Fast Track Agency's blog

Why Mass Participation is here to stay in the Middle East

The success of last week’s Abu Dhabi International Triathlon, billed as the world’s most glamorous triathlon, served as another reminder of the appeal of mass participation sports events in the Middle East.

2014 marked the fifth anniversary of an event which has grown in size and prestige each year. This year for the first time the event was a sell out with over 2,400 participants taking to the crystal-clear waters and scenic roads of Abu Dhabi, an increase on the previous record mark of 2,000 set in 2013.

And it’s not just the world’s elite triathletes, like Olympic Champion Alistair Brownlee, who have been drawn to the event in the UAE capital. Amateur athletes of all ages, experience and nationalities make up with vast bulk of the race field, across the three core distances – Sprint, Short Course and Long Course. While for the first time in 2014 the majority of participants came from outside the UAE, with eager amateurs travelling to Abu Dhabi to compete from across the GCC region and beyond.

Such an impressive growth in numbers and diversity of participant is a clear indication of the appetite for mass participation events across the region. And the Abu Dhabi International Triathlon is now one of many mass participation events successfully marketing themselves to both local and expat audiences.

December 2013 saw the inaugural Colour Run take place in the Middle East with the unique 5km concept taking place at the Dubai Autodrome. A further UAE edition will take place in Abu Dhabi later this month. Both have attracted the support of Abu Dhabi health insurer Daman as headline sponsor

Meanwhile a host of established events continue to grow in popularity across the region including the Dolphin Energy Doha Dash, Standard Chartered Dubai Marathon, ADNIC Yas Run, Spinneys Dubai 92 Cycle Challenge and TriYAS to name but a few.  Perhaps one of the best indicators of the interest in mass participation fitness are Yas Marina Circuit’s weekly TrainYAS and GoYAS training evenings which every week see thousands of enthusiastic amateurs take to the Formula 1 circuit to run, walk and cycle for free.

Why such popularity in the Middle East? Whilst the interest in mass participation events is on the rise globally, it is arguably most prominent in the Middle East. A relatively small and transient population is clearly eager for activities to fill their time, whilst the ever-growing focus on addressing low mobility, a relatively sedentary lifestyle and  the associated health issues such as diabetes, is clearly a major factor.

For event organisers and promoters the message is clear and the opportunity large. Residents of the Middle East show no sign of losing their interest in ‘having a go’, and there are undoubtedly still many markets across the GCC in which few events take place. So long as organisers continue to offer fresh and innovative new concepts at low cost to the consumer there will be an audience willing to sign up. So get involved and get active before you get left behind!

 

Serevi Launches HSBC Rugby Festivals in Brazil

Nearly three years to the day from when I had first planned to visit Brazil, I finally got the chance thanks to the newly launched HSBC Rugby Festivals powered by Serevi. Introducing Rugby to thousands of children around the world, HSBC's grassroots programme builds on their support at all levels of the game, starting in Rio and São Paulo. Fresh off the plane and escorted by four armed bodyguards we made our way into one of the largest favelas in São Paulo. 

 

As we walked through the streets, the locals were all very friendly with one budding artist even insisting we saw his work which was created out of scrap metal from the streets, maybe I missed an opportunity and he was the next Damien Hirst!?   Amid thousands of tightly packed houses, lay the only open space for over 20km where around 500 excited kids crowded around waiting to get a taste of rugby.   Legends of the Game including  Serevi, Ben Gollings (top Sevens point scorer) and Santiago Gomez-Cora (top Sevens try scorer) put on a coaching session for these enthusiastic kids, many of whom had never even picked up a rugby ball before. Whilst the session was taking place, international and local media carried out interviews showcasing the activity. This was a trip of firsts and having to ask the cameras only to point in one direction (so not to disrupt the local drug trade) surely fitted into this category!  

