Nobody walks the Road to Birmingham alone. The International Powerlifting Federation (IPF) has now announced that it will design its own advertising campaign for The World Games 2021 (15-25 July 2021) in the US state of Alabama. The International Floorball Federation has also developed similar plans, and encouraged its American Federation to promote the tournament as well. In the same way as the IPF, Floorball had already advertised The World Games 2017 in Poland for the 10th edition with an internal campaign among the fans.
Emanuel Scheiber, IPF General Manager, describes the experience as extremely positive: “It was a big success within our sport and a great promotion for the powerlifting events in Wroclaw. One of the outcomes was a crowded venue and enthusiastic spectators.” The National Forum of Music was sold out on all three days of the competition.
The success is encouraging the federation to go down this path again for The World Games 2021. They want to headline the event in Birmingham, Alabama even earlier than before. Preparations for the campaign have already begun. Emanuel Scheiber: “We want to promote the powerlifting event at The World Games by making use of interview walls or prints on the competition platforms of IPF World Championships.”
The International Floorball Federation had also developed a comprehensive strategy for The World Games 2017 to honour the federation's first official appearance at the multi-sport event within its own fan community. On this basis it is now also possible to design a ‘road-map’ for the route to Birmingham.
Sebastian Riediger, Head of IF and Games Services, welcomes the initiatives: "The World Games are the international highlight for the athletes in the sports and disciplines on the programme. Accordingly, it is important to activate your own fan base and get them enthusiastic about the Games at an early stage.”
The advertising does not only support the association but also strengthens the brand ‘The World Games’ itself. Sebastian Riediger considers the campaigns to be exemplary. "I can imagine that other associations will follow suit when they see how effective these self-initiatives are. We at The World Games are happy to help with appropriate material such as logos, videos and photos." The hash-tags #RoadtoBHM, #WeAreTheWorldGames, #TWG2021 are relevant for all such efforts.
The World Games is a multi-sport event staged every four years by the International World Games Association under the patronage of the International Olympic Committee. The 11th edition of The World Games will be held in Birmingham, Alabama, USA, 15-25 July 2021. 3,600 athletes from over 30 sports and 100 countries will take part in the Games.