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The WNT Strategic Marketing Plan is now available! You can download the PDF, or view it online by clicking the links below.

1.0 Executive Summary
2.0 Vision and Properties
3.0 Sponsorship Levels
4.0 Market Analysis
5.0 Budget
6.0 Competitive Analysis
7.0 Risks and Controls
8.0 Summary

 

1.0 Executive Summary

 

“Handball combines everything we [Americans] love and do well: the leaping, dribbling, passing, off-the-ball movement and shot-blocking of hoops…the hard throwing of baseball (shots fly up to 70 mph); the body contact of hockey, soccer and lacrosse…It's nonstop, fast-breaking, simple to understand and high-scoring. We should rock at it!” writes Stefan Fatsis in an August 25, 2004 article published in the Wall Street Journal. Fatsis, like many Americans, witnessed Team Handball for the first time during the 2004 Olympic Games in Athens, Greece, during which NBC aired 15 games nation-wide. An emerging sport in the United States, Team Handball is played with two teams, each consisting of a goalie and six court players, who try to score by throwing the ball into the goal. A match consists of two 30-minute halves with a 10-minute halftime. Played in more than 155 countries by more than 20 millions players, it is one of the most developed and popular team sports in the world. In countries such as Denmark, Germany, France, Spain and Norway, men’s and women’s professional leagues attract significant media attention and players are paid very well to compete.

 

To regain their international prestige and develop the new generation of Women’s Team Handball players, the USA Team Handball Women’s National Team relocated their National Team Center to the State University of New York College at Cortland (SUNY Cortland) in August 2004. This strategic relocation has provided many opportunities for the WNT athletes to advance their education and careers, in addition to providing all the necessary resources (human, services and facilities) to assure the constant progress of the team toward International competitiveness. Moreover, this new alliance includes all of the essential ingredients that will enable the development of Team Handball (at the grassroots and elite levels) across the Northeast region, allowing it to serve as a model for the development of the sport at other regional centers of the United States.

 

The Women’s National Team (WNT) staff has:

  1. Established their full-time residency program in Cortland
  2. Established new international, national and regional Team Handball events (e.g. USA Cup)
  3. Created new Team Handball leagues (e.g. Northeast Team Handball Conference – NETHC)
  4. Conducted over 50 introductory sessions and clinics in the Northeast Region
  5. Promoted the establishment of Team Handball at the Women’s Collegiate level
  6. Provided instructors to teach Team Handball in the Physical Education Curriculum of SUNY Cortland and Cornell University).

 

This strategic plan focuses on boys/men and especially girls/women ranging in age from 10 to 40 years old. With the appropriate financing, the USA Women’s National Team program is very confident that Team Handball will become the new team sport of choice by the next generation of American youth, who are attracted to dynamic, fast-paced and exciting sports.

 

2.0 Women's National Team Vision and Properties

“To establish and promote a focused Team Handball developmental pipeline in order to achieve and sustain competitive excellence at all levels with the goal of winning gold medals”-MISSION STATMENT

 

Properties

In the past year, the Women’s National Team (WNT) has identified four main properties that must be developed in order to achieve the above mission. These properties will be described in detail in this proposal:

  1. The Women’s National Team and Residency Training Program
  2. International Competition
  3. Development of Team Handball leagues
  4. Grassroots development program

 

Strategic Vision

The WNT has implemented a three-stage plan that effectively outlines short and long-term goals for each of the four properties. Each stage builds toward the ultimate goal of achieving the mission laid out by USA Team Handball.

 

Stage 1 (2005-2006)

  1. Host an International Team Handball Competition (e.g., USA Cup)
  2. Organize 100 clinics and 20 public appearances by WNT athletes
  3. Launch annual Team Handball summer camps at SUNY Cortland
  4. Introduce Team Handball to 10,000 young male and female athletes
  5. Expand the Northeast Team Handball Conference at the open-division level
  6. Expand the number of players in the residency program up to 25 women athletes at both Junior and Senior team levels.

 

Stage 2 (2007-2008)

  1. Establish the Northeast Team Handball Conference at the collegiate level by Dec. 2008
  2. Host and expand the annual USA Cup
  3. Host the 2007 Senior Women Pan American Championship
  4. Introduce Team Handball to 50,000 young men and women athletes
  5. Expand the number of players in the residency program up to 40 women athletes at both Junior and Senior team levels
  6. Women’s National Team qualifies for the 2007 World Championships
  7. Women’s National Team wins a medal at the 2007 Pan American Games

 

Stage 3 (2009-2012)

  1. Expand the Northeast Team Handball Conference at the high school and collegiate level by the end of 2012. Team Handball is a varsity sport at the collegiate level.
  2. Host the 2011 Women’s World Championship in the USA
  3. Host and expand the annual USA Cup
  4. Introduce Team Handball to 200,000 young men and female athletes
  5. Expand the number of players in the residency program up to 50 women athletes at both Junior and Senior team levels.
  6. Women’s National Team qualifies for the 2009 and 2011 World Championships
  7. Women’s National Team wins a Gold medal at the 2011 Pan American Games
  8. Women’s National Team qualifies for the 2012 Olympic Games
  9. Dedicate new National Team Handball Training and Events Center

2.1 Property: Women’s National Team and Residency Program

Basic Facts:

  • The WNT is in full-time residency training at SUNY Cortland
  • Athletes train 20-30 hrs/week, year-round
  • WNT plays over 40 games each year in the NETHC and Quebec League
  • WNT represents the United States in 10-20 international games each year

 

To regain their international prestige and develop a new generation of female athletes, the USA Team Handball Women’s National Team (WNT) relocated their training center to the State University of New York College at Cortland (SUNY Cortland) in August 2004. Fueled by Olympic dreams and a desire to compete at the highest level, exceptional athletes from all over the United States have come to Cortland to participate in the residency program.