 

Split between Sally Price and myself, the week's activity also included sessions on Copacabana Beach, other favelas as well as in fantastic venues such as SPAC Rugby Club.  One of the highlights of my time in Brazil happened at the ATC venue which is comparable to a prestigious British country club. Having worked with the Brazilian Rugby Union to attract local kids to attend a session, we were told around 250 would be turning up. By this time I had learnt to expect the unexpected and so sure enough two hours before their confirmed arrival time, over 500 marched their way to the pitch. A moment of panic was calmed by the realisation that thankfully we had booked for the day…Never have I seen so many people all playing and enjoying rugby in the sunshine at one time! With over 1,400 kids taking part over the week, hopefully they will be inspired to start playing regularly ahead of Rio2016! All in all it was a great trip, finished off by a reunion in Rio for Carnival where five Fast Trackers from three different offices met for dinner, only in Brazil!

Dubai Duty Free Tennis Championships – Emirates

On Thursday 13th February I received a call from my client saying that they required urgent support for the Dubai Duty Free Tennis Championships. Putting down the phone I gleefully cancelled what little Valentine’s Day plans I had and began to make my way to the Desert for some winter sun and a full fortnight of activation.

 

The Championships is fairly unique in the fact that the first week is a WTA Premier Event that attracts stars such as the Williams’ sisters, Caroline Wozniacki and Ana Ivanovic which preludes the men’s ATP World Tour 500 event that boasts the likes of Novak Djokovic, Roger Federer and Tomas Berdych to name a few. It is played at the Aviation Club Tennis Centre, a short drive from Dubai Airport and is made up of a number of outdoor hard courts with one main arena that has a capacity of 5,000 that hosts the big matches.

Upon arrival I immediately took a fondness to the intimate venue that was littered with a range of quaint restaurants next to water and fountains where fans could sprawl onto grass banks and watch the tennis on pop-up big screens. It was a massive contrast to the crowds of the ATP Finals at the O2 or Wimbledon that I have previously experienced and I was amazed at how close fans could get to their tennis idols and to the action.  

Although the temptation to join the fans in the deckchairs was high, my reason for being there was to manage the Emirates Fan Booth which was located in the sponsors’ village that also accommodated the likes of Audi, Lacoste, Dubai Duty Free and Rolex. It was a small activation that targeted Skywards members where they could visit the booth and be treated to Arabic Coffee, Dates, Champagne and Chocolate served by Emirates Cabin Crew similar to a Business / First Class Experience. They were also encouraged to enter the Emirates’ tennis quiz where one lucky Skywards member could win 90,000 Skywards Miles (the equivalent of 2 x return flights to Europe) in a draw at the end of the fortnight which received an impressive 1775 entries. Those who achieved high scores were also treated to Emirates branded caps and seat cushions which became highly sought after items.

Overall a hugely successful fortnight that saw Roger Federer and Venus Williams come out as winners but the undoubted highlight (both professionally and personally) was welcoming Ana Ivanovic to the Booth where she posed with Cabin Crew before doing a 20 minute signing session for local children which was incredibly well received and drew huge crowds all eager to meet their hero. It’s just a shame Valentine’s Day wasn’t for another year.

In Madrid with Lucozade Sport

It was a long time in the making but we finally got there. This was the last piece in the complex jigsaw that is Lucozade Sport’s 2014 TV commercial and it is the piece that we wanted the most.

The day started off at 5am in Heathrow Terminal 5 with my meeting of a true footballing legend, Rachel Yankey. Not only is she the most capped footballer in England’s history (126 caps - one above Shilton!), but she also finds the time to teach football skills at local primary schools, take part in a fulltime course to become a personal trainer and all whilst banging in goals for the Gunners on a weekly basis. It was clear from the off that we weren’t going to be dealing with a sporting diva today.

After a quick flight, dozy dash through the airport and incessant questioning of our delightful driver, Luiz, we arrive at the Estadio de Butarque, home of Deportivo Leganes, where we will be doing today’s shoot. It’s not exactly the Bernabeu, but it will do the trick!

We jump straight into shooting with Rachel, as she shows off her skills, dribbling her way through a team of extras. There are quite a few handy players amongst them, but Rachel shines through as a different class.

At this point you may ask: why Madrid? And the answer is simple. The number one aim of today’s shoot is to capture content with the most expensive player in the history of football and Lucozade Sport’s first ever Galactico, Gareth Bale.

