LICENCEE PROPOSAL 2014 BRINGING THE WORLD OF BUSINESS TOGETHER

Transcription

1 LICENCEE PROPOSAL 2014 BRINGING THE WORLD OF BUSINESS TOGETHER

2 > WCGC introduction 2014/2015 season EXPECTATIONS continents 6 territories 40 events 300 participants 15,000 EUR TV COVERAGE 1.1m EUR PRINT MEDia 5m a) Global Event Overview The World Corporate Golf Challenge is arguably the most established global Business-Business golf tournament open to top level executives around the world who share a passion for golf. Players are ABC1, business executives with substantial purchasing power, aged and 90% male. Companies represented come from a variety of industry sectors. Local, regional and national tournaments are organized and promoted by licensed partners in different continents around the globe. The top national team represent their country and company at the World Final for the chance to be crowned World Champions. b) Brief History The event was founded in 1993 by two professional football players based in England. Within a short time, the Corporate Golf Challenge became synonymous with the Times Newspaper and corporate golf across the United Kingdom. Once established, the rights holders expanded the event into new territories around the world applying a licensing model. Since then, WCGC has enjoyed continued success. This year tournaments are being staged across 6 continents and 30 territories will be represented at the World Final in Spain (1-6 July). Next season (2014/15), licensees are expected to organize 300 events across 40 territories and attract more than 15,000 participants. Today, a privately owned group of companies headquartered in Madrid, Spain own the global rights. WCGC was proud to celebrate its 20th anniversary last year in Scotland, the Home of Golf. PAST WINNERS 1998 USA 1999 USA 2000 Spain 2001 New Zealand 2002 Australia 2003 Singapore 2004 Malaysia 2005 England 2006 Malaysia 2007 Portugal 2008 India 2009 Portugal 2010 Portugal 2011 N. Ireland 2012 Portugal 2013 Scotland

3 > events around the world Licencees Territories in conversation ROAD TO 2014 WORLD FINAL Licensing Model WCGC secure licensed partners from around the world with the expertise and knowledge required to develop the brand and rights in their respective territory (sports marketing agencies, event management companies, travel agents, golf facility owners or media owners) Licensees promote the event locally, regionally and nationally (event advertising, promotions and PR) in association with print, TV, and internet media partners. Licensees sign a three year agreement and pay a fixed fee (annually) in return for the commercial rights in the given territory(s) Licensees cover the flights to the World Final destination WCGC cover World Final transfers, accommodation, green fees, caddies and official functions. Event Format - national events The WCGC competition is played at various levels including club, local and regional culminating in a national final. The number of prequalifying and regional rounds is up to the sole discretion of the licensee Events commence with qualification round(s) with the top team(s) progressing to the next competition round. Qualifying events may be open to any company registered in the licensed territory or restricted By invitation only. Worldwide Open Qualifier Played over 3 days, the event is open to any company or organisation around the world; the top four pairs will be invited to compete at the World Finals. Packages (flights, accommodation, golf and entertainment) will be marketed in different territories by selected golf tour operators (golf brochures and websites), the licensee network, IAGTO* and WCGC global database. * IAGTO s membership comprises 2085 accredited golf tour operators, golf resorts, hotels, golf courses, receptive operators, airlines, tourist boards, approved media and business partners in 95 countries including, at its core, 509 specialist golf tour

4 > world finals overview a) Attendees Approximately 40 countries will be represented at the World Finals in 2015 by 80 top level executives from a diverse range of industry sectors. 80 VIP guests from the world of sport, entertainment and business will also be invited to the Corporate Cup, an invitation only event played in a Ryder Cup format with two teams captained by two golfing legends (expected 2014 captains include legendary golfers Tony Jacklin and Sam Torrance) In addition, over 40 licensees, 20 key media contacts from around the world and 15 staff will be in attendance during the week. b) World Final Itinerary The World Final takes place over 5 nights, 4 days providing guests with an action packed program filled with tournament play (World Finals and Corporate Cup), social events, official licensee conference, local excursions and endless business and network opportunities. Day 1: Welcome Party Day 2: World Finals (practice round) Corporate Cup (Match 1) Licensee conference Day 3: World Finals (Official round 1) Corporate Cup (Match 2) Jeremy Dale Trick Show Day 4: World Finals (Official round 2) Corporate Cup (Match 3) Press conference Day 5: Local Excursions Official Gala dinner Day 6: Guests depart c) When does the World Final take place? The World Finals are hosted for 5 days between 1 May and July 31. WCGC is open to exploring what dates are best suited to the destination in relation to local climate, season, etc. d) Past World Final Hosts The World Final has been staged at 5 star facilities in different locations including Malaysia, Mauritius, Scotland, Jamaica, South Africa and Spain.

