Octagon Named “Sports Agency of the Year” by Sports Business Journal

Octagon was named “Sports Agency of the Year” by industry trade publication Sports Business Journal at its inaugural awards event held in New York.

Octagon’s selection was based on the agency’s industry thought leadership and work on behalf of corporate and athlete clients in North America and in over 20 international markets. Corporate services include consultation and program activation on behalf of many of the leading sponsors of sports properties, representation of an athlete client roster described as the most diverse in the industry and management of sports properties, including professional tennis and golf tournaments.

“This award is a testimony to the corporate and athlete clients with whom Octagon is proud and privileged to work,” said Rick Dudley, President and CEO of Octagon. “It is validation of the work we do on behalf of our clients. And most of all, it is a gratifying tribute to our people around the world who work tirelessly on behalf of our clients,” he said.

In addition to the Agency of the Year, the publication recognized excellence and outstanding achievement in 10 other categories, including professional teams and leagues, intercollegiate sports, sponsorship, broadcasting, on-line media, technology and other categories where organizations are at the forefront in shaping the future of the sports business.

Octagon working in global partnership with Generations for Peace

Octagon has been appointed to manage the recruitment and acquisition of commercial partnerships for Generations for Peace. Founded by HRH Prince Feisal Al Hussein, who serves as President of the Jordan Olympic Committee, the organization seeks to bring together and create greater understanding among youth in the Middle East and Asia through sports initiatives.

Cape Town, South Africa announces Green Point Stadium sale of naming rights through joint venture of Octagon and Kaelo Worldwide Media

The City of Cape Town officially announced the opening of the public tender for sale of the Naming Rights and the appointment of a Long-Term Operator for its new internationally acclaimed stadium in Green Point. The stadium will be host to eight matches, including a semi final, during the FIFA 2010 World Cup ™.

Following an extensive public tender process the City has appointed the joint venture of Kaelo Worldwide Media and Octagon Marketing as the specialist marketing consultant commissioned with creating both domestic and international market awareness of the opportunity on behalf of the City of Cape Town.

The naming rights to the new stadium in Green Point is an historic opportunity which will provide only one company the chance to become a part of the internationally renowned skyline for which Cape Town is famous. Recognised as one of the most beautiful cities in the world, Cape Town attracts millions of international visitors every year.

Pieter Cronje, Director of Communications for the City of Cape Town said, “Our City is committed to excellence and the provision of world class service and community facilities. The brand new stadium embodies that passion and commitment. It is set in the most scenic surroundings with mountain and ocean backdrops. We are excited to begin the process of finalising a long term partnership with a brand which embodies the heritage and spirit of Cape Town and shares our future vision for the city.”

Bryan Healy, Project Manager for the Kaelo/Octagon joint venture said, “The naming rights for the new stadium in Cape Town is an extraordinary long term proposition for sponsors to claim an exclusive association with not only one of the most beautiful cities in the world, but with what will undoubtedly become the premier location for sport and entertainment in South Africa.”

Industry Leaders Join Forces to Reveal Additional Insights into Fan Passion

Octagon and TNS Sport are working together to incorporate their proprietary research methodologies to provide marketers more in-depth analysis and understanding of sports fans. For the first time, the ESPN Sports Poll, which TNS Sport has conducted the past 14 years, will also provide insights into fan passion and motivation based on Octagon’s Passion Drivers® research.

“We’ll now be able to provide marketers with quantifiable data explaining ‘why fans are fans’ based on responses to over 50 Passion Drivers questions to go along with ESPN Sports Poll data which has historically tracked the ‘who, what, where and when’ of fans and how they connect with their favorite sports,” said Robert Fox, Senior Vice President of TNS Sport. “By integrating the Passion Drivers data with all of the behavioral data from the ESPN Sports Poll, we can provide sports sponsors, rights-holders and others with meaningful insights on distinct fan segments based on combinations of attitudes and behaviors,” he said.

The ESPN Sports Poll tracks fans across 30 different sports and more than 50 major events. Octagon has conducted Passion Drivers research in the U.S., Canada and six other countries. In the U.S., studies have been conducted among fans of professional and college football and basketball, professional baseball, hockey and soccer, NASCAR, golf, tennis, action sports and the Olympics.

