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The following was prepared by Catalyst managing partner, Bret Werner for PRWeek June 3, 2010.
A Communications Game Plan for World Cup
The 2010 FIFA World Cup will be an event of firsts: the first time the tournament has been hosted by an African nation; the first time social media is the medium of preference for fans to connect around this global event; perhaps the first time your brand is aligned with the sport. For one of the world's premiere events, marketing communication strategy has never been more important. Below are a few points to help marketers formulate a winning game plan around World Cup.
PR Activation: Mandatory, Not Optional. Sports sponsorship is no longer about hosting top clients and media contacts at hospitality tents. If your brand does not create an integrated communications strategy and PR campaign to support its sponsorship, you've lost an opportunity to motivate consumers, evolve brand perception and most importantly, the opportunity to maximize your investment.
Social Media: The Ultimate Game Changer. It's hard to believe that at the 2006 FIFA World Cup, Facebook was dominated by students, Twitter and online videos were still in their infancy. In 2010, World Cup is expected to shatter records as the most-viewed and discussed event ever via social media platforms. Successful marketers will leverage their sponsorship assets to help World Cup fans connect with their teams, with each other and ultimately, with sponsoring brands.
Go Global & Emphasize The United States. World Cup is a truly global event; more than 26 billion people watched the 2006 tournament according to FIFA. Passion and interest for the sport never goes dark. World Cup is best leveraged by brands willing to make the commitment-to communicate on a global scale, on an ongoing basis. Equally as important, the United States should not be ignored. 2006 domestic viewership jumped 38.9% from 2002 according to Sponsorship Intelligence, fueled extensively by the Latino market. Marketers can still leverage fan passion and achieve quality consumer engagement in the States, often with less competitive clutter.
World Cup 2010 is on its way to making history. Whether you're an official sponsor or even indirectly involved in the sport, World Cup presents unique opportunities to connect with a very large and passionate audience. If you're on the field, ask yourself: Do I have a fully integrated communications strategy and long-term game plan needed to score?
Bret Werner is Managing Partner of Catalyst Public Relations, which PRWeek named 2010 Boutique Agency of the Year. The agency focuses solely on consumer-facing integrated marketing communications campaigns, applying its approach to leverage sports, entertainment and active lifestyle platforms for clients.
New York, NY, March 15, 2010 - Catalyst Public Relations has been named "Boutique PR Agency of the Year" by PRWeek, the industry's largest trade publication.
The prestigious award, which recognizes financial and client growth, client retention and overall creativity and innovation was presented to Catalyst at the annual PRWeek Awards Dinner in New York City, which honors the best-in-class public relations agencies and programs of the year. Additionally, Catalyst earned honorable mention in the overall Agency of the Year category.
This marks the second consecutive year that Catalyst has been recognized by a leading industry media organization, after being named New Consultancy of the Year by The Holmes Report in 2009.
In selecting Catalyst, the PRWeek judges noted "Catalyst focuses on three distinct practice areas: sports, active lifestyle, and entertainment. With three offices across the US, the agency works with a select roster of 15 brands. This model allows the agency's most senior people to work very closely on accounts, something which helped to contribute to the agency's 94 percent client-retention rate."
"This tremendous honor is a credit to our entire team, who dedicate themselves everyday to building our clients' business," said Bret Werner, Catalyst Managing Partner. "To be recognized among some of the most well respected agencies in our industry further validates that our unique approach to client service and staff retention is successful."
About Catalyst
Catalyst, founded in October of 2005, is at the forefront of strategic media relations through its extensive knowledge of traditional and emerging media. The agency partners with 15 of the foremost brands to reach the hearts and minds of consumers who are passionate about sports, entertainment and leading an active lifestyle. Catalyst is headquartered in New York with offices in Charlotte and Los Angeles.
Revolutionary timing device will help the field "tap" into elevated performance
MIDDLEBURY, CT, October 26, 2009 - Timex Group USA, Inc., a principal sponsor and the exclusive official timing partner of the ING New York City Marathon, today announced that the Timex® Ironman® Sleek 150-lap watch with TapScreenTM Technology will play a key role in the ING DIRECT Pace Team's efforts to pace the field. The Timex Ironman Sleek 150-Lap with TapScreen Technology is an innovative collection of precision sports timing instruments that conveniently responds to an athlete's touch.
