World Series

World Series is new series of Canoe slalom races. This project is developed by Canoe Slalom Marketing in cooperation and local organizing partners and federations.

We would like the emphasize that the World Series project is a key priority for Canoe Slalom Marketing Ltd. and this project is focused on just one goal: popularize canoe slalom, to use the immense marketing potential of slalom canoeing for the benefit of all involved, the fans, the canoeists and the continuing global development of slalom canoeing.

If the races were included in one global series broadcast on TV, it would be an enormous opportunity for our sport, not only for the further commercialization of this area of sports, but also for its worldwide promotion.

World Series started in year 2007 with two races

10 – 11 February	Australian Open	Sydney-Penrith
19 – 20 May	Slovak Open	Bratislava-Čunovo

Race calendar World Series 2008

Calendar for year 2008 is designed with respect to Olympic Games in Beijing. Main part of our series in year 2008 is planed short after the Olympic Games. Primary object is presentation of slalom canoeing and new Olympic champions in countries with strong tradition and high popularity of slalom canoeing.

25 – 26 January	Australian Open	Sydney	(Australia)
06 – 07 September	Slovak Open	Bratislava	(Slovakia)
13 – 14 September	Slovenian Open	Ljubljana	(Slovenia)
20 – 21 September	German Open	Markkleeberger	(Germany)
03 – 04 October	American Open	Wisp	(USA)

Project World Series

Marketing communications during World Series events

• Live TV broadcasting (European races, USA and Australia: TV summary)
• Live Video streaming on internet
• Official web page
• Media campaign (print, radio spots, billboards, internet)
• Press conferences during events
• Video big screen
• HQ sound system
• Supporting promo activities

The marketing potential of slalom canoeing

• Large audiences for TV broadcasts (during the last three Olympics, 1996-2004, the live broadcasts from the games have always been in the overall top five Olympic sports as regards audience figures)
• Large attendance at events that take place in countries with a strong tradition, which are home to successful slalom athletes
• High excitement in the environment
• The system of races produces drama and excitement
• High level of individuality in sporting performance

Opportunities to make use of this potential and the main objectives of the project

1. To build a TV product for a global sports channel

• A series of 8 to10 races + world championship suitable for TV as a series of races

2. To acquire a general-multinational advertising partner for the whole series of races

• To acquire a multinational general advertising partner
• To incorporate the name of the advertising partner into the title of the series
• To guarantee part of the exclusive advertising space for the general partner of the series

3. Long term development of the sport

• To build a regional tradition of race organization
• To popularize the sport through the participation of top sports personalities
• Financial incentives for participants an organizers of events
• Training program for developing athletes during events

Resources and methods for achieving the objectives

Global television channels such as Eurosport and ESPN have for a long time been interested in broadcasting a series of events or a top event like the World Championships. They try to catch viewers' attention with one-off peak performances (world championships) or by following performance in a precisely defined series of 6-20 races, tracking the best contestants and the development of their position in the annual rankings (ATP tour, skiing…)

1. TV product for global television

• A series of races in the summer when the skiing season is closed
• Attractive water courses
• Participation of the best canoeists
• Simple rules
• 40 starts in the final
• 120-150 second interval between starts for a 100 second course
• A TV broadcast lasting 100 minutes with a 4 minute interval between disciplines (TV advertising)

2. Title of the event

• The most valuable title from a marketing point of view is a combination of the race title and the name of a country or region (Slovak Open, Australian Open, City Krakow Cup...) since it shows that the race is the most important in the given country or region and provides significant promotion for the given country or region, which many countries enables the event to attract a state grant for the organization, media support or the interest of large domestic businesses
• For fans and the media, it is important to know that the best domestic canoeists will compete against the rest of the world and therefore it would be a good idea to give the event a subtitle along the following line: "International country championship in slalom canoeing."

