Local partnerships are key to commercial success in territories outside of the home market, says Ardi Kolah speaking at the recent ICCO Summit in Paris

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New business development activities in sports markets outside of the home territory offer an fantastic opportunity for ICCO members but they need to be equipped with market intelligence in order to compete and succeed.

Ardi Kolah at the ICCO Summit, Paris (10-11 October)

A key barrier to growth for agencies is the ability to reach the appropriate partners in order to collaborate with them in a local market outside of their home territory.

Speaking before an audience of senior representatives from Qatar, Russia, Brazil, South Korea and France at the recent ICCO Summit(10-11 October) in Paris, sports marketing and PR expert Ardi Kolah addressed how members of the ICCO can maximise new business opportunities globally by focusing on 55 one-off major sports events over the next decade.

Kolah however warned executives that significant barriers to securing lucrative contracts will need to be overcome and this is where market intelligence has an important part to play.

The recently published ‘Global opportunities for sports marketing, infrastructure & consultancy services to 2020’ provides a blue-print for how this can be achieved and is now available at a special 50% discount for ICCO members at $575 direct from IMR.

Kolah observed: “Getting to grips with unfamiliar legal frameworks in overseas markets can be a major problem for ICCO members looking for incremental new business outside of their home territory.

“For example, contract law and the protection of intellectual property (IP) rights and their enforcement coupled with taxation laws and regulations can also be a significant burden for an agency when trying to do business outside of the European Union.

“Other challenges include establishing local partnerships when targeting new overseas markets. And a key barrier to growth for agencies is the ability to reach the appropriate partners in order to collaborate with them in a local market outside of their home territory,” he said.

A lot depends on developing local partnerships in order to open the possibility of new business opportunities and such issues can also impact the growth potential of an ICCO member that relies on identifying suitably qualified local capability to carry out services in a market that requires a high level of technical expertise and experience, concluded Kolah.

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Ardi Kolah
Guru in a Bottle
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