webinar

Partnership

Development &Marketing

  in Athletics

 Marketing Expert / Zuhair Ammar

22 October 2026

We’ll discuss:

1. Key Challenges Facing National Federations

• Limited media coverage and spectator attendance at some competitions.
• Lack of professional marketing proposals priced thoughtfully and realistically.
• Difficulty demonstrating measurable return on investment for partners and sponsors.
• A shortage of qualified marketing staff and modern concepts within federation management structures.

2. World Athletics’ Vision and Pillars

• The Three-Part Vision:
• The Five Pillars of the Strategy

3. External Forces and Contemporary Changes

• Targeting New Generations (Gen Z & Gen Alpha): Delivering fast-paced, interactive content on digital platforms that appeals to young people.
• Technology and Artificial Intelligence: Using data analytics and AI tools to segment audiences and manage relationships.
• Social Responsibility and the Environment: Focusing on gender equality, physical and mental health, and environmental sustainability.

4. Marketable Federation Assets (Assets)

• Naming Rights: Granting partners naming rights for championships and competitions.
• Digital Platforms and Broadcasting Rights: Creating digital channels and producing storytelling content that highlights athletes and their lives.
• Fan Relationship Management (CRM): Building accurate databases of fans and members to enable direct communication.
• Children’s and School Programs: Investing in school and kindergarten competitions to increase audience and sponsorship value.

5. Shifting from “Donations” to “Strategic Partnerships”

• The Key Difference: Donations provide temporary, unsustainable support, whereas partnerships are built on understanding sponsors’ goals and meeting their needs through clearly defined, accurately priced rights packages.
• Commitment to the Full Sponsorship Cycle: Planning at least 6 months before the event, ensuring sponsorship activation, and preparing transparency and return reports after events conclude to sustain the relationship.

6. Preparing a Professional Marketing Proposal

• Value-Based Pricing: Pricing assets based on audience size and the value they bring to sponsors, rather than solely on the federation’s budget requirements.
• Data and Statistics Documentation: Highlighting registered athlete numbers, genuine followers, and viewership figures to build a strong, compelling sponsorship profile.