Affichage gets ready for Euro 2008
Outdoor advertising The Affichage subsidiary Sportart is expanding its event sector for Euro 2008 - through which it also markets sports facilities in Basel.
Outdoor advertising The Affichage subsidiary Sportart is expanding its event division for Euro 2008 - through which it also markets sports facilities in Basel.14 days ago, when Basel cantonal councillor Christoph Eymann announced the appointment of Thomas Kastl as the new marketer of Basel's St. Jakob's Hall and other sports facilities, anonymous accusations of nepotism soon arose. Although Eymann firmly denied this, Kastl's choice is surprising at first glance: the Bavarian, sole owner of the little-known event company Levent AG and managing director of the even less well-known event company Sui Generis AG, actually has little to offer compared to the experienced organizer Messe Schweiz, who also applied for the job.Although opinion is divided on Kastl's expertise (see box), it is clear that as Managing Director of Sui Generis he can draw on a large customer pool that has long been prepared by third parties without his involvement. These "third parties" include Affichage, the Swiss market leader in out-of-home advertising, and its subsidiary Sportart AG, the market leader in the purchase and sale of sports rights in Switzerland. Both are backed by Sui Generis. Kastl's election in Basel therefore says little about the Bavarian himself. Rather, it sheds light on Affichage's strategy in the field of sports marketing.
New field for AffichageIn the more than 100-year history of Affichage, sports marketing is a new activity. The out-of-home advertiser first set foot in this field in 2002, when it acquired an 80 percent stake in Zurich Sportart. This has little to do with traditional out-of-home advertising, but it does market the sponsorship packages of numerous sports associations and major sporting events. For example, it serves the Swiss Football Association as a coordination office for sponsorship and partnerships. Incidentally, the remaining 20 percent of Sportart is held by the TV rights marketer Kentaro, based in Wil SG and London.
"In recent years, it has become increasingly common for sponsors that we support to want to organize events," reports Sportart Director Oliver Achermann. "This opened up great potential for us with regard to Euro 2008," adds Christian Kauter, Affichage CEO and Chairman of the Board of Sportart. However, it was clear that Sportart would be overwhelmed. "It specializes in sponsorship, not events," clarifies Kauter. That's why the experienced German live marketing agency Max.Sense Marketing GmbH was brought in as a partner and Sui Generis AG was founded a year ago, according to the press release the "first full-service agency for live marketing in Switzerland".
The first contracts were landed last year, such as the FIFA World Cup Trophy Tour in Switzerland, during which the original 18-carat gold World Cup trophy made a stopover in Zurich on the last weekend of March 2006. Sportart and Max.Sense each hold a 40.5 percent stake in Sui Generis, while Andreas Rickenbacher, a member of the Bernese SP government elected at the beginning of April, (still) holds a further 9 percent, with the remaining 10 percent in the hands of Kastl since December.
The fact that Kastl has now won the mandate to market the sports facilities for Sui Generis in Basel, one of the main venues for Euro 2008, is the crowning glory of the diversification strategy Sportart has just embarked on. This means that suitable venues are also available for event contracts for the major football event. Oliver Achermann, member of the Sui Generis Board of Directors, says: "Marketing sports facilities was not one of Sui Generis' goals, but now a good opportunity has arisen. This means we can also ideally serve sponsors and partners if required." This is Sportart's strategy.
The perspective of Sui Generis is different: Kastl can rely on the customers of Sportart, on the know-how of Max.Sense for event organization and on the services of Affichage for the entire outdoor advertising sector (including perimeter advertising). And sports facilities are also available in Basel. Everything from a single source.
This overall package is unlikely to have escaped the attention of Councillor Eymann. However, Sportart's very sporty customer base probably offered him the greatest guarantee for better utilization of the sports facilities.