3. Multinational advertising partner for the whole series of races

• Attractive enough to guarantee TV broadcast on global and local television
• The name of the company will be incorporated into the name of the series

• Worldwide partner World Series

• Exclusive advertising space

• The front face of the start number in the space above the number
• Branding of the course in TV footage
• Branding of the Start and Finish markers

4. Local advertising partners in individual countries

• To make TV broadcast attractive for the domestic target group, or global promotion
• Media communication in the advertising campaign to support high attendance at the event
• Event advertising
• Exclusive advertising space

• The front face of the start number in the space below the number
• The rear face of the start number
• Branding of upstream gates

5. Financial requirements for race participants

• A series of three consecutive races (the same as the current World Cup system) but in close proximity as the most cost effective arrangement in terms of low travel costs.
• European races: 2x 3 races in three weeks in one region. Divide on two regional circuits west and east Europe. Time itinerary make in logical order, with goal minimize travel costs.
• Races outside Europe: a series of two races in neighbouring countries (Australia, New Zealand) or two races can be organized in one country (USA)
• For air transport a combinable destinations tariff can be used (or a collective charter flight) to ensure that even air transport need not be extremely expensive
• Consider introducing a system of races in two permanent circuits in Europe and two outside the European circuit which could vary (ASIA: Australia and China, or AMERICA: Canada + USA + Brazil) until the financial situation of the WORLD SERIES enable more frequent intercontinental travel.
• Two European circuits consist from 3 races in 3 weeks and 3 weeks break among them. During 9 weeks in Europe athletes should start in 6 races.
• Individual pairs of races can be timed so that the non-European races take place in early spring months (from the European point of view) as races following extended training in climatically appropriate conditions. Or two races on autumn in America.
• The organizers in the individual countries would make general agreements for accommodation with accommodation providers so that they can offer canoeists and their support teams combined accommodation in two price categories, which will be much cheaper, thanks to group discounts, than individual accommodation
• During World Series events in cooperation with ICF is possible to organize program for athletes from ICF developing programs. Organizer offer for them complex coaching and training care during their stay on World Series event. This kind of approach is very effective because the athletes can spend their training camps with best athletes under control certificate coaches.

6. Financial incentives for participants

• A series of races broadcast on global television with multiple presentations in local media throughout the season would attract a significantly higher price for advertising partnerships in partnerships with national teams or individual canoeists and therefore sponsoring through advertising partnerships would earn participants in such a series of races much more and help to cover the cost of participation in races.
• Each race in the series should have a financial subsidy (Slovak Open 2006: EUR 10.000, Slovak Open 2007: EUR 10.000, Australian Open 2007 10.000 AUD) so successful canoeists can earn in this area too
• The best six paddlers in each category will receive financial and material prizes.

7. Financial and marketing requirements for the organization of the event

• Two day race
• Press conference with the organizers, domestic and foreign stars
• Ensuring a TV signal
• A minimum race fund of EUR 10 000
• The total budgetary cost of the event should not exceed EUR 100 000

8. Technical requirements for the organization of an event

• Electronic measurements with the electronic collection of penalty points
• Electronic results table

9. Provision of event budget

• Global partner of the series as a whole: 40% of the budget of individual events
• Local partners: 60% of the budget

10. Program for the implementation of the WORLD SERIES strategy

2006
• Slovak Open, International championship of Slovakia in slalom canoeing as a presentation project
• Canoe Slalom Marketing will contact organizers build the first series of three races in year 2007

2007
• World series 2007: Australian Open, Slovak Open, Dutch Open
• Test World Series Ranking (point for best 100 boats/category)

2008
• Increase number of races in World Series to 6

11. Location of races in the years 2009-2012

• 6 European Races
• 2 Races Asia, Australia
• 2 races in America
• Contracts with organizers for 4 years + option
• Olympic centers will be taken into consideration
• Attractive final courses for spectators and TV

12. System and sequence of the contest to be defined AFTER approval of the marketing strategy

• Must create conditions for the fulfillment of the marketing strategy
• Clear and attractive for audiences
• Minimal disputes in refereeing
• Motivational for athletes

Richard Galovič general director Canoe Slalom Marketing, Ltd.