Innovative ways to capitalize

on national federation elite athletes and events

Czech Athletic Amateur

Union founded 1897

Czech Republic – 10mil inhabitants

Czech Athletic Federation memberships on 31 January 2012 – 52 591

Federation Budget 2011 in Euros and Sources

- Governmental support 3 317 724,-

- NOC 71 692,-

- Marketing agency Ceska atletika s.r.o. 1 041 211,-

- Income from EA + IAAF 55 170,-

- Others 122 980,-

TOTAL 4 608 777,-

Income 2011 in %

1995 Marketing agency Ceska Atletika s.r.o. was founded

Reasons:

- To cumulate the marketing rights of the events, national team etc.

- To build the product sellable to commercial partners

- To be a bridge between the sport and commercial world

- To fulfill the financial gap after a dramatic decline of governmental

support

Czech Athletic Federation Marketing Strategy

Elite Athletes

Czech athletic has a long tradition and rich history with many eminent athletes but despite having quite a high public awareness about them, these days they do not become ICONS to be followed by general public.

But the potential has been there!

Aim: To have elite athletes as sport icons respected not only because of sport results but to be followed as a life style heroes

Needs: Eminent athletes with a potential for great sport results

- with undestanding of complexity

- with good will to listen and to be educated (media training etc.)

Tomas Dvorak - Men in Black

Tomas Dvorak + Roman Sebrle

Dvorak family

HOW TO ACHIEVE THAT?

Traditional ways

Innovative ways - How to create an ikon from a young unknown talented athlete?

- Story of Barbora Spotakova from 2006

U Pinkasu U Spotaku

How federation can capitalize on its elite athletes?

Federation‘s Gala

ATHLETE OF THE YEAR

What this event means?

1) Inside athletic movement

2) Outside athletic movement

Live coverage – prime time 70 minutes on Channel 1 Czech TV

Participants – top 10 athletes of the year + best junior and

coach together with the most popular stars from showbiz of

the Czech Republic

400 invited guests including eminent authorities from the Czech

Republic‘s political and social life

TV trailer „Athlete of the year Gala“

Roman Sebrle – pop music star