Commercial Business Strategies in Sport

Lecture 1
Commercial Business Strategies in Sport Organisations
lionelmaltese.fr
@lionelmaltese
L I O N E L M A LT E S E
MAÎTRE DE CONFERENCES AIX MARSEILLE UNIVERSITY
ASSOCIATE PROFESSOR KEDGE BUSINESS SCHOOL
BUSINESS MANAGER ATP EVENTS – SENIOR CONSULTANT PSG – OM – BNP PARIBAS
Since 2005
Since 2001
Research
Aix Marseille University
Laboratory
Maitre de Conférences
Aix Marseille University
Strategy & Communication
LP Mantic & DUT GEA
Responsible
Since 1999
Professional
ATP & WTA Event Manager
Manager
Associate Professor Kedge
Business School
Sport &
Consulting
Event Management
Strategy & Business Marketing
You are, you have…
Last diploma : Phd Business Management IAE Aix en Provence 2004 – Econometrics Engineer Aix Marseille University 2001
Last sport experience (this summer) :
oOM Business Assets Consulting Mission
oPSG Fan Marketing Mission
oBNP Paribas Public Relation Mission
oRoland Garros Hospitality & Public Relation Business Strategy with Jo Tsonga
oATP World Tour : Nice to Lyon transfert and business creation (JFC, TP, JWT) , Taipei creation
oMember of France Tennis : FFT Election (feb 2017) B. Giudicelli
o….
Sport Practice Fan… :
oTennis, Basket, Soccer, Rugby Seven, Paddle board… and anterior cruciate ligament (ACL) running…
oOM, Celtics, Juve, Warriors, Canadiens, Seahawks, Fed, Stan, Jo, Liza, Ray Allen, Curry, Voller, ZZ, Slater, Bird, Wilko….
Kedge Business School and Sport Expertise : Inputs & Outputs ?
Research
N1 Europe
Communication
Media
N1 (School)
5 profs
LM
JPD
FP
JMM
FR
Ms ISEM
(N1 France
Top 10 World)
Msc Marketing
Summer School
PGE (ESC)
Networks
Alumni
Companies
Institutions
Academic
(Project)
Lionel
Maltese
Jean-Michel
Marmayou
Frank
Pons
Jean-Philippe
Danglade
Fabrice
Rizzo
YOUR PROGRAM
SEMESTER 1
Commercial business strategies in sport organisations
Commercial Sponsorship and sport communication strategy
Sport Media business and market studies in sports
Event, Experiential, Social and Cultural Marketing for sport
Sport Career Services and labor market opportunities
International sport business projects
Droit des compétitions Sportives et de ses acteurs
SEMESTER 2
Strategic Management and sales & Digital marketing in Sports
Organizations
Economics and Finance of professional team sports
Sport, Consulting and Media-Marketing Strategy
Brand Management in sports organizations
Corporate social responsibility in sports and sport emotional
marketing
Business game : Talent Marketing Management
Organisation contractuelle du spectacle sportif
Sport Business Conferences :
NBA, Kantar, OM…
BOUVRANDE Thomas 9H / FERNANDEZ Nicolas 6H /
MALTESE Lionel 15H
VERLINDEN Patrick 15H / CARILLAT François 15H
CHAUDEL Vincent (15H) / ROGER David (15H)
PACE Stefano 15H / RINALLO Diego 15H
GHIBAUDO Alain (30H)
MALTESE Lionel (15H) – FERSING Aurélie (15H)
RIZZO Fabrice 30H
MALTESE Lionel 15H / LADIK Daniel 15H
SIMMONS Rob 30H
THIODET Anthony 18H/ LEPRON Julien 12H
PONS Franck 30H
PRITCHARD Mark 15H / BEE Colleen 15H
DANGLADE Jean-Philippe (12H) /PAGET Fabien (9H) –
DRAY Stéphane (9H)
MARMAYOU Jean-Michel 30H
Our job for you
oBe reputational to promote you ! Professional & academic publications – business – networks alumni
oAttract experts both academics and professionals to tranfert knowledge and competencies (my
role)
oStudents selection (free investment for me)
oI am not your Director and not an administrative people (no time for that and not possible
legally)
Vince Lombardi
Jean-François Caujolle since 1993
Jean-Claude Blanc since 2000
SPORTAIMENT BUSINESS
PLACE
&
MOMENT
FANS
Marshall Glickman
CEO G2 Strategic, former president of the NBA’s Portland Trail Blazers
Over the last four decades, sports in North America has evolved from pure competition to
business…from game to entertainment. Although the quality of competition has remained the
centerpiece, North American sports culture is primarily motivated by money.