 

Since Team Handball is still an emerging sport in the US, players come to the WNT from a variety of athletic backgrounds. Currently the WNT is comprised of several All-Americans, two former professional soccer players, Division I basketball, softball, soccer, volleyball, and rugby players, and nationally recognized track athletes and lacrosse players. The WNT is proud of its diversity, and strongly believes that it is this wide range of talent and experience that will provide a unique advantage to the WNT at the international level.

The core of the WNT is its athletes, a committed and forward-thinking group of talented women who believe strongly in the mission of the team. In addition to their handball training, which usually takes place twice a day, WNT athletes frequently participate in clinics and community events around the state. On the weekends they travel throughout the U.S. Northeast and Canada to play games and prepare themselves for international competition. For the women in the residency program, being on the WNT is more than just a passion, it is their life. For this reason, the WNT has gained much respect, both locally and at the international level, for being a group of athletes dedicated to seeing their dreams realized.

Although there are challenges, the WNT athletes view themselves as pioneers in a sport that, while well known in the rest of the world, is just beginning its rise in the US. The WNT likens itself to women’s soccer, which exploded as a popular sport only after a talented and dedicated group brought success to the US on the international level. WNT athletes are confident that with hard work and a strong vision, they too will bring success to the USA at the Olympics and World Championships, paving the way for Team Handball to become a well-loved and established sport in this country.

 

2.2 Property: International Visibility

 

Basic Facts:

  • WNT will host the USA Cup, an annual international handball tournamentWNT will compete in Pan-Am Championships (every 2 years) and Pan-Am Games (every 4 years)WNT will compete in the World Championships (every 2 years) and Olympic Games (every 4 years), depending on qualification.
  • One of the major goals of the WNT is to compete and be successful at the international level. This includes competition in major events such as the Olympics and World Championships as well as the Pan-American Championships and Pan-American Games. The WNT will also host the USA Cup, and participate in overseas handball competition during international tours. Each of these is a unique opportunity for sponsors to gain international visibility.

 

2.21 Pan-American Games

The Pan-Am Games take place in the year preceding the Olympic Games, and only the team finishing in first place wins a qualification to the Olympic Games. These Games can be thought of as a smaller-scale Olympics, with 42 countries participating in 39 sports; six teams compete for the Olympic qualification in Women’s Team Handball. During the 2003 Pan-Am Games in the Dominican Republic, Team Handball was televised by four countries, with over 15,000 spectators for the duration of the event. The next Pan-Am Games will be held in Rio de Janeiro, Brazil in July 2007.

 

2.22 Olympic Games

Team Handball is one of the 28 sports included in the summer Olympic Games. Although it appeared in an outdoor version in 1936, the modern game of Team Handball debuted during the 1972 Games in Munich, Germany for men, and during the 1976 Games in Montreal, Canada for women. Since then, the USA has competed in four Olympics (1984, 1988, 1992, and 1996). While they didn’t qualify in 2000 or 2004, the likelihood that they will compete in the 2008 Olympic Games in Beijing has increased significantly since the establishment of their full-time residency training program in 2004. According to the International Olympic Committee, Team Handball is one of the most widely attended events of the Olympic Games, with extensive media coverage all over the world (NBC broadcasted 15 games during the 2004 Olympics in Athens).

 

2.23 Pan-American Championships

The Pan American Championship are held every two years, and are the official qualifier for the Handball World Championships, which are usually held in December of the same year. Unlike the Pan-Am Games, the only sport competing in the Pan-Am Championships is Team Handball. The top three teams at the Pan American Championship earn a qualification for the World Championships. The location for the 2007 Pan-American Championships has yet to be determined, but the WNT has put in a bid to host the tournament in Cortland, NY. This event should attract around 10,000 spectators, with regional television coverage in the United States, in addition to international coverage provided by other participating countries.

 

2.24 World Championships

Every two years, the International Handball Federation (IHF) organizes a Women's Handball World Championships. For many, the World Championships is considered the biggest event in Team Handball, with a total of 24 teams competing from Europe, Africa, Asia, the Americas, and Oceania- more than twice as many teams as compete in the Olympic Games. The 2003 Women’s World Championships drew 55,200 spectators, with live television coverage in 24 countries. As laid out in their eight-year plan, the WNT program expects to submit a bid for the 2011 World Championship. The WNT hopes that this will contribute to the development of Team Handball in the United States, similar to the way in which the 1994 World Cup raised national awareness of soccer.

 

2.25 USA Cup

In 2006, the Women's National Team will bring back the USA Cup, an international handball tournament designed to draw teams from all over the world to engage in high-level competition in the United States. The 2006 USA Cup will be hosted at SUNY Cortland, the home of the Women's National Team residency training program. This tournament is a wonderful opportunity for the Women's National Team to gain international playing experience, as well as exposing people from the surrounding region to the highest level of Team Handball competition. In the first year of the tournament at SUNY Cortland, the WNT expects to bring in 5,000 spectators, as well as regional television and media representatives.

