Italian Serie А. Jersey презентация

Содержание

ITALIAN SERIE A

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ITALIAN SERIE A

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50% OF THE ITALIAN POPULATION IS INTERESTED IN FOOTBALL
PREFERRED SPORT
1°

in the sport ranking with 23.400.000 interested people
24,3 millions of Italians are SUPPORTERS of one football club


TV VIEWERS: 9.500.000 average cumulated audience of a Serie A match day (season 2014/15)
STADIUM ATTENDANCE: 250.000 cumulated live attendees of a Serie A match day (season 2014/15)


MOST FOLLOWED SPORT

Data by: GFK Eurisko – Sinottica e AGB Nielsen Tv Audience Measurement

ITALIAN SERIE A

Il Club più antico d’Italia

Слайд 5Fonte: elaborazione Infront su dati GFK Eurisko Sinottica

Juventus
Milan
Inter
Napoli
Roma
Cagliari
Fiorentina
Lazio
Bologna
Palermo
Genoa
Torino
Atalanta
Chievo
Catania
Udinese
Pescara
Siena
Parma
Sampdoria
6.373.000
4.432.000
4.236.000
2.941.000
1.916.000
919.000
820.000
789.000
647.000
580.000
542.000
434.000
397.000
392.000
278.000
207.000
88.000
250.000
84.000
44.000
FAN BASE
23.466.000
(aged +14)
Totale

preferenze Tifosi - Serie (possibili risposte multiple)

Il Club più antico d’Italia

SERIE A CLUBS

ITALIAN SERIE A

Слайд 6Il Club più antico d’Italia








In the last season (2014/15) Genoa

has been among the 10 top clubs as TV average audience.

ITALIAN SERIE A

Слайд 7Il Club più antico d’Italia


Genoa Vs Serie A

Genoa

64% AVERAGE ATTENDANCE RATE

(2014/15)
+ 5,8 % (2014/15 Vs 2013/14)

Serie A

56% AVERAGE ATTENDANCE RATE (2014/15)
- 6,1 % (2014/15 Vs 2013/14)

ITALIAN SERIE A

Слайд 8Fonte: elaborazione Infront su dati GFK Eurisko – Sinottica


Genoa Fan Base
647.000
503.000
144.000
(5.7

%)

(31.8 %)

(10.1 %)

(7.3 %)

(19.9 %)

(10.3 %)

(16.4 %)

(8.5 %)

(27.5 %)

(19.2 %)

(41.7 %)

(32.3 %)

(6.8 %)

(17.9 %)

(63.2 %)

(18.9 %)

(80.8 %)

(6.6 %)

(68.2 %)

(6.9 %)








Aff. Idx.

Il Club più antico d’Italia

ITALIAN SERIE A

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COMMERCIAL STRATEGY: LESS IS MORE

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GRADUAL REDUCTION IN THE NUMBER OF SPONSORS
MINIMUM INVESTMENT THRESHOLD PER

LEVEL

DEVELOPMENT OF INTEGRATED ADVERTISING FORMAT INCLUDED:
Hospitality
B2b
Workshop
Fan/ sporting events
Athletes involvement
Multimediali platform
One off projects designed for/with clients

LESS CROWDING AND BETTER EXPOSURE OF BRANDS IN THE PITCH


2° ROW AS ADVERTISING MEDIA PLATFORM

SINCE SEVERAL YEARS GENOA HAS USED A SPONSORSHIP STRATEGY AIMED AT INCREASING THE VALUE OF SPONSORSHIP FOR CLIENTS, INTRODUCING INTEGRATED ADVERTISING FORMATS AND GRADUALLY REDUCING NUMBER OF BRANDS, THEREBY INCREASING THE EFFECTIVENESS OF TV EXPOSURE AND, MORE GENERALLY, THE ADVERTISING IMPACT.



THE KEY POINTS OF THIS STRATEGY ARE:

Il Club più antico d’Italia

COMMERCIAL STRATEGY: LESS IS MORE

Слайд 11ESPOSIZIONE
PRIMA FILA
ESPOSIZIONE
SECONDA FILA
ESPOSIZIONE
PANCHINA
LIVELLO
NUMERO SPONSOR
MAX NUMERO SPONSOR: 27
GENOA FORMAT: LESS CROWDING, MORE

EFFICIENCY

Il Club più antico d’Italia

COMMERCIAL STRATEGY: LESS IS MORE

ANOTHER ITALIAN PITCH

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JERSEY SPONSORSHIP 2015/16

Слайд 13Il Club più antico d’Italia

Presence of the Sponsor brand on the

Official Jerseys (250 cm 2 );

Right to use the official team photo for the sponsor communication
activities;

BENEFITS

Слайд 14BENEFITS
Il Club più antico d’Italia
DURING ALL HOME MATCHES OF SERIE A

TIM:

3’30’’ FULL PERIMETER FIRST ROW LED
5 POSITIONS (OUT OF 15 ROTATING POSITIONS) IN FIRST ROW FOR 10’ (LED PERIMETER)
2 POSITIONS (OUT OF 6 ROTATING POSITIONS) IN FIRST ROW FOR 5’ (LED PERIMETER)

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BRAND ON THE BACK-DROP SCREEN DURING THE INTERVIEWS AT THE SPORTING


CENTER;

