, INCLUDING COMMERCIAL RIGHTS, BROADCASTING AND BRANDING GUIDE - Third edition - 1. April 2017 1
CONTENTS 1. PREFACE... 4 1.1. About this Guide... 4 1.2. Terms... 4 PART 1:- IOF WORLD CHAMPIONSHIPS RIGHTS AND RIGHTS OWNERS... 5 2. GENERAL RIGTHS AND POLICY... 5 2.1. General... 5 2.2. Rights ownership of IOF Events... 5 2.3. IOF advertising, marketing and sponsorship policy... 5 3. SPONSORSHIP RIGHTS... 6 3.1. General... 6 3.2. Marketing rights at the Event... 6 3.2.1. Exclusivity... 6 3.2.2. Branding... 6 3.2.3. 3.2.4. Hospitality programme and service... 7 Accreditation of staff... 7 3.2.5. Entrance tickets (VIP passes) for sponsors... 7 3.3. Division of costs... 7 3.4. NOF s Partial Sponsorship Rights... 7 3.5. Joint sponsorship rights selling... 8 3.6. Acquisition by the NOF of full Sponsorship Rights... 8 4. TV RIGHTS... 9 4.1. General... 9 4.2. Webcasting rights and Internet website... 9 4.3. Finances... 9 PART 2:- RESERVERED RIGHTS FOR SPONSORSHIP CATEGORIES... 10 AT IOF WORLD CHAMPIONSHIPS... 10 5. IOF SPONSORSHIP CATEGORIES... 10 5.1. General... 10 5.2. Title Sponsor... 10 5.3. Gold Sponsor... 11 5.4. Silver Sponsor (National Sponsor)... 11 5.5. Official IOF Partner... 12 5.6. NOF Partner... 12 2 PART 3:- IOF WORLD CHAMPIONSHIPS BRANDING AND VISUAL LOOK... 13 6. IOF EVENT IMAGE AND BRANDING GUIDELINE... 13 6.1. Brand identification... 13 6.1.1. General... 13 6.1.2. Sponsor presentation policy... 13 6.2. Logos... 13 6.2.1. The IOF logo... 13 6.2.2. Title Sponsor s logo... 13 6.2.3. Gold Sponsors logos... 13 6.2.4. Other norms and guidelines... 14 6.3. Event Material... 14 6.3.1. Sponsor visibility on event publications and printed materials... 14 6.3.2. Sponsor visibility on id cards... 15 6.3.3. Sponsor visibility on start and result lists... 15 6.4. Screen and digital... 16 6.4.1. Sponsor visibility in IOF Web page, LIVE Orienteering and IOF Eventor... 16 6.4.2. Sponsor visibility on the Event website, webcasting and live center... 16 6.4.3. Sponsor visibility on arena video screen... 16 6.4.4. Sponsor visibility in TV broadcasting... 16
7. IOF LOOK OF VENUES GUIDELINE... 17 7.1. General... 17 7.1.1. General Recommendations... 17 7.2. Venue overview... 18 7.3. Start and finish installations... 18 7.4. Advertisement boards... 20 7.4.1. Advertisement boards in start and finish chute... 20 7.4.2. Advertising boards in the finish area... 21 7.4.3. Top banner in start and finish chute and finish area... 21 7.4.4. Arena passing and TV controls... 21 7.4.5. Control stands... 21 7.4.6. Time keeping equipment... 22 7.4.7. Other banners and boards... 22 7.5. Competitors' number bibs... 22 7.6. Branded tape... 23 7.7. Podium... 23 7.8. Rostrum (back wall)... 24 7.9. Results board... 25 7.10. Official rooms... 26 7.10.1. Media conferences... 26 7.10.2. Other meetings and conferences... 26 7.11. Unbranded areas... 26 APPENDIX 1: SPONSORSHIP CATEGORIES RIGHTS... 26 International Orienteering Federation 2017 3
1. PREFACE 1.1. About this Guide 1.2. Terms The principles presented in this manual are primarily applicable to World Championships in all Orienteering disciplines as well as other televised orienteering events under the authority of the International Orienteering Federation (IOF). By these principles, IOF aims to make sure that the presentation of international orienteering events follows the same modern standards world-wide. The manual is divided in 3 parts. Part 1 is directed at the national orienteering federation (NOF), the event director and the commercial responsible and describes in general the sponsorship policies and the division of the commercial rights between the IOF and the local organiser. Part 2 is explanatory for the persons responsible for sponsorships and describes the different sponsorship levels and their available rights. Part 3 is instructions for the persons responsible for communication, branding, sponsorship and arena building and presents guidelines for branding and venue design. For all World Championships and other televised IOF events this manual concerning advertising possibilities in the competition area and the TV area is binding. The IOF Commercial Rights and Branding Manual is approved by the IOF Council 1 April and is a mandatory part of the Partnership Agreement contracts with the event organisers. Several terms are used in this IOF Sponsor Guide for organisers of world championships, hereinafter Guide. The following abbreviations of these terms are used throughout the Guide. International Orienteering Federation, hereinafter IOF. Any of the IOF s member federations (national orienteering federation), hereinafter NOF. World [discipline name] Championship, hereinafter Event. [WOC] Partnership Agreement, hereinafter Partnership Agreement. The IOF Foot Orienteering Commission document Guidelines for organisers of World Orienteering Championships, hereinafter Guidelines. Competition Rules for IOF [discipline name] Events, hereinafter Competition Rules. 4
PART 1: - IOF WORLD CHAMPIONSHIPS RIGHTS AND RIGHTS OWNERS 2. GENERAL RIGTHS AND POLICY 2.1. General The main principles of the advertising, marketing and sponsorship rights pertaining to the Event are regulated by the Partnership Agreement signed between the IOF and the relevant NOF. Subject to IOF approval, NOF may transfer its rights to a local organiser. The principles described in this document represent the standard partnership agreement terms, which are negotiable for each event. This Guide is an integral part of the Partnership Agreement, and by signing the Partnership Agreement, NOF shall follow and implement its regulations, instructions and guidelines when organising the Event. The IOF also strongly recommends that the principles for dealing with advertising, marketing and sponsorship issues as described in this Guide be applied also when organising other major IOF events such as World Cup races. 