What is the marketing rationale behind the slogan, “Whoever comes, we’ll welcome everyone”?
Let’s start by asking simple, logical questions about economics and business practices in the checkerboard space. Tell me, what makes the European Blitz and Rapid Chess Championship for boys and girls so attractive, prestigious, and exclusive? How does this tournament differ from any other blitz and rapid tournament, aside from the name? If you can bring anyone, anytime, and as many as you want to it, what, in the words of marketers, is the product’s unique selling point?
Answer to the question in the first paragraph: The product is not unique in any way. It’s impossible to sell a product like this! While such a product solves the psychological and financial problems of the organizers, it will never help promote the product on the market or establish a foothold there.
And as we’ve already said, until the leadership of international federations includes people with professional skills and knowledge in marketing and basic economics—as well as sales managers—draughts will continue to eke out a miserable existence, with local federations run by radical fools, political idiots, and people lacking the will to act.
What can make a sports product unique and contribute to the development of the sport as an attractive and popular one? Here are some basic principles:
- The awards ceremony should be colorful, festive, and imbued with the significance of the event.
Tallinn 2026: The awards ceremony takes place in a forest clearing, the perfect spot for picking berries and mushrooms. The moment is streamed to a phone in a single shot, with the heads of the bride and groom visible in the frame. There’s no need to mention the sound or the solemnity of the occasion. You can forget about marketing elements. There aren’t any.
2. Dress code—a basic rule of good manners. Clothing style sometimes serves as a canvas for marketing decisions.
Tallinn 2026: . Even the organizers didn’t bother to follow the dress code. In the photos from the awards ceremony, you’ll see people in street clothes. It’s a good thing they weren’t carrying a basket, at least. If any of the federation representatives believe that the most important part of an athlete’s outfit is the flag, then they most likely have no idea about basic etiquette themselves. People came to the awards ceremony dressed however they pleased. Shorts, flip-flops, T-shirts, and pants with holes…. It’s as if the competition were taking place among a bunch of hooligans. Where’s the marketing in that?
3. Photos and videos are a marketing tool, just like everything else.
Tallinn 2026: Hire a photographer and a videographer who can do this professionally! The fact that someone took some photos on their own and threw them together with a download option doesn’t matter at all and has nothing to do with sports marketing! Who is pictured in these generic photos? What about the guy in glasses and sandals? Who is this “Guess My Name” crossword puzzle for?
And so on and on and on. And here’s another point:
4. Uniqueness is the product. It means that the BEST are participating in this event. We’re not even talking about the presence of the following element of marketing and product sales:
5. Bonuses are an integral part of sports competitions.
……..You can fill in the rest yourselves. Because nothing in checkers is done professionally at the level of the European Youth Championships for boys and girls. …And not just there.
Tomorrow, the Rapid program will take place under the slogan from the title. And who the hell knows why? Welllll….just to hold it.
Results Rapid