With a resumé that spans over more than three decades of activity, João Lagos Sports is one of the most experienced and respected promoters of events in the world of sports - and its extensive track record speaks for itself, with João Lagos to be distinguished in Sports Gala 2010, the Sports Confederation of Portugal, in the category of 'Business' under the 'Hundred Sports Personalities of the Republic Centennial'.
It all began in 1974 when João Lagos - three times national tennis champion - decided to start with his Tennis School, dedicated to teaching the sport of rackets. Then came the Sotenis, addressed to the organization of events and soon the tennis ball quickly turned into a snowball: never stopped rolling and to increase the current until the formation of João Lagos Sports, which has a portfolio of prestigious tennis events, along with cycling, all-road, sailing, golf, surfing and many other sports, fencing to racing, horse racing without forgetting the popular football.
Currently, João Lagos Sports is the national reference in organizing, promoting and developing premium sports events - subjected to demanding criteria that make them among the largest events held in Portugal in their terms and that also comprising the blend of the best in the world. The criteria are: professional character and inclusion on the international circuit for assigning points to the official rankings, distribution of huge cash prizes, regular character (played annually on the same dates) in official calendars, great media coverage, prestige and international dissemination of a positive image from the country and the sponsors involved, great support from the local public and on television.
ORGANISATION OF EXCELLENCE
- The quality of the created events reinforces the brand values and demonstrates the organization's ability;
- This same capability is based on a formal and informal structure, flexibility of our teams and shared values;
- Strategic vision, commitment, quality, creativity, innovation and quality of implementation are critical success factors;
- A team that has evolved from 'event management' to 'content management and corporatization of brands';
- Our brands are content with personalities, different, that address different consumer profiles, serving the various stake-holders;
- The sports content was in excess, giving rise to an act of 'total communication'.
ORGANIC COMMUNICATION
- The communication platform of the brands represented by Lagos Sports, always emphasizes the 'partner brands' that represent the interests of sponsors;
- The platforms are open to both brands - and limited partners to host the brand personality, an act of total and integrated communication, which we might call 'organizational communication';
Example: Lisbon-Dakar (host brand) and Euromilhões (brand partner)
- Within the brand, the partner's activities are conducted in accordance with its objectives, reaching the various targets with specific tools for branding, advertising, promotion, one-to-one, public relations, media relations and Institutional Partners;
- The platforms also adapt to various internal incentives to sales, publicity, among many others.
UNIQUE MEDIA EXPOSURE
- All brands associated with Lagos Sports enjoy a very wide media coverage on television in Portugal and all over the world (ex. Tennis Masters Cup, the Lisbon-Dakar, Estoril Open, Audi MedCup, Volvo Ocean Race and the Tour of Portugal);
- Is generated beyond the specific programming transmissions (Ex: 'À Volta da Volta' and 'The Portuguese in Dakar');
- Hundreds of accumulated hours of television every year with millions of contacts, high levels of frequency (loyal audience), medium penetration and audience;
- In all printed media and radio, numerous articles, reports, computer graphics, games and hobbies;
- The coverage goes beyond the strict scope of the sport, widening the economic press, social and general information;
- In Lagos Sports events, the associated brands receive the most attention.
LONG AND STEADY RELATIONS
- 'Organic' Communication Proposals allow comprehensive and detailed relations;
- The event planning and operations of the host brand is also done with the brand partner, linking strategies and planning of brands (ex. Dakar and communication needs of the brand 'Lisbon');
- Full respect for each brand within the limits circumscribed by brand/event;
- Sports events are not limited to Lagos Sports in its implementation, but also extended throughout the year, defining territories liaison with partner brands;
- Defined in this way, relationships that extend for years and narrow, giving rise to processes of identification of content with brands.