The collection will be used by all 30 official pacers to ensure they maintain their assigned pace, and keep thousands of runners on track to meet their ultimate time goals.
"For decades Timex technology has helped improve race day performances of the world's elite athletes, but this is the first time Timex will officially pace runners in a 45,000-person field," said Heberto Calves, vice president of marketing at Timex. "The Timex Ironman Sleek 150-Lap with TapScreen Technology allows athletes to spend less time managing their wristwatch and more time focusing on performance."
The collection's proprietary TapScreen Technology allows users to easily take laps by "tapping" anywhere on the timepiece's face, rather than having to locate and push buttons mid-stride. The target time pacer feature delivers intuitive audible alerts, indicating when the runner is on pace, slow or fast, and allowing athletes to adjust their speed accordingly. The collection features a large-digit display and curved lens for easy viewing and tapping, and its strong, modern design is engineered to optimize ease-of-use, style and comfort.
In addition to this innovative collection, Timex will also showcase the ING New York City Marathon Timex® Ironman® commemorative watch, an adaptation of the powerful Timex Ironman 150-Lap watch which is co-branded with the official ING New York City Marathon logo. The watch is a commemorative timepiece intended to help the global but exclusive group of athletes who have run the world's most prestigious marathon - past and present - to celebrate their extraordinary achievement.
Both collections will be available for purchase in the Timex booth at the ING New York City Marathon Health and Fitness Expo from October 29 to October 31, 2009, for $89.95. The ING New York City Marathon Timex Ironman watch is also available at New York Road Runners' online store (www.nyrr.org) and its New York City headquarters, as well as at www.timex.com.
In 2008, Timex Group USA, Inc. signed on as a sponsor of the ING New York City Marathon through 2011, as part of the company's ongoing initiative to increase the awareness for its state-of-the-art sports and fashion products.
As part of the partnership, the Timex brand will again be woven into NYRR's multi-faceted marathon advertising campaign via print, online and out-of-home media. Timex will also be the presenting sponsor of the week-long Media Center at Tavern on the Green - home to over 1,500 credentialed members of the media during marathon week. As the official timing partner, Timex will also be identified at a number of high profile activation points on race day, including on all clocks throughout the course.
Five members of the Timex Multisport Team, a group of 40+ elite athletes who compete in major multisport events worldwide, will compete in the race on behalf of the brand. Elite amateurs Kimberly Hager, from The Woodlands, TX, and Daniel McGrath, of Las Vegas, NV, will join amateur Michael Lavery of Madison, WI, and professional racers Ian Ray of Bulawayo, Zimbabwe, and Dave Harju of Quebec, Canada. They will join 14 Timex employees also participating in the race.
Timex's presence in the fitness world has been evident for years via its sponsorship of the Ironman Triathlon event series. With a wide array of wellness and training timepieces priced at various levels, Timex has established a broad appeal to the millions of consumers who want to maintain a healthy lifestyle in a cost-effective manner. Timex recently announced a unique 15-year partnership with the New York Giants that enables both brands to collaborate on training solutions for athletes globally. As part of the partnership, the Giants' new training facility and corporate headquarters in East Rutherford, NJ, is named the TIMEX Performance Center.
About Timex Sports Watches
Timex has an unparalleled heritage of creating innovative, technologically advanced and reliable timepieces for endurance athletes, having introduced the first licensed Ironman brand watch in 1986. The Timex Ironman legacy of leadership, innovation and style in international sport is evident in the brand's extensive anthology of elite training devices, fitness aids and wellness timepieces. Timex Ironman timepieces are worn by athletes on every continent and have been added to the Smithsonian National Museum of American History.
About the Timex Group
Timex Group designs, manufactures and markets innovative timepieces and jewelry globally. Founded in 1854, Timex has become part of Timex Group, a privately-held company with numerous brands and over 5,000 employees worldwide. It is one of the largest watch makers in the world.
New York Road Runners
New York Road Runners, founded in 1958, is dedicated to promoting the sport of distance running, enhancing health and fitness for all, and responding to community needs. Our road races and other fitness programs draw upwards of 300,000 runners annually, and together with our magazine and website support and promote professional and recreational running. A staff of more than 100, assisted by thousands of volunteers, stages the ING New York City Marathon, as well as a road race nearly every weekend plus many track and cross country events. NYRR's home base in New York, and its lifelong identification with Central Park, have given many of its events iconic status, attracting the world's top professional runners. Our youth programs provide running to nearly 100,000 schoolchildren in New York City, around the country, and in South Africa who would otherwise have few or no fitness opportunities. For more information visit http://www.nyrr.org/.
