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Sport is a winning medium that reach a worldwide audience every day, guaranteeing sponsors benefits that are not comparable with traditional media such as TV, radio and the press. This is confirmed also by the ever increasing number of hours that the

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

major television networks worldwide dedicate to sport in all its forms and expressions and by the number of professional Sports Marketing Agencies that suggest to their clients to use sport in promotional activities. Sport, as a communication tool, i

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

unique in its ability to break down traditional cultural and linguistic barriers and is a competitive, creative and fruitful business product that is suitable for achieving different marketing objectives, such as:

- Increasing brand popularity/aware

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ess
- Changing brand profile
- Enhancing brand/product
- Creating worldwide product recognition
- Attracting new market segments
- Enlarging the distribution network

In order to give an idea of the popularity of sport, we pr

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

vide you with some data from the Motorbike World Championship, one of the most spectacular and sometimes heroic of all sporting events. In 2005 MotoGp has experienced continuous growth in viewing figures, attendance and investments:

- 17 Grands Prix,

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

hosted in 15 countries across 5 continents
- TV programs about the Motorbike World Championship have been broadcast in 207 - countries-
- Over 3,790 TV broadcasting hours
- 276 million households reached
- Total viewing figures of

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

5,290 million in 184 countries for live Grand Prix coverage
- Average viewing audience of 311 million per Grand Prix
- Average attendance of 120,000 spectators at the circuit, with peaks of 237,000
- About 2,034,000 overall attendance <

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

r> (Source: Dorna Sport S.L., 2005 Review)

And that's not all! What really makes sport such a good marketing tool is that it gives companies the opportunity to associate their own brand and product values with the values of the discipline itself. S

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

onsorship formats and models evolve constantly. The first and most "classical" model is the "Sponsorship Buy Model", where the sponsor buys a package that has already been created and becomes involved in the final stage of the event. The next step i

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

the "Sponsorship Make Model", a more recent version, in which the sponsor plays an active role in the creation of the event, taking part in its conception and organising it according to its own objectives and values. If properly coordinated, this mod

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

l is a winning one, as it allows to create moment-events that are rich in meaning for the consumer. That's why professional Sports Marketing Agencies have often promoted this kind of planning. The scenario is currently moving towards the "Sponsorship

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

Create and Manage Model", which allows the sponsor to manage the whole range of activities connected to an event and to define sport-based communication in various areas.

A great example of how sports sponsorship models are evolving is provided by R

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

d Bull. Let's analyze how they managed and adapt their activities over time. At the beginning they started buying small sponsorship packages in different sports. Their approach was different from anything previously seen in the sport business aren

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

: Red Bull chose to be involved with the wild and crazy world of extreme disciplines, such as heli-skiing, tobogganing or jumping out of airplanes. In doing so, the company was able to test sport related benefits and began to be remembered thanks to s

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ort-related elements. Moving beyond this to a second stage, Red Bull used such "sport experience" to create its own promotional events, involving hundreds and hundreds of fans, customers and potential customers at circuits and on starting grids, in

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

he mountains or in the skies. Finally, the last step in this sponsorship evolution strategy brought Red Bull to enter the Formula 1 racing world. Firstly they simply gave to some of the F1 grand prix drivers a branded drinking bottle. After testing a

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

nd verified their ROI results, they decided to expand their branding promotion into a logo to be featured on F1 cars: the Sauber Team. In 2005 the company decided to expand their marketing effort and to fully manage the entire project. They acquire

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

whole Formula 1 Team, and name it as "Red Bull Racing - Formula 1 Team". This sponsorship model has become the starting point for a number of activities and events managed by the company itself: In this case Sport sponsorship is transformed into a bu

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

iness platform for building, creating and managing sports related projects. This new model is essential to maximize the capacity of the events to capture an audience via multimedia coverage, to extend its memorability, for the formation of a communi

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

y and so on. This results in a direct increase and consolidation of brand awareness.

Any Professional Sports Marketing Agency should understand the potential of the "Sponsorship Create and Manage Model" and should strive to transfer it to its clients

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Product and service names are important - they make it easier for customers to remember the product or service involved. A good name will have lasting impressions and positive associations.

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