Post on 29-Mar-2015
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Sport and i-Gaming Conference
Bringing together 888.com & Seville FC
London 20th September 2006
Kenneth Asquez LLM Sports Law
Sports & Media Management (Intl) Ltd
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© Sevilla F.C. SAD
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Agenda
Executive Summary
Sevilla FC-The Club
888.com- The Vision
The Importance of Understanding the Culture in Spain
Why SMILE was chosen
Questions
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EXECUTIVE SUMMARYFOUNDATIONS
A match of leading brands to create a win-win situation
SMILE’s ability to balance the Anglo Saxon & Latin Business Models and Languages
Leading international Brand with the objective to be THE leader of the pack
Growing global ambitions
Strategy to have a brand presence in many countries
100 year history- Centenary 2005
Top team in Andalusia (Population of 7.5mln.Huge British Expat Community)
Top Six Team in La Liga de las Estrellas
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SFC drive high levels of sentiment and passion
- 500,000 fan base in Spain, 40,000 season ticket holders
- 5mln “hard core” fans around the world
- UEFA Category Four Star Stadium with 45,500 seats
- Average match attendance 43,000 fans
100 years of sporting success and victories
- Major national and international titles (Current UEFA & European Super Cup Champions)
- Attacking, exciting fast playing style
- Culture of signing top global talent …selling on players at a significant profit.
EXECUTIVE SUMMARYSFC: THE CLUB
© Sevilla F.C. SAD
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EXECUTIVE SUMMARYSFC’S CURRENT MOMENTUM AND GROWTH PLAN
SFC is experiencing unrivalled popularity- the “team of the moment” in Spain
- Favourite to challenge the Real Madrid/FC Barcelona duopoly of Spanish football dominance
- Attractive playing style (according to diverse international media)
- Growing fan base in Spain.
- Top 4 TV audience generator in Spain (source: IFM International)
SFC setting the base for long-term success
- Backbone of young, balanced team signed for long-term stability.
- Economic strength from buying young talents at low cost and selling on at significant significant profit
- Strong sponsor partner synergies seen as key to long-term success© Sevilla F.C. SAD
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888 Holdings PLCGlobal Market Leader
888 Holdings PLC
• Global Leader in online gaming
• Looking to brand the company in several countries
“I am delighted to announce another European sports sponsorship so soon after our recent Toulouse agreement. Sevilla is a fantastic club in one of Europe’s most exciting leagues and we are thrilled to be associated with them. Investment in our brand is inextricably linked to our success and I look forward to the benefits I know these new sport sponsorships deals will bring”
John Anderson CEO of 888.com on the announcement of the sponsorship deal with Sevilla FC.
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THE CULTURE IN SPAIN & GIBRALTAR
… not all sun and sangria.… not all sun and sangria.
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Executive Summary
Sevilla FC-The Club
AGENDA
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SEVILLA FC BUSINESS MODEL
SPORTS ACTIVITY
MEDIA/FAN IMPACT
BUSINESS ACTIVITY
Win TrophiesWin Trophies
Cost ControlCost Control
Sound financesSound
finances
Sign leading Players at knockdown pricesSign leading Players at knockdown prices
Build and strengthen a global
fan base
Build and strengthen a global
fan base
Recognition in the media, vIewershipRecognition in the media, vIewership
New and Growing Revenue StreamsNew and Growing Revenue Streams
Value for sponsorValue for sponsor
Activation of sponsorshipActivation of sponsorship
Build and strengthen Global
Fan Base
Build and strengthen Global
Fan Base
Media recognition, vIewership
Media recognition, vIewership
SPORTS ACTIVITY
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SPORTS ACTIVITYSFC’S TITLE HISTORY
La Liga Champions
X1
La Liga Runners Up
X4
Copa del Rey (FA Cup) Winners
X3
Copa Del Rey Runners Up
X2
Andalucia Cup Winners
X10
UEFA CUP Winners-Current
X1
UEFA SUPER CUP Winners-Current
X1
© Sevilla F.C SAD
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SPORTS ACTIVITYSTART OF A NEW WINNING CYCLE
SFC has just began the most successful era in the club’s 100 year history -
UEFA Cup and UEFA Super Cup Champions 2005/06...
SFC has just began the most successful era in the club’s 100 year history -
UEFA Cup and UEFA Super Cup Champions 2005/06...
© Sevilla F.C. SAD
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SPORTS ACTIVITYOUTLOOK FOR THE WAY FORWARD
Source: ladbrokes.com, 01.08.05
UEFA CUP BETTING ODDS SPANISH LEAGUE BETTING ODDS
SFC is favourite for the UEFA Cup.
Source: eurobet.com, 01.08.05
... and to challenge the Real Madrid/FC Barcelona domination of the Spanish League
… and experts (bookmakers) agree that SFC has set the basis for continued success, nationally and internationally.
… and experts (bookmakers) agree that SFC has set the basis for continued success, nationally and internationally.
Source: ladbrokes.com 15.09.06 Source: ladbrokes.com, 15.09.06
UEFA Cup 2006/07
SELECTIONClick here or on ODDS to change view order
ODDS BET NOW OR ADD TO MULTIPLE
Sevilla 8/1
Schalke 10/1
Tottenham 12/1
Ajax 16/1
Bayer Leverkusen 16/1
Marseille 18/1
Palermo 20/1
Football - Spanish - Tournament Betting
Primera Liga 2006/07
SELECTIONClick here or on ODDS to change view order
ODDS BET NOW OR ADD TO MULTIPLE
Barcelona 2/5
Real Madrid 5/2
Valencia 10/1
Sevilla 16/1
Atletico Madrid 40/1
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SPORTS ACTIVITYSFC PLAYER PROFILE
The backbone of a young, balanced, global team, signed long-term 2010, ensures long-term competitiveness & international
exposure
The backbone of a young, balanced, global team, signed long-term 2010, ensures long-term competitiveness & international
exposure
Hinkel Regular German
International.