The ING New York City Marathon
The premier event of New York Road Runners, the ING New York City Marathon is one of the world's great road races, drawing nearly 105,000 applicants. The race attracts many world-class professional athletes, not only for the more than $600,000 in prize money, but also for the chance to excel in the media capital of the world before two million cheering spectators and a worldwide broadcast reach of 330 million. As any one of the nearly 788,000 past participants will attest, crossing the finish line in Central Park is one of the great thrills of a lifetime. For more information visit http://www.ingnycmarathon.org/.
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NEW YORK, April 15, 2009 - Catalyst Public Relations announced today that it has been named the PR agency of record for Under Armour, Inc., the Baltimore, MD-based leader in sports apparel and footwear. Known for best-in-class client service in sports, entertainment and lifestyle categories, Catalyst will leverage this expertise to further elevate one of the most dynamic and successful consumer brands of the past decade.
Under the terms of this exclusive partnership, Catalyst will provide Under Armour with comprehensive public relations platforms and strategic counsel to leverage its sports assets, build equity in its executives and expand into new product categories. Key areas of focus are the launch of Under Armour's first-ever running shoe, performance training initiatives and its burgeoning women's apparel line.
"We have long admired Under Armour for the high-quality of their products and for the aggressiveness with which they have built an iconic brand," said Catalyst Managing Partner Bret Werner. "Moreover, we have tremendous admiration for the people of Under Armour, and, as their agency of record, we will work diligently to harness the incredible potential for growth within and beyond the sports world."
Under Armour's broad portfolio of sports assets includes the Under Armour All-America High School Games for a variety of sports, the Under Armour High School Combine series, and the 2009 NFL Combine. Additionally, Under Armour outfits numerous high-profile collegiate athletic programs such as the University of Maryland, Auburn University, Texas Tech University and the University of South Florida - and boasts athlete partnerships with New York Giant Brandon Jacobs, world champion athletes Chris McCormack, and Lindsey Vonn and basketball phenom Brandon Jennings.
"In the few years since its inception, Catalyst has demonstrated a track record of creative, progressive thought and unmatched relationships across multiple media sectors," said Diane Pelkey, Under Armour's Director of Communications. "This is an exciting time for both of our companies, as we remain eager to explore new opportunities and implement creative ideas to help elevate the brand."
About Catalyst
Catalyst, founded in October of 2005, is at the forefront of strategic media relations through its extensive knowledge of traditional and emerging media. The agency partners with the foremost brands such as ATP, Ironman, Nestle Purina, SUBWAY Restaurants, Timex, and [yellow tail] to reach the hearts and minds of consumers who are passionate about sports, entertainment and leading an active lifestyle. Catalyst, formerly known as Pyramid Public Relations, has offices in New York, Charlotte and Los Angeles.
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Donations to High School Sports Programs, Introduction of Exclusive Shoes and Shirts Highlight Under Armour's Participation in Indianapolis
Indianapolis, IN (February 20th, 2009) - Under Armour (NSYE:UA), the presenting sponsor of the 2009 NFL Scouting Combine, is raising the performance bar and celebrating break-through results at Lucas Oil Stadium in Indianapolis. In an effort to acknowledge and applaud top athletic achievements, Under Armour will donate 100 pairs of cleats to the high school alma mater of any athlete who eclipses specific performance benchmarks at the Combine.
Consistent with its performance-driven mission, Under Armour is challenging athletes to run a sub-4.35 40-yard dash, exceed 41 inches in the vertical jump or post a sub-3.85 20-yard shuttle time. For every athlete who reaches one of those performance standards while wearing Under Armour's customized combine shoe, the company will donate 100 brand new cleats to that player's high school athletic department.
"Performance and authenticity remain the core of the Under Armour brand, and the Scouting Combine is the most authentic and comprehensive evaluation of physical skills," said Steve Battista, Under Armour, Senior Vice President, Brand. "We are committed to making all athletes better - from our partnerships with the NFL and American Youth Football to the Under Armour All-America game - and establishing performance benchmarks is another example of our deep investment in their success."
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A Communications Game Plan for World Cup - The following was prepared by Catalyst managing partner, Bret Werner for PRWeek June...