MOTORSPORT PARTNERSHIP PROPOSAL OVIE IRORO
CONTENTS Executive Summary 3 About The Driver 5 Route to Formula One - 6 Media and TV coverage 7 Personal TV coverage 8 Championship Audience - 9 Enhanced Brand Image - 10 Increased Brand Awareness - 11 Sponsorship Activation - 12 Customer Engagement - 13 VIP Hospitality - 14 Business to Business Networking - 15 Bespoke Events and Staff Incentives - 16 Cross Promotion Opportunities - 17 Community Involvement and Social Responsibility - 18 About The Championship - 19 2
EXECUTIVE SUMMARY Partnership Opportunity In these difficult economic times, most businesses are looking for innovative ways of increasing sales. As such we would like to make you aware of a unique opportunity that could offer an exciting, costeffective way of attracting new customers and clients to your business. Ovie Iroro is a 20 year old Nigerian Racing Driver currently Racing in the British Formula Ford Championship which gets trackside attendance of 400,000 per season and is broadcast to millions of households live in the UK and many more worldwide. He has consistently shown great promise and produced strong results throughout his career. He is the first Nigerian driver to ever compete at this level and is currently on the path to becoming the first Nigerian driver to reach Formula One. Motorsport Marketing Professional motorsports is the largest spectator sport in the world and reaches a consumer market that crosses all boundaries of age, race and gender. A company involved in motorsport partnership through sponsorship can get its message across to millions of potential customers and as a result, increase market share and profits. Sponsorship often generates positive publicity that cannot be bought. Partnering with a competitive driver is an excellent way to shape the buying attitudes of a vast demographic of potential customers. It will also help generate brand awareness and a positive reaction towards your company. Fans of world-class motor racing provide an ideal target market for companies that are looking for affluent, educated and successful customers. This presents an exceptional opportunity to present your brand to a receptive consumer fan base. A high majority of the fans are from the Upper and Middle class social grade (ABC1), which is the ideal target for many consumer brands Over the last few years, many companies have come to the forefront as motorsports sponsors and have confirmed that motorsports marketing can put them on the map. Prime examples include Santander, UPS, Verizon Wireless, GoDaddy.com, Red Bull, DHL, Rolex, Shell, Johnnie Walker, Phillips, Microsoft and Total. Becoming a partner with us gives us the opportunity to create a dynamic and, most importantly, measurable sales incentive programme that would offer your company an innovative way of generating an increase in sales activity using the proven excitement of motorsport. The programme is designed to operate on an annual basis and would be tailored specifically to your company s objectives at present. 3
EXECUTIVE SUMMARY Potential Partner Characteristics Companies that will benefit from becoming a partner typically desire to: Establish themselves as class leading brands Increase sales of products or services Increase their market share in their fields of business Break into new geographical markets and regions Increase brand awareness and visibility to the public Motivate staff and sales personnel Launch a new product or product line and promote it in a unique way Build up a network of like minded business individuals to do business with Due to the unique and exciting nature of motorsport, we are able to offer: Extensive TV and media coverage by the championship potentially millions of people Unique business to business networking opportunities The driver can represent the company in a variety of public events as a Brand Ambassador An enhanced brand image and positive image transfer that aligns your company with innovation A unique opportunity to engage a loyal fan base of millions of potential customers Increased brand awareness by the increased publicity your brand would be exposed to Unique advertising campaigns that can be based around the proven excitement of motorsport The opportunity to captivate the public by having the race car displayed in public places like company headquarters, shopping malls and there is also the possibility of public road demonstrations An exciting way to provide VIP hospitality to clients and staff by treating them to unique experiences at the racetrack Unique cross promotion opportunities through merchandise and trackside displays An opportunity to organise socially responsible events which show your involvement with the community Whatever the current objectives of your business, you would find that becoming a partner with us can provide a unique and effective way to achieve those goals. A bespoke marketing and activation plan will be produced to get the maximum out of your partnership with us. Becoming a partner now gives you the chance to support the driver that an early stage of his career and allows the partnership to grow steadily and also sets you apart as one of the first to take this opportunity. Costs There are different levels of partnership available which offer various benefits and can include exclusivity. This can be tailored to suit your requirements and will be discussed at the earliest opportunity to meet with you. 4
