KISS MARKETING AWARDS 2014

KISS
MARKETING AWARDS
2014
UEFA KISS marketing awards 2014
Table of content
1.
Introduction
p. 3
2.
Criteria
p. 5
3.
Communication policy
p. 10
2
UEFA KISS marketing awards 2014
UEFA KISS marketing awards introduction
Background
The main objectives of the KISS marketing workshops are to review important marketing matters in the
football and sport industry with national associations, and to encourage networking, while strengthening
exchanges of views and best practises among national associations.
At the workshops, national associations present their marketing projects, challenges, results and key
learnings. In 2011, the KISS marketing awards were organised for the first time and proved to be an
especially successful initiative, attracting huge interest from the national associations. The UEFA KISS
marketing awards focus strictly on marketing matters: brand building, sponsorship, digital marketing, fan
engagement, football promotion, marketing research, merchandising and licensing.
In 2012, we received a total of 51 applications and this year we would really like to get every national
association involved. Participation is however voluntary.
The contest is intended to be relaxed and engaging, and give every national association the chance to
participate and win. Interested national associations must complete an online entry form indicating the
selected category, objectives, deliverables and results of their campaigns.
Objectives

Enhance the current KISS marketing approach with new and attractive initiatives for the national
associations.

Link the award categories to the topics discussed in the KISS marketing workshops as a way to follow
up what the associations take away from the workshop and how they apply certain ideas.

Encourage the national associations to implement what they learned in UEFA KISS marketing
workshops and demonstrate their marketing achievements and improvements.

Reward and promote national association marketing initiatives and successes.
Award categories
The 2014 award categories (directly linked to the topics discussed during KISS workshops during the past
few years) are as follows:
1) Best brand strategy and implementation
2) Best digital fan engagement campaign
3) Best fan experiential promotion
4) Best sponsorship activation
5) Best grassroots marketing campaign
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UEFA KISS marketing awards 2014
The jury
The awards jury will be composed of five marketing experts who will review all entries and vote for the
best in each category. They could be someone from a marketing agency, a national association sponsor,
a UEFA sponsor (EURO/UEFA Champions League), a UEFA representative, a university professor, a
broadcaster, etc.
For each award category, three entries should be shortlisted, one of which will win the award and related
prize.
Ceremony
The awards will be presented at the annual KISS marketing workshop, to be held this year on 27
November. Further details will be sent out in due course.
Prizes
The winners will choose from the following prizes:


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to visit another national association
a visit from an UEFA appointed agency
to visit a UEFA expert
General application guidelines
We strongly encourage every member association to participate and submit their applications. In order
to build a strong case for your application, please follow the following guidelines.