Bale is one of the highest profile and in demand athletes in the world of sport, so when you get the chance to get a few hours of his time, you move mountains to make it happen. He arrives at 3pm and is rushed into wardrobe, make-up and a room so full of items ready to be adorned with his signature that it appears the Real Madrid club shop has relocated to a small stadium in Leganes.

Once he has been briefed on the afternoon’s activity, we escort Bale to the set and shooting quickly gets underway. The commercial is set to feature him doing what he does best – playing football – and unsurprisingly we secure some great takes in no time at all. The one thing that really hits you is the sheer pace the man moves at and the incredible control he has over the ball. You can quickly see why he is feared by defenders all over Europe and feels at home amongst the likes of Ronaldo, Benzema and Di Maria.

Once the director is happy that we have got the perfect shot, we then capture some awesome pieces of content for our other 2014 activations and leave just enough time for Gareth and Rachel to practice their free kicks against various members of the Lucozade Sport marketing team!

And so the day is done, the shoot was a huge success and Lucozade Sport has some fantastic ambassador content in the can. If you’d like to see the fruits of our labour, keep your eyes glued to the TV screens this April and you might just spot Lucozade Sport’s very own Galacticos doing what they do best.

 

Has the fire gone out?

Tournaments and sports events in the Middle East provide its residents with unrivalled access to the world’s greatest sportsmen and women and none more so than the great Tiger Woods, who was competing in the 25^th anniversary of the Dubai Desert Classic in January.

Despite the telephone number sums of money that Tiger has made from appearing in events all around the world, you can’t help question whether he still has the fire burning in his belly and whether he has the physical, technical and mental game to achieve what he wants to achieve. 

I remember watching Tiger for the first time back in 1997 when he won his first major, the US Masters, and I was fortunate to watch him lift the Claret Jug in 2000 for his first Open Championship at St Andrews.  The guy was a phenomenon.  His steely composure and air of invincibility rendered him virtually untouchable, yet he won with an air of grace and compassion.  He was a sponsors dream, epitomising all that brands wanted to stand for.

Fast forward nine years, and with a further 12 majors under his belt, he experienced a fall from grace in his personal life that was quite simply meteoric.  Taking time out of the game Tiger came back, self-proclaimed stronger, more steely eyed, driven to succeed and overcome Jack Nicklaus’, the Golden Bear’s, magnificent record of 18 major wins.  Yet from the onset it was clear something had changed.  His air of invincibility had gone.  Cuts were missed and where he was in contention he and his final day red shirt were being hunted down and being overtaken by younger pups who 10 years earlier had pictures of Tiger all over their bedroom walls.  This had previously never happened, ever.    

Here we are five years later and still no 15^th major under his belt; something is seriously awry.  It is the worst start to any season he has ever had.  His game clearly isn’t where he thinks it should be and his performance at Dubai Desert Classic has been described by some as the “worst [they] had ever seen Woods technically”.   

Let’s not forget that Tiger is still number one on the world and the champion golfer of our generation.  But will he win another major?  In my opinion and based on the current situation, no.  It’s obvious from all of us watching on that there’s no enjoyment there.  The fire is almost, if not already out and his love for the game has evolved into the daily grind of work.  His mood on and off the course is one of someone who is not happy with themselves or life, and when you strip professional sport down to its bare bones, if you relax and enjoy the game you are playing you have a greater chance of succeeding. 

Come Sunday 13^th April 2014 and Tiger’s standing over the final putt on the 18^th to win his 5^th Masters and 15^th major, I’d be happy for those of you to remind me of this article.  I’d be happy to eat humble pie, but only if he’s won it with a smile.

Ashes 2013/14 - Adelaide

With the temperatures rapidly plummeting and the stormy weather descending onto the busy streets of London filled with Christmas shoppers, I decided to remove myself from the festive hustle and bustle and head down under for some relaxation, sun and cricket!