ABOUT THE DRIVER Ovie Ross Iroro is a 20 year old Nigerian Racing Driver currently studying Mechanical Engineering at University College London. He first became attracted to Motorsport by watching the prestigious 24 Hours of Le Mans race. Ovie is currently the only Nigerian driver in international motorsport and is showing great potential for the future Future Potential Ovie has always been geared for success which was made evident by winning the first ever go-karting championship he entered. He has since moved to the UK and shown that he has the raw talent, desire and determination to compete at the top level of motorsport. His success and progress on track has been noticed by the ASCN (Automobile Sports Club Nigeria) which is the motorsport governing body in Nigeria sanctioned by the FIA. Ovie has been chosen to represent Nigeria in the FIA Young Driver Academy in South Africa in September 2014. With the right support, Ovie has the potential to progress to Formula one and other top Levels of motorsport worldwide 5
ROUTE TO FORMULA ONE Career Potential Ovie is striving to be the first Nigerian Driver to ever race in Formula 1. He is currently working his way up on the journey to the top by first starting off and having success in go-karts and then moving up to Formula Ford where he is currently producing strong results. The driver gains more experience as he moves up through the categories, spending 1-2 years on perfecting his skillset. As the driver moves up to a higher level championship the level of competition increases and so does the level of TV coverage and exposure that the driver s partners get. Formula Ford The British Formula Ford Championship is an entry level category, which gives many racing drivers their first step into car racing after karting. Several former drivers have become successful in Formula One like Ayrton Senna and Jenson Button. Ovie is going to compete in Formula Ford for one more season where he plans to mount a strong challenge for the title. After Formula Ford, Ovie plans to make the step up to GP3. GP3 Series The GP3 series is a step below the GP2 series where many drivers have gone on to progress to GP2 and some straight to F1. The series takes place at the same tracks and the same weekends as F1 races so it is a great opportunity for drivers to get noticed by F1 teams. Most drivers spend 1-2 years here before they move up to the next level. GP2 Series The GP2 series is a step below F1 designed as the perfect training ground for life in Formula One. The series also takes place at the same tracks and the same weekends as F1 races so it gets all the spectators and the immensely exciting atmosphere. It also gives drivers the chance to experience F1 style weekends. Popular F1 drivers like Lewis Hamilton and Nico Rosberg both moved to F1 from GP2 6
CHAMPIONSHIP MEDIA COVERAGE Premium Package Formula Ford benefits from being a part of the British Touring Car Championship package, the premium and most watched UK motorsport package. Each race meeting is widely publicised in advance with both nationally and locally-focused marketing and PR campaigns organised by the host circuit and the dedicated BTCC media office. Regional TV and radio advertising, targeted leaflet drops and a huge variety of competitions in both high-circulation print and online media, all combine to spread the awareness to an audience well beyond the specialist press. Live TV Coverage Viewing figures for the series continued the YOY increase seen over recent years with UK viewing figures reaching more than 20 million for the season. Every event is broadcast live on ITV4 in the UK and with further dedicated highlights programmes across the globe, the reach of the BTCC and its associated brands is reported to be in excess of 10 billion. TV coverage of the races in Africa on DSTV is currently being negotiated which would potentially reach millions more households around Africa. Regular Press Releases Regular press releases are prepared by the driver s PR officer and sent out before and after race weekends to various local and international media. The BTCC also attracts a loyal and increasing audience online via numerous dedicated websites and has a huge following across all social media channels. A personalised report of each race weekend is also published on the Driver s website to give fans a more in-depth and personal impression of the experiences of a racing driver. 7