N°3 FIXED BANNER AT THE SPORTING CENTER


N° 2 SPOT ON THE MEGASCREEN;


BRAND ON THE UPPER PART OF THE BENCHES;


BANNER OR MOKE UP ON THE CENTER OF THE PITCH BEFORE THE MATCH


BRAND ON THE BACK-DROP SCREEN DURING THE INTERVIEWS AT THE LUIGI FERRARIS STADIUM;


*Costi di allestimento a carico del cliente

BENEFITS

Il Club più antico d’Italia

Слайд 16Il Club più antico d’Italia
BENEFITS

Слайд 17PRESS OFFICE:

OFFICIAL PRESENTATION PRESS CONFERENCE

SUPPORT OF THE MEDIA DEPARTMENT


WEB TOOLS:


BRAND ON

THE OFFICIAL GENOA WEBSITE

DEDICATED BANNER ON THE HOME PAGE OF GENOA WEB SITE

5 DEDICATED NEWSLETTER TO A 28.000 DATA BASE CONTACTS


PLUS:

N° 10 OFFICIAL JERSEY

OFFICIAL CERTIFICATION OF THE RETURN ON INVESTMEN;

USE OF OFFICIAL PHOTOS FOR COMMUNICATION CAMPAINS (MORE THAN 4 PLAYERS);

SUPPORT ON CO-MARKETING AND B2B ACTIVITIES

Il Club più antico d’Italia

BENEFITS

Слайд 18Il Format – Ufficio Stampa - P.R. - Servizi
DURING ALL HOME

MATCHES OF SERIE A TIM:

N° 5 VIP SEATS + RESERVED TABLE;

N°5 BUSINESS SEATS + RESERVED TABLE;

N°10 SPONSOR SEATS + 10 PASSES TO THE TOP/PREMIUM LOUGE;

N° 2 CAR PASSES

Il Club più antico d’Italia

BENEFITS

Слайд 19MATCH SPONSOR

THE JERSEY SPONSOR HAS SOME EXTRA BENEFITS FOR TWO CHOOSEN

GAMES DURING THE SEASON SUCH AS:

N° 10 Sponsor Seats + 10 passes to the Top/Premium Lounge
Genoa Experience tour for 10 persons;
Dedicated announcement before the match;
Exposition of the product outside of the Stadium;
Dedicated event on the pitch created with the Club


Il Club più antico d’Italia

BENEFITS

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JERSEY SPONSOR: ROI ANALYSYS

Слайд 21JERSEY SPONSOR: ROI ANALYSYS
Il Club più antico d’Italia
The RBA Value is

based on a unique proprietary, patent-pending, algorithm that measures the quality of on-screen exposure across four distinct criteria and is universally accepted around the world:

Слайд 22Il Club più antico d’Italia
Size of Logo On-Screen:
The greater area of

the screen the logo/brand occupies, the greater the level of impact on the viewer.
Therefore RBA provides a higher valuation weighting for brands that appear larger on screen than others.



JERSEY SPONSOR: ROI ANALYSYS

Слайд 23Il Club più antico d’Italia
Location on Screen
Research into viewer habits shows

that 80% of a viewers focus is on the central 50% of the screen. This is not a biological fact but a result of production and directive instruction to keep the “action” in the centre of the viewing screen. Therefore RBA provides a higher valuation weighting for brands that appear in the central 50% of screen as opposed to brands appearing in the peripheral 50% of screen.



JERSEY SPONSOR: ROI ANALYSYS

Слайд 24Il Club più antico d’Italia
Multiple Exposures On-Screen:
The more executions of a

brand on screen, the greater the impact on the viewer.
Therefore RBA will provide a higher valuation weighting for brands that have multiple simultaneous impressions on screen than single brand impressions.




JERSEY SPONSOR: ROI ANALYSYS

Слайд 25Il Club più antico d’Italia
Duration of Exposure On-Screen:
The longer a brand

spends on screen in consecutive seconds, the greater the impact on the viewer.
Therefore RBA provides a higher valuation weighting for brands that appear on screen longer than others.




JERSEY SPONSOR: ROI ANALYSYS

Слайд 26Il Club più antico d’Italia
GENOA – JUVENTUS (DAY 28) BRAND -

IZI PLAY (SEASON 2013/14)


EXPOSURE: 4.891 EVERAGE LENTH: 2,37’’ TOTAL LENTH: 11.591,67’’ EVERAGE DIMENSION: 1,65 CM


100% EQUIVALENTE MEDIA: 657.569 €

RBA MEDIA VALUE: 237.756 €

JERSEY SPONSOR: ROI ANALYSYS

Слайд 27Il Club più antico d’Italia
UDINESE - GENOA (DAY 5) BRAND -

IZI PLAY (SEASON 2013/14)


EXPOSURE: 102 EVERAGE LENTH: 2,06’’ TOTAL LENTH : 210,12’’ EVERAGE DIMENSION: 1,78 CM


100% EQUIVALENTE MEDIA: 72.017 €

RBA MEDIA VALUE: 26.971 €

JERSEY SPONSOR: ROI ANALYSYS

Слайд 28Il Club più antico d’Italia
JERSEY SPONSOR: ROI ANALYSYS
BRAND - IZI PLAY

SEASON 2013-14



100% EQUIVALENTE MEDIA: 13.862.134 €

RBA MEDIA VALUE: 5.029.813 €

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