Italian Serie А. Jersey

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ITALIAN SERIE A

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ITALIAN SERIE A
50% OF THE ITALIAN POPULATION IS INTERESTED IN FOOTBALL
PREFERRED SPORT
1° in the sport ranking with 23.400.000 interested
people
24,3 millions of Italians are SUPPORTERS of one
football club
MOST FOLLOWED SPORT
TV VIEWERS: 9.500.000 average cumulated audience
of a Serie A match day (season 2014/15)
STADIUM ATTENDANCE: 250.000 cumulated live
attendees of a Serie A match day (season 2014/15)
Data by: GFK Eurisko – Sinottica e AGB Nielsen Tv Audience Measurement
Il Club più antico d’Italia

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ITALIAN SERIE A
Juventus
Milan
6.373.000
4.432.000
Inter
4.236.000
Napoli
2.941.000
Roma
1.916.000
Cagliari
919.000
Fiorentina
820.000
Lazio
Genoa
789.000
647.000
Palermo
Bologna
542.000
Catania
434.000
Sampdoria
Atalanta
580.000
SERIE A CLUBS
397.000
392.000
Chievo
278.000
FAN BASE
Torino
Udinese
250.000
23.466.000
Siena
Parma
Pescara
207.000
(aged +14)
88.000
84.000
44.000
Il Club più antico d’Italia
Totale preferenze Tifosi - Serie (possibili risposte multiple)
Fonte: elaborazione Infront su dati GFK Eurisko Sinottica

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ITALIAN SERIE A
In the last season (2014/15) Genoa has been among the 10 top clubs as TV average
audience.
Il Club più antico d’Italia

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ITALIAN SERIE A
Genoa Vs Serie A
Genoa
• 64% AVERAGE ATTENDANCE RATE
(2014/15)
• + 5,8 % (2014/15 Vs 2013/14)
Serie A
• 56% AVERAGE ATTENDANCE RATE
(2014/15)
• - 6,1 % (2014/15 Vs 2013/14)
Il Club più antico d’Italia

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ITALIAN SERIE A
Genoa Fan Base
647.000
(68.2 %)
Maschi
Femmine(31.8
(5.7 %) Sud e isole
Centro
Tifosi del Cuore
66,8%
14/17 anni
202
(6.9 %)
Nord Est
%)
(10.1 %)
18/24 anni
152
(6.6 %)
(7.3 %)
102
Nord Ovest
503.000
25/34 anni
(80.8 %)
144.000
(19.9 %)
52
Aff. Idx.
Status alto
35/44 anni
2
(18.9 %)
(10.3 %)
Status medio
45/54 anni
(63.2 %)
(16.4 %)
Status basso
Tifosi
Simpatizzanti
33,2%
55/64 anni
(17.9 %)
(8.5 %)
Istruzione laurea
oltre 64 anni
(27.5 %)
(6.8 %)
Istruzione media superiore
(32.3 %)
Fonte: elaborazione Infront su dati GFK Eurisko – Sinottica
Il Club più antico d’Italia
Istruzione elementare
Istruzione media inferiore
(41.7 %)
(19.2 %)

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COMMERCIAL STRATEGY: LESS IS MORE

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COMMERCIAL STRATEGY: LESS IS MORE
SINCE SEVERAL YEARS GENOA HAS USED A SPONSORSHIP STRATEGY AIMED AT
INCREASING THE VALUE OF SPONSORSHIP FOR CLIENTS, INTRODUCING
INTEGRATED ADVERTISING FORMATS AND GRADUALLY REDUCING NUMBER OF
BRANDS, THEREBY INCREASING THE EFFECTIVENESS OF TV EXPOSURE AND,
MORE GENERALLY, THE ADVERTISING IMPACT.
THE KEY POINTS OF THIS STRATEGY ARE:
GRADUAL REDUCTION IN THE NUMBER OF SPONSORS
LESS CROWDING AND BETTER EXPOSURE OF BRANDS IN THE PITCH
MINIMUM INVESTMENT THRESHOLD PER LEVEL
DEVELOPMENT OF INTEGRATED ADVERTISING FORMAT INCLUDED:
• Hospitality
• B2b
• Workshop
• Fan/ sporting events
• Athletes involvement
• Multimediali platform
• One off projects designed for/with clients
2° ROW AS ADVERTISING MEDIA PLATFORM
Il Club più antico d’Italia

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COMMERCIAL STRATEGY: LESS IS MORE
GENOA FORMAT: LESS CROWDING, MORE EFFICIENCY
LIVELLO
ESPOSIZIONE
PRIMA FILA
NUMERO SPONSOR
ANOTHER ITALIAN PITCH
ESPOSIZIONE
SECONDA FILA
ESPOSIZIONE
PANCHINA
MAX NUMERO SPONSOR: 27
Il Club più antico d’Italia

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JERSEY SPONSORSHIP 2015/16

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BENEFITS
Presence of the Sponsor brand on the Official Jerseys (250 cm 2 );
Right to use the official team photo for the sponsor communication
activities;
Il Club più antico d’Italia

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BENEFITS
DURING ALL HOME MATCHES OF SERIE A TIM:
3’30’’ FULL PERIMETER FIRST ROW LED
5 POSITIONS (OUT OF 15 ROTATING POSITIONS) IN FIRST ROW FOR 10’ (LED PERIMETER)
2 POSITIONS (OUT OF 6 ROTATING POSITIONS) IN FIRST ROW FOR 5’ (LED PERIMETER)
Il Club più antico d’Italia