2.2. Rights ownership of IOF Events The designations "World [discipline name] Championship", [discipline name] World Cup, Junior World [discipline name] Championships, World Masters [discipline name] Championships, "[Region] [discipline name] Championship" and "[Region] Youth [discipline name] Championship" in all disciplines, i.e. Foot Orienteering, MTB Orienteering, Ski Orienteering and Trail Orienteering, and all the rights related to the events are owned by the IOF. The main objective in relation to advertising, marketing and sponsorship rights is to achieve the optimal possible result for the IOF and the NOF. 2.3. IOF advertising, marketing and sponsorship policy The competition rules for IOF events in all disciplines state: 33. Advertising and sponsorship 33.1 Advertising of tobacco and hard liquor is not permitted. 33.2 Advertising on track suits or other clothing which are worn by team members during the official ceremonies shall not exceed 200 cm². There is no restriction to the amount of advertising on the athletes competition clothing or equipment except for the start number bibs. Advertising at the competitions must not infringe the national rules of the country where the event takes place. The IOF Council may issue additional rules for advertising, marketing and sponsoring. 5
3. SPONSORSHIP RIGHTS 3.1. General The sponsorship rights for the Event is the property of the IOF unless otherwise agreed. The IOF has three sponsorship categories: Title Sponsor, Gold Sponsor and Official IOF Partner. The IOF has the right to receive visibility at the Event for its sponsors in all categories. The IOF has the rights to contract with a main, international level event sponsor ( Title Sponsor, please refer to chapter 5.2.) and a pool of other event sponsors ( Gold Sponsors, please refer to chapter 5.3.) for the Event. If the IOF has a Title Sponsor for the Event, the maximum number of Gold Sponsors is two (2). When no Title Sponsor is contracted, the IOF can have up to three (3) Gold Sponsors for the Event. When the IOF has a Title Sponsor for the Event, the IOF and the NOF are jointly responsible (with support from the Title Sponsor) for creating an Event logo integrating the Title Sponsor s brand in the logo design, as described later in chapters 5.2. and 6.1.1. The NOF shall not use any other form of the Event logo. The NOF is through the partnership agreement with the IOF given two sponsorship categories: Silver Sponsor (National Sponsor) and NOF partner. The rights and responsibilities of the IOF and the NOF and their respective sponsors and partners shall be described, if needed, in a separate Sponsorship Agreement. The Sponsorship Agreement shall form an integral part of, and be attached as an appendix to, the Partnership Agreement. However, when organising the Event, NOF is fully responsible for taking care of the IOF s obligations towards the Title Sponsor, Gold Sponsors and Official IOF Partners. This includes, but is not limited to, ensuring that the IOF s sponsors visibility and advertising are as agreed with the sponsors. NOF have the opportunity to cooperate in selling sponsorship rights or purchasing the IOF s sponsorship rights as presented in chapter 3.5. and 3.6. The advertising space reserved for the Title Sponsor, Gold Sponsors, Silver Sponsors, Official IOF Partners and NOF partners is defined in chapter 5 and Appendix 1. 3.2. Marketing rights at the Event 3.2.1. Exclusivity The IOF Title, Gold and NOF s Sponsors shall receive major visibility and guaranteed business field exclusivity in the Event. The IOF and the NOF will take any necessary steps to guarantee that the Title Sponsor and Gold Sponsors receive exclusivity (e.g. if the Title Sponsor is Coca Cola, Pepsi Cola is not acceptable) in relation to their products/services/business area, and good opportunities to advertise them. The detailed implementation of this guarantee is to be determined separately for each type of advertising. In general, to avoid clashes of interest between the Title Sponsor, Gold Sponsors and NOF s sponsors, the parties concerned shall continuously inform each other about the business fields of their intended commercial partners, and when it is likely an agreement will be reached, also the names. 3.2.2. Branding The event and venues shall be designed and branded in accordance with the Branding and venue guidelines in chapter 6 and 7 and IOF Brand Book. The IOF logo and the Event logo must be presented on all material related to the event. The IOF s Title and Gold Sponsors, NOF s Silver Sponsors, IOF Official partners and NOF partners shall be presented according to their agreed rights and prioritized according to their sponsorship level as presented in chapter 5. 6
3.2.3. Hospitality programme and service The Title Sponsor and Gold Sponsors have, at their own expense, the right to organise a hospitality programme and service. This could include, for example, but is not limited to, bringing a sponsor s own hospitality / promotion / marketing / sales stand (tent, lounge or similar) to all arenas of the Event. The details of any such activities (e.g. catering needs, reserving a spot for the stand, etc.) must be negotiated and agreed on between the IOF and the NOF well before the Event. Please also refer to chapter 39 in the Guidelines. 3.2.4. Accreditation of staff The Title, Gold and Silver Sponsors shall have the right to receive accreditation (ID card and parking tickets) for their staff (max. 5 persons) responsible for their activities (hospitality programme, exhibition stand, etc.) at the Event in the category Organiser (sub-category VIP Arena). 3.2.5. Entrance tickets (VIP passes) for sponsors The NOF shall, free of charge, provide a minimum of 30 entrance tickets (VIP passes equal to accreditation in the category Sponsor (sub-category Category 1)) for use at the Event by the Title Sponsor and Gold Sponsors, providing that requests for these have been received in advance. At a minimum, the VIP passes shall secure that the representatives of the Title Sponsor and Gold Sponsors are granted smooth access to the event, a parking space close to the arena, and access to any VIP facilities and services. The standard of the services attached to the VIP passes may vary from one event to another, depending on the local conditions. 