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The presentation of your application is important; please try, as much as possible, to gather your
documents together
Documents should be submitted in industry standard electronic formats (e.g. PowerPoint)
Please submit all additional supporting documents and files on one DVD, CD or USB
Try to avoid using links to online material; instead gather screenshots or download online videos to
disc
If in doubt please do not hesitate to contact Noel Mooney, UEFA Marketing Manager
([email protected])
or
Manuel
Ruess,
UEFA
Marketing
and
Research
Assistant
([email protected]).
4
UEFA KISS marketing awards 2014
UEFA KISS marketing awards criteria
1. Best brand strategy and implementation
This award is for the best brand strategy and implementation programme. The brand strategy should
focus on the association, or on the national team, youth teams, women’s teams or domestic league.
Objectives, approach and action plan
Entries will:
 be a brand strategy and implementation run by your national association;
 clearly define objectives, key performance indicators (KPIs) and strategy;
 concern, for example, a rights package created by the national association for its sponsor to activate
(as an obligation) and ensure development of football;
 demonstrate how the project was sold to top management prior to commencing.
Results
Entries will:
 clearly outline how this brand strategy and implementation fits into your brand portfolio;
 demonstrate clear and tangible results (measured against KPIs) or a step-change in perception
among stakeholders;
 indicate return on investment quantitatively (e.g. brand awareness or use of the marks by commercial
partners) and/or qualitatively (e.g. media feedback and PR);
 outline the support given to the brand that will sustain the brand in the long run.
Resources
Entries will:
 detail the exact role of the national association in terms of involvement, support and resources;
 detail the full range of external resources employed in the activation of this programme, e.g.
agencies;
 detail the overall budget invested in the brand project;
 detail any pre- or/and post-project research carried out;
 detail how marketing gained the support of top management.
Guidance
We are looking for the creation of a brand strategy for the national association, your national teams, a
grassroots programme or the national league that creates an improved perception of an element of
football in the country concerned. Consider visual imagery and implementation. Please refer to KISS
online for best cases.
How to enter
 The entry form will be available online from 23 June at: www.kiss-awards.com.
 Your completed entry form must reach UEFA by Friday 5 September 2014.
 You may want to include certain materials with your entry form.
 You may send print material, discs or any other item by mail to UEFA, FAO Manuel Ruess, Marketing
department, Route de Genève 46, 1260 Nyon, Switzerland, to reach us by Friday 5 September 2014
(please take into consideration the delivery time).
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UEFA KISS marketing awards 2014
2. Best digital fan engagement campaign
This award is for the best digital fan engagement marketing campaign by a national association for the
association itself, the national team, youth teams, women’s teams or domestic league.
Objectives, approach and action plan
Entries will:
 be a digital fan engagement marketing campaign run by your national association;
 clearly define and detail the objectives, strategy, tactics and results of the campaign;
 demonstrate how the project was sold to top management prior to commencing.
Results
Entries will:
 demonstrate a campaign that is innovative and engaging for fans, delivering a good marketing return
on investment.
Resources
Entries will:
 detail the full range of resources employed in the activation of this campaign, e.g. agencies, budget
and national association staff;
 detail any pre- or/and post-project research carried out;
 detail how marketing gained the support of top management
Guidance
We are looking for a national digital marketing campaign that really engages people in the country
concerned. It could be a digital campaign to increase membership of your fan club or database, or it
could be a dynamic social media campaign, a viral video attracting many hits on Youtube, or a digital
marketing campaign engaging fans around matchday or promoting your national team via the internet,
social networks, and so on. Please refer to KISS online for best cases.
How to enter
 The entry form will be available online from 23 June at: www.kiss-awards.com.
 Your completed entry form must reach UEFA by Friday 5 September 2014.
 You may want to include certain materials with your entry form.
 You may send print material, discs or any other item by mail to UEFA, FAO Manuel Ruess, Marketing
department, Route de Genève 46, 1260 Nyon, Switzerland, to reach us by Friday 5 September 2014
(please take into consideration the delivery time).
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UEFA KISS marketing awards 2014
3. Best fan experiential promotion
This award is for the best fan experiential promotion for any domestic competition or national team
matches.
Objectives, approach and action plan
Entries will:
 be a fan experiential promotion run by your national association;
 clearly define and detail the objectives, strategy, tactics and results of the campaign;
 demonstrate how the project was sold to top management prior to commencing.
Results
Entries will:
 demonstrate a campaign that is innovative and engaging for fans, delivering a good marketing return
on investment.
Resources
Entries will:
 detail the full range of resources employed in the activation of this campaign, e.g. agencies, budget
and national association staff;
 detail any pre- or/and post-project research carried out;
 detail how marketing gained the support of top management.
Guidance
We are looking for a campaign or one-off event designed to offer your fans an opportunity to enjoy
themselves and feel closer to football in your country. For example, it could be a fan zone, an event to
meet the players in a shopping centre, a fan night where fans get to meet players, and so on. Please
refer to KISS online for best cases.
How to enter
 The entry form will be available on-line from 23 June at: www.kiss-awards.com.
 Your completed entry form must reach UEFA by Friday 5 September 2014.
 You may want to include certain materials with your entry form.
 You may send print material, discs or any other item by mail to UEFA, FAO Manuel Ruess, Marketing
department, Route de Genève 46, 1260 Nyon, Switzerland, to reach us by Friday 5 September 2014
(please take into consideration the delivery time).
