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Sydney 2000 Olympic Games – Asset Marketing
Case Studies, TV Rights Marketing

Sydney 2000 Olympic Games – Asset Marketing

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Client: Optima Ports Marketing Int’l Ltd [OSMi]

Job: Marketing of the TV Rights to the Sydney 2000 Olympic games.

Problem(s): To maximize the value of Sporting Rights asset for a brand new entrant involved:

  • Creating a value addition chain, i.e. how do sponsors maximize their spend?
  • Create sufficient ”eyeballs” given the time differential between Sydney and Lagos…

Solution(s):

These started with:

  • Creation of a GwCL unit within OSMi that handled Strategy and planning…
  • Asset valuation – breaking down the multi-event’s transmission into marketable chunks
  • Setup of a Marketing System – recruit – train – manage advert window sales force in 8 months!
  • Guided client through negotiations with the networks!
  • Designed schedules on a dedicated 24-hour channel for a 3-week multi-sports event.

Results:

  • 1st transmission of a privately held multi-sports Rights Asset in the Nigerian market space.
  • Pioneers of Public – Private multi-network syndication.
  • Client 1 sub-regional Sports Asset marketing firms
  • Exceeded Rights Valuation targets by an average of 22.5% across all sports.,

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