Press Release 12e/1997

24.05.97

IDSF Press-Release 12/1997

DanceSport steps into a new future

The story of the negotiations

The signature of the Agreement
The Joint Venture Contract could finally be signed by Rudolf Baumann on April 30th and the countersignement of the IDSF President was scheduled for May 19th. The signing of the document took place at a working dinner at the world famous Mandarin Oriental Hyde Park Hotel in London the day prior to the official press conference at the Original Planet Hollywood in London's Westend, the place which was established by its owners, the famous Hollywood Megastars Arnold Schwarzenegger, Sylvester Stallone, Bruce Willis and Demi Moore.

Detlef Hegemann countersigned the agreement in the presence of IDSF Treasurer Rudolf Baumann, Switzerland, IDSF Vice-President Peter Pover, USA and IDSF Press Commissioner Werner J. Braun, Germany.
On the side of IMG/TWI were present Eric Drossart, Vice-President IMG, Jeremy Cole, International Vice-President - legal - IMG, Zoe Uffindell, IMG Production Assistant and John Parmer, IMG Press Officer.

The International Press Conference IDSF/IMG/TWI
Around 100 journalists and about 10 television teams had accepted the invitation to the Press Conference, amongst them such renowned and world-wide reputed names as BBC, CBS, Daily Express, Daily Mail, Daily Telegraph, Dance News, Sky News, Sunday Telegraph, The International News, The Financial Times, The Times and many many more. A hearty welcome I could extend to my colleaque, Kalle Lepisto, the Press Officer of the World Games in Lahti.

As introduction a specially for this purpose composed video was put on a screen, showing and explaining our 10 dances by spots taken at recent important IDSF events, especially the World 10-Dance Championships. Tim G. Moufarrige, Senior International Vice-President of IMG, compered the event perfectly and presented Christopher Hawkins/Hazel Newberry and Matthew and Nicole Cutler, who underlined the presentation with a wonderful life demonstration of Quickstep and Samba. The hearty applause of the journalists showed their positive reaction and the TV-Teams asked for a da capo. A highlight was without doubt, when IMG President Mark McCormack posed with Hazel Newberry in his arms and the couples danced around him - the TV-cameras were in full action.

One of the most busy and asked for persons was without any doubt the IDSF Vice-President Peter Pover. It was early in the morning when he rushed to the BBC studios for the first interview. We stopped counting when he finished the twelfth TV-Interview at noon. This showed the enormous interest of the media people when it was obvious that the world leading sports agency IMG will now market DanceSport. It was a mere sensation.

The Press Conference started in a special room. On the rostrum Mark McCormack, President IMG/TWI, who for this purpose especially flew in from the United States, Detlef Hegemann, President IDSF, Peter Pover USA, Vice-President IDSF and Tim G. Moufarrige, Vice-President IMG. Behind on the wall the logos of IMG, IDSF and TWI.

Detlef Hegemann opened the press conference with the words I put to the beginning of my report. It was followed by the following statement of Peter Pover, Vice-Prsident IDSF:

Peter Pover
Ladies and Gentlemen, today we have signed an agreement with IMG which will propel DanceSport into the next Millennium.

Our unique and imaginative Joint Venture which covers 11 years beginning in 1998, means that IMG/TWI will become our commercial representatives, handling all television, sponsorship and marketing rights.

We have taken such a bold step because we want to do everything we can to ensure that DanceSport gains international recognition from the Media, the General Public, the DanceWorld and the SportsWorld as a fully fledged sport.

Our ultimate aim, as many of you already know, is to achieve full Olympic Recognition. We already have provisional recognition from the International Olympic Committee, and 35 member associations of the IDSF have already received recognition from their National Olympic Committees.

The influence of the International DanceSport Federation has increased the interest in the sport, and our membership currently extends to 67 countries in five continents.

However, we are aware that to expand our recognition as a sport we must take into account the needs of spectators, television companies and of course, sponsors.

We must ensure that our televised events are compelling viewing not only for dancers, but for all sports enthusiasts and the widest possible general audience.

We also know that sponsorship is a vital source of revenue and an effective promotional tool.