5 > international coverage Event broadcasted in 35 countries Potential household reach of 350 million Inflight programming across 18 international airlines Print media reach in excess of 2 million readers National + Local Media Time / Fortune WCGC website, social media Golfing World TV The World Corporate Golf Challenge enjoys a vast expanse of international media coverage year round. The World Finals (our flagship event), receives television coverage in 35 countries and inflight programmes across 18 international airlines (as part of the Golfing World Programme [value over 1 million EUR) and extensive promotion from our global print media partners TIME FORTUNE Magazine (value over 244,200 EUR)

6 > event promotion (worldwide) Expected media value in excess of 5 million EUR Expected media reach in excess of 20 million The World Corporate Golf Challenge delivers an extensive marketing and promotions campaign through a variety of communication channels PR & Media A selection of journalists and media contacts will be invited to attend the World Final personally and provide pre and post event editorial coverage for the event. WCGC distribute pre and post event press releases to an extensive media list including golf, business and lifestyle publications. Local licensed events receive coverage from national media partners, TV and specialist press (golf, business and lifestyle). Newsletter campaign Quarterly newsletter is circulated to WCGC s global database providing great exposure to the event and all associated sponsors Online campaign The World Corporate Golf Challenge website is a global resource of event information for players, sponsors and media including a national microsite (per territory), centralised registration system, news articles, interviews and sponsor features. Social Media Live Blogging will combine rich editorial (comments, polls, images, etc.) and social media content with timely sponsor adverts across multiple platforms; connecting the targeted audience on a global scale.

7 > license model The simplicity of the WCGC model is the fundamental reason for its proven success. Licenses are sold on a world-wide basis to licensees, who then possess a level of autonomy in event implementation and selling of sponsorship in a defined territory. Whilst each licensee will benefit from tailoring the model according to their current golf market, WCGC provides a series of systems, process and best practices, to ensure the correct delivery and representation of the concept. Fundamentally WCGC provides overarching support to all its licensees. In forming an association with WCGC, licensees will be responsible for organizing a tournament open to any individual representing a company that has an official handicap.

8 > qualifying process PRE-QUALIFIERS REGIONAL QUALIFIERS NATIONAL QUALIFIERS WORLD FINAL Corporate Events Companies resgister corporate golf days; the winners on the day qualify Sub-licensing Golf Clubs pay a fixed fee to host a qualifying event; the club can promote/sell entries to database. Companies registered through central registration system. Corporate Golf Day winners. Top teams from sublicensed events. Top Teams from Regional Qualifiers or Finals. National Finalists. The WCGC competition can be played at various levels including club, local and regional culminating in a national final. The licensee may sub license to golf clubs; in this case the club pays the licensee a fee for the rights to host a local qualifier (or enter into a profit share agreement); the club will promote the event internally to existing corporate clients and externally through a local media campaign. All entry fees will be paid to the club. The number of pre-qualifying and regional rounds is up to the sole discretion of the licensee Each event commences with a qualification round(s) with the top team(s) progressing to the next competition round. Club and regional rounds may be played in a format at the licensees discretion All qualifying events may be open to any company registered in the licensed territory or the licensee may decide to apply a By invitation only strategy. This decision is often dictated by the event sponsor and the profile of participant they want to attract.

9 > experience and knowledge WCGC is looking for licensees in each territory with the following experience and knowledge: Event management experience. Experience in Communications, PR and Marketing. Ownership/access to corporate database. Strong Golf industry contacts (venues, suppliers, etc.). Experience in selling Sponsorship. WCGC appreciate some licensees may work with third parties experienced in a specific field to deliver some of the above skill sets. To date, past and present licensees are typically: Sports Marketing Agencies. Event Management Companies. Media Owners. Travel Operators (specializing in golf or corporate travel). Brand Owners.

10 > obligations LICENSEE The Licensee will: Endeavor to secure a media partner to assist in the promotion and general coverage of the national events. Be responsible for finding a main sponsor and supporting sponsors for the national events. Establishing a national event format/rules and management procedures. Use best practice and process at all times Ensure the annual winners who participate at the World Final have official handicaps recognized by the territories golf authorities. Cover the cost of the flights for the National winners to attend the World Final. Ensure the National winners attend and compete at the World Final. Ensure a representative from the licensee organization attend the World Final. Use, maintain and update the microsite (venues, dates, sponsors, etc.) within the main event website. Use the online centralized registration and payment system provided. Provide two detailed reports (progress report, end of year review). LICENSOR As the Licensor, WCGC will: Respect the exclusivity of the licensee in the granted territory. Provide its know-how, advice and guidelines required to set up and manage national events. Provide a licensee handbook and brand guidelines. Provide updates and developments on the World event. Bear all expenses pertaining to the National winners attending the World Final including airport transfers, accommodation, golf and all official functions.

11 > overview of rights/benefits As a part of an international network and community, the licensee will receive the support, rights and benefits from the WCGC team/licensing model: Summary of Rights Exclusive ownership of commercial rights in the licensed territory (entry fees, sponsorship, etc.). Rights to sub-license within their territory/country if agreed with WCGC in prior discussions. Access to WCGC name, event logo, and likeness within their country. Use of approved marketing collateral to support promotions which adhere to WCGC s corporate identity. Summary of Benefits Income through entry fees, sponsorship, opportunity to seek tourism and government grants, commercialization of database, television and other corporate activities. Mechanism to develop golf in designated territory. Platform to host large, popular golf events, attracting a significant number of golfers. Lucrative profit centre for host golf clubs and resorts supporting their marketing and PR efforts, membership sales, driving footfall, green fees, food and beverage and pro shop spend. Unique values of commitment, corporate, friendship, integrity, honesty and pride. Provides golfers with a once in a lifetime opportunity to represent their country/company and follow in the footsteps of the professionals at the world s best courses. Promotional opportunities via quarterly newsletters distributed to WCGC global database. Opportunities to develop new business relationships through WCGC network (licensees, sponsors, players, media owners, etc.).

12 WORLD CORPORATE GOLF CHALLENGE OLIVER DURY Marketing & Sales Manager m: skype: Oliver.Dury.WCGC HARRY LLOYD Event Director m: +44 (0) skype: Harry.Lloyd.WCGC