sport marketing digital and sponsorship...resume rafael leitão experience in the marketing and...
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Sport marketing digital and sponsorship
Source: Repucom Sports DNA *middle East figure is an
estimation based on Saudi Arabia weighting (500
respondents compared with 1000 for all other nations)
The percentage of people who are interested in football by region
28%
Source: Repucom Sports DNA *middle East figure is an
estimation based on Saudi Arabia weighting (500
respondents compared with 1000 for all other nations)
Interest in football
The interest of the US is still very low, but with a potential for big growth.
vs
Participation
THE BRAZIL BREATHES SOCCER, MLSPART OF IT ...
Source: Repucom. Unruly media, Facebook & Twitter
information
In Brazil there is a perfect union between Soccer and Social Media. Content production for this category is very large. Meet Brazil's largest channel about football.
2.2MFollowers
Characteristics which
MLS soccer attracts a young and well-educated audience.THE SOCCER FANUSA
Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+ Target: Sports watch cab TV
pst yr : Major League Soccer (MLS) Population: 245,403,097 Qualitative Population: 11,905,855
64% are homeowners
63% have a college
education
55% are married
16%
23% 22%19%
12%9%
0%
10%
20%
30%
18-24 25-34 35-44Age Base: Adults 18+
Men 68%
Women 32%
DEMOGRAPHIC SNAPSHOT.
The Walking Dead2015 MTV Video Music Awards
First TakeAt Midnight with
Chris Hardwick
Pretty Little Liars WWE SmackDown
• ESPN drove Twitter activity throughout their 16 game season with 366k tweets in 2015 and ESPN2 logged a further 315k tweets for their 25 game coverage.
• MLS attracts a younger audience with 33.2% falling in the M18-24 demographic for a ESPN2 sample of social game ratings.
• ESPN aired the MLS Cup on December 6, 2015 and garnered over 123k tweets and over 19 million impressions.
• 48% of people who tweeted about MLS on these networks also tweeted about other TV programs, of which 87% were on cable.
• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.
1. Source: Millward Brown Digital + Twitter, December 2013
Source: SocialGuide Inc. Affinity Report: Jan 20145– Dec 2015 MLS Soccer Pulled 2/4/16.
NETWORKS & PROGRAMS
SOCIAL TV ENGAGEMENT
People who tweeted about MLS also tweeted about these:
GENRES CATEGORIES
Special
Drama
Comedy
Talk
Reality
News
Sports Talk
Programming with a strong social presence increases ad recall by up to 33%.1
SOCCER SCORED BIG LAST SEASON ON TWITTER.
SOCIAL MEDIAIT IS THE PRIMARY MEANS OFCOMMUNICATION WITH THE FAN
Source: Google Trends Jun 2016.
SOCIAL MEDIA ANALYZE GOOGLE TRENDS
New York is a club with second demand on Google, great relevance of searches. The search result is very near to the number of the biggest clubs in searches. 2º Best
Google Demand
Source: SimilarWeb Jun 2016.
Great results in number of visits, need to improve the permanency of time on the site.
Great opportunity to work this audience that seeks team information.
WEBSITE ANALYZE
HOW TO COMMUNICATE IF THE BIG BASE
Source: Facebook, Twitter, Instagram and Youtube Jun 2016.
It makes a consistent work within the big of number users.
1.4M is a big number
followers. With very big engagement, because the great work with video. Media content number of 2 per day.
238K is a big number
followers. With very big engagement. With many of tweets. Media content number of 2 per day.
433K It is a base with
reasonable number of followers. With large number of posts.
3K It is a very small base
of followers. Low number of video viewing. The quality video content its great, it’s a reference in the world.
SOCIAL MEDIA ANALYZE
Source: SimilarWeb Jun 2016.
HOW TO INCREASE THE RETURN ON MY SPONSOR?
Working well a brand in the sports
1. There are other forms of sponsorship and exposure master?2. We can offer specific activations for other brands, and the
fixed sponsors?
1. Which activations developed by the club to activate the Etihad brand?
2. Which marketing campaigns that brand used the team as image?
3. How many times the club released a product brand in social networks?
4. Activation is only based on the shirt and exhibition site?5. How to increase the master sponsoring brand exposure
return, beyond the simple exposure shirt master?
NEW BUSINESS
SPONSOR MASTER
SPONSOR ANALYZE
Get closer to their fans.Develop your own social network where athletes can register and share your profile, achievements, scouts, and other interests. In this way New York could have direct access to athletes and great talents.
Resume Rafael leitão
Experience in the marketing and communication,
6 years of marketing project management experience and 6 years experience in brand marketing. Leadership in innovation projects, product launches and advertising campaigns.Advanced knowledge in Digital Strategy with social media planning, content production, apps development coordination, online customer services process, data analysis in web analytics tools and KPI's definitions. Planning and branding focused on highly competitive segments. Extensive knowledge of current interactive technologies and industry's best practices. Good understanding of all aspects of digital marketing, including: SEO/SEM strategies, analytics, digital campaigns, email marketing, social media, e-retail strategies.
Efficient team management skills, good communication and interpersonal skills. Well organized and detail oriented.
Experience in Sports:• Organized Volvo Ocean Race
2015 Team SCA in Brazil.• Work with Palmeiras, Santos,
Coritiba marketing actions.• First Elderly Run in Brazil 2014 -
Copacabana.• Sponsorship team, Palmeiras,
Santos, Coritiba e ABC Football (RN) 2010 - Brand Biofral.
• Owner of the first social media with focus in sports 2015: Sportt.
28 anosSão Paulo
Marketing and Communication
