Download e-book for iPad: A Sociology of the World Rally Championship: History, by Hans Erik Naess (auth.)

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By Hans Erik Naess (auth.)

ISBN-10: 1137405449

ISBN-13: 9781137405449

ISBN-10: 1349487716

ISBN-13: 9781349487714

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Additional resources for A Sociology of the World Rally Championship: History, Identity, Memories and Place

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First, ISC produced a Manufacturers Marketing Agreement (MMA) where the manufacturers would provide an annual budget to assist in the marketing of the WRC. Second, ISC negotiated a contract with the event organisers which spelled out how each event would be run. Third, six target markets were identified (France, UK, Germany, Italy, Spain and Japan) for promotional purposes. Fourth, the WRC as a brand was honed through the partnership with UK advertising agency 23red. Fifth, a deal to develop a licensed game for the PlayStation console was inherited by the previous The Promotional Context 39 owners of ISC, but entered a new phase as Richards and his crew wished to be much more involved in the development of the game.

NOS seemingly had the same vision as Richards when it in 2009 became the WRC’s first official Championship Promoter (the former company only held the commercial rights) with a contract that would run from 2010 until 2020. This marked a turning point and the new direction was strengthened by the acquisition of North One Sport from Convers Sports Initiatives (CSI-1) in 2011. According to Neal Duncanson, Chairman of North One Sport, the reason for the sale was a matter of priorities. We acquired the business and then negotiated an agreement with the FIA to become the sport’s first ever promoter, alongside the commercial and media rights holders.

With ISC’s main innovator, David Richards, occupied with his new role as manager for the BAR Formula 1 team, ISC consequently revised its entire strategy by closing down its marketing department and emphasising sales operations exclusively. A few years later, in early 2007, ISC consolidated its relationship with Sportfive and its extensive international sales network, ‘dedicated to securing new distribution agreements, to optimise the media exposure for WRC on a global level’ (WRC Fact book, 2008, p.

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A Sociology of the World Rally Championship: History, Identity, Memories and Place by Hans Erik Naess (auth.)


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