 

2.26 International Tours

At least once a year, but hopefully twice a year, the Women’s National Team will plan a trip overseas to pursue additional international experience against high-level handball teams. In July 2006, the WNT will embark on a three-week tour in Europe, playing numerous games in Germany and France. The Women’s National Team believes that engaging in international-level competition as often as possible is imperative to their development, preparing them for qualifying events like the Pan-American Championships and Pan-American Games. Depending on the location of the games, television and media coverage will vary.

 

2.3 Property: League Development

Basic Facts:

  • WNT staff has developed the Northeast Team Handball Conference, comprised of five men’s teams and four women’s teams in 2004
  • WNT staff is in the process of developing collegiate-level leagues for women

The first step in building the popularity of Team Handball in the United States is to increase the playing opportunities available to young athletes. Based on their experience teaching handball clinics all over the state of New York, the WNT knows that kids who learn to play Team Handball love the game, and want to keep playing. However, there are very few structured avenues in which to pursue Team Handball in the United States, an obstacle that hinders the further development of the sport. To address the problem, the WNT has enlisted the help of the Sports Management Department at SUNY Cortland to develop the Northeast Team Handball Conference (NETHC).

The NETHC was established in 2004, and is the second intercollegiate handball conference in NCAA history, after the Southeast Team Handball Conference, which was developed in 1997. The goal of the NETHC is to increase Team Handball participation at the high school, college club, and recreational level and to provide another fun and exciting sport in which people of all ages and abilities can compete. The NETHC will be a stepping-stone in the process of Team Handball becoming a typical college varsity program. With the increase in numbers and in the quality of competition, the NETHC will be a feeder for future National and Olympic teams. The NETHC will also provide a forum for referees and coaches to train and gain handball experience.

 

Last year, during the 2004-2005 season, the WNT finished first among the four women’s teams competing in the league: USA, Champlain Club Team (Canada), West-Point Black, and West-Point Gold. The men had five teams competing: New York City, New Jersey, New England, Champlain, and a newly formed club team from SUNY Cortland. The goal of the 2005-2006 season is to increase the number of teams participating to include other college and club teams.

 

2.4 Property: Grassroots Development Program

Basic Facts

  • NYAHPERD has proposed teaching Team Handball as a passing game to 5th and 6th graders in Physical Education.
  • WNT is encouraging a healthy lifestyle through physical activity by promoting the sport of Team Handball for young women and men.

To grow the sport of Team Handball in the United States, it is crucial to educate future generations about our sport, so that there will be no confusion between “handball” and Team Handball. The alliance with SUNY Cortland provides all the necessary ingredients to develop the sport of team handball (at the grassroots and elite levels) across the Northeast region, and will serve as a model to develop other regional centers throughout the United States.

The Women's National Team is committed to seeing the development of Team Handball as a popular sport in the United States. To achieve a greater understanding of the sport, especially among children and young adults, the WNT staff is working to develop a “Clinic Crew” comprised of WNT players and coaches who will be responsible for introducing Team Handball at schools, camps, after-school programs, recreation centers, or to any group of people. Ideally the Clinic Crew would teach several team handball clinics a week, introducing as many people as possible to the sport. During the 2004-2005 school year, the WNT conducted around 25 clinics, and reached over 5300 boys and girls, as well as physical education teachers. Although this was a great start, the WNT would like to conduct even more clinics, with the goal of reaching 10,000 students by the end of 2006.

The WNT is also interested in running Team Handball summer camps at SUNY Cortland. These will include day camps for younger children, and overnight camps for high school and college-aged athletes. This will be an opportunity for children and young adults to be immersed in Team Handball, under the instruction of members of the WNT and Head Coach Christian Latulippe.
These grassroots efforts could be especially appealing for sponsors whose target market focuses on the children and young adults who are being reached through the WNT clinics.

 

3.0 Sponsorship Levels- “Catch the Action”

With over 20 million players in 150 countries worldwide, Team Handball is one of the most popular team sports in the world. Several of the worlds leading corporations have recognized the marketing opportunities available with such a popular sport, and have invested as sponsors for national teams.

Potential sponsors have the option of being involved with the WNT at one of several levels, each with a varying level of benefits. The specific benefits will be customized for each corporation as a function of their particular interest and target market. The terms of sponsorship can vary from one to eight years, and can be given as a mix of cash and in-kind products or services. The ultimate goal of the WNT is to raise approximately $1,000,000/year for the next eight years. The WNT believes that with the appropriate funding, the WNT will achieve their mission statement.

There are seven levels of sponsorship, with product category exclusivity for each level of sponsorship between the bronze and primary sponsorship levels. For a descriptive list of all the benefits included at each level refer to the appropriate section below. For a comparison of the benefits for each level refer to the table in page 15.

 