“Passion Drivers research quantifies the key emotional connections that fans have for different sports. This knowledge helps marketers think like a fan when developing sponsorship activation strategies and programs,” said Simon Wardle, Ph.D., Senior Vice President of Strategy & Insights for Octagon who created the study. “More marketers, especially those investing in sports content, are embracing the power of passion-based marketing. Sponsors can more effectively engage consumers with their brands when they understand why they care about their favorite sports,” he explained.

According to Fox, results of the Passion Drivers questions will be available to every ESPN Sports Poll subscriber. “Sponsors and properties can use this information to target messages to their customers in ways that speak to them directly. It is like hitting a bull’s-eye instead of simply landing somewhere on the target. This increases the likelihood of achieving the ultimate aim of influencing behavior,” said Fox.

Octagon clients selected in 2008 NFL Draft

Highlighted by two first round selections, 10 Octagon clients were selected in the first four rounds of the 2008 NFL Draft.

Tackle Duane Brown was selected 26th overall by the Houston Texans, and defensive end Lawrence Jackson was chosen at No. 28 overall by the Seattle Seahawks.

Taken in the second round were corner backs Brandon Flowers (Kansas City Chiefs) and Terrell Thomas (New York Giants). Corner back Charles Godfrey (Carolina Panthers), plus corner back Chevis Jackson and safety Thomas DeCoud (both by the Atlanta Falcons) were selected in the third round.

Selected in the fourth round were wide receiver Will Franklin (Chiefs), linebacker Xavier Adibi (Texans) and wide receiver Lavelle Hawkins (Tennessee Titans).

Fullback Jerome Felton (Detroit Lions) and quarterback Dennis Dixon (Pittsburgh Steelers) were selected in the fifth round. Seventh round selections were wide receiver Stevie Johnson (Buffalo Bills) and running back Justin Forsett (Seahawks).

Octagon client programs earn industry recognition

Three Octagon client programs have recently received industry recognition from peers in the promotional, event and sponsorship marketing industry.

The National September 11 Memorial & Museum received a Bronze Reggie in the Cause/community outreach category. The Reggie Awards are sponsored by PMA, the association for integrated marketing. Octagon partnered with sister IPG agencies Jack Morton Productions and Weber-Shandwick PR on the campaign.

At the Experiential Marketing Summit hosted by Event Marketer magazine, The Home Depot’s NFL Neighborhood MVP program won a Gold Ex Award in the Cause Marketing category. Lion Nathan Brewery of Australia’s beach cricket campaign in support of its XXXX Gold brand won a Silver Ex Award in the Proprietary Property Sponsorship category.

National Football League Appoints Octagon to Support UK Commercial Strategy

The National Football League (NFL) has appointed Octagon to help capitalize on its status as one of the fastest-growing sports businesses in the UK. Octagon will work with the NFL to provide strategic advice to develop current and future commercial strategy around NFL UK’s year-round activity, which includes live competitive games, 365-days-per-year programming on Sky Sports and a thriving online community with almost 200,000 registered UK members.

“We are at an extremely exciting time in our growth within the UK,” said Lisa Lazarus, NFL Senior Director of Partner Development. “We have an outstanding collection of assets that will enable partners to engage with a fast-developing business and an outstanding on-field sport. We believe that Octagon’s experience and their understanding of the NFL’s brand equity will enable us to tell our story to a wide range of potential sponsors.”

Nick Massey, Octagon CEO of UK, Europe and Middle East, added, “The NFL has seen phenomenal growth as people are drawn to what is a unique addition to the UK sports landscape. The game is exciting and unpredictable and has created a passionate fan base in the UK. These consumer passions are what make the NFL a great proposition for brands. We are excited about working with the NFL and see that there is a strong synergy between our two organizations – combining a fantastic product with a tailored commercial strategy to deliver long-term partners for the NFL in the UK,” he said.

Sponsorship inventory will be available within the NFL’s year-round calendar of marketing activity – centered around the Wembley game and including Super Bowl and NFL season kick-off. Sponsorship is also available around all of the NFL’s programming on Sky, which totals in excess of 1,000 hours per year.

Octagon appointed as sponsorship consultant to Saudi Arabia’s fastest growing mobile operator Mobily

Octagon has been appointed as sponsorship consultant to Saudi Arabia’s fastest growing mobile operator, Mobily. Octagon will provide strategic advice and tactical support for Mobily’s current sponsorship investments in sport, which include Al Hilal Sports Club and the Saudi Olympic Association amongst many other major sports properties.

