3 questions for…
What is the significance of TIMBERSPORTS® to STIHL?
Raimondo Napoleone TIMBERSPORTS® is an important marketing tool and an irreplaceable multiplier. It charges the brand with emotion, appeals to new and younger target groups, and introduces them to STIHL. As such, TIMBERSPORTS® serves as an efficient communication tool to reach our target groups on a daily basis with appealing and relevant content. Which is precisely why we apply the same high-level quality standards when running TIMBERSPORTS® events as we do everywhere else at STIHL. We know this is seen and it really pays off. Large attendance numbers at our arena events, as well as millions of views on our social media channels and third-party online platforms are the proof. That’s how we know that TIMBERSPORTS® leaves a lasting impression.
How does TIMBERSPORTS® go from Waiblingen out into the world?
Napoleone TIMBERSPORTS® isn’t just a German project by any means. Thanks to the various national series, we have events happening in 20 countries on four continents. We in Waiblingen provide the framework conditions for a high-quality, strategic implementation. We also oversee the international competitions, such as the world championships. The TIMBERSPORTS® team also invests a lot of energy in media marketing to ensure global visibility for the competitions. Besides specific TIMBERSPORTS® channels, the series works together with various media partners, including Sport1 in Germany and La Chaine l’Équipe in France, which even dedicated an entire week to TIMBERSPORTS® 2021 specials. In addition, we have partnerships with TV broadcasters such as CBS (U.S.), TSN (Canada), and 7 Network (Australia). The biggest feather in our cap so far was getting DAZN on board, a leading, global sports streaming service that is home to the most important international soccer leagues and other popular sports, and broadcast top international competitions in Germany, Italy, Austria, and Switzerland for the first time in 2021. This goes a long way in strengthening our image as a serious sports series.
Which other channels are used to increase your reach?
Napoleone Live TV and online broadcasts are especially important for us now during the pandemic, with many competitions still having to take place without spectators. That was the reasoning behind our decision to greatly increase the number of live broadcasts over the last two years. It allowed us to offer fans more live sports. So far, our analysis has shown that the TIMBERSPORTS® media work across the STIHL Group has enabled us to reach a total of 791 million people worldwide, bringing the series and, by extension, the STIHL brand straight to them. As I said previously, social media is a key pillar when it comes to us reaching new and younger target groups, as it is where they prefer to consume content.
Raimondo Napoleone (34), STIHL’s man for the international STIHL TIMBERSPORTS® Series and the management of the TIMBERSPORTS® brand.