PERSONAL MEDIA COVERAGE Season Long TV Show Production A summary of every race filmed by a video production company which shall be available online and can be broadcast in Nigeria, potentially reaching millions. A series of videos would be filmed to capture the highlights and emotions during every race weekend. It would also captivate audiences by showing the ups and downs of the racing season. This can be produced in a format that would be released after every race weekend or a monthly feature on a TV station. We are currently in talks with Nigerian TV stations interested in a broadcast deal for the series. Race Highlights and Interviews Aside from the weekend summary production, highlights of Ovie s races are going to be provided to Nigerian sports channels to be broadcast after the race weekends. This would help fans keep up to date with the driver s racing activity and race results. The Highlights are also going to be available on the driver s website to be available for viewing worldwide. TV and Talk Show Appearances Ovie has already been interviewed on many popular Nigerian News stations, often in primetime slots where he has spoken about his journey so far in racing and his plans for the future. The driver s management team are in the process of setting up more TV appearances in the build up to next season and during the season. 8
OVIE IRORO CHAMPIONSHIP AUDIENCE ROUTE TO FORMULA ONE Loyal Fan Base 9 Fans of world-class motor racing provide an ideal target market for companies that are looking for affluent, educated and successful customers. Fans and spectators are extremely loyal to the companies and brands that support their favourite teams and drivers. This presents an exceptional opportunity to present your brand to a receptive consumer fan base. A high majority of the fans are from the Upper and Middle class social grade (ABC1), which is the ideal target for many consumer brands. As a partner, your company would receive the rights to the prime advertising spaces on the race cars and driver s suit to promote your brand. This would be clearly visible to the thousands of fans who attend the races and the millions watching at home. Spectator Appeal Over 373,000 people attended the championship trackside during the 2013 season, experiencing the thrill of the BTCC action live. The spectator numbers keep growing year on year with attendance of up to 40,000 per weekend rivalling even premiership football matches! Over the season up to 400,000 spectators are expected to attend the race meetings. Grade Social Status Occupation A Upper Middle Class Higher managerial, administrative or professional B Middle Class Intermediate managerial, administrative or professional C1 Lower Middle Class Supervisory or clerical and junior managerial, administrative or professional C2 Skilled Working Class Skilled manual workers D Working Class Semi and unskilled manual workers E Non Working Casual or lowest grade workers, pensioners, and others who depend on state welfare
ENHANCED BRAND IMAGE Association with Innovation Motor racing is at the forefront of technology and innovation in many areas. It is also a highly competitive and exciting sport. A motor racing partnership will send a different message to the consumer than conventional advertising. The perception is that any company can purchase conventional media advertising, but only the elite companies can be involved in sponsorship. Positive Image Transfer A partnership with motor racing will cause your brand to be associated with the qualities of motorsport which include; being innovative, high-tech, exciting and competitive. This shows that your company is highly advanced in it s field and is willing to think outside the box. Making a Difference In the recent past, Nigeria has been in the news for mostly negative reasons but this is a very good opportunity to make a difference and support the development of a Nigerian racing driver competing in top level motorsport for the first time ever with the potential to make his way to Formula One. This is an inspirational story you could use to gain positive publicity 10
INCREASED BRAND AWARENESS Brand Awareness Motorsport provides many unique ways in which a company could increase it s influence and brand awareness. It can also help establish your company as a class leading brand As your following increases, so would the influence of your brand. This creates a cascading effect that can attract new customers, media interviews, joint venture partnerships, and all types of other opportunities. Unique Advertising Campaigns Your company can use it s partnership with a Racing driver in advertising campaigns. This can form the basis of a new media campaign or can be integrated into existing campaigns. Your company logos would be prominently displayed on the Driver s race suit and race car which can then be used in advertising campaigns Video footage and pictures of the driver in action on the racetrack or in picturesque locations can be used to create memorable and eye catching ads which stand out from the competition. These adverts can then be used in TV commercials, billboards, viral videos, newspapers, magazines and other media. Social Media Campaigns Social media campaigns and promotions centred around your involvement in motorsport can be run as a way of building a loyal community. This is a proven way to strengthen your relationship with the public and potential customers while building the popularity of your brand. It is also an effective way to reach out to the younger generation where social media usage is most popular. 11
