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Оргкомитет «Сочи-2014» сообщил, что закончил прием заявок на статус спонсора Игр по категории «нефть». Сейчас завершается конкурс, победитель которого будет объявлен до 21 февраля, рассказал гендиректор оргкомитета Дмитрий Чернышенко. На эту дату назначено заседание президиума Совета по спорту под руководством премьер-министра Владимира Путина и оргкомитет хотел бы порадовать его участников информацией о новом маркетинговом партнере, объясняет он. По его словам, о желании стать национальным спонсором «золотой» категории заявили четыре крупнейшие нефтяные компании. Это значит, что каждая из них готова потратить на поддержку олимпийского движения в ближайшие шесть лет не менее $100 млн деньгами, продукцией и услугами.
Процедура конкурса такова: если одна из заявок превосходит по сумме остальные на 20%, то победитель объявляется сразу. Если нет - проводится аукцион. «Пока у нас есть основания полагать, что аукцион состоится», - говорит Чернышенко.
За статус спонсора борются «Роснефть», «Лукойл», «Татнефть» и TНК-BP, рассказали чиновник Министерства спорта и туризма и источник, близкий к оргкомитету. «Роснефть» участвует в конкурсе и надеется на победу, сообщил источник, близкий к компании; официальные комментарии на этот счет «Роснефть» не дает. Президент «Лукойла» Вагит Алекперов ранее не раз заявлял о намерении спонсировать русскую Олимпиаду, но представитель «Лукойла» Дмитрий Долгов сказал «Ведомостям», что компания не подавала заявку на конкурс. ТНК-BP проявляла интерес к спонсорству, но пока не определилась, будет ли участвовать в аукционе, сообщил сотрудник этой нефтяной компании; представитель компании интерес к спонсорству подтвердил, но подробности сообщить отказался. Представители «Татнефти» вчера не смогли прокомментировать планы компании.
«Мы не хотим официально подтверждать свое участие в конкурсе, так как у нас нет уверенности в том, что мы его выиграем», - объяснил сотрудник одной из нефтяных компаний нежелание общаться на эту тему. Со всеми компаниями у оргкомитета подписано соглашение о конфиденциальности, напоминает Чернышенко.
Как и все спонсоры «Сочи-2014», нефтяники получат право использовать символику Сочи-2014 в течение шести лет (2009-2014 гг.), а кроме того, станут партнерами российской олимпийской сборной до 2016 г. (и смогут использовать этот статус в своей рекламной кампании). Помимо этого нефтяной спонсор сможет развивать олимпийскую инфраструктуру, например строить сеть заправок на трассе Москва - Дон и обслуживать строящуюся яхтенную марину в Сочи, объяснил сотрудник оргкомитета, поэтому компании смогут вернуть спортивные инвестиции. По его словам, инфраструктурные проекты обсуждаются отдельно с каждым претендентом и будут закрепляться дополнительными соглашениями. Сотрудник одной из нефтяных компаний ожидает, что спонсор получит право снабжать нефтепродуктами и олимпийские стройки Сочи. Он затруднился оценить возможный объем поставок.
Поставка нефтепродуктов может оказаться прибыльной для нефтяных компаний, располагающих действующей инфраструктурой в регионе (перерабатывающие заводы, нефтехранилища и т. д.), например для «Роснефти» и «Лукойла», считает аналитик «Юникредит секьюритиз» Павел Сорокин. Но утверждать это можно будет лишь после того, как государство определит закупочные цены, добавляет он. Строительство АЗС на трассе Москва - Дон Сорокин считает инвестиционно привлекательным проектом, учитывая растущую загруженность этого направления.
Чернышенко надеется, что сумма нефтяного контракта будет рекордной для категории, ссылаясь на опыт выбора первого национального спонсора. В январе «Ростелеком» и «Мегафон» подписали самый дорогой в истории олимпийского движения контракт для национальных телекоммуникационных спонсоров. Они в течение шести лет выплатят оргкомитету $130 млн и на такую же сумму предоставят услуги связи. Предыдущий рекорд принадлежал оператору Bell Canada, заплатившему за право спонсировать Ванкувер-2010 на $100 млн.
В этом году оргкомитет выберет еще четырех «золотых» национальных спонсоров в категориях «банки», «газ», «одежда-обувь», «металлургия». «Мы ведем переговоры с Международным олимпийским комитетом об открытии дополнительной категории - «авиаперевозчик», - говорит Чернышенко. Он рассчитывает, что, несмотря на кризис, оргкомитет получит от маркетинговых программ доход в $800 млн, что в 1,5 раза превышает прогноз, составленный два года назад.
Спонсоров привлекает возможность развивать слабую инфраструктуру Сочи, считает Эд Хула, главный редактор издания Around the Rings, освещающего олимпийское движение. По его словам, в Пекине спонсоры также считали выгодным участвовать в инфраструктурных проектах. Например, General Electric за счет спонсорства Игр в Пекине получила в Китае дополнительную выручку от продажи оборудования на $800 млн.
Олимпийское спонсорство для российских компаний - это возможность показать свою лояльность властям: спонсорский статус фактически позволяет вступить в партнерские отношения с государством, добавляет директор по спорту агентства Brand Action Group Максим Белицкий. С точки зрения маркетинга Олимпиада больше интересна глобальным компаниям, а наши могут добиться решения маркетинговых задач на национальном рынке за гораздо меньшую сумму, учитывая ситуацию на рекламном рынке, добавляет он.
В подготовке статьи участвовали Ирина Малкова, Ринат Сагдиев, Кирилл Корюкин
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