Sports Media Relations
TRACCS generated 1,000 editorial clippings valued $2.5 million and handled over
300 journalists attending the UAE vs. Brazil football match held in Abu Dhabi in
November 2005 as well as negotiating front page promotional coverage in two of the
UAE’s leading newspapers at no additional cost to the organizers.
BRAZIL VS ABU DHABI FOOTBALL
In the 4th quarter of 2005 TRACCS was commissioned by Grand Champion, the Hungarian based
international sports management company, to handle all media relations for the UAE vs. Brazil
football match scheduled to take place November 11, 2005. The agency provided an extensive
media relations campaign that included three major press conferences of which the last one was
attended by more than 120 journalists representing local, regional and international media
(including 10 television channels). Although the match itself was not well attended due to timing
and the fact that Emiratis were not used to paying admission to watch football games, the media
generated by the efforts of the agency was very strong.
More than 1,000 editorial clippings were generated with an equivalent advertising value of $2.5
million dollars, including one-on-one interviews, features and press releases written and
distributed on behalf of Grand Champions, the Brazilian Team and about the match itself.
The Agency set up and manned a press centre at the stadium during the match, serving more
than 300 journalists attending the matches.
The Agency also organized promotions for the UAE vs. Brazil event in key UAE publications,
including Emirates Today and Al Emarat Al Yaum, valued at more than 500,000 UAE Dhirhams.
TRACCS was the first public relations agency ever to succeed in securing the front page of
Emirates Today for the sake of a promotion. The Emirates Today and Emerat Al Yaum promotion
resulted in a daily strip announcing match results immediately under the front page headline, for 8
days in both papers plus a full page colour ad in each paper running simultaneously. The
promotion was negotiated by TRACCS as a barter deal in return for tickets and signed footballs
used as prizes for readers participating in a competition. The promotion did not cost the
organizers anything except the fees to the agency, footballs and free tickets.