SPONSORSHIP ACTIVATION Getting value for your Sponsorship There is no other sport like auto racing that provides the corporate sponsor with so many different ways to merchandise and market its racing association. Motorsport sponsorship provides the opportunity to allow fans and customers experience the fun and excitement of the race through a number of interactive events and activities throughout the year and not just restricted to race weekends. Team and Driver utilisation Any partnership gives you rights to use your relationship with the sport and the driver and team in your PR material, brochures, advertising etc. But your company can easily go one stage further and have the car, driver or whole team at an event. The driver can also represent the company publicly as its Brand Ambassador at a variety of events. These could be your annual trade show, a press launch of new products, public exhibitions, opening a new office or outlet, or even an internal event like a sales conference. Public Road Demonstrations Demonstrations of the Race car can be organised on closed sections of public roads. These have the potential to attract large crowds and have an even greater potential in Nigeria where motorsport is not widespread and hence there would be a lot of excitement and publicity generated by the events which can be used to your company s advantage in many different ways 12
CUSTOMER ENGAGEMENT Public Displays and Interactive Events Public events can be organised as a way to help fans experience the fun and excitement of racing through a number of interactive events and activities. For example, a National/Regional racing Showcase Tour can be organised, which brings an actual Racing Car, F1 Driving simulator and other Racing related products and merchandise to dealer showrooms, shopping malls, auto shows, trade exhibitions, carnivals and other large consumer gatherings. These events will be sure to attract large crowds and media attention as it allows members of the public to have exclusive access and interact with racing in many ways including: Taking pictures while seated in or around the Race car Taking part in a live Pit-Stop challenge where they can work in teams to change the wheels of the car and have prizes for the fastest team. An autograph signing session where photographs can be taken with the car and driver. An F1 driving simulator competition where people compete to set the fastest times which would be displayed on a Leader-board. Go-kart racing competition for members of the public. There are countless possibilities in terms of organising events which can engage with the public and we can work together with the PR and marketing department of your company to plan and organise these events. 13
VIP HOSPITALITY FOR CLIENTS Unforgettable Experience Partnership with a racing driver can give your guests an unprecedented level of access to the racing events and deliver a memorable experience. During race weekends and events, each guest would receive VIP passes and access to the team garages and paddock for the day, a guided tour of the garage and cars, meet and greet with the drivers and an accompanied grid walk. Providing direct access to the team and drivers will build interest and an emotional tie with your guests. This will increase their loyalty to your company. Most other sports cannot offer the level of access and involvement that motorsports can. Establishing New Relationships and Rewarding Important Clients Corporate hospitality can build strong relationships with new and potential clients as well as nurturing and establishing solid relationships. When you give someone a great experience (an extra as it were), they feel need to reciprocate. People like to feel appreciated, so perhaps you want to thank a particular client for placing a large order, for spending more with you, or for their loyalty. These events provide the perfect opportunity to do so. Launching New Products A corporate hospitality event can be used as a platform to launch a new product in style. These events will engage guests and maximise their interest in the products being launched. This also provides a unique atmosphere for a product launch that many guests may not have experienced before. Networking Opportunities At an elegant, professional event you will have time to mix and mingle with your own important clients but you ll also have the opportunity to meet like-minded individuals and businesses. This provides an opportunity to make important contacts to potentially expand your business. 14
BUSINESS TO BUSINESS NETWORKING British Motorsport Industry The UK leads the world in motor sport, both in terms of the sport itself and the industry that the sport underpins. The British motorsport industry supports approximately 4,500 SME companies, employing 41,000 people in full and part-time jobs, and delivering an annual turnover of 6 billion, of which 60% is exported. Many of these companies are car manufacturers, parts suppliers, race teams, hospitality companies, oil and lubricant companies, transport and haulage companies, Insurance companies, events management and public relations companies. Having a partnership with a racing driver is a good way to meet and network with the decision makers in many of these companies which can be used to expand your business and secure new contracts with companies in the motorsport industry. Networking Opportunities Being a partner at motorsport events provides the opportunity to meet like-minded individuals and businesses. This provides an opportunity to make important contacts to potentially expand your business with the other businesses that partner with the driver. 15