3.1 PRIMARY SPONSOR (Unique Naming Partner)

Cost: $500,000 per year

Benefits for the Primary Sponsor*

  • Designation as Official Sponsor (Naming Partner) of the Women’s National Team
  • Media value and impressions (games, all media, Web site, etc.)
    • Central page ad in the Media Guide of the WNT and the NETHC
    • Primary advertising spot on the WNT webpage and NETHC webpage
    • Logo on event tickets
    • Logo displayed on backdrop during press conferences
  • Central page ad in the Media Guide of the WNT and the NETHC
  • Right to use WNT logo and image for product promotion
  • Opportunities for point of purchase sales and product seeding for sponsor’s products
    • Kiosk during USA Cup or other WNT events that take place in the USA
    • Kiosk during NETHC final tournament
  • Corporate logo associated with the WNT
    • Logo in the front-center of the game jersey
    • Logo on team vans
    • Logo at the WNT Training Center
  • Signage during games or events
    • Six (6) banners (two on the court, four on the sidelines) during USA Cup or other WNT events in the USA
  • Develop program to promote the relationship between the Corporation and the WNT
    • Fan loyalty program (e.g. coupons, flyers, royalty cards)
    • Cross promotion (e.g. fan, client or employee contests and sweepstakes)
    • Employee incentive program
  • Hospitality (business to business)
    • 10 VIP seats during USA Cup and other WNT events in the USA
    • 50 tickets to the USA Cup or other WNT events in the USA
    • Trip for two (2) to the Pan-American Games, all expenses paid
    • Hospitality (VIP) rooms available during the USA Cup with athlete appearances
    • Exclusive access to the WNT (USA Cup banquet, press conferences, etc.)
  • Athlete appearances
    • WNT athletes available for any corporate event
  • Develop cause-related marketing opportunities with the WNT
  • WNT gear
    • Four (4) official WNT jerseys
    • Four (4) handballs signed by the WNT
    • Four (4) official WNT polos
    • Four (4) official WNT sweatshirts
    • Four (4) official WNT ski hats
    • Ten (10) official WNT t-shirts
  • Option to be designated as the official sponsor of one of the following (unless already taken by a Gold Sponsor)
    • USA Cup
      • Designation as Official Sponsors of the USA Cup
      • Right to use the USA Cup logo for product promotion
      • Sponsor designation on Championship Trophy
      • Opportunities for point of purchase sales and product seeding for sponsor’s products
      • Logo on tournament t-shirt, pennant, official program, media guide, etc.
    • NETHC League
      • Designation as Official Sponsors of the NETHC
      • Right to use the NETHC logo for product promotion
      • Sponsor designation on Championship Trophy
      • Opportunities for point of purchase sales and product seeding for sponsor’s products
      • Logo on tournament t-shirt, pennant, official program, media guide, etc.
    • Team Handball Clinic Crew/Summer Camp
      • Designation as Official Sponsors of the Team Handball Clinic Crew
      • Corporate Logo on clinic and camp handouts and recruitment brochures
      • Opportunities for point of purchase sales and product seeding for sponsor’s products
      • Logo on Clinic Crew apparel and souvenir t-shirts
      • Cross promotion (e.g. fliers, coupons, and samples distributed at clinics)

 

3.2 Gold Sponsor (Max. 2)

Cost: $100,000 per year

Benefits for the Gold Sponsor*

  • Designation as Official Sponsor of one of the following:
    • USA Cup
      • Designation as Official Sponsors of the USA Cup
      • Right to use the USA Cup logo for product promotion
      • Sponsor designation on Championship Trophy
      • Opportunities for point of purchase sales and product seeding for sponsor’s products
      • Logo on tournament t-shirt, pennant, official program, media guide, etc.
    • NETHC League
      • Designation as Official Sponsors of the NETHC
      • Right to use the NETHC logo for product promotion
      • Sponsor designation on Championship Trophy
      • Opportunities for point of purchase sales and product seeding for sponsor’s products
      • Logo on tournament t-shirt, pennant, official program, media guide, etc.
    • Team Handball Clinic Crew/Summer Camp
      • Designation as Official Sponsors of the Team Handball Clinic Crew
      • Corporate Logo on clinic and camp handouts and recruitment brochures
      • Opportunities for point of purchase sales and product seeding for sponsor’s products
      • Logo on Clinic Crew apparel and souvenir t-shirts
      • Cross promotion (e.g. fliers, coupons, and samples distributed at clinics)
  • Media value and impressions (games, all media, Web site, etc.)
    • One page ad in the Media Guide of the WNT and the NETHC
    • Advertising in the sponsors section of the WNT webpage and NETHC webpage
  • Opportunities for point of purchase sales and product seeding for sponsor’s products
    • Kiosk during sponsored event (USA Cup, NETHC final, or clinics- depending on chosen sponsorship)
  • Corporate logo associated with the WNT
    • Logo on the front shoulder of the game jersey
  • Signage during games or events
    • Three (3) banners (one on the court, two on the sideline) during USA Cup or other WNT events in the USA
  • Develop program to promote the relationship between the Corporation and the WNT
    • Fan loyalty program (e.g. coupons, flyers, royalty cards)
    • Cross promotion (e.g. fan, client or employee contests and sweepstakes)
    • Employee incentive program
  • Hospitality (business to business)
    • Four (4) VIP seats during USA Cup and other WNT events in the USA
    • Ten (10) tickets to the USA Cup or other WNT events in the USA
  • Athlete appearances
    • WNT athletes available for any corporate event
  • Develop cause-related marketing opportunities with the WNT
  • WNT gear
    • Two (2) official WNT jerseys
    • Two (2) handballs signed by the WNT
    • Two (2) official WNT polos
    • Two (2) official WNT sweatshirts
    • Two (2) official WNT ski hats
    • Five (5) official WNT t-shirts

