Squash 2020 Olympic Campaign WSF AGM, Rotterdam Mike Lee OBE 4 November 2011

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1 Squash 2020 Olympic Campaign WSF AGM, Rotterdam Mike Lee OBE 4 November 2011

2 OUR COMPANY BORN FROM LONDON S SUCCESSFUL 2012 BID

3 OUR CLIENTS

4 Rio 2016 Bid Challenges Ranked 4 th out of 4 in June 2008 Two global events only 2 years apart Significant infrastructure developments needed Perceptions of safety / security in Rio Previous failed bids

5 The Rio 2016 Narrative Celebration, passion and transformation Strength of the Brazilian economy Full financial guarantees from government Support from all 3 levels of government Extending the reach of the Olympic Movement Sporting legacy for over 180 million young people across the continent Rio is ready certainty First Games in South America

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13 Brand Narrative Rugby Sevens Olympic Games as pinnacle of the sport Aligning Olympic and rugby values Promoting Olympic values during four year Olympiad Showcasing success: 2009 Rugby World Cup Sevens Rugby Sevens: full stadiums, attractive to broadcasters / sponsors, youthful and passionate supporters Rugby Sevens pinnacle Trusted leadership: IRB President Bernard Lapasset Great athlete support

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16 Squash 2020 Olympic Bid - what s at stake? A place in the 2020 Olympic Games Transforming the global profile of Squash Unlocking Government funds for the sport worldwide Going into schools sports programmes Attracting news sponsors and broadcast partners Attracting new fans and players Potential of longer term place in the Olympic Games

17 Squash 2020 Olympic Bid short listed sports Baseball Karate Roller sports Softball Sport climbing Squash Wakeboard Wushu Plus one sport from London 2012 Games

18 Squash 2020 Olympic Bid decision process WHO IOC Olympic Programme Commission IOC Executive Board Ultimately the IOC members

19 Squash 2020 Olympic Bid decision process WHEN & WHAT December 2012: All shortlisted sports to present to IOC Programme Commission February 2013: IOC Executive Board decides which current Olympic sport to drop that sport will join shortlist June 2013: All shortlisted sports present to the IOC Executive Board June 2013: IOC Executive Board choose/recommend 1 sport to go before IOC Congress September 2013: IOC Session, Buenos Aires Presentation opportunities to continental meets of NOCs Evaluation event & other IOC learning visits

20 Squash 2020 Olympic Bid key messaging A growing, global sport Successful, well established men s and women s tours Unique ability to showcase a Host City Easy and cost-effective to integrate into the Games Already played in every major multi-sport games Strong anti-doping record Games = pinnacle for our athletes Squash= the essence of Olympic Sport Squash= driving growth and embracing change Squash listened and learnt from previous campaigns

21 Squash 2020 Olympic Bid activity so far Key messaging & draft narrative Tag line: Squash Sport at its Best Features in key Olympic media e.g. AroundtheRings, Sportbusiness international International relations outreach programme Analysis of Squash connections with Olympic Family 1 st players briefing

22 Squash 2020 Olympic Bid activity to come Media briefing, London - 7 November Utilise player ambassadors WSF - international travel/regular contact with IOC Advertising in specialist Olympic media Campaign film[s] Leverage major Squash events e.g. British Open SportAccord, Quebec - May 2012 London 2012 IOC observation visit Formal presentations Build momentum and support

23 Key IOC outreach moments to London 2012 WSF Media Briefing, London EOC General Assembly, Sochi IOC Executive Board, Lausanne 1 st Winter Youth Olympic Games, Innsbruck IOC World Conference on Women and Sport, LA ANOC Executive Council, Moscow Sport Accord, Quebec London Olympic & Paralympic Games 2011 November 2011 December 2012 January 2012 February 2012 April 2012 May London 2012

24 Squash 2020 Olympic Bid keys to success Understand the decision makers and competition Powerful narrative and consistent messages Strong leadership Stakeholder engagement Stay focussed internal and external Winning over the media Meaningful use of advocates, particularly athletes Brand enhancing brand Rational and emotional Momentum

25 Squash 2020 Olympic Bid Questions

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