Despite the result of the 1st Test in Brisbane, I flew to Adelaide with a sense of excitement and optimism knowing full well England are renowned for being slow-starters and I was eagerly looking forward to witnessing the start of a historic comeback against the old enemy.

Adelaide was also the one Australian city I had yet to visit and I was intrigued to see what it had to offer after being recognised by Lonely Planet as one of the top 10 worldwide destinations to visit in 2014. It is clearly a city reinventing itself as there is much development underway and nowhere better illustrates this than the Adelaide Oval which is near completion of a staggering $575 million redevelopment.  The cricket romantics amongst you may understand my apprehension when first visiting this new stadium as we all know Adelaide for its historic scoreboard, grass banks and Cathedral backdrop. However it’s safe to say I was hugely impressed at how they’ve managed to protect the heritage and beauty of the Oval whilst transforming it from a cricket ground to a world class sport and entertainment venue. Everything from the spacious seats to not having to queue for the bars or toilet facilities was of the highest standard and they can look forward to hosting a total attendance increase from 434,000 a year to 1.44 million for cricket and AFL matches as well as concerts – an incredible stat and although the Rolling Stones are not scheduled for the entertainment opening until March, I couldn’t help think by the end of the Test both the England fans and players were already requesting ‘Gimme Shelter’ after another Mitchell Johnson assault.

As we all know what happened in the 2nd Test (and sadly the 3rd and 4th subsequently) I won’t dwell on the cricket. Off the field I was fortunate enough to be sharing a hotel with both the English cricket team as well as the respective commentary teams from Sky Sports and Channel 9 which made for a few amusing evenings. It was also intriguing to see the various cliques within the England team and how different players handled themselves and switched off after a tough day at the office. Unlike the players however, we didn’t have to be on form the next day and so took great enjoyment exploring the local restaurants and bars as well as a few fine rounds of golf and visits to the local vineyards. After all, it’s important to make the most of your time in Australia and remember that cricket is just a game.

Cobham with Chelsea FC and Gazprom

The temperature has dropped to a classically British wintery four degrees, my Movember attempt has frozen solid and a cold wind is blowing across the field in which our group of 15 has been standing for close to an hour.

But despite the destroyed hair and drips on the end of numerous noses, no one is complaining as we are basking in the warm charisma of Jose Mourinho and his Chelsea team at their Cobham Training Ground.
For the past few months Fast Track has been helping Gazprom, the Official Global Energy Partner of Chelsea FC, display the ‘Energy Behind Chelsea’ and as part of this partnership a number of Gazprom employees were given the chance to attend a training session.

The rare opportunity to see some of the very best players in the world, and the current reigning Europa League champions, in action up close was just one of many hooks Fast Track has been using to help promote the partnership between Gazprom and Chelsea FC.

Fast Track have already launched specific Twitter, Facebook, Instagram and Google Plus social media channels showcasing exclusive content and competitions for fans to raise awareness of the partnership – and they have got off to a flyer.

The Facebook account has already generated over 70,000 likes and plenty of positive discussion while the Twitter account has more than 9,000 followers.

You can check out the different accounts on Facebook, and Twitter.
Our new video production wing, Fast Track Content, have produced some wonderful content showing the energy which goes into making a UEFA Champions League night – garnering 32,000 YouTube views and being hosted on sites including Mail Online.

With more videos from our talented team to come there will be plenty of quality content coming out to tell the story of the partnership to fans.
And this adds to the ticket and training ground visit competitions the fans have already shown a rabid appetite to consume in these early days of the partnership.

A ticket winner phoning you an hour before kick-off is usually a cause for concern but when he tells you he just wanted to let you know that he is ‘buzzing’ you can rest easy.
This particular competition at Cobham gave the lucky Gazprom employees, and their children, the chance to meet their heroes and despite my Manchester-centric allegiance I was happy to tag along and make sure it all ran smoothly.

The kids certainly showed plenty of energy when the players came off to sign autographs and take photos – although the mums seemed slightly more excited when Jose strolled over – and the day proved to be a real success.

After getting the client’s requested signed shirt from Juan Mata and signed magazine from Mourinho it was job done and back on the minibus – but not before I left my Manchester loyalty at the door and allowed myself a quick pic with a certain Mr Torres.