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UEFA KISS marketing awards 2014
4. Best sponsorship activation
This award is for the best sponsorship activation or programme. Entries should focus on the association,
or the national team, youth teams, women’s teams or domestic league. The aim is to reward a national
association for sponsorship excellence through the creation of new sponsorship opportunities, driving
activation or delivering rights to a world-class standard.
Objectives, approach and action plan
Entries will:
 be a sponsorship activation run by your national association with a commercial partner;
 clearly define and detail the objectives, strategy, tactics and results of the campaign;
 not concern sponsorship activation with no national association involvement;
 concern, for example, rights packages created by the national association for its sponsor to activate
(as an obligation) and ensure the development of football;
 demonstrate how the project was sold to top management prior to commencing.
Results
Entries will:
 show evidence of audience segmentation and targeted communications;
 indicate return on investment quantitatively (e.g. fan participation, product sales and fan satisfaction)
and/or qualitatively (e.g. sponsor awareness and PR);
 outline how this sponsorship activation benefitted football in your country;
 demonstrate a campaign that is innovative and engaging for fans, delivering a good marketing return
on investment.
Resources
Entries will:
 detail the exact role of the national association in terms of involvement, support and resources;
 detail the full range of resources employed in the activation of this programme, e.g. commercial
partner, budget and agencies;
 detail any pre- or/and post-project research carried out;
 detail how marketing gained the support of top management.
Guidance
We are looking for sponsorship that is innovative and fresh in terms of its approach, promoting the
brand and football in your country through an excellent activation campaign or event. Please refer to
KISS online for best cases.
How to enter
 The entry form will be available on-line from 23 June at: www.kiss-awards.com.
 Your completed entry form must reach UEFA Friday 5 September 2014.
 You may want to include certain materials with your entry form.
 You may send print material, discs or any other item by mail to UEFA, FAO Manuel Ruess, Marketing
department, Route de Genève 46, 1260 Nyon, Switzerland, to reach us by Friday 5 September 2014
(please take into consideration the delivery time).
8
UEFA KISS marketing awards 2014
5. Best grassroots marketing campaign
This award is for the best grassroots marketing campaign. It should focus on all activities relating to
grassroots football promotion.
Objectives, approach and action plan
Entries will:
 be a grassroots football marketing campaign run by your national association;
 clearly define objectives, key performance indicators (KPIs) and strategy;
 demonstrate how the project was sold to top management prior to commencing.
Results
Entries will:
 demonstrate clear and tangible results (measured against KPIs) or a step-change in perception
among stakeholders;
 indicate return on investment quantitatively (e.g. brand awareness or use of the marks by commercial
partners) and/or qualitatively (e.g. media feedback and PR);
 demonstrate a campaign that increases interest and awareness in grassroots football in your country.
Resources
Entries will:
 detail the exact role of the national association in terms of involvement, support and resources;
 detail the full range of external resources employed in the activation of this programme, e.g.
agencies;
 detail the overall budget invested in the project;
 detail any pre- or/and post-project research carried out;
 detail how marketing gained the support of top management.
Guidance
We are looking for a grassroots football marketing campaign that increases interest and awareness in an
element of or in grassroots football as a whole in your country. This is a new category for 2014. Entries
could be for a marketing campaign for a grassroots programme aimed at giving school children the
chance to play football, promoting football for blind, partially sighted, and deaf people, or using football
as a tool to promote and stimulate inter-ethnic relationships and capacity building in local communities
to name but a few. Please refer to KISS online for best cases.
How to enter
 The entry form will be available on-line from 23 June at: www.kiss-awards.com.
 Your completed entry form must reach UEFA by Friday 5 September 2014.
 You may want to include certain materials with your entry form.
 You may send print material, discs or any other item by mail to UEFA, FAO Manuel Ruess, Marketing
department, Route de Genève 46, 1260 Nyon, Switzerland, to reach us by Friday 5 September 2014
(please take into consideration the delivery time).
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UEFA KISS marketing awards 2014
UEFA KISS marketing awards communication policy
Please note that the following communication policy will apply for the UEFA KISS marketing awards 2014.
UEFA
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UEFA·com: article to be published about the winners and the ceremony
UEFA·direct: article in the December issue about the winners and the ceremony
Pictures: pictures from the marketing awards ceremony will be available on our ftp server on the
Monday after the ceremony.
KISS platform: an article as well as a video of the ceremony will be published in the following issue
of the KISS newsletter.
DVD: in mid-December the five award winners will receive a DVD of the ceremony.
National association
If you are one of the happy winners, please feel free to announce your success to the outside world, but,
in doing so, we would ask you to respect the following points:
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In your announcements, you can associate the UEFA KISS marketing award with your national
association only, and NOT with any external agency or commercial partner with whom you are
working.
If any of your sponsors or agencies were involved in the project, subtle references to them may be
made in announcements about their exact role, but please ensure that no direct association is made
between them and UEFA. The national association must remain the main driver and “leading actor” at
all times.
In addition, for our files, we would be grateful if you could send us a copy of any announcement you
produce or coverage you obtain.
Please do not hesitate to contact Sara Williams ([email protected]) at UEFA before publishing an
announcement if you have any questions.
Thank you for your understanding and kind cooperation.
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