Marketing, Sponsorship and Promotion
European Chess Union must seek to actively promote chess both internally and externally to existing members, potential participants and investors in the sport. The reasons for this are several :
- To heighten the profile of chess in Europe
- To generate income through the provision of quality membership services
- To access funding through the attraction of external financial support and/or commercial sponsorship
- To increase overall participation in chess
- To increase and improve communication about the sport, both internally and externally
Therefore, whilst continuing to deliver the core business of FIDE, progress must be made towards the appropriate resourcing of the development activities identified in this plan. The E.C.U. has identified and prioritised a number of key areas for marketing and sponsorship over the next four years.
Product
E.C.U. organises and promotes a variety of international events for its members, all of which target and attract a different category of participants and audiences. It is also recognised that our events have the potential to provide unique commercial marketing opportunities that can be tailored to meet the promotional needs of the business sector. The attraction of external investment is highlighted as a major priority for the continuing development of chess in Europe, from foundation through to excellence.
Sponsorship Opportunities
The Board together with the Executive Director, will identify target companies across Europe and a concerted effort will be made to attract not only organisational sponsors but also to identify where sponsors may be available to help at regional levels also. E.g. Mediterranean, Balkan, Mitropa etc..
E.C.U. will commission the production of promotional printed and video material for identified sponsorship packages and products e.g. events, training camps, chess in schools books and software etc..
The Marketing team will carry out ongoing research to identify the target markets that sponsors could be interested in and also what products may be developed to make the organisation and the sport more attractive to sponsors.
It is important to review the E.C.U.’s identity and how this can be developed into a brand. This means reviewing the current name of the association in line with global developments e.g. FIDE Europe or strengthening further the brand of European Chess Union. Either way, there will be considerable investment in building a professional brand.
E.C.U. will seek commercial partners for quality equipment supplies and services to its members. It will create Membership Packages giving access to events, equipment, training camps, merchandise at discounted rates.
Communications and Media
Member Federations will be offered a free internet web service to host their Federation website. This will also include the web content management system and will cover news, tournament organisation, membership system, licenses, forum etc.. This will enable the proactive dissemination of chess news professional communication system.
Federations will also be kept up to date with weekly electronic newsletters of events in any of the E.C. members, articles and general information.
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