ENDORSEMENT KIT 2013/14

www.mohammedaman.com

C62 SPORTS MARKETING

Company Overview

About Us

C62 Sports Marketing is a division of C62 Media Group dedicated to managing successful careers for promising and professional athletes. We offer our clients the comprehensive representation and career management services that are essential for launching and maintaining a rewarding sports career. C62s team assists athletes in connecting with their fans, the media and marketing partners. C62 Sports Marketing is responsible for Mohammed Amans marketing strategy and public relations activities, including the design and maintenance of recently launched website, www.mohammedaman.com, social media management, and marketing endorsement strategy.

Our endorsement
philosophy

C62 Sports Marketing and all its clients are interested in pursuing partnerships with companies and organizations dedicated to the development of communities in Ethiopia and around Africa. Our clients aim to endorse products and services that have the potential to substantially ameliorate peoples quality of life. C62 envisions sports as being an opportunity to help varied demographic groups make educated and practical decisions in the marketplace that will accelerate the socioeconomic growth of the region.

C62s team assists athletes in connecting with their fans, the media and marketing partners.
C62 Media Group is a communication strategy and publishing firm focused on creating lasting value for our audiences and clients. We develop high-quality media platforms (including Addis Life and Selamta, the official inflight publication of Ethiopian Airlines) that deliver compelling and useful content to our audiences. We also deliver world-class advisory and creative services to our clients. From our offices in Addis Ababa and Dubai, we serve customers and clients from around the world. We sincerely believe that the media sectorwhen operated with excellence and integritycan have massively positive impact on our world. marketing, or communications, please contact us.

C62 MEDIA GROUP

C62 COMMUNICATIONS

AGENCY C62

C62 SPORTS MARKETING

About Mohammed Aman

Profile

Mohammed Aman is the current 800 meters (m) IAAF World Indoor & Outdoor Champion, 2012 and 2013 Diamond League Champion, and Ethiopian National Record Holder. At only 19 years of age, he is an up-and-coming middle distance runner and one of the brightest shining stars on the Ethiopian Athletics scene. Born and raised in Asella, Ethiopia, he comes from a region that has fostered some of the most talented Ethiopian runners of all time including Hail Grebe-Selasie, Kenenisa Bekele, and Derartu Tulu. Aman is the first Ethiopian to win a Gold Medal in the 800m at the World Championships and the first Ethiopian that has successfully made the 800m his main event. Starting in 2014 season, Aman also plans to compete in the 1500m. Thanks to his many victories and young age many around the world view Aman as the new torch bearer for Ethiopian Athletics. However, given his past record, Amans landmark victories and his formidable results in the 2013 season are hardly a surprise. After winning the 800m title at the 2009 African Junior Athletics Championships, he became the inaugural winner of the 1000m race at the 2010 Youth Olympics in Singapore. Aman quickly followed by defending his 800m title at the 2011 African Junior Athletics Championships. Again, in 2011 he won a silver medal in the 800m at the 2011 World

Youth Championships. In the same year, he qualified and finished 8th at the 2011 World Championships, yet he still managed to establish an Ethiopian record. He first gained international recognition when he ended David Rudishas (current world champion and record holder) 34-meet winning streak at the Notturna di in Milano, Italy (September 2011). He continued his success in his first full season at senior level competition in March at the 2012 International Association of Athletics Federations (IAAF) World Indoor Championships; he won the 800m and was also the youngest Gold medalist at the games. He finished a disappointing 6th at the 2012 London Olympics, recording a personal best and another National Record (1:43.20). He quickly put aside his Olympic adventure and won the Stockholm leg of the IAAF Diamond the following week. He entered the Zurich Diamond League race trailing David Rudisha by 2 points. He ran another Personal Best, set a new National Record (1:42.53), and defeated Rudisha; his second victory over Rudisha and a win that made him the 2012 Diamond League 800m Champion. 2012 was an excellent breakout season for Aman, and the 2013 season began where he left off in 2012winning. He kicked off the indoor season in Moscow at the Russian Winter Meeting by competing in the 600m. His landslide victory was the third fastest 600m indoor time

in history, recording a time of 1:15.6 (World Junior Record). His first 800m (indoor) race came at the XL Galan in Sweden, where he obliterated his competition and recorded a World Leading time of 1:45.05. Amans first outdoor race was at the Penn Relays in the USA. He competed in the Distance Medley Relay (DMR) as the 800m member of a strong Ethiopian team. Amans first Diamond league race was in Qatar, where he finished a close second to Rudisha. Then followed with a string of 9 victories: Prefontaine Classic*, Rome*, Morocco, Ostrava, Birmingham*, Lausanne,* Moscow, Berlin, and Brussels* (*Diamond League) He clinched the 800m IAAF World Championship in Moscow. Although he entered the Brussels leg already having clinched the 2013 Diamond Race (800m) by a significant margin; he set a new Ethiopian National Record, the 2013 World Leading time, and became the 9th fastest runner of all-time (1:42.37) Aman capped the season with a nominee for the 2013 IAAF World Athlete of the Year. With youth on his side, his ambitions to step up to the 1500m next season, and his long-term goals set on an Olympic gold medal and the 800m World Record: it is no surprise many regard him as the bearer of the hopes of a nation where athletics is more than just a sport, but a way of life.