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BENEFITS
N° 2 SPOT ON THE MEGASCREEN;
BRAND ON THE UPPER PART OF THE BENCHES;
BANNER OR MOKE UP ON THE CENTER OF THE PITCH BEFORE THE MATCH
BRAND ON THE BACK-DROP SCREEN DURING THE INTERVIEWS AT THE LUIGI FERRARIS
STADIUM;
BRAND ON THE BACK-DROP SCREEN DURING THE INTERVIEWS AT THE SPORTING
CENTER;
N°3 FIXED BANNER AT THE SPORTING CENTER
Il Club più antico d’Italia
*Costi di allestimento a carico del cliente

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BENEFITS
Il Club più antico d’Italia

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BENEFITS
PRESS OFFICE:
OFFICIAL PRESENTATION PRESS CONFERENCE
SUPPORT OF THE MEDIA DEPARTMENT
WEB TOOLS:
BRAND ON THE OFFICIAL GENOA WEBSITE
DEDICATED BANNER ON THE HOME PAGE OF GENOA WEB SITE
5 DEDICATED NEWSLETTER TO A 28.000 DATA BASE CONTACTS
PLUS:
N° 10 OFFICIAL JERSEY
OFFICIAL CERTIFICATION OF THE RETURN ON INVESTMEN;
USE OF OFFICIAL PHOTOS FOR COMMUNICATION CAMPAINS (MORE THAN 4 PLAYERS);
SUPPORT ON CO-MARKETING AND B2B ACTIVITIES
Il Club più antico d’Italia

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Il FormatBENEFITS
– Ufficio Stampa - P.R. - Servizi
DURING ALL HOME MATCHES OF SERIE A TIM:
N° 5 VIP SEATS + RESERVED TABLE;
N°5 BUSINESS SEATS + RESERVED TABLE;
N°10 SPONSOR SEATS + 10 PASSES TO THE TOP/PREMIUM LOUGE;
N° 2 CAR PASSES
Il Club più antico d’Italia

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BENEFITS
MATCH SPONSOR
THE JERSEY SPONSOR HAS SOME EXTRA BENEFITS FOR TWO CHOOSEN
GAMES DURING THE SEASON SUCH AS:
N° 10 Sponsor Seats + 10 passes to the Top/Premium Lounge
Genoa Experience tour for 10 persons;
Dedicated announcement before the match;
Exposition of the product outside of the Stadium;
Dedicated event on the pitch created with the Club
Il Club più antico d’Italia

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JERSEY SPONSOR: ROI ANALYSYS

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JERSEY SPONSOR: ROI ANALYSYS
The RBA Value is based on a unique proprietary, patent-pending, algorithm that measures the quality of
on-screen exposure across four distinct criteria and is universally accepted around the world:
Il Club più antico d’Italia

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JERSEY SPONSOR: ROI ANALYSYS
Size of Logo On-Screen:
The greater area of the screen the logo/brand occupies, the greater
the level of impact on the viewer.
Therefore RBA provides a higher valuation weighting for brands that
appear larger on screen than others.
Il Club più antico d’Italia

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JERSEY SPONSOR: ROI ANALYSYS
Location on Screen
Research into viewer habits shows that 80% of a viewers focus is on the central
50% of the screen. This is not a biological fact but a result of production and
directive instruction to keep the “action” in the centre of the viewing screen.
Therefore RBA provides a higher valuation weighting for brands that appear in
the central 50% of screen as opposed to brands appearing in the peripheral 50%
of screen.
Il Club più antico d’Italia

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JERSEY SPONSOR: ROI ANALYSYS
Multiple Exposures On-Screen:
The more executions of a brand on screen, the greater the impact on the
viewer.
Therefore RBA will provide a higher valuation weighting for brands that have
multiple simultaneous impressions on screen than single brand impressions.
Il Club più antico d’Italia

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JERSEY SPONSOR: ROI ANALYSYS
Duration of Exposure On-Screen:
The longer a brand spends on screen in consecutive seconds, the greater the
impact on the viewer.
Therefore RBA provides a higher valuation weighting for brands that appear on
screen longer than others.
Il Club più antico d’Italia

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JERSEY SPONSOR: ROI ANALYSYS
GENOA – JUVENTUS (DAY 28) BRAND - IZI PLAY (SEASON 2013/14)
EXPOSURE: 4.891
EVERAGE LENTH: 2,37’’
TOTAL LENTH: 11.591,67’’
100% EQUIVALENTE MEDIA:
657.569 €
RBA MEDIA VALUE:
237.756 €
Il Club più antico d’Italia
EVERAGE DIMENSION: 1,65 CM

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JERSEY SPONSOR: ROI ANALYSYS
UDINESE - GENOA (DAY 5) BRAND - IZI PLAY (SEASON 2013/14)
EXPOSURE: 102
EVERAGE LENTH: 2,06’’
TOTAL LENTH : 210,12’’
100% EQUIVALENTE MEDIA:
72.017 €
RBA MEDIA VALUE:
26.971 €
Il Club più antico d’Italia
EVERAGE DIMENSION: 1,78 CM

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JERSEY SPONSOR: ROI ANALYSYS
BRAND - IZI PLAY SEASON 2013-14
100% EQUIVALENTE MEDIA:
RBA MEDIA VALUE:
Il Club più antico d’Italia
13.862.134 €
5.029.813 €