Sponsors usually become involved in additional activities such as advertising and promotion which can benefit both us and the sponsors. In order to attract those sponsors and television audiences in what is an extremely competitive marketplace, we need to make DanceSport a spectacular event.

We must also create support programmes to offer sponsors the best possible return of their investment. This is something that we cannot achieve alone, and we have been looking for a partner to help us to move forward.

We needed someone with experience, imagination and reputation and it became obvious that the best partner would be Mark McCormack and IMG.

The success IMG has already achieved in other sports is widely acknowledged and we have no doubts that we will also benefit from their skills.

Our discussions show that they fully understand what we require and their enthusiasm and commitment has brought a new confidence and expectation to DanceSport.

We have already made considerable progress on plans to change the structure of championship events and the way DanceSport is presented.

We all accept that such changes are necessary if we are to take full advantage of the sport's commercial potential and to create a high profile for the star performers.

Changes to the structure of competitions which are currently under consideration include; altering the existing system of visual marking to take advantage of state-of-the-art technology.

In the final round each couple will perform an additional routine, with only one couple on the floor at a time.

Television presentation will highlight the athleticism and excitement of the competitors´ individual performances and increase the tension as the competition reaches its climax.

As our discussions continue, we are sure to produce a lot of ideas to increase the appeal of our sport to potential competitors, spectators, television audiences and sponsors.

However we adapt, we will always have one aim in mind. We see the proposals as part of an evolutionary process which will turn DanceSport into a well organised and highly regarded sport.

Then it will proudly take its place alongside other popular sports.

The tension was at its highest, when the statement of IMG President Mark McCormac was to beginn:

Mark Mc Cormack
Ladies and Gentlemen
Now that you have seen the life demonstration of Christopher Hawkins and Hazel Newberry and Mathew Cutler with Nicole for yourselves, I am sure that you will understand why I have such belief in the future of DanceSport.

The public appetite for top line athletes performing at their peak continues to grow, and with sponsors eagerly looking for ways of becoming closely involved in sports, the search is continually going on to find attractive new ventures to meet the demand.

With that in mind, there is no doubt that DanceSport has the potential to become one of the jewels in the crown in the sporting World.

It is spectacular to watch and the contestants have outstanding athletic and technical abilities. When it is presented in an appealing manner, it will be an extremely attractive proposition for television networks and sponsorship partners.

It already has the advantages of an established world-wide calendar of events and a clean, dynamic image, which we can build on to move it into the next phase of its development.

Our success over almost forty years in helping to fully develop the market potential of other sports - including Golf, tennis and ice skating - is a clear demonstration that we have the imagination and the ability to help the IDSF to achieve this aims.

Since the company was founded in 1960 we have devoted ourselves to bringing business and sport together in successful and rewarding new relationships.

Now the IDSF will benefit from our experience and we are delighted to have been invited to help them to built their future. We are now already working to create the IDSF´s medium and long term marketing strategy.

Changes to DanceSport are inevitable, and Herr Hegemann and his colleagues on the governing presidium have been extremely positive and imaginative in exploring ways to move forward.

In fact, discussions are progressing so well, that we hope to introduce some initial changes later this year - at the World Games in Lahti, in Finland in August.

Our overall aim is to establish the best way of making DanceSport television and sponsor friendly. Then we will develop the exposure it receives around the world, to provide maximum benefit to the sport and the sponsors.

TWI will become the television producer of selected IDSF events and will be responsible for the global distribution of life and recorded programmes.

IMG will examine ways of making the sport attractive to sponsors and create tailor-made packages to suit the needs of sponsoring companies.

Once the possibilities of DanceSport become clear, we believe that television companies and sponsors will not want to miss out on such an opportunity.

As a result, competitors will benefit from a higher individual profile and the IDSF will have transformed their sport.

We are excited about having the opportunity to play our part in that transformation and look forward to turning the potential into reality

The Aims of IDSF and IMG/TWI
DanceSport may be just a few steps away from becoming the next big spectator, television and sponsorship sport, following the announcement of the joint venture between the International DanceSport Federation and Mark McCormack´s IMG Group.