3.3 Silver Sponsor (Max. 4)

Cost: $50,000 per year

Benefits for the Silver Sponsor*

  • Media value and impressions (games, all media, Web site, etc.)
    • Half page ad in the Media Guide of the WNT and the NETHC
    • Advertising in the sponsors section of the WNT webpage and NETHC webpage
  • Corporate logo associated with the WNT
    • Logo on the game uniform shorts
  • Naming rights one of the following trophies:
    • MVP for USA Cup
    • MVP for NETHC (Men and Women)
    • All-star team for USA Cup
    • All-star team for NETHC (Men and Women)
  • Signage during games or events
    • One (1) banner on the sideline during USA Cup or other WNT events in the USA
  • Develop program to promote the relationship between the Corporation and the WNT
    • Fan loyalty program (e.g. coupons, flyers, royalty cards)
    • Cross promotion (e.g. fan, client or employee contests and sweepstakes)
    • Employee incentive program
  • Hospitality (business to business)
    • Two (2) VIP seats during USA Cup and other WNT events in the USA
    • Four (4) tickets to the USA Cup or other WNT events in the USA
  • Athlete appearances
    • WNT athletes available for any corporate event
  • Develop cause-related marketing opportunities with the WNT
  • WNT gear
    • One (1) official WNT jersey
    • One (1) handball signed by the WNT
    • One (1) official WNT polo
    • One (1) official WNT sweatshirt
    • One (1) official WNT ski hat
    • Five (5) official WNT t-shirts

3.4 Bronze Sponsor (Max. 10)

Cost: $10,000/year

Benefits for the Bronze Sponsor*

  • Media value and impressions (games, all media, Web site, etc.)
    • Quarter page ad in the Media Guide of the WNT and the NETHC
    • Advertising in the sponsors section of the WNT webpage and NETHC webpage
  • Signage during games or events
    • One (1) banner behind the goals during the USA Cup or other WNT events in the USA
  • Develop program to promote the relationship between the Corporation and the WNT
    • Cross promotion (e.g. fan, client or employee contests and sweepstakes)
  • Hospitality (business to business)
    • Four (4) tickets to the USA Cup or other WNT events in the USA
  • Athlete appearances
    • WNT athletes available for any corporate event
  • Develop cause-related marketing opportunities with the WNT
  • WNT gear
    • One (1) official WNT jersey
    • One (1) handball signed by the WNT
    • Two (2) official WNT t-shirts

* Sponsorship benefits can be customized to meet the sponsors specific needs and desires, these are just parameters.

 

3.5 Official Supplier

The WNT is seeking several products that will help the team achieve their goals. The corporation who donates products will be the Official Supplier of the USA Team Handball Women’s National Team. The following is a list of some of the suppliers that the WNT is looking for, but not limited to:

  • Game apparel
  • Practice apparel
  • Balls
  • Goals
  • Stick-um
  • Shoes
  • Travel apparel (casual clothing)
  • Women’s personal/beauty products
  • Office supplies
  • Energy drinks
  • Energy bars
  • Water
  • Vehicles/transportation
  • Computers
  • Software or online resources
  • Printing services (media guides, brochures, posters, fliers, etc.)
  • Gas
  • Food/groceries
  • Apartment

 

3.6 Corporate Supporters

The WNT is looking for national, regional, and local corporations that will provide revenue to the WNT when a customer uses a WNT Affinity Card, or by giving a percentage of revenue derived from the sale of certain items or services. The following are examples for each level, keep in mind these can be customized by the Corporate Supporters:

 

National Level

A corporation will redistribute 1% of their sales revenue in the United States of a particular product to the WNT.

 

Regional Level

A corporation will give 10% off to any customer carrying the WNT Affinity Cards and 2% of the sales made with the affinity cards will be given back to the WNT.

 

Local Level

Businesses in the town of Cortland can participate in the WNT Business Supporter Program by offering discounts to customers carrying the WNT Supporter Card. Participating businesses will receive a decal for their store window, indicating that they are supporters of the WNT, and will share 5% of the sales made by WNT Affinity Card holders.

 

3.7 Individual Supporters

There are a few levels of support available for individuals interested in donating to the WNT:

 

Champion: $1000

Benefits: Official WNT Polo (1), Official WNT Sweatshirt (1), Official WNT Hat (1), Official WNT T-shirts (2)

 

All-Star: $500
Benefits: Official WNT Sweatshirt (1) and an Official WNT T-shirt (1)

 

Fan $100
Benefits: Official T-shirt (1)

 

3.8 Donors

The WNT is always looking for people to make tax-deductible donations to the program, or to individual athletes. Any and all assistance is appreciated by our staff and especially by our athletes. Donations can be made online at www.usateamhandballwomen.com using PayPal or by printing the donation form.

 

3.81 Table: Comparison of the benefits for each level of sponsorship


4.0 Market Analysis

4.1 Identification of Target Market

The WNT reaches into two distinct target markets. The first includes the spectators and fans, while the second includes the children and young adults reached through grassroots efforts and league development. These demographics are described in more detail below, organized by property.

 

4.11 Property: Women’s National Team Residency Program

Market Segmentation: WNT and Residency Program

  • Young, athletic women (16-30) with some college/college graduates
  • Cortland local residents: White, lower/middle income, with young families
  • SUNY Cortland students: 18-25 years old, athletic/sports-centered

Through their recruitment initiatives, the WNT is in contact with young (14-40) athletic women. The majority of these women are college-educated, and fall between the ages of 18-25. However, because the WNT is in full-time residency training in Cortland, New York, they are also very visible members of the community. In this respect, the WNT comes in contact with students at SUNY Cortland, a school specializing in Sports Management, Physical Education, Recreation, Physical Training, and with a strong reputation for being a sport-centered university (10,000 students between the ages of 18-25, high proportion of athletes/sport-centered individuals). Similarly, the WNT comes into contact regularly with local residents, who tend to be young (<30) Caucasian, blue-collar workers with young children.

