Slide1: York University


Slide2: IMG is the global leader in sports and entertainment management and marketing, representing the world’s most prominent athletes, artists, models, celebrities, speakers, literary figures and events. Pioneered by Mark H. McCormack, its Founder, IMG was created in 1960 and currently employs a global staff of more than 2,600. IMG Worldwide -- offices, sports academies and IMG managed real estate facilities -- is represented by more than 66 offices in 33 countries. IMG Media produces and distributes over 10,000 hours of programming to more than 200 countries worldwide. Every day of the year, IMG is involved in an average of eleven major events around the world. IMG Worldwide Overview


Slide3: IMG Worldwide Overview Talent brands Event properties Media Global services


Slide4: Academies Action Sports Artists Badminton/Cricket Broadcasting Coaches Consulting European Football Fashion Figure Skating Golf Golf Course Design Services Hospitality IMG Live Licensing Literary/Speakers Models Motorsports Olympics Research - Comperio Rugby Special Projects Stadium and Arena Group Television Production Television Distribution Tennis Web Design Global Areas of Business


Slide5: Client Representation: IMG Canada manages a portfolio of premiere Canadian athletes and personalities with a focus on figure skating and golf Corporate Sales & Event Marketing: IMG’s event expertise covers a wide range of activities, including figure skating, fashion, tennis, golf, soccer and wakeboarding Sponsorships are created around each event that cater to every possible budget and marketing / communications objective Television Sales & Rights Negotiation: IMG Canada produces, promotes and/or represents the commercial rights to over 40 events each year IMG Canada Areas of Business


Slide6: IMG represents more than 2,000 of the world’s top athletes and personalities including Tiger Woods, Jack Welch, Maria Sharapova, Jeff Gordon, Giselle Bundchen, Peyton Manning and Celebrity Chef Ming Tsai. IMG Canada manages a portfolio of premiere Canadian athletes and personalities with a focus on figure skating and golf. Signature Canadian clients include: Golf – Mike Weir, Stephen Ames, James Lepp, Ian Leggatt and Lori Kane Figure Skating - Brian Orser, Jeffrey Buttle, Joannie Rochette, Jennifer Robinson and Shae-Lynne Bourne Services include endorsements, appearances, charity affiliations, speeches, corporate events and more. IMG Canada has access to IMG’s global roster of athletes and celebrities and can build a strategic program for a Canadian client. Client Representation


Slide7: Client Representation Men Women Young adult Young male Ethnic groups C-Suite Beauty-conscious Fashion forward Sports fans IMG talent management - highlights Adam Scott Arnold Palmer Camilo Villegas Jack Nicklaus Jesper Parnevik Justin Rose Luke Donald Paul Casey Sergio Garcia Tiger Woods Trevor Immelman Vijay Singh Annika Sorenstam Morgan Pressel Paula Creamer Se Ri Pak Diverse segment appeal - demographic, mindset, category, affinities, e.g. Carlos Moya James Blake John McEnroe Pete Sampras Roger Federer Rafael Nadal Tommy Haas Billie Jean King Chris Evert Lindsay Davenport Maria Sharapova Monica Seles Nicole Vaidisova Venus Williams Football Eli Manning Joe Montana L. Tomlinson Peyton Manning Action Sports Shaun White Other Sports Carly Patterson Jeff Gordon Jonny Moseley Julie Foudy Kristi Yamaguchi Oguchi Onyewu Picabo Street Alek Wek Carolyn Murphy Daria Werbowy Gemma Ward Gisele Bündchen Heidi Klum Jaquetta Wheeler Kate Moss Lauren Hutton Liya Kebede Naomi Campbell Stephanie Seymour Aaron Ward RJ Tyler Denk Tyson Ballou Golfers Tennis players Other athletes Models Celebrities Broadcasters Bob Costas Charles Barkley John Madden Film/TV actors Angie Harmon Billy Bush Drew Barrymore George Lopez Hilary Duff Liv Tyler Mischa Barton Speakers Ari Fleischer Cynthia Rowley Jack Welch Wayne Gretzky