BESPOKE EVENTS AND INCENTIVES Consumer Incentives As a partner, you would receive an allocation of standard Race weekend tickets and the same VIP treatment as mentioned before can be offered. In addition. These tickets can then be used in public promotions and competitions as incentives for customers to buy your products and services. Bespoke Events and Track Days There is also the opportunity to organise track days where guests can get first-hand experience of motorsport. Each track day can be tailor-made to your requirements and offer a genuine money can t buy day out for your guests. Ranging from passenger laps with a professional racing driver in racing cars to individual driving experiences in a range of high performance cars, we can offer bespoke packages to suit your budget and requirements. Staff Incentives You can reward your highest performing members of staff with free tickets to attend the races or tickets to specially organised track days. Team building events for staff can also be organised. These events can be organised as a day out to a racetrack where your staff would be treated to track driving and passenger experiences. Companies that use motorsports sponsorship as part of their employee reward and incentive programs experience increased productivity. Treating employees to a fun day of racing excitement is an excellent way to boost morale and to thank them for their hard work. 16
CROSS PROMOTION OPPORTUNITIES Merchandising and Promotions There is no other sport like auto racing that provides the corporate sponsor with so many different ways to merchandise and market its racing association. Consumer Promotions Your company can hold sales promotions in many forms which would encourage customers to buy your products and stay loyal to your brand. For example you could run promotions as bundle deals where customers who purchase or subscribe to any of your products and services would instantly receive a motorsport related prize like free VIP tickets to the races or tickets to specially organised track days. Or you could run competitions where customers stand the chance to win motorsport related prizes when they buy products or take part in text or internet based competitions. Trackside Displays About 400,000 spectators attend the race meetings every year. Pit lane walkabouts take place at each event, allowing the public access to the pit lane to meet the drivers and collect memorabilia and merchandise. These open events offer a fantastic opportunity for sponsors to offer free product sampling, hand out branded merchandise and literature. Merchandise On average 40% of BTCC attendees purchased team merchandise in 2012 Being the partner of a racing driver offers bespoke options for company branded racing merchandise which could include replica model race cars, racing branded clothing, hats, key rings and other forms of merchandise. Your company could also use these as prizes in any promotions organised by the company 17
COMMUNITY INVOLVEMENT AND SOCIAL RESPONSIBILITY Corporate Social Responsibility Many companies can use their involvement with motorsport as a way to give back to the communities you operate in. There are many ways in which this can be achieved and there are a few ideas below that could be implemented. Involvement with Schools The driver is available to make appearances and deliver motivational speeches at primary and secondary schools which would encourage the younger generation to pursue their dreams and take an active interest in engineering. School trips can be organised for pupils from science/technology classes to spend a day with the race team to gain an insight into the engineering and technology behind motorsport. This would also be a chance for hands on experience in assembly of a racing car. Involvement with the Local Community Safety is the most important consideration in motorsport around the world today. Your company could use its involvement with motorsport to promote road safety. Your company could also promote sustainable and environmentally friendly vehicle technology like hybrid and electric powered vehicles which are becoming an integral part of top level motorsport categories in the world today. 18
ABOUT THE CHAMPIONSHIP BRITISH FORMULA FORD CHAMPIONSHIP The British Formula Ford Championship is an entry level single-seater motor sport category, which gives many racing drivers their first step into car racing after karting. It attracts drivers from across the world who move to the United Kingdom to compete. Several former drivers have become successful in Formula One, including Eddie Irvine and Anthony Davidson, whilst Formula Ford champions Ayrton Senna and Jenson Button also went on to win the Formula One Drivers Championship. 30 races per season 2 Practice sessions on the Friday ahead of each round 20 minute qualifying at each round Live TV coverage on ITV4 Significant social media fan base Opportunity to Race at the most challenging race circuits in Britain Close to 400,000 trackside spectators per season 19
CONTACTS Ovie Iroro Mobile: +4475 888 57788 Email: roi.iroro@gmail.com Website: Victoria Iroro Mobile: +234 803 402 2591 Tel: +234 1279 4737 Email: victoria_iroro@yahoo.com