FIFA WOMEN’S WORLD CUP 2015
FOR BELL MEDIA

Bell Media chose Cimoroni & Company to sell the sponsorship packages associated with the broadcast of the FIFA Women’s World Cup 2015. Why would a broadcaster choose a team outside of their own to represent them? Bell Media believed Cimoroni & Company’s unrivalled industry relationships combined with veteran leadership experience meant their business goals would be met – and even exceeded.

 OBJECTIVE 

Generate incremental sponsorship revenue for Bell Media’s broadcast of the FIFA Women’s World Cup 2015.

Once a broadcaster owns the rights to a lucrative worldwide event, the key is to monetize that asset and maximize their investment. Breaking even isn’t an option. Meeting and exceeding budgetary goals is. What was the advantage of bringing in Cimoroni & Company?

  • Strategic counsel: Cimoroni & Company suggested parceling off the FIFA assets outside of the regular airtime sold during a seasonal sales cycle

  • Innovative thinking: the idea of partitioning this asset meant it could stand alone from other products and be priced at a premium

  • Long-standing relationship: while Cimoroni & Company’s leadership team were senior staff with the Olympic Broadcast Media Consortium, Bell Media saw firsthand their ability to generate significant broadcast revenue for both the 2010 Winter and 2012 Summer Olympics

  • Bell Media had full confidence that our team could package the FIFA Women’s World Cup Canada 2015 in such a way that would attract the right brands and a premium price for this property without cannibalizing efforts of the Bell Media
    sales team

  • Commitment: Entire sales cycle including presentation development, FIFA signoff/approval, in-market sales and negotiations lasted 18 months

 

 SOLUTION 

Develop a dual-purpose strategy optimizing revenue for the client and delivering a return on investment for participating brands.

 

  • Negotiating this premium product needed to occur outside of Bell Media’s day-to-day conversations; Cimoroni could pay full attention to this one asset while Bell’s internal team worked on selling the breadth of their regular season’s offerings

  • Our reputation of working with honesty, transparency and respect is well-known throughout the industry; when we represent a product, prospects know they should listen

  • We provide executive-level selling: going straight to the decision-makers to sell this opportunity along with the international narrative surrounding a property like FIFA

 

 RESULTS 

An aggressive presentation tour enlightening brands and their agencies about the story and opportunity of aligning with the FIFA Women’s World Cup 2015 resulted in Cimoroni & Company delivering 600% of goal.

  • We strongly believe that every property has a story to tell; it was our job to develop and deploy the right mix of visuals and editorial to generate excitement around this upcoming broadcast

  • Leveraging the success of the women’s team at the 2012 Olympics, Cimoroni & Company developed a compelling narrative coupled with data to demonstrate ROI

  • Brought on three significant sponsors:  adidas, Canadian Tire and Coca Cola

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