
9

SPOMA ASSETS ACTIVATION IN SOCIAL
10

NIKITA KUCHEROV ( 25 Y.O.)
HOCKEY, STRIKER (BEST RUS STRIKER IN NHL HISTORY)
SPOMA KEY SIGNINGS 2019
NATIONAL SYMBOL ATHLETE
KLIMENT KOLESNIKOV ( 18 Y.O.)
SWIMMER
5 TIMES WORLD CHAMPION
ILZAT AHMETOV ( 20 Y.O.)
FOOTBALL, MIDFIELDER
NADYA KARPOVA ( 21 Y.O.)
FOOTBALL, STRIKER
SASHA TRUSOVA ( 14 Y.O.)
FIGURE SKATER
WORLD CHAMPION
ANDREY VASILEVSKIY ( 24 Y.O.)
FOOTBALL, MIDFIELDER
WC 2019 MVP
NHL – BEST GOALKEEPER TROPHY
EKATERINA SELEZNEVA ( 24 Y.O.)
GYMNASTICS
WC CHAMPION
NEXT GENERATION ATHLETES
11

COMMUNITIES
12

ADIDAS X LFL PARTNERSHIP
COMMERCIALIZATION
Regular offers to all teams (new kit purchase)
Seasonal special offers (preparation for new season)
MARKETING
New site, logo and LFL-app development + branding/integration (adidas creative group, influencers involvement) with following launch in Olimp
Additional on-pitch branding, call to action in locker rooms
CRM: via all LFL own channels (incl additional VK&Whatsapp groups) Eugeny Savin as “adidas u23” general manager -> Krasava episode on Youtube + driving traffic to Olimp via special promo deal
KRASNAYA PRESNYA STORE
Unique retail experience: team kit order team logo development boots & jersey customization (special free prints)
Platform for LFL events (SPOMA / EIM)
CORE TARGET AUDIENCE 1200 TEAMS/18K PLAYERS IN MOSCOW
13

2019 FOCUS: MAKE STRONG STATEMENT IN HSE & MOSCOW STUDENT COMMUNITY
HSE DAY
HSE FOOTBALL LEAGUE PRTNRSHP
HSE ADIDAS RUNNERS (‘BEST STUDENT RUN CLUB IN RUSSIA’)
WOMEN’S SPORTS CLUB
HSE PRO TEAMS SPONSORSHIP
ADIDAS TOP MANAGEMENT IN HSE
HSE STUDENTS INTERNSHIPS
BRAND INDUCTION AND CAREER DAYS
SUMMER SCHOOL
TAKEOVER HSE SPORT
ENHANCE EDUCATION
ADIDAS x HSE V.CITY JACKET COLLABORATION (SEPT)
ADIDAS PRODUCT IN ALL DESIGN SCHOOL CATWALKS
RFU WOMEN KIT 2021 CO-CREATION WORKSHOPS (NOV)
SUSTAINABILITY WORKSHOPS
MAKE PRODUCT STATEMENT
30% WELCOME DISCOUNT TO ALL STUDENTS IN SEPTEMBER
HSE COMMERCIAL DEAL
ALWAYS ON PROMO OFFERS FOR HSE STUDENTS
COMMERCIALIZE
14