In France, as in most European countries, the sports culture has historically been driven by the
competitions themselves, so consumption trends are not comparable. That said, there is no
question that economic reality is driving French sports organizations to become more
professional and oriented to business and profits.
From the perspective of an American who has extensive experience working with European and
French sports organizations, finding the right balance between economics and culture is
precisely the right recipe for success.
Sport Marketing Digest : Communication - Networks – Experiences – Brand
Relational Marketing
Experiential Marketing
CRM – Ticketing – RP –
Social Capital
Entertainment BtC BtB CtC
« The Place to be »
Brand Management
Merchandising –
branding
« The Place to express
your brand »
« The Place to show the
show »
Event Communication –
Commercial Sponsorship
« The Place to leverage
and activate »
To be a value-added in sport business
Or american dream !
Business Marketing capabilities !
Sport business market competencies
SALES : Ticketing, PR, Activations, Rights, Sponsorship,
Negociation, Merchandising, Licencing, CRM (FRM),
Place Management…
COMMUNICATON : Branding, Digital, Medias, PR
EVENT MANAGEMENT : Coordination, Project
management, Suppliers management, Recruitment,
Human organisation…
Course goal !
Exams
BTB
SPONSORSHIP ACTIVATION
3 Groups :
Activation for OM (Top Sponsors) : 10
oct. 13H in RLD Center with the
direction !
50 %
BTC
TICKETING / FAN
RELATIOSHIP MANEMENT
Group our individual :
Ticketing and global Fans Strategy in Lyon
(New ATP Event with Jo Tsonga and ASVEL (TP)
End of October
50 %
Program : 15H and More !
1.
2.
3.
4.
5.
Sport Business Markets and Case Studies (28 sept am)
Sponsorship Activation (28 sept pm)
Ticketing and FRM Strategy (5 oct pm)
Workshop / Coaching : Activation for OM (5 oct pm +)
Group Presentation in RLD Center / OM (10 oct pm)
6. 6H CRM / Stadium Marketing Management (N. Fernandez)
7. 9 H(Distribution Commercial Strategy & Equipment (T. Bouvandre)
CASE STUDY 1
2006 - 2011
2011 - 2016
FUTURE ?
REPUTATION
TICKETING
100 000
spectators
GOALS
SPORTAINMENT
FAN EXPERIENCE
N1
INDOOR TOURNAMENT
28
Positioning
Servicing
Hospitality
General Public
Product*
Best Draw / Players
Experience
Entertainment
Fan Experience
29
ACTION
Tennis – Indoor
Attraction
Number and games
time
Stars
&
Show
“VOLUME”
Journey session
Danger* !
“DIFFERENCIATION”
Night session
Rentability
100K€  125K€
Goals 2011-2016
Sponsorship ACTIVATIONS
Innovation
Sportainment reference
Competencies…
OM « Champion Project »
Top Sponsors renew :
o2017 : Intersport, Caisse d’Epargne, Mutuelle du Soleil, Winamax,
Boulanger, Coca-Cola, EA Sport, Onet
o2018 : Adidas, Citroën, Quick
o2026 : Orange
New owner from US (F. McCourt and Staff, JE Eyraud)
Business & Marketing Organisation
TICKETING
MS
FAN
GMS
$
Tickets – Match Day
Revenue
BRAND
SV
$
Merchandising
Products
SPONSORSHIP
HOSPITALITY
BK
BTB
SERVICING
AM
$
Sponsorship
Hospitality Events
ATP250 LYON