Professional Achievements 2013 IAAF Athlete of the Year nominee 2013 IAAF World Outdoor Champion 2013 Diamond League Champion 2012 IAAF World Indoor Champion 2012 Diamond League Champion

Personal Bests 800m (outdoor): 1:42.37 800m (indoor): 1:45.05 600m (indoor): 1:15.60 1000m (outdoor): 2:19.54 1500m (outdoor): 3:43.52

2013
800m 800m 800m 800m 800m 800m 800m 800m 800m 800m 800m-DMR 800m 600m

TIME
1:42.37 (NR, WL) 1:43.97 1:43.31 1:43.33 1:45.18 1:43.78 1:43.61 1:44.37 1:44.42 1:44.21 1:44.00 1:45.05 (WL) 1:15.60

PLACE
1st 1st 1st- GOLD 1st 1st 1st 1st 1st 1st 2nd 1st - Team 1st 1st

RACE
Belgacom Memorial Van Damme* ISATF Berlin IAAF World Championship Athletissima* Sainsburys Grand Prix* Ostrava Golden Gala* Meeting International Mohammed VI dAthletissme Prefontaine Classic* Qatar Athletic Super Grand Prix* Penn Relays Carnival XL Galan (Indoor) Russian Winter Meeting (Indoor)

LOCATION
Bruxelles, BGM Berlin, GER Moscow, RUS Lausanne, SWZ Birmingham, GBR Ostrava, CZE Rome, ITA Rabat, MOR Eugene, USA Doha, QAT Philadelphia, USA Stockholm, SWE Moscow, RUS

2012
800m 800m 800m 800m 800m 800m 800m 800m-DMR 800m 800m

TIME
1:43.62 1:42.53 1:43.56 1:43.20 1:43.51 1:43.58 1:43.74 1:45.20 1:44.32 1:48.36

PLACE
1st 1st 1st 6th 1st 1st 2nd 3rd-Team 1st 1st - GOLD

RACE
ISATF Berlin Weltklasse Zurich* DN Galan* XXX Olympic Games Colorful Daegu Championships Meeting International Mohammed VI dAthletissme Prefontaine Classic* Penn Relays Carnival Meeting Lille Metropole IAAF World Indoor Championships

LOCATION
Berlin, GER Zurich, SWZ Stockholm, SWE London, GBR Daegu, KOR Rabat, MAR Eugene, USA Philadelphia, USA Lille,FRA Istanbul, TUR

September 2011 - First victory over Rudisha

March 2012 - World Indoor Champion

August 2012 - London Olmypics

August 2012 - Zurich Diamond League

September 2013 - Bruxelles Diamond League August 2013 - World Outdoor Champion

Digital Media

Website

Mohammed Amans website, www.mohammedaman.com, is a platform for his fans to learn more about him, find information about his races, interact on social media, and much more. Screen shots of his website are pictured on this page.

Social Media

Social media has provided Mohammed Aman outlet with which to express his love for his sport and country. Aman is an avid social media user with active Facebook, Twitter, and YouTube accounts

Press & Media

Media Coverage and Exposure

Mohammed Amans career and accomplishments have been extensively documented by international, African, and Ethiopian media. In addition to the collage of multiple Ethiopian press clippings pictured below; the following page contains international media clippings of the last months of the 2013 season (August-September).

