The UEFA Knowledge and Information Sharing Scenario (KISS) programme has fine-tuned its education services by hosting a 'miniature' marketing and strategy workshop for member associations in Tbilisi, Georgia.
The idea behind this innovative approach is to unite smaller groups, working to the same experience level, and provide group sessions and knowledge exchange to encourage growth and development.
Zviad Sichinava, president of the Georgian Football Federation (GFF), said: "Just a few months after the UEFA Licensing Seminar, we are delighted to once again join hands with UEFA to host this invaluable KISS workshop in Tbilisi. Marketing is an essential part of modern football and we are proud to support this forward-thinking education programme."
Around 20 participants were onsite in Tbilisi, representing the associations of Armenia, Azerbaijan, Belarus, Bulgaria, Kazakhstan, Moldova, Latvia and Lithuania. Topics in the spotlight on the first day were how to create a marketing strategy for a national association, and best practices in the implementation of that strategy, as well as final delivery. Iberia Business Group complemented this session with a presentation on the importance of market research, emphasising crucial elements such as knowing your market and adaptability to an ever-evolving audience or customer base.
Further presentations by TBC Bank and Socar illustrated the importance of brand building, and market segmentation and targeting respectively. Ukrainian club FC Shakhtar Donetsk also joined the group and gave a case study on their overall marketing strategy and implementation.
On the second day, the workshop tackled the critical area of sponsorship, looking at various approaches and activations as well as theory, practice and trends. Sponsorship is a complex part of marketing – the aim being successful, long-term partnerships where both the organisation and its sponsor tap into the true market potential and connect with their audience. UniCredit supported this session, giving an informative presentation on their approach to sponsorship, as well as outlining some key pointers that can lead to a "win-win" alliance.
The workshop also involved presentations by national associations and group exercises on both days, offering participants the opportunity to solve everyday challenges they may face at their associations.
"The smaller workshops can work to a more intense rhythm and offer more time for discussion and open debate," said UEFA HatTrick manager, David Petriashvili. "Conducting the workshop in Russian is a more regional approach, and it has certainly had a positive impact on group participation and personal investment in the content of this workshop."
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