CIES - FIFA CERTIFICATE IN SPORTS MANAGEMENT GROUP PROJECT

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CIES - FIFA CERTIFICATE IN SPORTS MANAGEMENT
GROUP PROJECT

• ATATURK OLYMPIC STADIUM MARKETING PROPOSEL

JUNE 2009
Mehmet Ugural Kerem Avciergun Deniz Kiyak Tüzün
Tolga Inan
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Table of Contents

• Ataturk Olimpic Stadium
• The facilities of the AOS
• Current Marketing Opeations
• SWOT Analysis
• New Marketing Proposals
• Conclusions
• Questions Comments

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ATATÜRK OLYMPIC STADIUM (AOS)

• The stadium takes its name from Mustafa Kemal
  Atatürk, founder of the Turkish republic. The
  construction of AOS was started in 1999 and
  completed in 2002. It was planned to build for
  Olympic Games and cost about 170 million Turkish
  Liras. The biggest project of the Olympic Park
  which is the stadium was built in the space of
  584 hectare and located in Ikitelli in the
  western outskirts of Istanbul. From 2002 to 2005
  the stadium had a capacity of 80,597
  (all-seated). This was reduced to 75.145
  (all-seated) by removing the seats from where it
  was not possible to see the entire pitch, prior
  to the 2005 UEFA Champions League Final game.
• With its 75.145 (all-seated) capacity and Olympic
  size, it was granted the "5-star sports complex"
  title by the UEFA in 2004, enabling it to host
  the finals of UEFA events. The stadium is also
  certified by the IAAF and IOC as a first-class
  venue for track and field, and has hosted several
  European athletic competitions. According to the
  book named Stadi del Mondo (Stadiums of the
  World) which was published in 2004 by Cribaudo
  Edition in Italy, it is one of the very
  important and big stadiums of the world.

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AOS CONNECTION ROADS PARKING LOT MAP
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AOS

• Stadium Capacity
• The Atatürk Olympic Stadiums capacity is 75.145
  (all seated) and all of the spectators have a
  full-view of the sporting events.
• Table 2 The capacity of the Stadium according to
  stands.
• There are also 669 seats for the media and press
  members and 335 seats for the presidency guests
  at the East Stand.
• Parking Facilities
• The parking lot capacity of the AOS is 18.900
  cars which 400 cars indoor, 2500 cars for V.I.P.
  and 16.000 cars outdoor.

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AOS

• Additional Sports Facilities
• The additional sport facilities area covers about
  240.929 square meters. In this part of the
  stadium there are two running tracks and a
  football pitch for training and warm-up, an
  amphitheater and an indoor area for thirteen
  different sport facilities.

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AOS

• Health Facilities
• There are six first aid clinics for the
  spectators inside the complex. Five of those are
  located in the way of circumscribing the stadium
  in the second and third floors. Apart from that,
  there is a big health center built on the space
  of 190 square meters in the first floor which
  includes doctor and nurse rooms, toilets, two
  observation rooms with eight beds, the
  examination room, another observation room with
  eleven beds and a waiting room.
• For the players there are two clinics in the
  dressing room area. Those clinics are based on
  the space of 25 square meters and have all
  necessary equipment to interfere immediately the
  players in case of emergency.

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AOS

• Dressing Rooms and Lockers
• Two dressing rooms equipped by shower, Jacuzzi
  and water-closets and office for the coaches are
  located on the ground floor. The two dressing
  rooms for the referees are also located in this
  part of the stadium. Moreover there are also six
  dressing rooms for athletes.
• The six multi-purpose dressing rooms are located
  in the Additional Sports Facilities part of the
  complex.

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AOS

• Amphitheater
• The Stadium also has an amphitheatre which is
  connected directly to the parking garage with the
  luxurious 300 seats. It is used for presentations
  and meetings before and after the events. The
  technical service facilities are also located in
  this part of the complex.
• Meeting and Education Rooms
• The separate eight education rooms and the
  assembly hall for 270 persons serve the guests at
  the main floor.

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AOS

• Presidency Lounge
• Presidency Lounge is accessible by using one
  separated service road. It is connected directly
  to the grandstands and the two balconies serve
  100 luxurious seats with a magnificent view.
• Lodges
• The 34 luxurious lodges are equipped by the air
  conditioner, television set, bar and cabinet.