Sportart's second daughterNeben Sui Generis
Sportart AG also has a second subsidiary, Attaro AG. This was also founded a year ago as part of a 50:50 joint venture with Sportart co-owner Kentaro. While Kentaro buys international sports rights, Attaro organizes the corresponding major events throughout Europe. For example, Attaro organized the football matches between Argentina and England in Geneva in November and Argentina and Croatia in Basel in March. Despite the good start, Sportart has since reduced its stake to 28%, with Kentaro now holding 72%. "Organizing such major events is neither Sportart's nor Affichage's core business, which is why we want to limit ourselves to activities in Switzerland," explains Christian Kauter, currently Chairman of the Board at Attaro. Criticism of KastlHis list of references
The last campaign in 2004, launched to prevent violence, was neither as popular as hoped nor sustainable. These are the main accusations made by the Basler Zeitung against Thomas Kastl. In addition, there was the anonymous accusation of nepotism against the Basel Sports Office. He got to know Kastl as an "accomplished event manager", says Affichage CEO Christian Kauter in response to the accusations. Ultimately, however, everyone is judged by their results. "We will therefore have to prove our ability in Basel," says Kauter.
Markus Knöpfli
New field for AffichageIn the more than 100-year history of Affichage, sports marketing is a new activity. The out-of-home advertiser first set foot in this field in 2002, when it acquired an 80 percent stake in Zurich Sportart. This has little to do with traditional out-of-home advertising, but it does market the sponsorship packages of numerous sports associations and major sporting events. For example, it serves the Swiss Football Association as a coordination office for sponsorship and partnerships. Incidentally, the remaining 20 percent of Sportart is held by the TV rights marketer Kentaro, based in Wil SG and London.
"In recent years, it has become increasingly common for sponsors that we support to want to organize events," reports Sportart Director Oliver Achermann. "This opened up great potential for us with regard to Euro 2008," adds Christian Kauter, Affichage CEO and Chairman of the Board of Sportart. However, it was clear that Sportart would be overwhelmed. "It specializes in sponsorship, not events," clarifies Kauter. That's why the experienced German live marketing agency Max.Sense Marketing GmbH was brought in as a partner and Sui Generis AG was founded a year ago, according to the press release the "first full-service agency for live marketing in Switzerland".
The first contracts were landed last year, such as the FIFA World Cup Trophy Tour in Switzerland, during which the original 18-carat gold World Cup trophy made a stopover in Zurich on the last weekend of March 2006. Sportart and Max.Sense each hold a 40.5 percent stake in Sui Generis, while Andreas Rickenbacher, a member of the Bernese SP government elected at the beginning of April, (still) holds a further 9 percent, with the remaining 10 percent in the hands of Kastl since December.
The fact that Kastl has now won the mandate to market the sports facilities for Sui Generis in Basel, one of the main venues for Euro 2008, is the crowning glory of the diversification strategy Sportart has just embarked on. This means that suitable venues are also available for event contracts for the major football event. Oliver Achermann, member of the Sui Generis Board of Directors, says: "Marketing sports facilities was not one of Sui Generis' goals, but now a good opportunity has arisen. This means we can also ideally serve sponsors and partners if required." This is Sportart's strategy.
The perspective of Sui Generis is different: Kastl can rely on the customers of Sportart, on the know-how of Max.Sense for event organization and on the services of Affichage for the entire outdoor advertising sector (including perimeter advertising). And sports facilities are also available in Basel. Everything from a single source.
This overall package is unlikely to have escaped the attention of Councillor Eymann. However, Sportart's very sporty customer base probably offered him the greatest guarantee for better utilization of the sports facilities.
Sportart's second daughterNeben Sui Generis
Sportart AG also has a second subsidiary, Attaro AG. This was also founded a year ago as part of a 50:50 joint venture with Sportart co-owner Kentaro. While Kentaro buys international sports rights, Attaro organizes the corresponding major events throughout Europe. For example, Attaro organized the football matches between Argentina and England in Geneva in November and Argentina and Croatia in Basel in March. Despite the good start, Sportart has since reduced its stake to 28%, with Kentaro now holding 72%. "Organizing such major events is neither Sportart's nor Affichage's core business, which is why we want to limit ourselves to activities in Switzerland," explains Christian Kauter, currently Chairman of the Board at Attaro. Criticism of KastlHis list of references
The last campaign in 2004, launched to prevent violence, was neither as popular as hoped nor sustainable. These are the main accusations made by the Basler Zeitung against Thomas Kastl. In addition, there was the anonymous accusation of nepotism against the Basel Sports Office. He got to know Kastl as an "accomplished event manager", says Affichage CEO Christian Kauter in response to the accusations. Ultimately, however, everyone is judged by their results. "We will therefore have to prove our ability in Basel," says Kauter.
Markus Knöpfli