Radical changes to the structure of championship events and the way DanceSport is presented will be introduced to take full advantage of the sport's commercial potential and to create a high profile for the star performers.

Although the new venture does not officially begin until next year, provisional changes to DanceSport competition will be introduced as an experiment at the World Games in Lahti, Finland, in August.

The International DanceSport Federation wants a higher profile and commercial growth to help it to achieve international acceptance as a fully fledged sport, with all the benefits that can bring. IDSF has already achieved provisional recognition from the International Olympic Committee and is attempting to gain full recognition, which will give it credibility as the world-wide governing body of the sport.

"DanceSport has the potential to become one of the jewels in the crown in the sporting world," said Mark McCormack, Chairman, President and Chief Executive Officer of IMG. "It is spectacular to watch and the contestants have outstanding athletic and technical abilities. If presented in an appealing manner, it will be an extremely attractive proposition for television networks and sponsorship partners.

Detlef Hegemann, our IDSF President said: "We want competitive DanceSport to be recognised internationally by the media, the general public, the DanceWorld and the SportsWorld as a fully fledged sport rather than a leisure activity. But in order to achieve this, we needed to join with an experienced and innovative partner. We are delighted that we have been able to come to an agreement with IMG/TWI, whose expertise will provide the support and assistance we require. We also hope to gain full IOC recognition later this year, which will give the IDSF the full credibility it requires as the sports´ governing body." he added.

Technical Details of the agreement:
The agreement covers 11 years from the beginning of 1998, with an option for plenty more years and means that IMG/TWI will become IDSF´s commercial representatives, handling all television, sponsorship and marketing rights. IDSF is the only and world-wide partner in DanceSport with IMG/TWI. As part of the arrangement, IMG/TWI will assist the IDSF in putting together and implementing its medium and long term marketing strategy.

Eric Drossart, IMG International Group Vice-President, who led the negotiations with the IDSF, said: "TWI will become the television producer of selected IDSF events and will be responsible for the global distribution of live and recorded programmes.

"Working with the IDSF, we will establish the best way of making DanceSport television friendly and develop the exposure it receives around the world, to provide maximum benefit to the sport and sponsors. "We will initially cover six to eight events a year, and we will also establish an archive and create a library of IDSF Championships.

"IMG will examine ways of making the sport attractive to sponsors, and create tailor-made packages to suit the needs of sponsoring companies. Sponsorship provides a vital source of revenue, and is an effective promotional tool for the sport, as companies usually want to market their own involvement through ancillary activities such as advertising and promotions."

Discussions have already taken place over the possibility of changes in the organisation of DanceSport to heighten its appeal for spectators, television audiences and sponsors.

"The IDSF recognises that it must ensure that its televised events will be compelling viewing not only for dancers but for sports enthusiasts and a wider general audience", said Detlef Hegemann.

"We are also aware that in the highly competitive sponsorship market we must develop creative support programmes to offer sponsors the best possible returns for their investment."

Christopher Hawkins, European Amateur Standard Champion 1996, said: "This is terrific news for DanceSport. We have always felt, that it had great potential and now with the support of IMG we are sure that its attraction will become obvious to a much wider audience."

Proposed Changes to IDSF Competition Structure and Administration
Provisional adaptations to the competition structure and the television presentation will be introduced later this year, at the World Games in Lahti, Finland in August.

Changes currently under consideration in the structure of competitions:

• The existing system of visual marking will be adapted to take advantage of state-of-the-art technology.
• The format of the final round will require each couple to perform an additional routine, with only one couple on the floor at a time.
• The introduction of television presentation which highlights the athleticism and excitement of the competitors individual performances and increases the tension as the contest reaches its climax.

• Establishing a pyramid of annual competitive events, culminating in one which is recognised as the Overall World Championships.
• In a timely fashion, offering prize money to medallists at the World Championships to ensure the participation of all the top dancers.
• Selecting Championship venues in countries and cities where highest potential exists, to maximise sponsorship and event-related income.
• Creating two annual events in the United States

IDSF Events in 1998 marketed and televised by IMG/TWI