Future of FEI Nations Cup™ Jumping · • In 1980’s Gucci became sponsor followed by HCS, Samsung and Meydan. • It startedas an overallranking with the participation of all

Sport Forum, 27-28 April 2015, IMD Lausanne

Future of FEI Nations Cup™ Jumping


Yesterday and today…

Federation Equestre Internationale, Lausanne



The FEI Nations Cup™ Series is the oldest Series of the FEI.




• Competition created in 1909

• Under FEI supervision in 1930.

• In 1964 it became a Series called Presidents Cup

• In 1980’s Gucci became sponsor followed by HCS, Samsung and Meydan.

• It started as an overall ranking with the participation of all Nations and all competitions counting.

• In 2003 a system of divisions was introduced with Super League and Nations Cup, later transformed in Top League, Promotional League and Challenger League.




• 2011: funded by the FEI

• 2012: funded by the Saudi Equestrian Fund

• 2012: Sports Forum 2012




Sports Forum 2012

- Evaluation: identifying strengths and weaknesses

- What can we do to strengthen the Nations Cup Series




Global Series




Final




2013-2016




2016Television: +66% increase

• Number of channels broadcasting the series: 92• Broadcasting time: 2307h• Cumulated audience: 46,10 million




2016Print Evaluation

• Total publications: 604• Total articles: 2395• Series readership: 745 million




2016Online

• Total websites: 813• Total articles: 4953• Series visits: 1.2 billion




2016Overall print, social media and web TV

• Publications/Websites/Platforms: 2081• Items/Items/Mentions: 25.855• Visits/Readership/Reach: 2.1 billion




2017




2017-2022



?


Strengths of the Nations Cup

- Long Tradition- National Teams – National Pride- National Federations select Athletes- Tool to prepare and select Athletes- Support from Government and NOC- Strong support from NFs and stakeholders




Challenges of the Nations CupSports Perspective

- Prize money (team vs individual)- Nations Cup vs Grand Prix- Level qualifiers (CSIO3* vs CSIO5*)- CSIOs part of series vs not part of series- Teams competing for points vs not for points- Participation in Europe Division 2




Challenges of the Nations CupMarketing Perspective

- Competition with other top sports products- Less airtime for sports and new media- New sponsorship strategies- Existing commercial structure organisers- Need to further increase value product- # Events vs relevant financial contribution




Challenges of the Nations CupMarketing Perspective

- Different level competitions- Brand identity Series vs Events- Nations Cup versus Grand Prix competition- Positioning Title Sponsor vs other Sponsors- Length of the format (2 rounds)- WEG Team Championship vs NC Final




Parameters for successfrom a Marketing Perspective

- Global: Limited number of qualifiers leading to Final- Format: Attractive for TV, media and spectators- Narrative: Clear and easy to understand story- Brand: Consistent and distinctive brand- Commercial: Exclusive and unique sponsorship

value proposition for broad range of potential brands




The Panel• Nayla Stössel: CSIO St. Gallen, EEF Board• Daniela Garcia: MEX NF, Chef d’Equipe, CSIO Coapexpan• Rob Ehrens: Chef d’Equipe NED, FEI Jumping Committee• Steve Guerdat: Athlete and former Olympic Champion• Jack Huang: Chair FEI Group VIII• David Sim: Director Broadcast and Strategy CSM Sports &

Entertainment

MODERATOR: Stephan Ellenbruch, President IJOC




Topics for discussion




Question 1

Do we believe the concept of qualifiers and a Final is a good concept from a sports and marketing perspective?




Question 2

Is it possible to reduce the number of qualifiers and increase the financial contribution to them if available?




Question 3

Should all qualifiers be of a 5* level (based on prize money and ECS)?




Question 4

Do we need to try to involve the CSIOs that are not part of the series and if so how?




Question 5

At the qualifiers, is it an option to merge the NC and the GP into the NC competition by merging the prize money and offering prize money for team and individual performance as well as allocate more points for the Longines ranking?




Question 6

Do we need to review the competition format for the qualifiers? How can we make it more interesting for a wider audience?




Question 7

What would be the minimum prize money needed in the Final?




Question 8

Should the FNCJ be used as a qualifier to allocate some quota places for the Olympic Games?




Question 9

During a WEG year, should we integrate the Final of the FNCJ in the WEG as the Jumping Team World Championship?




Question 10

How can we increase the identity of the FNCJ and make it more consistent at events?




Question 11

How can we further increase the value for a potential Title Sponsor of the FNCJ?




Thank You!



Documents

Future of FEI Nations Cup™ Jumping · • In 1980’s Gucci became sponsor followed by HCS, Samsung and Meydan. • It startedas an overallranking with the participation of all