 

4.12 Property: International Competition

Market Segmentation: International Competition

  • Major International Events (Olympics, World Championships, Pan-Am Games)
    • Millions of international viewers, mainly European, mostly middle class
    • 60% male, 40% female
  • USA Cup
    • Local residents, middle class with school-aged (<20 years old) children
    • Young (16-30) female athletes from countries outside of the USA

International Handball Federation (IHF) estimates that over 20 million people play the sport worldwide, in more than 150 countries. Of these, approximately 40% are female. The number of people watching and following the sport greatly exceeds this. In general, Team Handball attracts people from all walks of life, although the majority are middle class.

As far as the USA Cup is concerned, the spectators will be mostly local and regional, including live spectators (mainly Cortland residents) and those reached through regional media coverage (Central New York. The WNT sees the USA Cup as an exciting and fun family-oriented event that should attract middle-income families with school-aged children.

 

4.13 Property: Leagues

 

Market Segmentation: NETHC

  • Residents of the US Northeast
  • Participants: Young, college-aged athletes (18-25), 50% female
  • Participants: Adult (20-40) foreigners, 75% male
  • Spectators: Adults (20-40), peers and family members of the athletes

The NETHC is mainly comprised of college-age athletes (50% female), and adult (20-40) foreigners. In 2004, 200 people participated in the NETHC, and spectators at the events were family members and friends of the athletes, mainly middle-income people between the ages of 20-40, some of which included people with young (<5 years old) children.

4.14 Property: Grassroots

Market Segmentation: Grassroots Initiatives

  • Residents of the state of the US Northeast
  • 50% high school aged (14-18 years old)
  • 25% middle school (11-14), 25% elementary aged (5-11)
  • 50% male, 50% female
  • 25% urban, 75% rural

In 2004, the WNT reached nearly 5,000 boys and girls in the state of New York through community outreach and Team Handball clinics. About 50% of students were high school aged (14-18), with 25% middle-school aged (11-14) and 25% in elementary school (5-11). About 50% were female. Similarly, 25% of these students lived in urban areas, while the remainder lived in rural locations.


5.0 Budget (Revenue and Expenses)


6.0 Competitive Analysis

For avid sports fans, the Central New York area is fairly devoid of major competitive athletics. The closest professional sports teams are located in Buffalo (2.5-3hrs away) and New York City (4hrs. away). There are a few minor league baseball and hockey teams in Syracuse and Binghamton, but again, these are about a forty-five minutes from Cortland. At the collegiate level, Syracuse and Ithaca offer competitive Division I sports, especially in men’s lacrosse, hockey, football, and basketball. SUNY Cortland is a highly competitive Division III school, ranked thirteenth among 434 in the country for DIII athletics. The Women’s National Team is unique in that 1) it is the only National Team located in Central New York and 2) It is the only elite level women’s team in the Northeast region.

 

The WNT is an option for family-centered entertainment, in that sense it will compete with non-athletic options such as theater and music, which also provide a venue for families to spend leisure time. In the immediate area, Cortland offers very little in the way of family entertainment, with the exclusion of the Cortland Reparatory Theater, which puts on several plays throughout the year. Similarly, the Syracuse and Binghamton area offer options for theater and symphony, based both in the community and at the local universities. The Ithaca area offers outdoor activities, such as hiking and activities on the Finger Lakes. While all of these offer family-centered entertainment, none are in direct competition with the WNT, since it offers both competitive athletics and a family-friendly environment.

 

The WNT is excited to provide a completely unique opportunity to residents of the Central New York region. For sports fans, and families looking to engage in leisure activities, the WNT offers a fun opportunity to support and enjoy high-level competition from a US National Team.


7.0 Risk and Controls

7.1 Development

While Team Handball is still an emerging sport in the United States, it is recognized in many countries as being one of the world’s most popular and well-loved team sports. Currently, the International Handball Federation states that Team Handball is played in more than 150 countries, with an estimated 20 million players worldwide. Many national and professional teams are supported by major Corporate Sponsors, whose names and products are closely associated with these teams through the massive visibility that the sport has to offer on the international level.

 

As laid out in their mission statement, the USA Team Handball Federation, and subsequently the WNT, is dedicated to developing the sport of Team Handball in the United States. Although the exact path of this growth is difficult to determine, the WNT is certain that with an organized plan, and financial support, the boom of Team Handball is inevitable. To quote Stefan Fatsis- a sports correspondent who reported on Team Handball during the 2004 Olympics- “Exporting sports is tough…but this sport is so dang American.”

 

In the last year, the WNT has devoted a significant amount of time to developing the sport of Team Handball, especially in the Northeast region of the United States. This has been conducted through two avenues: 1) grassroots development and 2) development and operation of Team Handball leagues. Both of these are properties that the WNT controls, and the WNT is acutely aware that the success of Team Handball in the United States depends on the success of these efforts.

 

The grassroots efforts focus primarily on students at the elementary, middle, and high school level. During the 2004-2005 school year, the WNT engaged in more than 25 clinics around New York State, reaching more than 5300 young people. At each of these clinics, enthusiasm for Team Handball was apparent, and the students readily engaged in the demonstrations and practical aspects of the clinic. For many students, their excitement was twofold: 1) most of them recognized the sport from their PE classes, as New York State now includes Team Handball in the curriculum and 2) students were excited to have members of the WNT playing with them and giving them pointers. At the end of the clinics, it was clear to everyone involved that Team Handball is a sport that students enjoy playing, and that the WNT had certainly made a strong impact on the students involved.