Slide8: Corporate Sales & Marketing Men Women Young adult Young male Ethnic groups C-Suite Beauty-conscious Fashion forward Sports fans IMG owned/managed events - highlights Diverse segment appeal - demographic, mindset, category, affinities, e.g. ADT Championship (LPGA) Del Webb Father/Son Challenge Deutsche Bank Championship HSBC Champions (Shanghai) HSBC Women’s World Match Play Championship LG Skins Game The Open Championship(M) Samsung World Championship (LPGA) The Wendy’s Skins Game Golf Australian Open Bank of the West Classic BlackRock (Merrill Lynch) Tour of Champions Chennai Open China Open Gaz de Paris Sony Ericsson Open Wimbledon(M) Tennis Beach Games Internatl. Skating Union Formula D racing Lexmark Indy 300 (Australia) Rugby World Cup(M) Stars on Ice U.S. Open of Surfing Williams F1 Team World Series of Poker Other sports Eco Style (Kuala Lumpur) Fashion Fringe (London) FashionWeekLive Fashion Week in Moscow Hong Kong Luxury Week Lakmé Fashion Week (Mumbai) Mercedes-Benz Fashion Week NY-LA-Miami-Berlin Milan Fashion Week Rosemount Australian Fashion Week Singapore Fashion Festival Sydney Fashion Festival Fashion


Slide9: IMG Canada Properties Owned


Slide10: IMG Canada Properties Represented


Slide11: Existing Events & Event Creation Core Canadian Properties Stars on Ice Telus Skins Wakefest CPGA Championship Additional Properties IMG has global resources (athletes, properties) and global experience, which provides event content for Canada Small properties for clients (Golf Days, Hockey Clinics) Canadian Hosting (Cricket, Soccer)


Slide12: Existing Events & Event Creation Create new events surrounding IMG trends in other areas Legends of Golf Fashion – global fashion property that incorporates IMG models Creating New Events Break into new areas Based on corporate experience & resources Based on marketplace changes Build off a client’s need New Product Launch Attract new demographic


Slide13: Event team manages operational logistics & client servicing for each property including: Ticketing Travel & Logistics Advertising & Promotion Venue relationships Leveraging programs Team consists of five (5) full-time people Each person manages an average of 3 events at a time Team members act as the liaison between venues, athletes, agents, television production, media, corporate sponsors and the general public Event Properties


Slide14: Events Division


Slide15: Event Execution Two sides to on-site management Operations Client Servicing Operations can be planned, but are never guaranteed. Weather, injuries, travel and poor ticket sales are examples of possible issues. Manage sponsor expectations, but create a turn-key experience Understand sponsor objectives Athlete/Participant expectations should be managed as well


Slide16: Operations The following are elements involved in the Operations of an event: Venue Suppliers Security Signage Props Production Equipment Physiotherapists and Supplies


Slide17: Sample POA Event Properties


Slide18: Corporate Sales and Marketing team develops sponsorship strategy for each property including: Rights and Benefits Category Targets Pricing Sponsorship Platforms Team consists of four (4) full-time people Each person carries a list of 100+ companies. Sellers are responsible for bringing all opportunities (sponsorships and endorsements) to their clients as well as developing sponsorship proposals/platforms. Corporate Sales & Marketing


Slide19: What makes someone a good sponsorship seller: Understanding of the marketplace Strong marketing foundation Ability to create customized marketing solutions NETWORK Communications skills – LISTENING AND WRITING Negotiating Skills Assertive Outgoing Personality Honesty Integrity Ability to over-deliver everything promised Corporate Sales & Marketing


Slide20: What makes someone a weak sponsorship seller: Little or no understanding of marketing and the marketplace Tactical – media seller vs. sponsorship seller Dishonest – does whatever it takes to get the deal closed Aggressive Template mentality Corporate Sales & Marketing