NEWS

For daily athletics news, go to athleticsweekly.com

MIDDLE-DISTANCE: ETHIOPIANS FIRST INTERNATIONAL WAS IN FALKIRK AGED 15

Follow AW at twitter.com/athleticsweekly

Belgrave comments were OTT

LIKE most people, we here at AW deplore performanceenhancing doping and drugstracking, so if Belgrave Harrier Alvaro Lozano turns out to have been involved in wrongdoing then we will join in the denunciation of him (p28-29). But it is unfair to castigate a team manager or even a whole club because they happen to have selected him on one occasion. A bit of friendly rivalry between clubs is healthy, but we look forward to seeing battle resume at the autumn road and cross-country relays rather than on Twitter. Paul Halford, News editor

Aman recalls Scottish experience

MARK SHEARMAN

MOHAMMED AMAN is the only man to have beaten 800m world record-holder David Rudisha at their main distance over the past three seasons and was among the winners at last weekends Sainsburys Grand Prix in Birmingham, but his rst taste of international competition was actually on British soil as a 15year-old in 2009, writes Jason Henderson. Back then, at the Falkirk Cup in Grangemouth in late August 2009, the young Aman beat Colin McCourt and Guy Learmonth in the 800m with a time of 1:52.70. Since then, the Ethiopian has improved to 1:42.53, won the world indoor title in 2012 and notably handed Olympic champion Rudisha defeat in Milan in 2011 and again in Zurich last year. Yes, I remember racing there (in Falkirk) very well, he told AW last weekend in Birmingham. It was my rst long trip. I remember everything about it.

Mohammed Aman: world 800m hopeful

The meeting was also notable for four members of the Ethiopian squad in Scotland going missing from the team hotel in an attempt to seek asylum in the UK. Aman, however, stayed with his team and has gone on to become one of the favourites to lift the world 800m title in Moscow in August, especially with fears

Rudisha might not compete due to injury. I really want to win in Moscow to win gold for my country, said Aman. On his race in Birmingham, where he held o a eld that included Andrew Osagie, he said: It wasnt too easy because it was quite windy and I was leading into the wind. I was a little tired. But he added: Im in good form and plan to race in Lausanne, then back into training before Moscow. Might he race at the Sainsburys Anniversary Games in London in late July? Maybe, he smiled. Certainly, the lightly built African has strong ties with the UK. In addition to that early race in Scotland, he has raced indoors and outdoors in Birmingham and, of course, the London Olympics. Whats more, the day after talking to AW he popped up on a Twitter photo sitting next to Olympic champion Mo Farah on a flight to Switzerland.

More Turkish dopers found

THE Turkish Athletics Federation has claimed it is doing enough to combat doping while admitting that 24 of its countrys athletes had tested positive this year. Esref Apak, the 2004 Olympic hammer silver medallist, is among eight athletes last week being named by media as contributing to that gure. Long jumper Kaan Sencan, 400m hurdler Elif Yildrim, hammer throwers Isa Can and Fatih Eryldrm, high jumper Umut Aday and middledistance runners Ummuhani Karacadir and Narin Kahraman were also implicated, according to reports. This followed news earlier this year of positive test results for high-prole athletes for Olympic 1500m champion Asli Cakir and European hurdles champion Nevin Yanit. TAF chairman Mehmet Terzi said: No athlete or coach is being protected. Our approach to this issue has always been zero-tolerance. He added: I may retire if I have made huge mistakes.

Farahs visit to the Palace

ARENT you sick of winning medals yet? Prince Charles asked Mo Farah as he presented him with his CBE last week. The double Olympic champion was at the Palace after being named in the New Years Honours list this year. Farah, whose busy week ahead of the Sainsburys Grand Prix also included appearances at Wimbledon and on The One Show, said: I never in my life imagined coming to Buckingham Palace. I remember running past it in the mini-marathon as a kid when I was 13 and thinking it was so beautiful and taking pictures of the lion, so coming inside and receiving this award is great. Much was made in the media over Farah not being knighted following his exploits in London, but if he carries on winning then it may not be very long before he is invited to pay a return visit to the Palace.
PRESS ASSOCIATION

Prince Charles: with Mo Farah CBE

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ATHLETICS WEEKLY | 27

AW July 4 News 26-27.indd 2

02/07/2013 15:15:06

Our Process

The diagram shown below serves as a preliminary guideline of our process. Using this process, we develop insightful solutions tailored specifically to the unique needs and expectations of our clients.

Every project is the result of our individual

Research

Research is our initial step, in order to uncover the challenges and insights that will inform the development of purposeful and effective strategies.

talents and collective respect for our clients core missions and business goals.

Consultation

Consultation is the next step in our process. We sit down with the concerned parties to discuss and understand their exact endorsment and sposorship needs.

We provide communication services which develops effective solutions to our clients strategic needs using a range of creative and advisory capabilities.

Communication Strategy

Based on our consultation with, an effective communication startegy is generated.

Implementation

Our final phase is the implementation of the communication campaign.

Creating an endorsement campaign is like making a meal; if you start with quality ingredients, you will end up with a gourmet dish. At C62, we work with high quality components (whether its world class athelets, creative content, materials...) in order to create and deliver excellent finished products.

+251116180365 // dawit@c62media.com // www.c62media.com