2013 SU Update: Partners for Kazan 2013 intend to use Experience of Shenzhen Universiade

KAZAN – The Kazan 2013 Executive Directorate and partners for the 27th Summer Universiade started the analysis of the 2011 Shenzhen University Games using the data of the FISU Debriefing Universiade: ‘From Shenzhen toKazan’.

Marketing and Brand Management became one of the most significant sessions of the FISU Debriefing and saw the participation of FISU Secretary General/CEO Eric Saintrond, Director of the Marketing Department of the Executive Office of the Shenzhen Universiade OC Zheng Mingjun, representatives of the Kazan 2013 Executive Directorate and partners for Kazan 2013 – MegaFon, Ak Bars Bank and PricewaterhouseCoopers.

It should be noted that apart from studying strengths and weaknesses of the marketing, licensing and Shenzhen 2011 image-building programs implemented in China, specialists took a particular interest in some aspects of work with sponsors. Specifically, Megafon’s Kazan 2013 Project Manager Sergey Obydennikov asked what the total spectator turnout and number of tickets sold during the Games had been. These data will allow to provide all participants and visitors of the Games in Kazan with high-quality mobile communication services.

Banking services became another topic of discussion with the Chinese colleagues. Mark Ganeev, Director of the Retail Business Department of Ak Bars Bank that had earlier partnered with the Kazan 2013 Executive Directorate, reminded that as a banking partner they planned to develop the banking infrastructure at the Universiade venues prior to the start of the Games.

Shenzhen 2011’s partnership club, a constituent part of the Universiade’s marketing program, aroused the interest of the partners for Kazan 2013, including PricewaterhouseCoopers. FISU Secretary General/CEO Eric Saintrond recommended the sponsors of the 2013 Summer Universiade to pay a closer attention to the quality of services and products offered to participants and visitors of the Games, especially of those provided by subcontractors.

Mr Zheng Mingjun emphasized that results of the Universiade in Shenzhen had exceeded all expectations of their commercial partners and advised the partners for Kazan 2013 to think not just about the profits that they will gain during the Games but about those prospects that they will enjoy in the future and the positive effect the partnership with Kazan 2013 will have on their reputation.

Comments and recommendations made during the working session of the debriefing will be taken into consideration by the Kazan 2013 Executive Directorate and partners for the 2013 Summer Universiade so that the marketing program of the Games 2013 could become part of the Universiade Legacy, thus creating conditions for a successful development of Kazan’s international image.

(Source: Media Department of Kazan 2013 Executive Directorate)