Emirates Dubai Rugby Sevens – did you watch any rugby?

“Did you go to the Sevens? What did you go as..? Did you watch any rugby…?!” All questions I have overheard friends in Dubai ask one another, following another stonking Sevens tournament in 2013.

For most sporting events the answers are pretty predictable, but not Sevens and certainly not in Dubai – where the carnival atmosphere and plethora of alternative entertainment on offer mean that Wizards, Prawns and “no, we only made it as far as the Heineken Tent but we still had an awesome day” are perfectly expectable answers to those questions.

I love rugby in all its forms and have been lucky enough to attend several HSBC Sevens World Series events over the years, in various locations, but 2013 in Dubai was my first experience of working at a Sevens event and afforded me a new appreciation for just how much the circus that is Sevens offers, whatever your tastes. In my view the Dubai Sevens should no longer be filed under the ‘sports event’ category alone, as it’s as much about the music, dancing, games, outfits and general merry-making as it is about the 14 phenomenal athletes on the field – who quite frankly are a welcome side-show for many who attend.

Interestingly from a sponsor’s perspective, this provides both a wealth of opportunities and some challenges – as established rules of engagement don’t necessarily apply. If a large proportion of those attending the event are not rugby fans or have limited interest in the on-pitch action, then how do sponsor’s best leverage the association? Sure your brand and messaging will get noticed, but great sponsorship activation is about enhancing people experience of an event or offering new ways for them to indulge their passions – if that passion is not focused on the sport then sponsors need to be a bit more creative.

For HSBC, this understanding of what customers and members of the public really want out of the weekend has filtered down through every aspect of the sponsorship and led to the conception of a number of unique activation platforms.

The HSBC Premier Suite is an exclusive customer lounge, designed as ‘The Place’ to be and be seen at the Sevens. Free drinks, ambassador Q&As, a live DJ, dance floor and fancy dress photo booth just some of the extras which add to the experience. Meanwhile in VIP hospitality, customers are also treated to pool tables, caricature artists, and Thai massage, in case the rugby gets a bit too much.

The HSBC World of Sport allows members of the public of all ages to test their skills across a number of mini-sporting challenges. Of course rugby features in the form of various skill/power tests, but golf putting and tennis serving are equally important. The zone also affords a great spectacle for those watching from the outside or not brave enough step up to the challenge.

Even choice of HSBC ambassadors and branded merchandise are shaped by the knowledge that it’s not all about the rugby and the fun must always come first.

No doubt William Web Ellis is turning in his grave at the sight of all this, but the results are plain to see – Sevens is growing at an astonishing rate, both in terms of popularity and credibility, with the sports inclusion at the 2016 Olympics in Brazil set to only accelerate that growth. This can only be seen as a good thing for the 15-man code, which perhaps could learn a thing or two from Sevens in terms of loosening its collar and offering more than just the sport.

 - Ben Sadek

HSBC Sevens World Series

With its glamorous locations, carnival atmospheres and exhilarating action on the field, the attraction of the HSBC Sevens World Series to a global audience continues to grow year on year.

Having being lucky enough to attend some of the nine locations on the Series, what has struck me most is the frightening pace at which the game is growing - with some 560,000 fans attending one of the nine tournaments in the 2012/13 Series. With the sports' inclusion in the 2016 Olympics, this is only set to increase, and exposure through media channels will only heighten as the Games approach - indeed many a 15-a-side star will be faced with the conundrum of whether to immerse themselves on the Sevens circuit and thus be in contention for an Olympic Gold Medal. Without delving too deeply into the politics, you would expect that many players won't show their cards until post Rugby World Cup 2015, although the smart money would be on at least one World Cup winner declaring their allegiance to the Sevens game in order to complete an unprecedented double of World Cup and Olympic medal winner. In fact, the even cannier punter would place a three way bet on a Kiwi holding a World Series & World Cup winners medal along with an Olympic Gold.

