olympique de marseille - lionel...
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OLYMPIQUE DE MARSEILLESPONSORSHIP PROPOSAL
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OM CHAMPION PROJECT
OLYMPIQUE DE MARSEILLE
The team will fight each year to win the Ligue 1
Fans will have the best experience
OM belongs to Marseille
A strong organization
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DEVELOPMENT OF THE CLUB
• Expand its brand abroad
• Digital development
• Creation of a “Fan club”
• Fan experience
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PARTNERSHIP STRATEGIC PLAN – Short-term (2017-2018)
OLYMPIQUE DE MARSEILLE
• Remain with today’s sponsors for one more seasonNot enough time until November 15th
• Intersport (6M€) or move up ½ official partners to main sponsorsEx: Winamax and Mutuelles du Soleil for 3M€ each one
• IntersportOne of the most important sports retailers in France and in the worldInternational reputation in the shirt
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PARTNERSHIP STRATEGIC PLAN – Short-term (2017-2018)
OLYMPIQUE DE MARSEILLE
• Intersport gains value in their competition with DecathlonOM : 15M French fansDecathlon is forced to sell OM shirts with the Intersport logo in their shops à OM jersey’s = one of the most sold per year
• Intersport’s main objective : developing their e-commerceOM has to propose digital activations to help their main sponsors to develop in this field
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PARTNERSHIP STRATEGIC PLAN – Medium-term (2018-2019)
OLYMPIQUE DE MARSEILLE
• 1 year after McCourt’s take overMore power to negotiate a new sponsor for a higher amount of money
• Look for international sponsor with global reputation
• 3 types of sponsoring packages (Prices raise?)Offical supplier: Between 300,000€ - 800,000€Official partner: Starting from 800,000€Main sponsor: More than 3,000,000€
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PARTNERSHIP STRATEGIC PLAN
OLYMPIQUE DE MARSEILLE
2 potential main sponsors : PANASONIC and LIDL
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PANASONIC
OLYMPIQUE DE MARSEILLE
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PANASONIC IN SPORT
• High ranking sponsor of the Olympic Games since 1988
• Founder and owner of GambaOsaka F.C.
• Have been shirt sponsors of Nottingham Forest, Arsenal and Olympique de Marseille
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WHAT OM CAN BRING TO PANASONIC ?
Visibility on the French market
Visibility on the Global market
Potential domestic advantages
OM: synonymous of success
Passionate fan base
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WHAT PANASONIC CAN BRING TO OM ?
Audio/TV/Video equipment
High Quality products linked with future OM projects
Exquisite international image
An opportunity to reach a new market = ASIA
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OM AND PANASONIC VALUES
“Anything worth doing is worth 100%” – Konosuke Matsushita (1894-1989)
Passionate
The best in their domains
Team spirit
Visionary
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SOCIAL MEDIA ACTIVATIONS
• Social Media : MONETIZATIONNot just a communication tool
• Monetize content through sponsoringEx: Olympien du mois
• “Player of the month”Best player of the team, best performance during the monthValues: Effort, team work, success, efficiency, trust, excellence, etc.àLink to Panasonic
• Vote through OM.netDraw between supporters to give the prize to the player during next game in Marseille
• Sponsoring videos with logo1,189,317 video views per week in Facebook (247,500 views in Twitter)CPC publicity cost (0,1€ per click) = 106 668€
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STADIUM ACTIVATIONS
• Stade VélodromeImpressive stadium but with a lack of services and technology
• ObjectiveOffer fan experience and fill stadium 1 hour before the game
• Future development made by OrangeStill not enough to offer a high fan experienceLights and sound system have to be improved
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STADIUM ACTIVATIONS
• Use Panasonic’s know-how and technology to develop stadiumPanasonic’s objective: Prove to the world they have the best and more innovative technology 70,000 capacity stadium to show-off
• Investment to reduce rent cost
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THE PANASONIC SHOW
• Intro show before kick-off: lights and musicEx: Juventus Stadium
• Activation : Fan of the gameSponsored by Panasonic or Orange
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THE OLYMPIQUE DE MARSEILLE ACADEMY
• Summer camp à Experience & Quality: HIGH LEVEL PERFORMANCE- French coaches from the club- Use Gamba Osaka infrastructure à Cost = 0 for Panasonic- Exclusivity of OM’s experience in Japan for Panasonic- During children’s holidays- Paid experience
• Exclusivity for OM over the Gamba Osaka players during drafts
• Panasonic in charge of the infrastructure to welcome the players
• OM in charge of the training and of the well being of the camp
• Administrative tasks will be shared
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SPONSORSHIP REVIVAL
BRINGING BACK THE GLORY DAYS
RECONNECT WITH THE FANS
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COLLECTOR JERSEY = BACK TO THE FUTURE
• 1990 to 1992: Panasonic was the official sponsor of OM- 2 titles of Ligue 1- 1 Champions League final- Golden generation of Olympique de Marseille
• Back in collaboration à Back to the top
• New collector jersey à Vintage jersey using 92’ season design
• More than 300,000 jersey sold/year
• Presence in the biggest European sport retailers à gain in visibility for Panasonic
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VINTAGE JERSEY
Old design with adjustment
Under OM logo: “Since 120 years” written in gold
Top of the back “1899-2019”
Panasonic still on the chest
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LAUNCHING OF THE COLLECTOR JERSEY
• LaunchDuring the 1st home game of 2019-2020 Season
• Presence of the former players from 92’
• Consider as the THIRD:- For European Cup- Coupe de la Ligue- Available away game
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THANK YOU FOR YOUR ATTENTION !
Baptise Arjeau – Juliette Berger - Antoine Boëlle – Killian Collins - Anne Martinez – Victoire Muret – Alex Requena
L’OLYMPIQUE DE MARSEILLE