3.3. Division of costs In general, the IOF and the NOF are responsible for the costs of their respective advertising material. The IOF s Title Sponsor, Gold Sponsors and Official Partners will carry the production costs of, and provide the NOF with, their own advertising material such as banners. The IOF is responsible for the production and the costs of any IOF banners and other IOF-only branded material to be displayed at press conferences and other meetings and conferences. The NOF is fully responsible for producing and constructing all the advertising, marketing and sponsorship material and installations defined in the Guidelines and in this Guide. The costs for producing the number bibs, the rostrum, the banners, and any other advertising, marketing and sponsorship material shall be borne by the NOF, with the exception of the IOF s sponsors banners. To achieve a uniform design and the most cost-effective solution, the production of any material including adverts of the Title Sponsor, Gold Sponsors and the NOF s sponsors shall be coordinated between the IOF and the NOF. 3.4. NOF s Partial Sponsorship Rights In return for payment of the sanction fee for the Event s organising rights, the NOF is entitled to Partial Sponsorship Rights and may contract with local sponsors. The NOF s major sponsors and partners shall receive advertising space and guaranteed business field exclusivity after the IOF Title and Gold Sponsors in the Event. To avoid clashes of interest between the IOF s Title and Gold Sponsors and the NOF s sponsors, the IOF and the NOF should agree to continuously, prior to entering into negotiations, inform each other of the business fields of their respective intended sponsors and, once an agreement has been reached, of the name of the contracted sponsor. 7
3.5. Joint sponsorship rights selling If the IOF have not been successful in selling their Sponsorship rights 12 months prior to the Event the IOF and NOF may agree to sell in cooperation. In such case the net value of the sold rights, independent of the selling party, will be split equally between the parties. This clause shall be confirmed in the partnership agreement or in writing by both parties at the latest 12 months prior to the Event. 3.6. Acquisition by the NOF of full Sponsorship Rights The NOF also has the opportunity to purchase the IOF s sponsorship rights if the IOF is unsuccessful in selling them or otherwise decides to transfer the rights to NOF based upon NOFs show of interest. In such case the value of the rights is set in the partnership agreement between the IOF and NOF. Should the NOF after purchasing the Title sponsor rights be successful in obtaining a title sponsor and want to combine its name with the official Event name, IOF Council approval is needed (a deviation from competition rule 1.9). 8
4. TV RIGHTS 4.1. General The IOF retains the TV rights pertaining to the Event. The TV Rights include the livestreaming of the TV signal on digital platforms. The IOF undertakes the role of Host Broadcaster for The Event. As Host Broadcaster, the IOF shall lead the sales and negotiations of all TV rights for The Event, and will sign contracts with a TV production partner, for the preparations, facilities, equipment and services needed for the broadcasting coverage of The Event. The producer of the broadcast will at a minimum be required to deliver a live broadcast to TV broadcasters, a live stream to IOF s LIVE Orienteering, a 26-minutes extended highlights programme and 3-5 minutes of news-clips material from each competition. NOF shall be responsible for practical preparations at the instruction of the IOF and the production partner. This includes providing required infrastructure to ensure the reliability and quality of the production, such as but not limited to, power supply, reliable telecommunications capacity and coverage, timing, punching and GPS tracking services, and the physical infrastructure needed to be able to establish the above facilities. In order to achieve the best possible outcome, the television production company shall be involved in the planning of the Event at an early stage. In particular, the camera positions, the sites for advertisements, the programme, the race schedule and the race start times must be agreed on. 4.2. Webcasting rights and Internet website 4.3. Finances The IOF retains the right to provide Internet viewers with on-line tracking and on-line results service, live audio and video, and to display the entire results lists, maps with courses, and any other material related to The Event on its Internet homepage LIVE Orienteering. NOF shall deliver live results, split times from radio controls and GPS tracking to IOF LIVE Orienteering free of charge. NOF shall provide GPS units to the all athletes in the finals competitions. In addition to the IOF LIVE Orienteering webpage, NOF is entitled to display all event information on the home page of The Event, or on another website (e.g. the NOF website) taking into consideration that geoblocking of live-streaming may be required due to TV rights issues. The NOF shall pay the IOF a contribution as specified in the partnership agreement to ensure the TV productions. The contribution is defined in the partnership agreement. TV Rights income shall include all broadcasting rights and services invoiced by the IOF and any net income generated through the use of LIVE Orienteering, including ticket sales (if applicable and agreed between the parties) and event page advertisements in LIVE Orienteering. Any surplus shall be shared, between the IOF and NOF as specified in the partnership agreement. Surplus is defined as; the income as defined in the paragraph above plus the above contribution from NOF, minus the cost of the productions, exclusive of infrastructure costs. 9
