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

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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

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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.