Established in 2004, Mobily is the fastest growing mobile operator in the Middle East & North Africa. Kicking off the new relationship was Manchester United’s first ever visit to Riyadh, to play against local side Al-Hilal at the King Fahd International Stadium on 21 January 2008.

David Murphy, Chief Marketing Officer of Mobily commented, “At Mobily, we want to open new doors for sports marketing in the Kingdom of Saudi Arabia, and we take great pride in encouraging other companies to follow our lead. We believe working with global sports marketing experts at Octagon will enable us to ensure Mobily’s official partnership with Saudi sports reflects positively not only on sport in Saudi but on Saudi youths as well.”

Octagon’s Global Head of Football Phil Carling, who is leading the assignment, said, “Mobily’s sponsorship of sport, in particular football, is unique in its breadth and vision. No other sponsorship portfolio in the world of sport works at such a comprehensive and profound level. In many respects, this model is groundbreaking for sport sponsorship and we are thrilled to be playing an integral role in its success.”

With a dedicated team based in Riyadh, Octagon will deploy a full service solution to Mobily - providing strategic advice as well as a framework for the governance, management and exploitation of Mobily’s current sponsorship portfolio of 13 sports federations in the region which includes tennis, handball and swimming. In addition, Octagon will provide best practice, advice on asset selection and acquisition and will ensure full integration of sponsorship into the overall marketing and communications strategy.

Octagon client Paula Radcliffe wins New York City Marathon

Octagon client Paula Radcliffe of England won the 2007 New York City Marathon with a time of 2:23:09. Radcliffe’s victory is all the more stunning as she trained during and after the birth of her child in January.

Radcliffe and second place finisher Gete Wami of Ethiopia were literally running neck and neck through the first 25-1/2 miles of the race before Radcliffe pulled away to win by 23 seconds.

The women’s world record holder (2:15:25 set at the 2003 London Marathon), Radcliffe has won seven of the eight marathons she’s entered (including New York in 2004). She has won at 5000m (Commonwealth Games) and 10000m (European Championships).

Italian Olympic Committee (CONI) Appoints Octagon Marketing and Sponsorship Sales Agency

The Italian Olympic Committee (CONI) announced the appointment of Octagon as its worldwide marketing and sponsorship sales agency. The Octagon appointment represents the first time CONI has retained an agency to develop, market and sell sponsorship opportunities to multi-national corporations.

Sponsorship provides marketers opportunities to associate their brands and products with the Italian Olympic Team in Italy in conjunction with the 2008 Summer Olympic Games, the 2009 Mediterranean Games and the 2010 Winter Olympic Games.

In addition, Octagon is working with CONI on Casa Italia, its VIP hospitality center in Beijing during the 2008 Games.

Octagon Wins Trade Show Exhibitors Association Focus Awards

The Trade Show Exhibitors Association awarded Octagon two 2007 Focus Awards for work conducted on behalf of client Monster during the 2006 Society of Human Resource Management national conference. Grand Winner awards were presented to Octagon in the Integrated Solution and Face-to-Face marketing categories. Octagon also received an Honorable Mention in the Promotion category. The objectives of the overall campaign were to drive traffic to the Monster booth, generate qualified leads among the human resource professionals attending, raise Monster brand awareness and reinforce Monster's industry leadership.

PROMO Magazine Selects Octagon as among the Top 10 Marketing and Promotional Agencies

In its annual ranking of the leading 100 marketing and promotional agencies in the U.S., PROMO Magazine ranked Octagon Number 10. Octagon moved up two positions from last year’s ranking to crack PROMO’s Top 10 for the first time. Octagon is the highest-ranking agency in the PROMO 100 with a principal focus on sports sponsorship consulting and activation.

The magazine’s editors base their rankings on three criteria – U.S. net revenue, 2-year growth plus the quality (encompassing strategy, execution and creativity) and results of campaign work. Octagon’s work on behalf of The Home Depot and its multi-faceted sponsorship of ESPN College Football GameDay Built by The Home Depot was cited as among the most creative programs in 2006.

Among the key developments cited in Octagon’s Top 10 ranking were the additional expertise brought into the agency through the integration of the former Andover Marketing and new client growth, including Bank of America, Crowne Plaza, AutoTrader.com® and L’Oreal.