Doru Constantin SIMION, PhD Business Group Additional Activities Senior Manager EHF Office

Transcription

1 2012 EHF RINCK Convention Open Master Coach and Licensing Course - Module II / Hard, Austria Brand HANDBALL: Professional Leagues, Clubs, Players, Trainers Doru Constantin SIMION, PhD Business Group Additional Activities Senior Manager EHF Office

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3 What is a brand? A brand is a product or service which has formed a distinct and meaningful relationship in the hearts and minds of its consumers, often expressed as a label, trademark, logo, badge or symbol. The brand is Handball!

4 We are the product of our time!

5 Some words about brands Brands are what people currently buy Brands exist in the hearts and minds of people Brands create long term relationships Brands have personality and values Brands express themselves and their values in every point of contact with people, no matter if they are fans, players, referees, media, etc.

6 BRAND STATUS Where are we? Where do we want to go? BRAND VISION The Big Events The National Competitions Our values / Our beliefs / Our resources - Rules of the game -

7 Handball of tomorrow shall be a better product More entertainment Better, bigger arenas / standard facilities More media coverage, closer to the fans To see more / to experience passion & emotions The one who owns the fans, owns the sport

8 Some branding principles... A mission statement, a vision can be the track that keeps us from veering off to tempting side issues. The dream we share is not to become rich but to enrich people s lives, through their association with our sport. We are not in this to make money, but a pre-requisite for growth and development is the availability of funds through our association with partners. Then we can invest in people, the only asset we have. Without the funds to invest in our game, we lose people, profiles, artists to other games, and we develop muscles more than minds and intelligent thinking. Becoming the boring option is a dead end. Attraction, Passion, Attention to Detail are our buzz words.

9 It is not necessary to SAY who you are, but to SHOW who you are!

10 Communication as a BRAND: The simpler and more direct you do it, the more impressive impact you get!

11 Branding issues Branding means nothing more and nothing less than creating a distinctive personality for the brand and telling the world about it A brand like handball can be said to have reached leadership status when it has combined function with emotion, when it has moved from comparative to evaluative. The way you tell the customer about our values spectator, player, referee, media, etc.

12 Some branding principles... Principles have nothing to do with size, form or colour. Branding simply doesn t care how big your are or how strong you are. But, cares a lot about how good you are in what you do. How passionate you are about the sport you love. Paying attention to details: transparent, creative and cosmopolitan.

13 Leading edge thinking BRAND VISION Where we want our sport to be in a predictable and usable future. Usable future means starting to look for improvements right now...because PLAYING HANDBALL STARTS IN THE MIND!

14 What does the Leadership Brand Vision look like? A vivid, inspirational and actionable expression of where we want the sport to be - in the usable future. What Who Essential equity Leveragable assets What is it really all about ( teaming, bonding, both in and out ) What is the voice of the Handball owl, lion, mouse, dog... What is the essence of what we promise our constituencies What are the Brand level proof points that can be best leveraged to bring credibility and ownership to the Vision

15 Which way now?! How to decide?! What form should the new path take?!

16 Belief dynamics : the belief map Team-mates Trainer Parents Friends THEM How other people see me Sporty Social Stick to my promises Ambitious ME How I see myself in this role IT How I look at handball and my team Fun with friends Challenging Satisfaction A way to financial freedom Critical Insights * Bonds * Barriers

17 The Process Develop the game Strengthen the clubs The Product Hook Develop emotional link Brand Positioning

18 dn a r B gy e t a Str et k r Ma arch se Re B Ma ran nag d em ent B d n ra ng i y b Lob HANDBALL A STRONG BRAND

19 Triple constriction

20 Triple constriction - alternative strategies Internal Factors/ External Factors S (strengths) W (weaknesses) O (Opportunities) Strategies SO Strategies using strengths for taking benefit/profit on opportunities Strategies WO Strategies profiting on opportunities by avoiding weaknesses T (Threats) Strategies ST Strategies using strengths to prevent or minimize threats Strategies WT Strategies ameliorating weaknesses and preventing threats

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22 Co-operation levels

23 National Sport Authorities -National Handball Federation Agreements - Contracts -Specialised Institutions (University, Research, Sport Medicine) Administration Board / Council Sport Manager / Operational Technical Staff Technical Director Director Marketing Head Coach Assistant Trainer Goal-keeper Trainer Doctor Physiotherapist Delegate Cameraman Administrator Team A Team U21 Team U19 Team U17 Publicity Contracts Programmes Recruitment Corporate Social Responsibility (CSR) Promotion structure/s Different activities Own school handball classes: U9 / 11I

