Media Marketing Portfolio: FIBA Women's World Championship, Spain

This report presents a media portfolio designed for the upcoming FIBA Women's World Championship in Spain, specifically targeting the Australian team. The portfolio encompasses a comprehensive media plan, fact sheet, media guide, media release, and media advisory. The media plan outlines o...Read More

Running head: MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Media Portfolio for Women’s World Championship
Name of the university
Name of the student
Author note

1MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Executive summery
This report intends to prepare a media portfolio for upcoming FIBA Women’s World Championships,
Spain. On behalf of Australian team, media plan has been developed from the department of media
marketing team. In this due course various media communication tools like media release, fact sheet,
media advisory, media plan and media guide has been used to prepare a portfolio to take the lead for
the above mentioned international sports event.

2MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Table of Contents
Section 1:...............................................................................................................................................3
Media plan.........................................................................................................................................3
Justification.......................................................................................................................................5
Section 2:...............................................................................................................................................6
Fact sheet...........................................................................................................................................6
Mission..............................................................................................................................................6
Organisers..........................................................................................................................................6
Game categories and participant countries........................................................................................6
Media partners...................................................................................................................................7
Facilities at venue and games village.................................................................................................7
Justification.......................................................................................................................................7
Section 3:...............................................................................................................................................7
Media guide.......................................................................................................................................7
Venue information.............................................................................................................................8
Justification.......................................................................................................................................8
Section 4:...............................................................................................................................................8
Media release: Spain will be the host of FIBA World Women Championship 2018.........................8
Justification.......................................................................................................................................9
Section 5:...............................................................................................................................................9
Media advisory..................................................................................................................................9
Justification.......................................................................................................................................9
References...........................................................................................................................................10

3MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Section 1:
Media plan
The media plan has to be prepared in support of Australian women sportspersons who are
going to represent their country in front of international sports fans. Over the last two decades, a
significant transformation has been noticed in the procedure of organising international sports events.
The mentioned FIBA world championship for women will be held in Spain and national sports
authority needs a specific plan to promote the event. According to the market trend, the reading of
Grohs and Reisinger, (2014) suggests too, the role of sponsors has been increased in terms of
providing better infrastructure for sportspersons, better stadium facilities. Besides, the responsibility
media managers has changed after realising the impact of social media over wider range of Audience.
Therefore, following the guidelines of Abeza, O’Reilly and Reid (2013), preparing a media
plan means marketing communication strategies that are needed to develop for upcoming mega event.
Two objectives of creating a plan are: a) to maintain a healthy culture and highlight the women
sports community of Australia and their talents.
Specific Measurable Achievable Realistic Time bound
It focuses on the
women sports
community and
their
development.
The increasing
number of
women
participants and
aspiring
candidates or
number of
enrolments in
sports academies
will reflect the
positive result of
media marketing
regarding sports
event.
It is achievable as
the trend of
fitness and
joining sports in
Australia is
regarded as one
of the promising
career options.
Women have
already
empowered the
field of sports.
Therefore,
highlighting the
women sports
will enhance the
country’s
position
internationally.
Although, it is a
continuous
process of
progression the
four years of gap
can be considered
as peak time to
generate the
awareness using
the successful
examples of
world
championship.
b) To sell 50% of the total tickets developing a fanbase, combatting the competitors within a time
frame of 1 year before the championship.
Specific Measurable Achievable Realistic Time bound
The objective is Online tools of By using World Six months prior

4MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
to creating a
fanbase and
selling a specific
percentage of
tickets which can
be done using
social media.
selling tickets
and collecting
feedbacks are
helpful to
measure
customer
behaviour and
sale 50% of total
tickets.
advanced
technology, it is
convenient to
achieve 50% sale
of the total
number of
tickets.
championships
happen
maintaining a gap
of four years.
fans remain
to even the
fanbase must be
developed and
proposed amount
of tickets must be
sold.
This event occurs in every four years. The media plan is not about selling the tickets only, it is
about engage and entertain the audiences in between sports events. A media plan searches opportunity
to provide the audiences the best experience starting from developing a user-friendly platform for
buying tickets to security of them for the entire time being of the event (Stewart, Nicholson, Smith &
Hoye, 2018). The goal is to retain the existing fanbase and simultaneously acquiring new customers.
Media plan strategies will be as follows.
 At first, according to Bjelica, Gardašević, Vasiljević and Popović (2016), communication
strategies should be designed for marketing ethically, using social networking sites, print
media and television advertisements. Use of technological aids will improve and strengthen
promotional activities. For instance, online ticket distribution procedure can be used as a tool
to measure customers’ interest towards upcoming event (Hing, Cherney, Blaszczynski,
Gainsbury & Lubman, 2014). Therefore, as described in Ahn, Ik Suh, Lee and Pedersen
(2014), strategies can be framed using the data regarding consumer behaviour. Event can be
managed according to customers’ preferences leveraging the technology.
 Creating virtual fan pages on Facebook, instagram and twitter will be helpful if efficient
social media managers are appointed. Regular development of online content regarding the
event will create a buzz and interest among the sports enthusiasts. Contents will be accepted
from the fans as well if those are eligible for satisfying promotional needs of World
championship.
 Fanbase must be engaged with the objectives if online fun activities are arranged and if
participants receive rewards for winning. Sharing photos, videos and using hashtags will help
to distribute the enthusiasm among wider range of audiences.
 Besides, creating television advertisement, announcement on news channels and papers,
establishing sponsorships and media partners will help to promote the event and at the same
time crate new fanbase.

5MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Media
opportunities
Media outlets Timeline
Television
advertisements
and news
Print
advertisemen
t and printed
news
Social
media pages
and online
tools
Establishing
sponsorship
or media
partners
To increase
the fanbase
   12 months
To retain the
existing
fanbase
   10-12 months
To generate
awareness and
sell tickets
    Selling 50%
of total
tickets within
06 months
prior to the
championship
Betterment of
the women’s
sports
infrastructure
   It is a
continuous
process.
Results must
be shown
within 30
months after
proposing the
plan.
Justification
Media plan is required to attain a specific media coverage because it is structured to define
the best policy for generating awareness among the target audience. As described in Giza et al.
(2013), in order to achieve the objectives media plan guides the marketing managers for determining
actions. Announcement in the media channels about the events, different categories and levels, name
of the participants will help to create interest, enthusiasm, and fan support. It will assist to create new
and retain existing fanbase. Therefore, media plan must include following steps to attain desired
coverage over media. Media coverage is essential in terms of creating proper recognition and
attracting the attention of new fans centrally. Moreover, sponsors will be interested to invest and
establish partnerships. As per Eagleman (2013), an extensive media coverage following a proper

6MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
media plan help to recruit efficient HR team to provide bespoke experience to the sports fans while
enjoying the event. Proposed media plan is appropriate because a large part of contemporary sports
fan prefers to watch sports and keep them updated virtually. They hardly follow television and printed
news. On the contrary, as argued by Ashley and Tuten (2015), older fanbase depends on TV and
newspapers more than social media. Social media is the most contemporary tool to create the fan
base, attract interest of the investors and traditional methods will approach the older generation well.
Section 2:
Fact sheet
Mission
The FIBA world women championship is going to be organised in Spain in the year 2018.
The mission of organising women championship is to highlight emerging talents of sports industry
across the world and additionally create history in the field of athletics (Fink, 2015). World
championship intends to bridge the cultural gap between countries, deliver the message of global
integrity and presents instances of woman empowerment.
Organisers
The sports ministry of Spain has taken the responsibility to carry out entire operation with
efficiency.
Game categories and participant countries
Almost 50 events can be counted under 10 registered sports category. Although, the measured
number of the athletes are around 6,025 officially, there are chances of additional athletes to compete
and who have not yet registered themselves. Greece, America, Germany, United Kingdom and major
European countries will be participating along with Asian countries like Japan, China, India and
Korea.
Aquatics
 Diving
 Swimming
 Marathon swimming
 Water polo
 Synchronised swimming (both in teams and duets)
Archery
 Team competition
 Mixed team participation
 Individual participant

7MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Like these two, there will be badminton, tennis, boxing, wrestling, cycling, gymnastics, hockey,
handball and shooting. Australian participant will be competing in six categories, those are
gymnastics, badminton, tennis, boxing, wrestling and shooting.
Media partners
Our sponsors are leading coke brand Coca Cola, several news channels. Social media pages
like Facebook and Instagram are social media partners.
Facilities at venue and games village
Venues are sports stadiums of Spain with highly developed infrastructure to make the
audiences experience memorable. Games village will provide hospitality services and leisure
activities to participants. The responsibility of serving hospitality services to athletes is given to five
star hotel chains of Spain.
Justification
Fact sheet is required for media coverage because within a single page it gathers every
necessary information regarding the event. It is made of key points only, which are easy to read and
understand. It saves time and at the same time and help to deliver crucial information to stakeholders.
As described by Coakley and Souza (2013), the above provided fact sheet is appropriate because I
have included five basic criteria of fact sheets, which are convenient to have overview of the
upcoming mega event.
Section 3:
Media guide
This comes in a form of document, which can be used as a reference by media partners for
presenting contemporary and previous information about the performance of Australian women sports
teams and sportspersons (Woratschek, Horbel & Popp, 2014). Media plan must include following
contents, among which venue information will be provided here in detail.
• Key contacts
• Welcome letters from the Chief Executive or major sponsor
• Background to the event
• Player/team biographies
• A Schedule of Events
• Venue information
• Competition rules or format, etc.

8MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Venue information
The sport industry in Spain has always been dominated by football. Although, there are other
popular sport activities like tennis, cycling, handball, various water sports and many more. Any
country will feel fortunate if they receive the opportunity of hosting an international sports event.
There is no exception in case of Spain as well. Anoeta Stadium, Estadi Olimpic Lluis Companys and
Helmantico Stadium have been selected for the having the infrastructure of track and field. Camp Nou
in Barcelona has been selected for its excellent facilities and huge seat capacity.
Justification
The media guide is necessary for media coverage, as it is mandatory to present on behalf of
every country to organising authority. Media partners will receive benefits from the information,
which are going to be revealed through the guidelines. It must be planned to demonstrate through
Television, radio, newspaper and social media. Along with them, sponsors, collaborators, participants
of the event. My media guide has been made appropriately, as it holds detail information of sports
championship.
Section 4:
Media release: Spain will be the host of FIBA World Women Championship 2018
Sydney, Australia, posted in November 2, 2016: As announced, Spain has been trusted with the
responsibilities of organising FIBA world women championship; the country is considering this
opportunity as prestigious and of heavy weightage.
The sports championship will allow only women sportspersons across the globe (Taks, Green,
Misener & Chalip, 2014). Events categories are divided into ten consist of 100 events in total. Five
star hotels of first row are engaged as hospitality partners. Sports ministry has been taking care
infrastructural issues with the proposed event venues. World-class Spanish resorts are selected as
Games Village for participants.
The inauguration event will be organised in city of Barcelona on 10th December 2018. The main
sports events will start from the next day.
This is to inform all the sports lovers of world, so that they can witness such historical phenomenon. It
is specifically for Australian sports enthusiasts so that they can mark the dates for supporting women
power of the country and make the event a remarkable one. Tickets are open for online booking.
People can book in advance, as limited seating will be available.
The event will be a memorable and historic for Australia and for entire world too, if support of
investors, media partners and Australian audiences will be received (Turco, 2015).

9MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
For further details of participants and event list, check website of Australian Sports ministry and
Facebook or instagram page of FIBA Women’s World Championship, 2018.
Justification
As per the study of Grohs (2016), press or media release is important to create and improve
the campaigns’ quality as a brand. Especially, when it is a matter of national pride it must be
circulated to wider range of Audiences to keep them engaged and generate interest. The objective is to
create new fanbase and retaining the existing fans of world championship. The process of
communication must be contemporary, as I have emphasized social media activities more to interact
with and understand the market (Hutchins, 2014). Media release is feasible as it increases awareness
among wider range of population and investors too, without investing huge monetary resources.
Section 5:
Media advisory
Barcelona, Spain has been selected as location of FIBA Women World Championship.
(Sydney, Australia, 15 November 2016) – On behalf of the honorable Prime Minister, delegates of
Sports ministry will be present to attend the special inaugural ceremony of this international sports
event at Barcelona, Spain. Delegates will be there to represent Australian women sports teams and
individual participants as well.
Date: December 10, 2018.
Time: 8pm onwards.
Location: Barcelona, Spain.
Notes for Media
Audiences will be present for sharing experience and sports minister of Australia will be available to
satisfy queries of media channels.
Contact Information
Website details:
Designation: Media manager
Contact number:
Justification
The purpose of media advisory is to present a particular news in front of the journalists to
influence them to talk or write about it in various media channels. Using media advisory, the news of
international sports event will receive a credibility in terms of investment; organisers will reach to the

10MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
targeted group of audiences and supporters of Australian sports specifically. It is a great way to
dodge the traffic of numerous news available on social media and approach the audiences directly.
References
Abeza, G., O’Reilly, N., & Reid, I. (2013). Relationship marketing and social media in
sport. International Journal of Sport Communication, 6(2), 120-142.
Ahn, T., Ik Suh, Y., Lee, J. K., & Pedersen, P. M. (2014). Understanding purchasing intentions in
secondary sports ticket websites. International Journal of Sports Marketing and
Sponsorship, 16(1), 35-49.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of
branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Bjelica, D., Gardašević, J., Vasiljević, I., & Popović, S. (2016). Ethical dilemmas of sport
advertising. Sport Mont, 14(3), 41-43.
Coakley, J., & Souza, D. L. (2013). Sport mega-events: can legacies and development be equitable
and sustainable?. Motriz: Revista de educação física, 19(3), 580-589.
Eagleman, A. N. (2013). Acceptance, motivations, and usage of social media as a marketing
communications tool amongst employees of sport national governing bodies. Sport
Management Review, 16(4), 488-497.
Fink, J. S. (2015). Female athletes, women's sport, and the sport media commercial complex: Have
we really “come a long way, baby”?. Sport Management Review, 18(3), 331-342.
Giza, C. C., Kutcher, J. S., Ashwal, S., Barth, J., Getchius, T. S., Gioia, G. A., ... & McKeag, D. B.
(2013). Summary of evidence-based guideline update: Evaluation and management of
concussion in sports Report of the Guideline Development Subcommittee of the American
Academy of Neurology. Neurology, 80(24), 2250-2257.
Grohs, R. (2016). Drivers of brand image improvement in sports-event sponsorship. International
Journal of Advertising, 35(3), 391-420.

11MEDIA PORTFOLIO FOR WOMEN’S WORLD CHAMPIONSHIP
Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and
activity involvement. Journal of Business Research, 67(5), 1018-1025.
Hing, N., Cherney, L., Blaszczynski, A., Gainsbury, S. M., & Lubman, D. I. (2014). Do advertising
and promotions for online gambling increase gambling consumption? An exploratory
study. International Gambling Studies, 14(3), 394-409.
Hutchins, B. (2014). Sport on the move: The unfolding impact of mobile communications on the
media sport content economy. Journal of Sport and Social Issues, 38(6), 509-527.
Stewart, B., Nicholson, M., Smith, A. C., & Hoye, R. (2018). Sport management: principles and
applications. Routledge.
Taks, M., Green, B. C., Misener, L., & Chalip, L. (2014). Evaluating sport development outcomes:
the case of a medium-sized international sport event. European sport management
quarterly, 14(3), 213-237.
Turco, D. M. (2015). The influence of sponsorship on product recall and image among sport
spectators. In Proceedings of the 1995 World Marketing Congress (pp. 8-12). Springer,
Cham.
Woratschek, H., Horbel, C., & Popp, B. (2014). The sport value framework–a new fundamental logic
for analyses in sport management. European Sport Management Quarterly, 14(1), 6-24.