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global brand awareness S
peaking at the recent Global Sports Industry Summit in Lon- don, National Football League
(NFL) commissioner, Roger Goodell, announced his plans to take American Football into Europe. This bold move will require specialist
event planning to ensure this US brand travels the Atlantic intact. It will involve not just the movement of staff and equipment, but the shift of a sporting culture wrapped up in the star-spangled banner of the USA. My personal experience of bringing
the Tour de France to London in 2007 – a sporting event wedded to the Gallic mountains and wide continental roads – taught me that you need to add to,
rather than take away from, the brand. We did this by adding a new community spirit to the event with pop-up screens across the capital showing the event in people’s neighbourhoods. The day before the 31 October NFL
game at Wembley, Trafalgar Square was given an all-star American make-over and flooded with cheerleaders and giant screens. This resulted in the fourth straight sellout of American Football at the venue. To best build on this suc- cess the NFL needs to think strategically about how it can start adding to its UK brand, so when the novelty runs out the seats will be filled with Brits who’ve turned terrace chants into NFL cheers. Will Glendinning, CEO, Allium Opus
Michael Crabtree, San Francisco 49ers
More investment needed in women’s sport E
ven with the FIFA World Cup now behind us it is difficult to forget the media coverage and gener-
al hype that surrounded this sporting event. In this respect, it is the polar op- posite to women’s football. How many of us could name a member of the Brit- ish Women’s team or know that they were runners up in the European Cham- pionships? In short, women’s sport in the UK is hugely overlooked. This was the discovery made in a re-
port released by the Commission on the Future of Women’s Sport, Prime
Time:
The Case for Commercial Investment in Women’s Sport 2010. The report shows that even though women’s sport is more
popular than ever, it still faces the chal- lenge of turning this increased interest into commercial investment and greater media coverage. A team of leading fig- ures including Baroness Grey-Thompson, Minister of Sport Hugh Robertson and cricketer Clare Connor have all leant their support to the findings that reveal strong demand from UK sports fans for greater coverage of women’s sport, but which also show that the commercial sport sector is failing to capitalise on the opportunities presented by this fast- growing and uncluttered market. The report also suggests that the
lack of investment and marketing in women’s sport has significant health
By encouraging a greater number of corporate companies
to invest in women, we can provide the younger generation with a variety of sporting role models
6 Read Sports Management online
sportsmanagement.co.uk/digital
implications as many women are exer- cising too little to actually benefit their health. More focus on women in sport might encourage more females to be- come physically active. By encouraging a greater number of
corporate companies to invest in women we can provide the younger generation with a variety of sporting role models. Without which, girls will not experience the sports bug and grow up dreaming of being a sports star as so many boys do around the world. This is essential for the grassroots of
any sport and a reason why the law firm Charles Russell LLP is committed to the development of sailing, from supporting reduced-rate community sailing initiatives through its sponsorship of the Weymouth and Portland National Sailing Academy, to sponsoring Paralympian Helena Lucas. Keir Gordon, head of the Sports and Media Group, Charles Russell LLP
Issue 4 2010 © cybertrek 2010
Q4 2010
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