In relation to the action on the pitch, under the guidance of the legendary Sir Gordon Tietjens, the All Blacks Sevens team have sewn up the Series eleven out of the fourteen times it has been contested with a ruthless consistency and depth of exceptional talent - world class names such as Smokin' Joe Rokocoko, Israel Dagg and Julian Savea have all cut their teeth on the circuit under the watchful eye of Tietjens. One of the real differential elements from the Sevens game to its 15-a-side 'bigger brother' is the emergence of so-called 'developing rugby nations'. It's not often that you hear of Spain running rings around England, other than in the round ball game, or Kenya beating 'Rugby Gods' New Zealand in their own backyard, but this is one of the endearing qualities of a Series, that constantly challenges the status quo of the rugby playing heavyweight hierarchy.

The 2009/10 Series marked a watershed in the sport when HSBC became the first title sponsor of the Series. Crucially, this means the sport has a sponsor that invests positively in activation - head to the Marriott London Sevens and you'll see that HSBC's association is not just through the traditional branding rights, but through a raft of fan engagement activities, reward zones for customers and further commitment of bringing star names such as Jamie Roberts and Jason Robinson to the tournament which enhances the experience and event for rights holder, media and fans alike.

From a personal point of view, and a rugby fanatic, undoubtedly the game's strength is that it has barely scratched the surface on a global stage and it will continue to surprise and delight new audiences. The key for me is that I have never heard anyone come away from a Sevens tournament, be it in South Africa, Las Vegas or Hong Kong (the 'Daddy' of all Sevens tournaments) saying 'well that was ok but not sure I'll go back'. If anyone needs to see proof of fans wanting more, then they should look no further than the London Sevens. I have seen the tournament grow as a tipsy spectator on one Saturday in May 2010 with 35,000 other fans, to working at the 2013 event with 72,500 spectators attending. A remarkable uplift.

With the Series resuming a few weeks ago in Australia, it now turns its attention to Dubai and South Africa before heading to Las Vegas, Wellington, Tokyo, Hong Kong, Glasgow and finally London for the season finale in May, where statistics will once again, no doubt, show that the game is in rude health, and hot on the heels of 'Big Brother' 15.

- Matt Bates

FAST TRACK & CSM RAISE £3,000 IN INAUGURAL TEAM BRYANT DAY

Fast Track & the wider CSM Group raised £3,241 yesterday for a charity set up in memory of a former colleague who died earlier this year from Cardiac Sarcoma, a rare form of cancer.  Yesterday marked what would have been Jo’s 31st birthday.   Fast Track offices across the world united in a series of sporting and social activities to raise funds for Team Bryant. Team Bryant, which came together to uphold Jo Bryant’s legacy, raises funds and provides support to young people battling cancer so they will never, never, never give up their fight.  Jo Bryant started working for Fast Track in London in 2008 across a number of clients including the BT Paralympic World Cup.

Since her death in January 2013, Team Bryant has raised in excess of £40,000 to change lives for young people battling cancer who find themselves in a similar situation to Jo.

Yesterday’s fundraising activity in London began with a 5km run in St James’ Park which was started by CSM Executive Chairman Sebastian Coe.  Over 40 staff from across the CSM family of agencies took part in the run, before a day of fun and fundraising at the Victoria based agency headquarters. Elsewhere colleagues in Fast Track Hong Kong completed their own 5km run on the city’s famous Peak, whilst Fast Track Australia took to the beaches in Sydney to complete theirs.

Speaking on the Team Bryant Day Michelle Dite, CSM Head of Events who managed Jo during her time at Fast Track, said, “Jo was an inspiration to everyone who knew her and had the pleasure of working with her. Yesterday was an incredible day where we honoured our colleague and brought together our offices around the world to raise funds to support Jo’s legacy.”

Team Bryant has two missions; firstly, to share Jo’s discoveries so that useful contacts and knowledge are more accessible – the Knowledge Bank on the new Team Bryant website puts all of this valuable information in one place. Secondly, the charity aims to deliver Jo’s legacy by providing comforts and support to others, of a similar age, affected by cancer.

 

Watch a video of Fast Track London's activities here