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The Havas Advertising Group
4th largest Communication consulting group in the world Operating in 75 countries throughout the world Billings of $ 20 billion (84% outside of France) Quoted on the Paris CAC 40 and the US NASDAQ 20 000 Communication specialists Largest ‘Interactive Media’ advertising network
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Havas Advertising Sports, The Havas Advertising strategic answer on the Sport media
Havas Advertising
Euro RSCG
Havas Advertising Sports
Arnold WW Partners
MPG
Diversified Agencies
New York
Boston
Barcelone
Paris
Paris
Europe North America Asia / Pacific Latin America
Europe Norh America Latin America
Europe North America Latin America
Europe North America Aasia / Pacific
Worldwide through the Havas Advertising Network
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Havas Advertising Sports Offices in 5 European countries France – Paris Italy – Rome Switzerland – Lausanne UK – London Benelux – Amsterdam (2001)
USA (2001)
ASIA –PACIFIC (2001)
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10 major disciplines Soccer Rugby Sailing Cycling Track and Field Judo Nature Sports Tennis Basket-ball Motor Racing 5
4 complementary activities
Consulting Sports Marketing and TV rights Corporate Hospitality and Event Management The Internet Economy
200 Sports Marketing Experts Turnover of 120 Million US $ in 2000 6
Consulting
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FOR BRANDS SPORTS AS A STRATEGIC TOOL
Brand Auditing Analysis of the relevance of the use of sports as a media Benchmarking Sponsorship strategy recommendations (for a club, an event, an athlete, ‌.)
Implementation programs Performance measurement (Sports Metrix) 8
Main clients
Football
Cycling
Multisports
Cegetel/SFR
Comareg/Bonjour
Hewlett-Packard
Point P
CrĂŠdit Agricole
Vivendi
Carrefour
Champion
Coca-Cola
Tennis
Rugby
Sailing
Sara Lee/Sanex
EDF
Bayer
Gaz de France
Peugeot
Bonduelle
France Telecom
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Hewlett-Packard
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MOËT & CHANDON
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COFIDIS
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FOR SPORTS INSTITUTIONS COMMUNICATION AT THE SERVICE OF SPORTS
Sports brand auditing Communication strategy recommendations Implementation programs (Graphic design, media campaigns, ‌.) Sponsorship research and development Website architecture and Marketing 13
Sports Marketing and TV Rights Marketing Sports and TV rights
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SPORTS BRANDS LEVERAGING (Teams, Federations, Events, etc)
Auditing / Examination of sports brand value Definition of a Marketing Strategy Marketing commercial rights: TV, Exposure (shirt, boards, arches, etc.), Hospitality, Tickets, Licensing, Internet, etc. Implementation of contractual rights and obligations Performance Measurement 15
Principle Rights
FOOTBAL
RUGBY
BASKET-BALL
AS Roma
European Rugby Cup
Elan Béarnais Pau-Orthez
Olympique de Marseille
USA Perpignan
SLUC Nancy Basket
AS Saint Etienne
Section Paloise
FC Metz
RC Narbonne Méditerranée
Toulouse FC
SAILING The French Sailing Federation
FC Sochaux
CYCLING
ORMA Multi-Hull Championship
Nîmes Olympique
International Cycling
Vendée Globe
OGC Nice
French Cycling Federation
Lausanne Sports
Roc d ’Azur (MTB)
The Swiss National League
OTHERS FEDERATIONS French Track and Field Federation The French Golf Federation
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EUROPEAN RUGBY CUP Heineken Cup & European Shield: Pan-European competition Promotion of the Competitions Building the Brand (new institutional logo, official song, ‌.)
Marketing Program to attract a limited amount of interesting international companies Rights delivery & Execution for all partners, including Heineken on behalf of ERC (including co-ordination TV issues)
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Corporate Hospitality and Event Management Public relations (hospitality) and sports entertainment 18
CORPORATE HOSPITALITY AND EVENT MANAGEMENT
FOR COMPANIES • Creation
and organisation of sports events • Development personnalized Public Relations programs . FOR OPERATORS
• Event & venue management • Organisation of Corporate Hospitality
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REFERENCES AND EVENTS EVENT ORGANISATION
Compaq (Tennis) Roc d ’Azur (Mountain Biking) CREATION OF HOSPITALITY VILLAGES
Villages at the Football World Cup 98 Official Village at the Stade de France (Six Nations Tournament) PUBLIC RELATIONS PROGRAMMES
Olympic Winter Games (Salt Lake City) 2002 FIFA World Cup Roland Garros Six Nations Tournament Euro 2000 (Football) Football World Cup 2002 Formula 1 Championship Events at the Stade de France 20
The economy of the Internet
The Internet Economy
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INTERNET SPORTS BRAND LEVERAGING
Via
EXCLUSIVE PROPERTIES through select sports rights (clubs, events, athletes, governing bodies)
A GUARANTEED AUDIENCE through distribution agreements with Internet portals
THE MARKET EXPERTISE understanding the needs and expectations of the sports community on the Internet 22
AN INTERNET SPORTS MARKETING AGENCY DEDICATED TO OFFICIAL WEB SITES
Website design and development Editorial and audiovisual content and services A dedicated technological platform Marketing sales force and expertise (advertising, sponsorship, data marketing, e-commerce, content syndication‌) 40 web sites on line in 2001 100 million pages viewed in 2001 200 000 Newsletter subscribers in 2001 23
www.olympiquedemarseille.com Principal Web Sites
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www.olympiquedemarseille.com Principal Web Sites
FOOTBALL
www.olympiquedemarseille.com www.olympiquedemarseille.com www.fcmetz.com www.asse.fr www.planete-bleus.com TRACK & FIELD
www.generation-athle.com www.christinearron.com www.stephanediagana.com SAILING
www.waika9multi.com www.lo誰ckpeyron.com www.ffvoile.com CYCLING
www.rocazur.com 25
Contact
80/82 Quai Michelet 92532 Levallois-Perret Cedex FRANCE TĂŠl. + 33 (0) 1 41 27 51 00 Fax + 33 (0) 1 41 27 51 01 www.havasadvertisingsports.com
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