Content for Your Personal Development

Sports: localising a global product

6/1/2017

We've all engaged in some form of sports in one way or another - be it on a leisure basis or taking it one notch up to participate in more extreme sports events such as the Spartan Race, RED-X and other marathons. However, have we ever stopped to think about how it was first introduced to the different countries it now exists in?

Steffan Fung, Managing Director of Superfit and International Spartan Race Director, shared that bringing sports events to different markets is no different from any product or service. It is just as important to consider the product market fit, partnership strategies, marketing, branding and packaging plans to suit the local interests. Here are just a few of the interesting insights he shared from his experience of bringing Spartan Race to different countries such as Japan, Hong Kong, Taiwan and Singapore. Enjoy!

Did you know?

That gift pack distribution is a trend that is more prevalent in Asia? In USA, most participants turn up on race day to collect just a headband, and at most a voucher that encourages them to return for the next race.
That gift pack collection day is an incentive for sponsors as it offers an additional touchpoint for raising brand awareness?
People would go to the countryside for a race because of the authentic experience?

People are keen to collect the entire range of experience - different level of difficulty, distance and different terrains?
That in the USA, people pay to have a picnic while watching their loved ones participate in a Spartan Race?
Planning for a race overseas requires finding a good and trusted local partner who can provide you with advice?
That the number of people you can flag out in a day for a race is to ensure the quality of race experience?
That individuals gather in informal groups to train for such Sports Events and that forms the start of a community?

In Japan,

the first Spartan race saw maximum participation with all 5000 tickets sold out largely due to Company CEOs who brought their staff along to join in the race?
no rubbish bins were planned for and yet there were NO RUBBISH or bottles of water left on any section of the race course after the event?
strong support was received from the military?

In Taiwan,

a lot of work was done together with the tourism board?
the scenic lakes and mountains adds to the unique experience of a race?

In Hong Kong,

people are keen and excited to get out of the city to experience the wilderness
many of the participants in the Spartan Race tend to be expats?
people are open to experiences of being a soldier for a day?

In Singapore,

the first Spartan race was held at Nicole Highway for convenience, to raise brand awareness and excitement about the race?
many of the participants in the Spartan Race tend to be expats?
individuals want to be associated with a brand