Slide21: The Different Sponsorship Sales Steps: Prospecting – Identifying a lead Cold Calling Securing a first meeting Meet – Listen to the client Build a customized program based on meeting Secure a second meeting Present customized program Further alter/customize program Negotiate Close Deal Prepare Contract The Sales Process


Slide22: The presentation – proposal is the major selling tool. It needs to provide all the key information on the property: Event details Who attends/watches the event Past history Current/past sponsors Case Studies It needs to focus on BENEFITS not FEATURES It needs to be customized to the client HOW CAN YOU HELP ACHIEVE THE OBJECTIVES OF THE CLIENT THROUGH THE SPONSORSHIP Building Out a Sponsorship Deck


Slide23: What is prospecting? How do you prospect? Other events Media properties Business and Current Affairs Importance of research Prospecting


Slide24: Pricing Two things determine pricing: What the sponsorship is worth = the value What the market will bear!


Pricing: Pricing There is no hard and fast rule to pricing In a buyer’s market – the buyer is looking for as many benefits for as little $ You need to convince the buyer – CFL 2001 In a seller’s market – the seller is looking to maximize the $ from the category VANOC, NFL, Toronto Maple Leafs, etc. Hot categories – Beer, Soft Drink and Telecom


Slide26: Cost vs. Value Synergy and Efficiency In sponsorship – the sum of the parts are worth more than the overall sponsorship You buy efficiency when you buy sponsorship 3:1 – $3 dollars in value for every $1 dollar spent on sponsorship


Slide27: Measurement Two things make up a sponsorship proposal: Tangible Benefits Intangible Benefits Tangible – tickets, signage, television ads, pa announcements Intangible – Associative Rights


Slide28: Measurement Much easier to measure tangible benefits vs. intangible benefits Every asset in a proposal has a value VANOC and NFL – Intangible


How to get more?: How to get more? Multiple parties Develop base of category leading sponsors Engaging and attractive sales material Customized programs Research on company


Maximizing Value: Maximizing Value What if the sponsor doesn’t want to pay for the full price? Multi-year commitment Provide deep discount on first year or first year free Look at first year as a trial Backload investment


Slide31: Client Servicing Secure sole benefits from sales Obtain objectives of clients Balance all sponsors needs and objectives How can we use our expert event knowledge to build unique leveraging programs?


Slide32: Sample Sales Matrix


Slide33: Elements of a Successful Event (When you own the event property) Sponsor Objectives: Hosting Build Brand Sample New Products Event Objectives: Sell Tickets Manage Budgets Entertain Audiences Manage Clients (Participatory/Sponsors) Key is to find harmony for both


Slide34: Third Party Client Servicing Do not have ownership of the property Less flexibility in servicing Assist to build programs for federations that maximize growth of organization & that funds athlete development Assist to build programs for sponsors that achieve brand objectives and maximize growth of sport Have to balance resources (money & people) of national federations and ability to leverage IMG currently works with: Soccer Canada Skate Canada


Slide35: A Strong Event Manager Understanding of the marketplace Ability to create customized leveraging programs Ability to multi-task Communications skills Quick thinking Leadership Skills Organizational Skills Teamwork Skills Outgoing Personality Honesty Creativity Integrity Ability to over-deliver everything promised


Slide36: Strong Client Servicing Facilitation Communication Understanding of organizational structure and objectives Ability to over deliver Creative solutions Ability to become part of “their team”


Slide37: Employment in Event Management Minimum number of full-time jobs in the sports industry Contracts are prevalent against event seasons (typically spring/summer) Key companies Agencies (advertising and public relations) Venues Professional sports teams Corporate side


Slide38: Applying our Academic Experience Take advantage of the ability to call as a student for informational interviews. We have all been there are quite happy to help. Everyone learns new things. The industry is incredibly small and the people you meet during your academic years will continue to cross your paths throughout your career. Each generation brings a wealth of new knowledge and trends this is your power, internally we want to learn from you. Take the opportunity to volunteer and learn what you have a passion to do. Always look for networking opportunities.