24 COMMON INTEREST MUTUAL BENEFIT FULFIL INTERESTS OF NATIONAL TEAMS CLUBS PLAYERS

25 COMMON INTEREST CLUB S MAIN INTERESTS: Transfer the best possible players Compete in the top club s competitions National Leagues International Competitions Generate enough money and interest to be part of the business TV Right (audience) Sponsoring Ticketing (bring people tot the halls)

26 COMMON INTEREST NATIONAL TEAM S MAIN INTERESTS: Get the best possible players: choose among the best Play the most important international competitions WCH OLYMPICS ECH Generate enough money and icons to invest in promotion programs

27 COMMON INTEREST MAIN PLAYER S INTERESTS: Participate in the most important competitions Improving attendance Improving TV ratings Improving spectacle / handball show Stable income: social & financial stability (family) Play as long as they can Be more professional and be icons / become legends

28 Interest = Common Benefit Players National Teams BALANCE Clubs

29 INTEREST INTERACTION REGULATOR Incoming Options Image and promotion MARKET Competition Competitions Fame / Glory Financial stability Common NATIONAL TEAMS BALANCE PLAYERS Work Icon players Fame / Glory Best players Choosing options Image Incoming options Regular incomes Competitions Fame / Glory CLUBS

30 National Competition International Competitions Leagues Cups European Cups European Competitions World Competitions Clubs National Teams Players, Trainers, Referees, Officials, Journalists

31 COMMON INTEREST DEVELOP HANDBALL

32 CONCLUSIONS WHAT CAN BREAK THE BALANCE CALENDAR Playing dates Too many games (injuries, tiredness, less interest) COMPETITIONS SYSTEM Non interesting games INCOMING SYSTEMS Money reimbursement

33 EHF Coaching Licensing A tribute to the next generation - I - Coaches education is not only a sport matter; it is mainly an educational process in many countries. Currently, the federations deal with coaches education mainly as a sport matter and less as an educational issue. Therefore many coaches do not have a proper educational background. At the moment the EHF has no information on national coaches education structure or activities from more than 50% of its national federations the number of coaches on each level is, likewise, unclear. Therefore an EHF governed coaching licensing system in addition to the EHF RINCK Convention = EHF Coaching Convention could be an effective means for the development of handball, as it is for the coaches that educate the next generation of handball players.

34 EHF RINCK CONVENTION and COACHING LICENSING SYSTEM EHF PRO Licence / current Master Coach P R O C E S S EHF Coaching Licence / Level 3 EHF Coaching Licence / Level 2 EHF Coaching Licence / Level 1

35 EHF RINCK CONVENTION and COACHING LICENSING SYSTEM EHF PRO Licence / need either 3 EHF Licensing Modules or 1 National course with EHF Lecturer/s P R O C E S S EHF Coaching Licence Level 3: need EHF Licensing Modules Level 2 Upgrade chance via EHF courses Level 1 Upgrade chance via EHF courses

36 EHF Coaching Licensing A tribute to the next generation - II - The title of the Master Coach as defined in the EHF RINCK Convention holds good for lifetime, whereas any kind of an EHF Licensing System will have an expiration date, e.g.: validity two years plus two more years as transition period. All existing Master Coaches will receive the highest EHF License (PRO License) automatically, whereas in the future, any coach who receives the title nationally has to attend either an EHF Licensing Course module (3 stage thesis) or the EHF has to be involved in all national Master Coach course modules by nominating 2 EHF lectures. In the future, the EHF will be offering Open Master Coaches and Licensing Courses for further personal training and promotion. Each signatory nation on level 3 will be allowed to host their own Master Coaches Courses in addition to the aforementioned EHF Open Master Coaches Courses.

37 EHF Coaching Licensing A tribute to the next generation - III - The system will administered by the EHF in close cooperation with the National Federations. Personal promotion / upgrade is possible either via the EHF 3 Modules system or a general promotion of the country to the next R C level.. Only the Master Coach level and/or the highest coaching level in a country will be certified with personal licences by EHF (+signed by National Federation). The National Federation has to report the number of coaches on Master Coach and third level to the EHF.

38 CONCLUSIONS In most European countries Handball in viewers' relevant set as an interesting TV sport Positive tendency in terms of popularity and fascination especially in markets with a strong national team The EURO has established itself as a top European handball event and has become popular in the course of the past years. Broadcasting countries profit from the competition as well as the countries whose teams perform well Regular TV-channels and regular programme formats are important for long-term success of European club competitions Top national leagues can benefit from the success of the national teams positive tendency regarding ticketing positive tendency for sponsorship deals positive tendency for TV-ratings

39 Thank you very much for your kind attention and expressed patience you followed the presentation! Doru Constantin Simion: 39