 

The immediate results of the grassroots efforts are visible: students enjoy playing Team Handball, and if given the chance, would embrace the sport as they would any other. The key to seeing this translate into a significant rise in the popularity of Team Handball is the development of leagues, and a National Team pipeline, in which interested youth can pursue the sport. At the moment, playing opportunities are limited. To address this issue, members of the WNT staff have developed the Northeast Team Handball Conference (NETHC), a Team Handball league that currently includes a men and women’s division, with the goal of expanding to create competition at the youth, high school, and collegiate level.

 

Although all of the elements of success are present, the development of Team Handball into a widely popular sport is not guaranteed. However, the failure of these developmental efforts is unlikely. Firstly, Team Handball is already widely popular in the rest of the world, and there is an instant legitimacy in the sport based on the fact that it is an Olympic event. Secondly, preliminary grassroots efforts, in the form of clinics and camps, have proven that Team Handball is a sport in which America’s youth have a great interest. However, in order to see these youth pursue Team Handball over than other sports, there must be an established pipeline that will allow them to play at the recreational level, and eventually at the high school and collegiate varsity level. The ability of the WNT to provide this pipeline is contingent upon financial support of both the grassroots efforts and the Team Handball leagues that will inevitably lead to the establishment of Team Handball as popular sport in the United States.

 

7.2 WNT Success at the International Level

In the last year, the WNT has identified its major goals and objectives for the next eight years. In addition to the grassroots efforts, the WNT understands that much of the future of Team Handball rests with their ability to compete and perform at the international level.

The first step in the development of the WNT was the establishment of a world-class residency program at SUNY Cortland. The residency program allows the elite athletes of the WNT the opportunity to engage in focused and intense full-time training. Additionally, the WNT competes in over 40 handball games each year through their participation in the Quebec League. Starting in 2006, the WNT will also travel abroad to seek high-level competition, in addition to hosting an international tournament on US soil. Both are vital to the WNT’s preparation for major international competition such as the Pan-American Championships and Pan-American Games.

 

Although the success of the WNT at international competition cannot be predicted, every effort is being made to see that the athletes are given all of the necessary tools to reach their goals of competing in the World Championships and Olympic Games. This includes the residency program, which not only focuses on their training and competing as a team, but also surrounding the athletes with experts in the fields of strength, conditioning, nutrition, and sports psychology. The WNT is confident that the training and experience that the athletes gain in the residency program will translate into international success. However, it must be acknowledged that while the US is working hard to develop its team, so are other countries in the Pan-American region, although arguably without the same fervor.

 

7.3 Bids for International Events

The WNT is planning on bidding for both the 2007 Pan-American Championships and the 2011 World Championships. Winning these events would create an immense amount of media attention and coverage, promoting both the WNT and the sport of Team Handball in the United States. Although the acceptance of these bids is dependent on a voting committee at the international level, the WNT is confident that they have a high probability of winning the rights to host both of these events.

 

In 2004, the WNT entered- and won- a bid to host the 2005 Pan-American Championships. However, due to visa problems with some of the other teams, the USA lost ended up losing the bid to Brazil. While this was a disappointment, the WNT has since learned how to avoid such issues so that they will not be a problem in the future. Additionally, the quality of the new bid would remain the same, offering many of the same venues and perks that won them the bid the first time. If the overwhelming support of the first bid is any indication, the WNT should have no problem securing the bid to host the 2007 Pan-American Championships.

 

Winning the bid to host the 2011 World Championships might be a slightly greater challenge, but nonetheless one that the WNT is confident in which it will find success. The current president of the IHF has expressed his interest in seeing the World Championships hosted outside of Europe, especially in North America, one of the only remaining pockets in the world where handball has yet to become popular. Again, there is no way to predict the outcome of the bid; however, in addition to the support it has already received at the international level, the WNT is confident that it has a lot to offer in the way of resources and organizational advantages.

 

If, for some reason, the WNT is unable to secure the rights to host either of these events, they will continue their efforts to bring international-level handball to the United States. One such avenue is through the USA Cup, an annual tournament that will focus on bringing foreign handball teams to Cortland for the purpose of exposing the WNT athletes, and New York residents, to a high level of handball competition. Additionally, the WNT will continue to bid on subsequent Pan-American Championships (2009, 2011, etc.) and World Championships, until success is obtained.

 

7.4 Funding

Many of the WNT efforts are completely dependent on their ability to fund the residency program, developmental programs and leagues, and international events. Sadly, in the last several years, the USATH Federation has seen numerous budget cuts from the US Olympic Committee (USOC). For this reason, the WNT is at risk of losing the money that is required to see the success of their programs.

 

To address this concern, the WNT has developed this marketing plan, in the hope of finding outside support that will decrease, or eliminate, the WNT’s financial dependence on the USOC and USATH Federation. Financial stability is the single most important element to the success of the WNT and the development of Team Handball in the United States; therefore, the WNT is making every effort to secure the resources that will enable them to fulfill their mission statement.

 

With adequate funding, the WNT will be able to improve the quality of their residency program even more, giving them every opportunity to find success at the international level. Additionally, greater funding will increase the ability of the WNT to work toward developmental goals, feeding the pipeline to the WNT program and growing the sport of Team Handball in the United States.

 

If funding from the USOC and USATH Federation is suspended before the WNT is able to secure significant sponsorship, the WNT will find creative ways to be able to continue their efforts. The WNT staff and athletes are dedicated to seeing the fulfillment of their mission statement, and will not abandon their cause in the face of adversity. Strong support from within the SUNY Cortland community, in addition to the Cortland community at large, will provide some opportunities for the WNT to continue their full-time training, and their ability to compete in international events, until more funding is available. Moreover, the WNT has been contracted financial support from SUNY Cortland through the end of 2007, plenty of time in which to secure additional finances.