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AOS

• Media and TV Facilities
• The media and the press members can work
  effectively and comfortably in the stadium. The
  grandstand serves 669 press members with the
  internet and television connection. The seven
  commentator rooms for the radio and television
  are also located at this part of the complex. Two
  call rooms and mixed zone is in use at the ground
  floor.
• On the other hand, conference room for the press
  which is 96 square meters is located at the 5th
  floor and directly connected to the interview
  room.

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AOS Current Marketing Situation

• The milestone events held in AOS
• The opening match between Galatasaray
  SK-Olympiacos CFP also marked the record
  attendance for a football game in Turkey.
• The 2005 UEFA Champions League Final between
  A.C. Milan and Liverpool F.C. was played on May
  25th, 2005.
• Current Events
• Istanbul Büyüksehir Belediyesi Spor A.S. plays
  regular season matchs at the AOS.
• Some commercial productions take place at the
  AOS.
• Driving courses give driving lessons at the
  parking lots.
• Foreign football teams rarely practice at the
  training pitch.

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AOS List of Events
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ÇAPA FACULTY OF MEDICINE AND HOSPITAL PROJECT
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Swot Analysis
Strengths Listed as a Five Star Stadium by UEFA High spectator capacity Experienced to organize a major event Memories of the 2005 CL Final Very close to the Airport Weaknesses Insufficient transporation facilities Insufficient highway connection roads Negative perception of the public No support from the media Huge bureaucratic structure Insufficient international marketing No profit making structure Heavy wind most of the time Lack of PR
Oppurtunities Euro 2016 requirements Increase of the settlements and population around the facility Faculty of Medicine Project Local and global expansion of Istanbul and Turkey Threats Possibility to be closed down Global economic crises Low chance of hosting the Olympics
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New Marketing Proposols

• Marketing Committee
• Improving the Transportation Facilities
• Sports Academy
• Champions League Final 2005 Museum at the AOS
• Hosting National International Football
  Tournaments
• Alternative Events
• Go-Kart Circuit
• Meetings and Gatherings

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Marketing Committee
Co m m i s s i o n!

• Department!

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Council!
?
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BOARD!
SECTION!
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Division!
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Transportation Improvements

• Public transportation possibilities
• Connection roads
• Bus Routes
• Metro
• Signage

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Sports Academy

• - 4 36 seater, 4 24 seater, totally 8 classrooms
• 270 seater lecture room
• Sufficient Sports facilities
• - Lack of Student Dormitories

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2005 Champions League Final Liverpool Fans
Sponsor?
liverpool video
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Atatürk Cup

• In order to use the facility more often and
  familiarize it with the European Football fans, a
  Cup organization in the mid-season sounds like a
  good idea. Many European teams choose Turkey for
  their mid-season preparation. Atatürk Cup may be
  played between 3 big European clubs and the last
  champion of the Turkish League.
• Mid-season need some action and Antalya needs
  some competition!

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Fortis Cup Final Four

• 2008- 2009 FA Cup has been played at the new
  Wembley Stadium and it also inspired us. Olympic
  Park may host the best four teams of the Fortic
  Cup of that year. Football fans may turn the park
  into a football festival for the whole weekend.
  Such an event should attract sponsors and
  spectators, also increase the TV revenues.
• The Final may be played during the 19th of May
  Youth and Sports Holiday, in order to attract
  more people and create a joyful atmosphere.
• American National Football Leauge
• organizes the Super Bowl as a family event.
• The same model can be applied and the size
• of the event may be expanded.

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Academia League
English youngsters have had the privilege to play
their tournament at the Old Trafford Stadium this
year. With the support of the Turkish Football
Federation Education department and a sponsor,
Turkish youngsters may experience the same
excitement at the AOS. Such a league would be
very entertaining for the children and create a
family size event. It would be a good idea to
schedule the final on mothers or fathers day.
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Rock Concerts
Streetball Tournaments
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Go Kart Circuit
Amusement Parks
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Meeting and Gatherings
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Conclusion

• New Marketing Proposals
• Marketing Committee
• Improving the Transportation Facilities
• Sports Academy
• Champions League Final 2005 Museum at the AOS
• Hosting National International Football
  Tournaments
• Alternative Events
• Meetings and Gatherings
• Key Conclusions
• Any kind of a marketing plan for the AOS requires
  high amount of financial investment and long
  period of time.
• Proposals like small event organizations may not
  be enough for a sufficient outcome, but may only
  save the day.
• The government shall begin to work on a huge and
  efficient marketing plan for the AOS. The plan
  should not be obstructed by any bureaucratic
  obstacles.

Questions and Comments ?!