Sports Technology

Austin Lally, President of Braun and a key member of Procter & Gamble’s Global Leadership Council, will deliver insights into one of the most successful Olympic partnerships of recent memory when he addresses the upcoming annual Sports Fan Summit.

Regarded by many as one of the most creative sponsorship minds in the world, Lally was a key driver behind the hugely successful ‘Thank you, Mum’ campaign that received accolades and exposure around the globe when it was launched around London 2012 and also around its continuation at this year’s Sochi Olympics.

While this video gives a few clues as to how Procter & Gamble positioned themselves with the world’s largest sporting event, Lally’s keynote address at the 2014 Sports Fan Summit will delve deeper and cover the most effective ways for sports organisations and brands can deliver the best results for their partnerships and how they can differentiate and engage in a crowded marketplace.

Lally spoke recently of the importance of the Thank You, Mum campaign, stating “we asked ourselves, what role can we play as an Olympic partner that can credibly grow our brand business?

“We created something completely new.

“The big idea wasn’t sponsoring the Olympics … there were no obvious or intuitive ways in for a brand portfolio like Procter & Gamble”

Procter & Gamble took the unique approach to draw heavily on the emotions of the world’s most famous sporting event and the role of families behind it.

Lally added “our link to the Olympic movement wasn’t going to be found on the running track, or in the equipment, or in the diet, or in the products that the athletes consume”

“Actually our link with the Olympic movement was going to be through the families of the athletes”

What followed was a strategic, engaging and highly successful campaign that used story telling as an avenue to grow and expand their business.

The results were:

• Delivery of $200 Million incremental sales (USA)

• 33.6 billion earned media impressions

• 17+ Million views on YouTube

• Most shared videos throughout the 2012 London Olympics

Overall, it was P&G’s most successful campaign of an illustrious 175-year history.

To attend the Sports Fan Summit and to here this captivating keynote from one of the best in the sport sponsorship business go to www.sportsfansummit.com

The 2014 Sports Fan Summit is being staged at the MCG from 30th June to 2nd July.

For more information contact conference organiser Simon Arkwright on +64 27 272 5728, E: simon@sportresearchgroup.com

20th May 2014 - SPORTSPRO PARTNERS SPORTS FAN SUMMIT 2014