Poulsen
National Icon in Denmark
Alves, Renato & Luis Fabiano.
Regular members of the Brazil
National Team
Navas, Navarro & Puerta
Youth and Experience personified
Maresca Only Italian to star in La Liga in
the last decadeChevanton. National icon in
Uruguay
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AGENDA
Executive Summary
Sevilla FC-The Club
888.Com- The Vision
The Importance of Understanding the Culture in Spain
Why SMILE was chosen
Questions
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MEDIA/FAN IMPACT DEVELOPMENT OF FOOTBALL ON TV
While broadcasting time for football increases (predominantly due to background stories and interviews), the total audience
slightly recedes, reflecting increased exclusivity of pay-TV.
While broadcasting time for football increases (predominantly due to background stories and interviews), the total audience
slightly recedes, reflecting increased exclusivity of pay-TV.
Source: IFM Soccer Yearbook 2005. Countries: Spain, France, Italy, Germany, UK, Switzerland, Netherlands.
FOOTBALL COVERAGE
9.84910.658
2.557
4.028
14.686
12.406
Broadcasting and Actual playing time (hours)
Cumulated Audience in Europe (millions)
REACH
03/04 04/05
Non-playing time: background stories, interviews, fan stories,..
Actual playing time
Total broadcasting time
36.51234.350
03/04 04/05
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MEDIA/FAN IMPACT COMPARISON OF THE PREMIERSHIP AND LA LIGA
La Liga reaches more viewers in its home country...La Liga reaches more viewers in its home country...
Source: IFM Soccer Yearbook 2005.
COVERAGE OF PREMIERSHIP V LA LIGA
1.980
1.443
557
281
1.724
2.537
Broadcasting and Actual playing time (h) Cumulated Audience in home country (millions)
REACH OF PREMIERSHIP V LA LIGA
Non-playing time: background stories, interviews, fan stories,..
Actual playing time
Total broadcasting time
3.282
4.323
UK SpainEurope Europe
55
108
Average Impacts
UK Spain
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2.029
1.266
707 567337 295
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MEDIA/FAN IMPACT COMPARISON OF EUROPEAN LEAGUES
… and is No.1 on European level. La Liga generates far more viewers across Europe than any other European
League.
… and is No.1 on European level. La Liga generates far more viewers across Europe than any other European
League.
Source: IFM Soccer Yearbook 2005.
REACH OF EUROPEAN LEAGUES
Cumulated Audience in Europe “non home countries” (millions)
Europe exc. UK
Europe exc. Spain
Europe exc.Italy
Europe exc.Germany
Europe exc.France
Europe exc. Netherlands
Europe exc. Switzerland
© Sevilla F.C. SAD
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AGENDA
Executive Summary
Sevilla FC-The Club
888.com-The Vision
The Importance of Understanding the Culture in Spain
Why SMILE was chosen
Questions
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THE CULTURE
… not all sun and sangria.… not all sun and sangria.
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AGENDA
Executive Summary
Sevilla FC-The Club
888.com- The Vision
The Importance of Understanding the Culture in Spain
Why SMILE was chosen
Questions
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Why SMILE was Chosen
Due to our ability to balance the Anglo Saxon and Latin Business Models & Languages
Brief: Find a trustworthy and stable Club that seeks Brand Awareness and Loyalty, in order to reinforce 888.com’s strategy of maximising the
company’s awareness in multiple international markets.
Branding on television is very important to 888.com.
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Why SMILE was Chosen
The client and not the company will The client and not the company will be in the spotlightbe in the spotlight
Dedicated team of professionals with Dedicated team of professionals with a thorough understanding of the a thorough understanding of the Spanish Culture and Language Spanish Culture and Language
whilst working and educated within whilst working and educated within the Anglo Saxon model.the Anglo Saxon model.
We are based in Gibraltar, which has We are based in Gibraltar, which has a strong international reputation as a a strong international reputation as a well regulated finance centre and has well regulated finance centre and has
excellent communications.excellent communications.
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Attractive, dynamic playing style
World Class players with global appeal
Base for sports success set long-term
Vast European & Global TV reach
International outlook and future expansion plans
Growing Reputation & reknown beyond Spain
Long-standing and solid history
Dedicated management
SFC is an evolving, “up-and-coming” brand, making it a perfect communication vehicle
for any aspiring global brand.
SFC is an evolving, “up-and-coming” brand, making it a perfect communication vehicle
for any aspiring global brand.
SFC’S CURRENT MOMENTUM SUMMARY
© Sevilla F.C. SAD
© Sevilla F.C. SAD
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INSTANT WORLDWIDE MEDIA EXPOSURE
… the way Sevilla demolished FC Barcelona in the UEFA Super Cup Final gained 888.com vast
national and international Front Page Exposure
… the way Sevilla demolished FC Barcelona in the UEFA Super Cup Final gained 888.com vast
national and international Front Page Exposure
888.com’s
profile will undoubtedly continue to
raise with such a Winning Team
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Questions ?Questions ?