Page 190 - World Under 18 Championships

WORLD U18

Commercial & marketing • Branded items at site
• Advertising: above and below the line activations
and partners commercials
Marketing overview • Ticket: design, sales, promotion and mobilization
to stadium and premier ticket program
Background • Concession program: Market street (Village)
• Partners hospitality
enya was bestowed the honor of hosting the • Press conference: Back drops
IAAF WU 18 Championships in 2014 after a • Promotion of the event country wide
Ksuccessful bid that was led by the Ministry • Identifi cation ad presentation of running Bibs:
of Sports, Culture and the Arts (MOSCA), Athletics
KYEB
production and advertising
Kenya (AK) and Nairobi City County Government.
• Ambush Marketing
e championships fl ag was handed to Kenya in 2015
• Value in Kind
in Cali, Colombia - to stage the event in Nairobi from
• Advertising marketing products
12th- 16th July 2017. This was the second biggest
• Offi cial event products
global sporting event of 2017 and the fi nal one for

the Under 18 categories.
Marketing Sponsorship

Objectives for Marketing
Sports has relied on the support of commercial

partners, and they continue to play an integral role
(1) To enhance the general image of the sport of ath-
in the staging of the Games and the operations of
letics world-wide by increasing the popularity
and public awareness of the IAAF, its affi liates
championships 2017.
and their events;
In return for their support, the partners are able
(2) To ensure the widest possible public exposure of every organization within the IAAF World under 18
to enjoy exceptional global exposure by showcasing
the events through television, print, social and
KENYA YEARBO0K
their brand to billions of people around the world
other media platforms.
through the unique marketing platform provided by
(3) To maximize the rights granted to the commercial
the IAAF World U18 Championships. e partners are
affi liates and their participation in the events
also able to align their brands with the IAAF – one of
and to ensure that their marketing objectives
EDITORIAL BOARD
the most widely recognized symbols in the world,
are fulfi lled;
which is associated with a set of ideals and values
(4) To maximize the level of products and services
that resonates strongly across the globe.
provided by the commercial affi liates through
e IAAF WU18 Championships 2017 games off ered
a coordinated and well-defined marketing partners the chance to use marketing programmes,
programme for the general development of the showcasing, internal reward schemes and commu-
sports athletics and the benefi t of the IAAF, the nity outreach initiatives to develop innovative ways
Organizing Members, DENTSU/AMS and the to build their brands, increase sales, connect with the
events. public, build customer relationships, motivate their
(5) To assist the organizing Member further devel- employees, enhance their corporate reputation and
op the sport of athletics in their own territory leave a lasting company legacy in the communities
through staging the event.
where they do business.
IAAF WU18 Championships 2017 partners helped
Mandate bring the Games to life through global promotional
campaigns, with unprecedented real-time social
• Event mark: creation, assignment rights, registra- media activation, as well as popular showcasing
tion of mark and offi ce marks venues at Moi International Sports Centre, Kasarani
• Licensing and merchandising program and around Nairobi.
• Promotional gift items
e following pages outline these and many other
190 | ACTIVITIES AND OCCURENCES DURING WORLD U18 CHAMPIONSHIPS