 

7.5 Television/Media Coverage

Although the WNT offers many benefits to Sponsors through direct interaction with the target market- especially through the WNT athletes, Leagues, and Grassroots Program- some of the target market is more effectively reached through television and media coverage of WNT events and competitions. While at this time it is difficult to determine the exact amount of media exposure a sponsor can expect, there are several past examples around which a close estimation can be determined.
 

In 2006, the WNT will host the USA Cup, an international competition that should draw teams from all over the world. The WNT is working closely with the SUNY Cortland Department of Sports Management and Marketing to secure a television deal that will broadcast the tournament within the Central New York region. Beginning in Fall 2005, the Department will provide an individual who will work a minimum of 20 hours a week to research and secure this deal. Along with the broadcasting right to the USA Cup, the WNT will also work with local and regional media to publicize the event through public interest pieces in the newspaper and on TV. Since the USA Cup is an annual event, television coverage will be arranged each year, hopefully expanding the broadcasting area and the number of viewers as the sport of Team Handball gains popularity.

 

In 2007, the WNT will compete in the Pan-American Championships. At this time, the WNT is planning on placing a bid for the tournament to be held at SUNY Cortland. If the bid is secured, the WNT and the SUNY Cortland Department of Sports Management and Marketing will arrange for television rights to broadcast the event. In the past, other countries have sent television representatives who will also broadcast the tournament in their home country (Canada, Brazil, Argentina, Uruguay, and the Dominican Republic are among some of the teams who might be competing and sending media representatives). If the WNT does not win the bid, the tournament will most likely be broadcast in whichever country is hosting it. In the past, Brazil has broadcast the games on a national sports network.

 

The WNT will also be competing in the 2007 Pan-American Games, which will be held in Rio de Janeiro, Brazil. This is one of the biggest sporting events in our hemisphere, and television stations from several countries, including the USA, will be broadcasting the competition. At this time, the WNT is uncertain whether Team Handball will be broadcast in the United States, but much effort will be made to see that it is.

The WNT is determined to see Team Handball broadcast on regional, and national, television. SUNY Cortland Department of Sports Management and Marketing has also dedicated its efforts to seeing this happen by providing an assistant to the WNT who will work 20 or more hours a week on securing television rights to the USA Cup, and hopefully the 2007 Pan-American Championships. The WNT also has contacts at NBC, and will use these contacts appropriately to try and gain as much regional and national media coverage as possible. Additionally, the WNT will compete in the 2007 Pan-American Games, during which Team Handball will definitely be broadcast nationally in Brazil, and hopefully the United States as well. There is also the possibility for media coverage in Europe, when the WNT goes on tour during the summer of 2006.


8.0 Summary

The WNT is looking for Sponsors who will share their vision and become an integral part of their mission and dreams. This partnership will be extremely rewarding to both the WNT and their Sponsors. The WNT will be given the financial support they need to achieve their goals and reach their potential, while the Sponsor will enjoy the exciting benefits that come with sponsoring a National Team. These include the ability to support the Olympic dreams of young athletes, and promote the image that the public associates with these individuals: determination, dedication, self-discipline, perseverance, and the ability to overcome great obstacles. Sponsoring a National Team also portrays a sense of national pride, by encouraging and supporting athletes who will represent the United States in some of the most prestigious athletic competitions in the world: the Olympic Games, World Championships, and Pan-American Games.

 

In addition to the positive image that most people associate with National Team athletes, there also comes a great deal of visibility. The WNT strives for success at the international level, a success that depends on the support of the Sponsor, but leads to mutual rewards. Achieving success at the international level brings a great deal of interest in the sport, and consequently its Sponsors. For example, after winning gold at the Olympic Games, the US Women’s Soccer team created a soccer epidemic in the US, suddenly they became national superstars, and their sponsors received enormous exposure. The same can be said for Lance Armstrong, who- through his repeated international success- took cycling from something obscure to something mainstream. This is the phenomenon that the WNT is counting on to help them build the sport, and when Team Handball booms, they will have their Sponsors right beside them, sharing in the fruits of their labor.

 

While there is much glory to be found on the international level, the WNT believes there are equally rewarding opportunities to be found through the development of Team Handball, both at the recreational and grassroots level. By supporting the WNT, Sponsors enable the development of Team Handball by providing the means to expand and grow leagues, like the Northeast Team Handball Conference, at all levels of competition. Sponsors also have the opportunity to appeal to young people through direct interaction with the WNT, through clinics and summer camps. As a Sponsor, Corporations align their image and product with the WNT athletes, and consequently have the ability to make a huge impact on the young people with whom they interact. The Sponsor benefits from this positive association, in addition to building an image that suggests 1) they are involved in the community and 2) that they are interested in promoting a healthy, active lifestyle among America’s youth.

 

The WNT is inviting you to join their effort, share their Olympic Dream, and be a part of the development of Team Handball in the United States. Sponsoring the WNT is a great way to show your national pride, become involved in the community, and promote a healthy active lifestyle through sports. It is also a unique opportunity to become involved in an emerging sport that has already enjoyed tremendous popularity all over the world. Don’t miss out, sponsor the USA Team Handball Women’s National Team and make your mark on the future of this Olympic sport in the USA and the world!

 
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Newsflash

Jennifer Farrell, circle for the WNT and Duke alum, was recently featured in the Duke Magazine. The article discusses Farrell's experience with the WNT, and her  decision to pursue her handball career in France  Read the full article here .