PART 2: - RESERVERED RIGHTS FOR SPONSORSHIP CATEGORIES AT IOF WORLD CHAMPIONSHIPS 5. IOF SPONSORSHIP CATEGORIES 5.1. General 5.2. Title Sponsor The Event has five sponsorship categories: Title Sponsor (one per each major event), Gold Sponsor (two or three available per each major event), Silver Sponsor (three available per each major event), Official IOF Partner (limited TV visibility in major events, maximum number three per each major event) and NOF Partner (limited TV visibility in major events, no limitations in maximum number per event). The sponsor s rights in each sponsorship category are described in chapters 5.2.-5.4 and an overview is presented in Appendix 1. Title Sponsor, Gold Sponsor and Official IOF Partner sponsor rights are owned by the IOF, but can be transferred to the NOF or sold in cooperation with NOF. Silver Sponsor and NOF Partner rights are owned by NOF. See more information about ownership of the sponsorship rights in 3.1 and the opportunities cooperation and for transferring of rights in 3.5 The IOF is responsible for the relations with their sponsors, and coordinates with them all marketing and visibility matters. The IOF will assign a person to be responsible for the Event advertising, marketing and sponsorship issues, and for the contacts between the IOF sponsors, the NOF, and the IOF. Currently, this task has been assigned to the IOF Marketing Manager. The IOF and the NOF shall co-ordinate their marketing efforts and the dissemination of information in relation to the Event. The NOF is fully responsible for producing and constructing all the advertising, marketing and sponsorship material defined in the Guidelines and in this Guide. With the exception of the IOF s sponsors banners, the costs for producing the number bibs, the rostrum, the banners and any other advertising, marketing and sponsorship material shall be borne by the NOF (as described in chapter 3.3) The following chapters (5.2-5.6) are not a rigid set up of rights for each sponsor at different levels at the Event, but a guide for which rights that is accessible to the different levels of sponsorship. All sponsorship agreements and rights shall be made individual for each sponsor to target their objectives. The Title Sponsor may have the following rights at the Event: The Title Sponsor receives guaranteed branch exclusivity in its business area. The IOF and the NOF shall not enter into any kind of sponsorship co-operation with the Title Sponsor s competitors. The Title Sponsor s brand (logo, name and/or other visual elements) may be combined with the Event logo. This official event logo, as well as the Title Sponsor s logo, shall be published in all official competition materials (Internet website, Bulletins, Badges, ID Cards, etc.). The Event may be named as [Company Name] World Orienteering Championships. The Title Sponsor has marketing visibility (logo) on all number bibs, on start and finish gates, in start and finish chutes and finish area, a top banner on the whole finish chute, in mixed zone, on the podium, the rostrum (back wall) and the results board. The Title Sponsor can accredit its staff, working with sponsor activities, to the Event in the category Organiser (sub-category Arena VIP). 10
5.3. Gold Sponsor The Title Sponsor is entitled to entrance tickets (VIP passes equal to accreditation in the category Sponsor (sub-category Category 1)) for the Event. The Title Sponsor also has the following marketing opportunities during the Event: The Title Sponsor may bring its own hospitality / promotion / marketing / sales stand (tent, lounge or similar) to all arenas of the Event. The Title Sponsor may organise Press Conferences during the Event. The Title Sponsor has the right to present awards together with the IOF representatives. Chapter 5 in this Guide describes how the NOF shall deal with these rights and how the marketing visibility shall be created. Appendix 1 presents an overview of all the potential rights for the different sponsorship categories. A Gold Sponsor may have the following rights at the Event: The Gold Sponsor receives guaranteed branch exclusivity in its business area. The IOF and the NOF shall not enter into any kind of sponsorship co-operation with the Gold Sponsor s competitors. The Gold Sponsor s logo shall be published in all official competition materials (Internet website, Bulletins, Badges, ID Cards, etc.). The Gold Sponsor has marketing visibility (logo) on all number bibs, on start and finish gates, in start and finish chutes, in mixed zone, on the podium, the rostrum (back wall) and the results board. The Gold Sponsor can accredit its staff, working with sponsor activities, to the Event in the category Organiser (sub-category Arena VIP). The Gold Sponsor is entitled to entrance tickets (VIP passes equal to accreditation in the category Sponsor (sub-category Category 1)) for the Event. The Gold Sponsor also has the following marketing opportunity during the Event: The Gold Sponsor may bring its own hospitality / promotion / marketing / sales stand (tent, lounge or similar) to all arenas of the Event. Chapter 5 in this Guide describes how the NOF shall deal with these rights and how the marketing visibility shall be created. Appendix 1 presents an overview of all the potential rights for the different sponsorship categories. 5.4. Silver Sponsor (National Sponsor) The Silver Sponsor is the national sponsor of the Event and may have the following rights at the Event: The Silver Sponsor receives guaranteed branch exclusivity in its business area. The IOF and the NOF shall not enter into any kind of sponsorship co-operation with the Silver Sponsor s competitors. The Silver Sponsor s logo shall be published in official competition materials (Internet website, Bulletins, Badges, ID Cards, etc.). The Silver Sponsor has the right to marketing visibility (logo) in the start and finish chute, on the podium, the rostrum (back wall) and in the Event arenas (outside of the priority areas for the TV pictures). The Silver Sponsor can accredit its staff, working with sponsor activities, to the Event in the category Organiser (sub-category Arena VIP). The Silver Sponsor is entitled to entrance tickets (VIP passes equal to accreditation in the category Sponsor (sub-category Category 1)) for the Event. 11
