Historic Sports Marketing seminar by Pintar

Richard Dwight

Sports marketing: The historic four-day 'sports marketing' seminar organized by the National Olympic Committee and coming under the auspices of 'Olympic Solidarity', was brought to a successful close on Wednesday May 23, with the awarding of certificates to the participants at the National Sports Centre.

Belated though it be, it was nonetheless significant in that it was the first ever 'Sports marketing programme' to be held here - indeed a step in the right direction to fulfil a long felt need.

And so in keeping with the importance of such an envisaged exercise, the NOC with the assistance of 'Olympic Solidarity' secured the services of International Olympic Committee's sports marketing consultant, Damjan Pintar, who instructed and guided the trainees on how to set about the raising of funds, for the furtherance and promotion of sports in the country.

Joseph Kenny, who is responsible for sports marketing in the NOC, lamented that there could have been wider participation at this seminar and, went on to explain that 'Solidarity' is the arm of the International Olympic Committee, which uses the profits of the Olympic Games to promote sports in the different countries of the world.

This seminar funded by 'Solidarity' on, learning how to raise funds in the cause of sports, does fall in line with that objective. The president of the NOC, Hemasiri Fernando, made it known that they do now enjoy a measure of financial stability, all of which mainly came about through his initiative, to collect funds from various sources.

Amidst the forceable challenges and exacting demands of sports and their respective associations - the collection of funds according to Fernando cannot just be left to one individual, but done collectively altogether through a well planned sports marketing strategy.

It is with this uppermost in mind that the NOC made a request to solidarity, to help Sri Lanka to develop and assist in training each member national sports, bodies, to build their marketing ability to raise funds for participants to compete abroad, enhancement of infrastructure and yet other requirements as found necessary. Not for the past 70 years has there been the aspect of marketing of sports, the Olympic rings.

The response from 'Solidarity' was spontaneous in the talented marketing expert, Damjan Pintar from Slovenia conducting a sports marketing programme for 25 trainees initially, at the National Sports Centre.

Damjan Pintar, has earned quite a reputation as a marketing expert and has been responsible in assisting lesser known small countries to become financially viable. He holds a masters degree in sports marketing and management. This led to his being Marketing Director of Slovenia NOC for 10 years and presently from 2002 continues to work for IOC solidarity as marketing consultant.

His thrust on the 4 day seminar held here, was to present possible solutions for a business oriented marketing model, based on the opportunities which exists in Sri Lanka.

He did go through all phases of sports marketing and exchanged ideas for the first marketing programmes in the country. Pintar was also quick to realise that here in Sri Lanka exists many companies, that are using sports marketing as a tool and these will be opportunities for NOC to attract sponsors.