Welcome to the segment S5 Marketing, where S here will mean Sports Marketing. So the agenda will be for me to explain what is Sports Marketing? What some of the Key Examples are? I'll talk about the Cross Country Implications and then would it Cross Industry Implications. So let's get started. What is Sports Marketing? Actually, there are a variety of definitions, I think we often think of Sports Marketing as only involving just the Marketing of Sports, whatever that sport may be, but it also includes marketing through sports. We can use sports to market our various products, that's not necessarily themselves involved directly with sports. And finally, sports marketing can also mean the Marketing of Sports Stars. There's so many to speak of and I will talk about some of them in this section. So, some examples. Let's start with something that is universally popular, something like the Olympics and it's held every four years and it's viewed by billions of people. Maybe the whole world pays attention to the Olympics, because a lot of these countries are involved. Something that is almost as popular is football and football here means soccer. So football, of course, in the US means something like that. But normally, football in Europe, also in South America, football as they would pronounce, it means soccer. We also have NBA basketball. Again, which is still pretty popular across the world. But then you have other sports like golf even though it has become more popular in many regions, it's not universally popular. I think it's safe to say. So from a cross country standpoint that universality of the sport, I think is the key issue. So if we're starting from Country One and that industry will be sports, whatever sport that may be and we go to Country Two. We have to test whether that Noon Nopi, that popularity of the sport or the marketing through that sport, wWhatever that sport may be, such as golf or whether that sports star is just as popular in Country Two as he or she is in Country One. And that may impact sponsorship. So for example, if you are BMW and you've used golf to market your land in Europe, in the US and increasingly in Asia. It has to ask itself whether they can still do that in other regions where golf is not popular or as popular and you look at a company like LG and LG has localized its sponsorship by sport, by region. So for example, when they market their products in India, they use Cricket. They sponsor the Cricket World Cup. They go to Europe and they sponsor teams in Germany like. They sponsor also Fulham in the EPL. But in the US, because college basketball is so popular, there they actually sponsor NCAA basketball. So localization can be done through the popularity, the local popularity of a given sport. This is an example of sports star and as we can see here, he is the face of F.C. Barcelona. I personally follow Real Madrid. [LAUGH] I'm very confident to say, but I admire F.C. Barcelona very much. And so Barcelona markets itself through the Lionel Messi, but so does Adidas. So he has been almost like the face of that brand, as well. So Adidas markets itself through not only football, but through this sports store named Lionel Messi. And other non-sports brands can do that as well, such as what Samsung did when then used him in their ad, when they placed their products in the movie Avengers. As for Cross Industry Implications, I think we have to differentiate for whether it's for sports as a spectator or whether it's a sport as a participant. And there, I think the kind of benchmarking that can be done will be very different. So if we're thinking about a sport from a spectator standpoint, I think the key word is entertainment. How can we enhance the entertainment value? So the commonality at the surface is that sports and something like movies are both entertainment, sources of entertainment. So we have that great example of how Real Madrid, my favorite football team sourced entertainment ideas from the movie The Lion King. But if we're talking about sports performance, I think that's much more at the structural level. So it's not at the consumer Noon Nopi surface level, but much more in terms of how we enhance the performance of the sport. So you take a company like Yamaha and Yamaha is I think very fortunate to be in all these different kinds of industries, which all directly or indirectly supports the the waited. Products like skis, products like motorcycles, products like golf clubs and their expertise in nanotechnology even though per product will be very different. The commonality is that nano makes things smaller, lighter and faster. And so, sports performance is enhanced through speed. So what they learn from their skis can be applied to, for example, their golf clubs, such as in using the same kinds of materials, same kind of very light and fast materials. So the takeaways for this segment is that as we've learned, Sports Marketing can be very varied and it's a much bigger market, therefore, than we normally expect. As for Cross Country Implications, we have to test whether that popularity that Noon Nopi universality holds across countries. And we also learned from a cross industry standpoint about how we need to differentiate whether it's sports as a spectator or sports as a participant, because that will determine whether it's the experience that has to be enhanced or whether it's the performance that has to be enhanced.