The Silver Sponsor also has the following marketing opportunity during the Event: The Silver Sponsor may bring its own hospitality / promotion / marketing / sales stand (tent, lounge or similar) to all arenas of the Event. Chapter 5 in this Guide describes how the NOF shall deal with these rights and how the marketing visibility shall be created. Appendix 1 presents an overview of all the potential rights for the different sponsorship categories. 5.5. Official IOF Partner 5.6. NOF Partner As stated in chapter 3.1. the IOF has the right for any sponsor in the category Official IOF Partner (however, the maximum number being three) to site, free of charge, four banners each the size of 1m x 3m, in the finish chute, of the Event arena. When there are less than three Official IOF Partners, the said rights can be shared between fewer sponsors (one (1) or two (2)). Official IOF Partners has also the right to additional signage boards or similar in the Event arenas (outside of the priority areas for the TV pictures) and may organise activities to activate the sponsorship in the Event arenas in agreement with NOF. Appendix 1 presents an overview of all the potential rights for the different sponsorship categories. As stated in chapter 3.1. and 3.4. the NOF has the right to cooperate with an unlimited number of sponsors in the category NOF Partner. NOF Partners has the right to in agreement with NOF place signage boards or similar in the Event arenas (outside of the priority areas for the TV pictures). NOF Partners may also organise activities to activate the sponsorship in the Event arenas in agreement with NOF. Appendix 1 presents an overview of all the potential rights for the different sponsorship categories. 12
PART 3: - IOF WORLD CHAMPIONSHIPS BRANDING AND VISUAL LOOK 6. IOF EVENT IMAGE AND BRANDING GUIDELINE 6.1. Brand identification 6.2. Logos 6.1.1. General The IOF events shall be organised under the official name as stated in the Competition Rules. The IOF logo and the IOF s Title and Gold Sponsors logos must appear along with the Event logo and the NOF s Silver Sponsors logos on all material produced for the Event. Where the IOF has retained the full sponsorship rights, the IOF may decide that the Event shall be marketed and organised under a special Event name (i.e. Company Name World Orienteering Championships ) and Event logo, where the sponsor s brand (logo, name and/or other visual elements) is integrated in the Event s official logo design. No other form of the Event logo shall be used. If a Title Sponsor is obtained late in the preparation process for the Event, the IOF and the NOF shall jointly agree how best to combine the sponsor s logo and name with the already existing Event logo and competition name. In general, the NOF shall strive to make the Event as attractive as possible by giving special attention to the design and the quality of installations. 6.1.2. Sponsor presentation policy The IOF logo and the Event logo must be presented on all material related to the event. The IOF s Title and Gold Sponsors logos must at a minimum appear equally to the NOF s Silver Sponsors logos on the Event s digital presentation and any printed material produced for the event, such as, but not limited to, web page, social media accounts and posts, invitations, bulletins, programme booklets, advertisements, signposts, ID cards, press releases, posters, etc. 6.2.1. The IOF logo The IOF logo shall be presented according to the IOF Brand Book and it may not be changed in any way. It is not acceptable to remove parts of the logo (e.g. by removing text). The logo and the spacing around it may not be covered by other elements, even partially. The IOF logo is available in electronic form from the IOF Secretariat. As a general rule, the IOF logo shall cover a minimum of 5% of the total space of the respective advertising material. The IOF logo must not be too close to any text or images. The minimum spacing is shown in the visual standards. 6.2.2. Title Sponsor s logo The logo of the Title Sponsor shall be presented according to the visual standards of the sponsoring company. The IOF will provide the NOF with appropriate originals for any material. 6.2.3. Gold Sponsors logos The logos of the Gold Sponsors shall be presented according to the visual standards of the sponsoring companies. The IOF will provide the NOF with appropriate originals for any material. 13
6.3. Event Material 6.2.4. Other norms and guidelines In addition to the IOF logo, the NOF may use an official event logo in accordance with the regulations described above in chapters 3.1. and 5.2. 6.3.1. Sponsor visibility on event publications and printed materials The NOF is required to publish the IOF logo, the Event logo and the IOF s Title and Gold Sponsors logos equally to the NOF s main sponsors logos on any printed material produced for the Event such as, but not limited to, invitations, bulletins, programme booklets, advertisements, signposts, ID cards, press releases, posters, etc. Figure 1: An example design of sponsor visibility on Event-related material. 14
The NOF shall provide the Title Sponsor and Gold Sponsors with the Event invitations and bulletins as soon as they are published, and offer to them the opportunity of acquiring, at their own expense, additional advertising space through the IOF. 6.3.2. Sponsor visibility on id cards The NOF is required to publish the IOF logo and the Event logo in the upper right corner of the ID card. The NOF is required to publish the IOF s Title and Gold Sponsors logos in the lower left corner (50% of the space) of the ID card. The lower right corner is reserved for the NOF s main sponsors logos. Figure 2: An ID card template. Please also refer to the examples of ID cards in the Guidelines (Appendix 9C). 6.3.3. Sponsor visibility on start and result lists The NOF is required to publish the IOF logo on all start and results lists and other printed material circulated to the media. On the start and result lists shall IOF s Title and Gold Sponsors logos be presented equally to the NOF s main sponsors logos 15
