CORPORATE COMMUNICATION
in ATHLETE ENDORSEMENT OPPORTUNITIES & CHALLENGES
Sharifah Zannurain Al Khred
PRESENTATION OUTLINE
Introduction of TGN and its role
Corporate Communication in Athlete
Endorsement
Opportunities
Challanges
Conclusion
INTRODUCTION OF
TALK Global Network
1) About TALK Global Network
4
TGN is a Marketing & Communication agency that apart of its service is to promote and manage the athlete’s talent development.
Wholly owned by (100% Bumiputera) and newly established in 2014 a group of marketing specialist.
TGN’s expertise includes, Branding, Strategic Marketing, Media Communications, Talent Management & Career Development
ABOUT TALK Global Network
1) About TALK Global Network
5
Who Am I ?
TGN’s ROLES: SPORTS MANAGER & PROMOTER
Develop contacts with individuals and organizations,
and apply effective strategies and techniques to ensure
athlete’s success
Keep informed of industry trends and deals
Arrange meetings concerning issues involving athlete
Confer with athlete / clients to develop strategies for
their careers, and to explain actions taken on their behalf
Schedule promotional or performance engagements for
their athlete
Manage business and financial affairs, such as
arranging travel & lodging, selling tickets, direct
marketing and advertising activities.
TGN’s ROLES: SPORT MANAGER & PROMOTER
(Cont.)
Obtain information about and / or inspect performance
facilities, training base, accommodations, arranging
competitions, opponents and others related to ensure
that they meet specifications
Negotiate with sponsors, managers, international
promoters, union officials, and other persons regarding
athlete / client’s contractual rights and obligations
Hire trainers or coaches to advise clients on
performance matters such as training techniques or
performance presentations.
Spokes person for athlete/client, charged with making
sure all their needs are met and that they are in the best
position to succeed.
“Communications works to those who
works at it…”
John Powell
FUNDAMENTALS OF
CORPORATE COMMUNICATION
IN ATHLETE ENDORSEMENT
Strategic
Positioning Effective
Communication
IDENTIFY CORPORATE VALUES???
Culture
BRAND
IMAGE
Values
Identity
R
E
P
U
T
A
T
I
O
N
CONSISTENCY
=
FORMS OF CORPORATE
COMMUNICATION??? Managing internal & external communications for
gaining favorable view among stakeholders.
It is the link between Athlete, Sports, Organization and
its Stakeholders, as well as towards public /
communities.
Can be broadly classified into:
Management Communication to Internal & External Stakeholders.
Ex.: Financial results
Marketing Communication. Ex.: Advertising, Sponsorship etc.
Organizational Communication, EX.: Public affairs, Investor meets
OTHER FORMS IN CORPORATE
COMMUNICATION
Media Communication
OTHER FORMS IN CORPORATE
COMMUNICATION
Consumer Communication
OTHER FORMS IN CORPORATE
COMMUNICATION
Crisis Communication
HOW THE CORPORATE
COMMUNICATION WORKS
• Face to Face Meetings
• Press releases
• Websites
• Letters / Emails
• Advertisement
• Social networking
Contact
Develop Collaborate
Sustain
Relationship
Building
CDCS METHOD FOR RELATION
BUILDING Good relationship with Government, Organizations, Agencies
would be useful in mitigating the challenges to a great extent.
OPPORTUNITIES
AND
CHALLENGES
OPPORTUNITIES IN CORPORATE
COMMUNICATION – ATHLETE
ENDORSEMENT
• Corporate Identity (Branding)
• Image Building
• Building New Life to The Sports
• Global Business
• Corporate Social Responsibility
• Globalization In Sports – Sports Tourism & Education
• Builds Awareness
• Connects emotionally
• Source of Imitation and hence inducing increased
product usage.
• Economic Contribution
CHALLENGES – Athlete’s Image
• Managing Athlete’s Reputation
CORPORATE IDENTITY • Corporate Identity is how the Athlete & the projects
sees itself. Corporate Image is perception of people about the Athlete & Sports (Ex. How do you perceive Farkhan Tiger).
• Corporate Identity motivates people, creates sense of pride and belongingness in community, provides direction towards the Athlete, project etc.
• Major challenges with respect to Corporate Identity:
Negative perception about the Athlete / Sports
Inferior identity Projection by Athlete
CORPORATE SOCIAL
RESPONSIBILITY • While meeting Social responsibility, CSR Activities also help in Stakeholder management.
• Typical challenges involve:
Lack of participation from local
communities
Lack of transparency from the
implementing agencies
Non-identification of real needs
narrow outlook towards CSR
COMMUNICATION CRISIS
• Insensitivity of athlete / Client towards constraints / process of requirements of Investors / Sponsors.
• Lack of established communication procedures.
• Conflicting interests among different Investors / Sponsors.
• Lack of structured communication. Ex. Meetings taking place without proper agenda.
MANAGING GOVERNMENT
RELATIONSHIPS • Managing successful relationship with Government essential for corporate success.
• For lobbying & influencing policy making on behalf of industries, various Bodies (WBA, PTAM, MSN, ISN etc.) have been set up.
• Liaisioning with Government is essential to ensure favorable policy decisions, timely clearances for projects etc.
• Typical challenges involve:
Meeting challenging timelines for replies to queries
Untimely change in policies may have commercial impact on Sports Development Project
Slight deviations in media briefings may cause troubles.
OTHER CHALLANGES
• To subsidize the negative impact the media creates, constant communication with media is essential in such situations.
• Athlete / Celebrity creditability a question mark for the competent customer
• Multiple Endorsement
• Influence of Athlete / Celebrity scandals and moral violation on brands
• Conflicting Image
• Celebrity overshadows the Brand
• Necessary Evil
Conclusion • Corporate Communications emerged as a specialized
function over the years. These challenges and opportunities are associated with Technology, Ethic and social responsibility and the globalization of sport.
• Vision & Mission Statements of Athlete / Sports Development project are to be known to all Stakeholders.
• Maintain consistent Corporate Identity to ensure credibility among Stakeholders.
• Strategic Positioning and Effective communication is essential to meet objectives of Athlete Endorsement.
• Managing media during crisis situations is very essential to protect athlete and the stakeholder’s reputation.
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