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Ricoh Arena shortlisted for first international marketing award

The Ricoh Arena in Coventry has been shortlisted for its first international marketing award.

The versatile venue is a finalist in the Event Marketing category of the 2013 International Sports Event Management Awards.

They will be competing against the Axiata Cup in badminton, the Dubai Duty Free Tennis Championships, Liverpool Football Club’s tour in Melbourne, the Qatar Total Open and the WTA and Volvo in the sixth annual awards which recognise excellence in the global sports event management industry.

The winners will be announced at a gala dinner at The Cumberland Hotel in London on Wednesday, November 6.

Liz Cooper, marketing director at the Ricoh Arena, said the venue had submitted its marketing schedule for the Davis Cup tennis in April for the International Sports Event Management Awards.

“The Davis Cup tennis tie was one of the most high-profile sporting events we have held at the Ricoh Arena and it was the first time we had held a tennis tournament inside the Jaguar Indoor Arena,” she said.
“Marketing the event successfully to tennis and sports fans in general across the UK and specifically in the Midlands was vital to selling tickets throughout the three days of the competition as well as leaving a legacy for future generations to benefit from the Ricoh Arena hosting the Davis Cup.
“The fact it was a near sell-out underlined that our joint approach of working closely with the Lawn Tennis Association and Coventry City Council was the right method to take.
“The outcome of the tie – which Great Britain won 3-2 to come back from a 2-0 deficit for the first time for 83 years – received positive coverage for the Davis Cup in the international and national media as well as regionally for the historic victory.

“We are extremely pleased to be among the finalists in the Event Marketing category for this year’s International Sports Event Management Awards and it will also be an ideal opportunity to network with the Who’s Who of the sports event industry.”
Liz said the implementation of its marketing plan for the Davis Cup had raised the Ricoh Arena’s profile within the sports industry which came hot on the heels of hosting 12 football matches in eight days during London 2012.

She added: “Being the only Midlands venue chosen to host live action in the London 2012 Olympic Games really repositioned the Ricoh Arena as an international sporting venue with the ability to hold world-class events.
“That led to an enquiry from Matchroom Sport and when we were also able to show the marketing plan we had put together for the Davis Cup it was instrumental in agreeing a deal to stage the inaugural Champion of Champions snooker event in the Jaguar Indoor Arena next month – which will be another first.

“We have received further enquiries to host other indoor sporting events and we are putting together collateral to target other national sporting associations.”

 

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