6.4. Screen and digital 6.4.1. Sponsor visibility in IOF Web page, LIVE Orienteering and IOF Eventor The Event logo shall be presented on the IOF main web page the last 6 months before the event with a link to the Event s web page. IOF s Title and Gold Sponsors and the NOF s Silver sponsors logos shall be presented on the Event s page in IOF s portal LIVE Orienteering. The full event title and information about the event shall be presented on IOF Eventor. The event logo and sponsors logos will not be presented on IOF Eventor. 6.4.2. Sponsor visibility on the Event website, webcasting and live center The IOF logo, the Event logo and the IOF s Title and Gold Sponsors logos must appear together with the NOF s Silver Sponsors logos on the Event s Internet website and on any webcast from the Event. Presentation of sponsors in the webcast shall be done according to the same guidelines as for TV broadcast in chapter 6.4.4. The IOF logo, the Event logo and the IOF s Title and Gold Sponsors logos must be presented together with the NOF s Silver Sponsors logos in the online live presentation of the event such as, but not limited to, live results and GPS tracking. 6.4.3. Sponsor visibility on arena video screen The IOF logo and the Event logo must be shown in the results and information graphics on the video screen. On the video screen the NOF is requested to display the IOF s Title and Gold Sponsors logos in the same way as its Silver sponsors logos. Each sponsor shall have the possibility to show a 30 (Title Sponsor 60) second advertisement video on the big screen at the Event. The advertisement video of the sponsor shall be shown several times before, in between and after the races. NOF may have a branded frame around the video screen in the arena. The maximum width of the frame is 1,5 metres. The frame shall follow the visual standard of the event and IOF Brand Book and include the IOF logo and the Event logo. Is sponsor logos are to be presented in the frame the IOF s Title and Gold Sponsors logos must be presented equally to the NOF s main sponsors logos unless the rights are sold exclusively to the Title or Gold Sponsor. 6.4.4. Sponsor visibility in TV broadcasting The IOF logo and the Event logo must appear on the TV data inserts (e.g. start and result lists, maps, etc.). In general, no sponsor logos are permitted in the TV broadcasts without being a part of the TV data inserts, for example in the timing graphics or surrounding the map used in the GPS tracking. Should sponsor logos be allowed on the TV data inserts or any other part of the TV broadcast, the IOF s Title and Gold Sponsors logos must appear equally to the NOF s Silver Sponsors logos. 16
7. IOF LOOK OF VENUES GUIDELINE 7.1. General This chapter describes the IOF advertising and marketing guidelines which must be followed when planning the venues that will be used for the Event. It also serves as a style guide for different installations and arena dressing. The nature and extent of advertising must not affect the quality of the television coverage of the Event. Advertising at the competitions must not infringe the national rules of the country where the Event takes place. Advertising boards, posters and banners must not be installed between the camera and the action (i.e. the athletes). Special function installations (e.g. bridge, arch) are allowed in special cases and must be approved by the IOF and the television company and be arranged in such a way that they take into account security and advertising aspects. Adverts must not move, rotate or change in any way visible on the TV or video screen. No advertising may be made in sound during the TV broadcasting. The details of any kind of advertising and marketing shall be agreed on between the NOF and the IOF Event Adviser and be presented to IOF Marketing Manager in a venue plan with the sponsors visibility for each arena for approval before printing and installing structures. Please also refer to chapter 37 in the Guidelines. 7.1.1. General Recommendations These look of venue guidelines should be considered as general indications. The NOF should in cooperation with the IOF define a customization for each venue considering planimetry of the sport venue and the customizable spaces. It is recommended to consider the camera plan for the venue presented by the broadcaster to define the most visualised areas of the venue and decide the placement of structures, brands, logos and sponsors. It should be avoided to have installations like fences or advertisement covering the action, the athletes. If track guidance is needed for the athletes, it is recommended to only use a tape 20-30 cm above the ground from the angle the TV camera will be filming with the advertisement boards behind the action. In each venue, the Event logo, the Title sponsor and the IOF logo shall be presented in the leading positions. The NOF should define the assignment of spaces for sponsors, considering the visibility rights defined in the sponsorship agreements and chapter 5. All fences, TV camera positions and construction areas that may be visible in the TV broadcast must be branded, either with advertisement boards or endless banners. Take into account photo places for journalist in the venue planning and present the sponsors logos well visible in the background of their action pictures. As far as possible make sure the spectators are near the athletes at the arena passing and finish chute. Banners and promotion material used by fans must not affect the commercial advertising of the official sponsors and partners. The NOF shall follow IOF Brand Book and the prior chapter 6.2. for the right use of IOF s and the sponsors logos. 17
7.2. Venue overview A venue overview should be prepared for each arena and be presented to the IOF Marketing Manager for approval. See below two examples of venue overviews. Figure 3: Venue overview example 1 Figure 4: Venue overview example 2 7.3. Start and finish installations The start and finish gate must be placed in such a way that it is in the range of the TV cameras following the starting and finishing athletes. This secure the installations being frequently visualized through broadcast images and still photography. The design of the start and finish installations must include the IOF logo and the Event logo. 18 The available advertising space (both legs of the gate) is split evenly between the Title Sponsor and the Gold Sponsors. The start gate shall also provide advertising space for the Event identification (i.e. the IOF logo, the Event logo, competition name and competition dates, organising NOF, local organising clubs, host city, or similar).
The finish gate shall be branded on all four sides. The start gate must be branded on a minimum of two sides, front and inside. A back wall branded with the title sponsor should be used behind the start gate. Figure 5: A design template of the start and finish installations. 19
7.4. Advertisement boards 7.4.1. Advertisement boards in start and finish chute The start and finish chutes must be placed in such a way that sponsor banners appear in the range of any TV cameras following the starting and finishing athletes. Planning of directions and angles of the chutes to maximise TV visibility and good spectator views is demanding and should be done in close co-operation with the TV producer. Within 90 metres of start and finish lane: Up to a length of 90 metres from the start and finish line two banners (six meters) of the Title and Gold Sponsors alternate with two banners (six meters) of the NOF s sponsors. The size of each banner is 3 metres (length) x 1 metre (height). It is essential that two banners from the same sponsor are always mounted successively and parallel on both sides of the finish lane if there are advertisement boards or fences on both sides. IOF can present campaigns (World Orienteering Day, LIVE Orienteering, Social Media etc.) on up to four banners within the 90 metres from the start and finish line. Advertisement boards within 90 metres from the start and finish line should be made of a solid material. Beyond 90 metres from the finish lane in the finish chute: Up to three IOF Official Partners are to be presented with a total of twelve metres (four banners) of advertisement boards each. A minimum of six metres shall be mounted successively from the same sponsor. NOF partners can be presented beyond the 90 metres from the start and finish lane. It is recommended to follow the same structure as within the 90 metres if convenient. Figure 6: A design template showing how sponsor banners must be placed along start and finish chutes. 20
7.4.2. Advertising boards in the finish area The Title Sponsors logo shall be presented in the finish area (the three walls surrounding the area after the finish line). Advertisement boards in the finish area should be made of a solid material. 7.4.3. Top banner in start and finish chute and finish area The Title Sponsor is entitled a 25 cm top banner on top of the start and finish chute up to 90 metres from the start and finish line as well as the whole finish area. Figure 7: A design template showing the top banner above advertisement boards 7.4.4. Arena passing and TV controls The precise construction and siting of spectator controls, arena passages and change-over areas in relay, and the associated coaching zones and refreshments, must be agreed with the SEA. They provide additional sites for sponsors banners that can be offered to Title and Gold sponsors only. NOF and SEA should early try to agree on these locations so the additional opportunities can be offered to the Title and Gold Sponsors. Banners in the forest (close to TV controls) are not acceptable, but may be possible in urban areas where these are not obstructive or leading for the athletes. 7.4.5. Control stands Control stands can be used for advertising, but this needs to be agreed with the SEA and the television company. Please also refer to chapter 20 in the Guidelines. Figure 8: An example of an advertisement on a control stand. 21
7.4.6. Time keeping equipment Only the time keeping provider for the Event may be presented on time keeping equipment used in the Event. This includes, but is not limited to start timing trigger, photo-electric cells at the finish etc. 7.4.7. Other banners and boards In addition to the banners along the start and finish chute, banners, inflatables, beach flags and sandwich-boards may be placed in the Event arena providing that appropriate space is available. These needs to be presented in the arena plan for approval by IOF Marketing Manager. The recommended size of the banners and sandwich-boards is 3 metres x 1 metre. 7.5. Competitors' number bibs The IOF logo (on the left side) and the Event logo (on the right side) shall be printed in the upper corners of all number bibs. The logo of the Title Sponsor shall be printed above the number between the IOF logo and the Event logo. The space below the number is reserved for the two Gold Sponsors. The total size of the number bib shall be 25 cm x 25 cm. The minimum size of competition number letters is 10 cm. 22 Figure 9: A design template for number bibs.
7.6. Branded tape 7.7. Podium The IOF will provide the tape for the track guidance. This will be a continuous tape with IOF logo or a combination of the IOF logo and the Title sponsor logo. The podium is used for prize-giving and flower ceremonies. The available advertising space (i.e. 75% of the total space) on the podium consists of nine elements, each the size of 2 metres x 1 metre. Five out of nine elements shall be reserved for the Title Sponsor and the Gold Sponsors, and four elements are available for banners of the main sponsor(s) procured by the NOF. 25% of the podium shall be used for the Event identification (i.e. the IOF logo, the Event logo, competition name and competition dates, organising NOF, local organising clubs, host city, or similar). The podium shall be placed in the immediate vicinity of the finish area. A fenced-off corridor leading from the finish to the podium shall ensure that the flower ceremony is carried out immediately and smoothly with live TV transmission as soon as the Event has finished. A separate fenced-off area shall also be provided to give good working conditions for photographers, and should include a stage from which it is possible to take photos of the winners and medallists. Should the organiser use a separate podium for the prize-giving ceremony, the same principles apply and must be followed. Please also refer to Appendix 4 in the Guidelines. Figure 10: A design template for a podium 23
7.8. Rostrum (back wall) The rostrum is used as a back wall for interviews, mixed zones, press conferences, TV interviews with the winners/medallists, etc. The minimum size of one block of the back wall is 1 metre x 2 metres. There must always be at least two blocks of the back wall together at a press conference, at an interview location, etc. Larger rostrums are recommended for cover the back wall of Mixed zones and similar. Recommended size for larger rostrums: 3 x 2,5 meters or wider. The available advertising space is 75% of the total space, and it is split evenly between the IOF s sponsors (Title Sponsor and Gold Sponsors) and the main sponsor(s) of the NOF. 25% of the back wall shall be used for the Event identification (i.e. the IOF logo, the Event logo, competition name and competition dates, organising NOF, local organising clubs, host city, or similar). Figure 11: A design template for a small rostrum (back wall) 24
7.9. Results board Except for the Event logo and the Title Sponsor logo, and the logo of the results service provider, no other logos shall appear on the dynamic results board (video screen or any other type of dynamic results board). The design of the traditional results display board must include the IOF logo and the Event logo. The available advertising space is split evenly between the Title Sponsor and the Gold sponsors. The results display board shall also provide advertising space for the Event identification (i.e. in addition to the IOF logo and the Event logo, competition name and competition dates, organising NOF, local organising clubs, host city, or similar). Please also refer to chapter 25 in the Guidelines. Figure 12: A design template for a results board. 25
7.10. Official rooms 7.10.1. Media conferences Regardless of venue (e.g. a tent in the event centre, or the main media centre), the IOF logo, the Event logo and the IOF s Title and Gold Sponsors logos must appear equally to the NOF s Silver sponsors logos at all media conferences organised in conjunction with the event. A banner, rostrums or similar shall be displayed in an appropriate manner behind the persons speaking at the conference and, where applicable, IOF signs, pads, or similar, shall be placed on the tables. 7.10.2. Other meetings and conferences The IOF logo shall be displayed at any meetings and conferences held in conjunction with the Event. A banner, rostrums or similar shall be displayed in an appropriate manner and, where applicable, IOF signs, pads, or similar, shall be placed on the tables. 7.11. Unbranded areas Endless banners with the Event s logo, the IOF logo, Host Venue branding or the Title sponsor s logos must be used to cover all unbranded fences as well as decorating mixed zone, the media and press centre, scaffolds (for TV cameras, seating etc.) and cover up construction areas that may be visible in the TV broadcast, photos or by the spectators. 26
APPENDIX 1: SPONSORSHIP CATEGORIES RIGHTS Sponsorship rights Title Sponsor Gold Sponsor Silver Sponsor IOF Partner NOF Partner Rights owner IOF (+ NOF*) IOF (+ NOF*) NOF IOF (+ NOF*) NOF Share IOF - NOF 100-0% (50-50%*) 100-0% (50-50%*) 0-100% 100-0% (50-50%*) 0-100% Nr. of rights 1 2-3 3 3 no limit Exclusivity - Branch exclusivity - - Naming rights - Event naming rights - - - - Logo Branding - Official Event Logo - - - - Event Branding - Number bibs - - - - Start gate - - - - Finish gate - - - - Start chute - - - Finish chute - - Finish area - - - - - Mixed zone - - - - Top banner on chutes - - - - - Branded TV area/control?? - - - - Control stands? - - - - - Podium - - - Rostrum (Back Wall) - - - Results board - - - - Other signage at arena?? Event material visibility - Bulletins, Programme?? - Advertisement, Posters? - - - Signposts - - - - ID cards - - - Results, lists, press releases - - - Digital and screen visibility - Web page - LIVE Orienteering, Live Centre - - - GPS tracking (online, broadcast) -? - - Big screen advertisement video?? Sponsor activities - Hospitality tickets?? - Accreditation to staff - Stand?? - Press conference - - - - - Award presentation - - - - Rights transfer to NOF - Value WOC (per right) 50 000 EUR 25 000 EUR 5 000 EUR - Value WSOC (per right) 10 000 EUR 5 000 EUR 1 000 EUR - Value WMTBOC (per right) 10 000 EUR 5 000 EUR 1 000 EUR Legends:? - * Possible right for the sponsorship level Right above the sponsorship level that can be negotiated additionally Right that is not accessible for the sponsorship level Rights not sold by IOF 12 months prior to the event, may be sold in cooperation with the NOF NB: This overview is not meant as a fixed-set up for sponsors of the Event, but more as a guide for which sponsor level the sponsor may be able to access different rights. ALL sponsorship agreements and rights shall be made individual for each sponsor to target their objectives. 27
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