goal90 project to strengthen football clubs

“Football is not merely a small business, it's also a bad one. Anyone who spends any time inside football soon discovers that just as oil is part of the oil business, stupidity is part of the football

business.” ― Simon Kuper, Soccernomics

In next 90 seconds, you will get a small idea about Goal90.

90 Seconds

What is Goal90?• Goal90 is a project initiated by Sports & Management Research

Institute (SMRI) to professionalize Indian football clubs to make football a profitable business in India to transform Indian football and to make India number one football nation in 90 months.

• The objectives of Goal90 are1.Makeover of football clubs to football business houses with football

club and football academy as strategic business units (SBU)2.Building strong fan base and link fans with football business3.Enhancing the brand values of football clubs for financial stability

and sustainability4.Creating more employment opportunities by expanding club’s

business avenues5.Better rewards for football players and make their lives secured in

every sense6.Making football a great revenue option for the nation

Partners in Goal90Sports &

Management Research Institute (SMRI) Kerala

Football Association

(KFA)

All India Football

Federation (AIFF)

FIFA

Government of India &

Government of Kerala

Football Clubs

Goal90- Macro Parameters

Strengthening existing

football clubs by opening new

ways for financial stability

Creating new strong football clubs by linking

fans directly with football

business

Overtaking cricket in

popularity and sponsor

preference

Goal90- Timelines

90 seconds- You have a small idea about Goal90

90 minutes- (Read the following slides or attend a 90 minutes session on ‘Goal90’ to know

‘Goal90’ in detail90 hours- Workshop for the directors of football clubs to

prepare the framework for the relaunch of their club90 days- Relaunching

preparation and football club relaunch in 90th day

90 weeks- Club is achieving the Operational profitability

90 months- Clubs are achieving at least 80% in Strategic Sports

Business Ranking (SSBR) developed by SMRI

Strategic Sports Business Ranking (SSBR)

Team Performance- 25%Financial Performance- 25%Fan base management- 15%Facility created and managed- 15%Jobs created- 10%Salary paid to players- 5%Innovation- 5%

In next 90 minutes, you will understand Goal90 in detail.

90 Minutes

Why We Need Football?

Entertainment

Employment

Exercise

Endorsement- Marketing opportunity

Economic activity

Football Ecosystem

Football Clubs

Investors & Spons

ors

FansPlaye

rs

Football Governing Bodies Government

3 Masters of football

What the Masters need?

Great Opportunitie

s Great fame & fortune

Great matches

Great players to

loveGreat clubs & teams to

belong

Great return on

investmentGreat brand

value

What Players Actually Need

Wha

t- Great Opportunities- Great fame & fortune How

- More matches & tournaments- Professional clubs & teams- Good salary & rewards- Celebrity status- Endorsement & other income

What Fans Actually Need

Wha

t- Great matches- Great players to love- Great clubs & teams to belong

How

- More matches & tournaments- Match day excitements- Pre-match & post-match excitements - Strong reasons to follow, love & advocate

What Investors/Sponsors Actually Need

Wha

t- Great return on investment- Great brand value How

- Maximum brand visibility- Longevity of events & news- Great goodwill- Great PR tool- Good reach to different strata of community

Who can serve these masters and help them to get what they need?

Only Professional Football Clubs can!!

Key Partners in Football Development

• Upholding National Pride by winning top tournaments

• Ensuring the Health of people• Creating more Employment

opportunities• More economical activity and

revenue

Government

• More football• Promoting and facilitating the

development of football at grass-root level

• Do all it can to engage football teams and clubs in competitions

Football Governing Bodies

Who can help them to do what they need to do?

Only Professional Football Clubs can!!

Types of Football Clubs/teams

Community/Charity clubs

Corporate Clubs

CSR based corporate

clubs

CSR based Departmental

clubs

Celebrity based

franchisee teams

College football teams

Cooperative football clubs

(NEW)

* Now, SMRI is working to create Asia’s first Cooperative Football club in Kerala

IF FOOTBALL IS A BUSINESS, WHY GREAT FOOTBALL CLUBS OWNED BY

GREAT BUSINESS HOUSESLIKE MAHINDRA & JCT STOPPED THEIR

GAME?Mahindra & JCT succeeded in every other business they started. But, failed in football business, because football is

a different business.

What Clubs Actually NeedPr

ofes

sion

al

Club

Wha

t- Great financial stability- Great opposition teams - Great fans & sponsor interest- Great opportunities

How

- Investment, endorsement, gate collection, prize money and other income opportunities - Great players in team- More matches & tournaments- Professional management

Elements of a Great Football Club

Financial stabilityGreat Fans base Great News ValueGreat Performance

How to create great football clubs

Football Game Strategy

Stadium & other facility management strategy

Loyal fans & Investors engagement strategy

Football Business Expansion Strategy

In next 90 hours, the football club management will learn and prepare a strategic football business plan for their

club.

90 Hours

Football Business Workshop

• This workshop will cover the following topics• Strategic Football business• Effective resource mobilization and resource

management for great ROI• Creating strong fan base for better reach and return• Creating a football brand and more

• The clubs will prepare the following• Detailed business plan• Relaunch action plan

In next 90 days, the clubs will prepare for the relaunch and will relaunch the football club in

90th day.

90 Days

Football Club Relaunch

Relaunch will include one or a combination of all the activities listed:• New brand name, brand

identity (brand logo), trademark, tagline or slogans • Brand imagery, online

presence i.e. website, Facebook pages etc.• New Marketing Mix• Advertising, on and offline• Movies, video and show reels• A change in brand profile,

values, mission, goals, story, message, promise, offerings, personality, emotion, behaviours, tone of voice, culture, brand experience, customer care

• potential expansion of target market, brand positioning, brand architecture ...and more

 WHAT'S INVOLVED IN THE RELAUNCH PROCESS ?

1.Prelaunch planning, a brand audit, research and recommendations

2.Application design for all touch points

3.Brand implementation, launch and rollout

4.External communications of relaunch to all relevant stakeholders; customers, media and shareholders

5.Measure of impact and commercial return

90 weeksIn next 90 weeks(< 2years), the clubs will achieve

operational profitability. The clubs will be handhold by the Sports Managers of SMRI

during this period.

90 weeks Outcome

Football clubs create direct employment opportunities for their communities.

Football clubs are large consumers within their own communities, supporting local businesses

Establishing SBUs other than football club & academy

Club profitability

90 MonthsIn next 90 months(< 8 years), the clubs will achieve minimum 80% in Strategic Sports

Business Ranking (SSBR) developed by SMRI.SSBR is the indicator of the health of a

football club.

Strategic Sports Business Ranking (SSBR)

• Team Performance- 25%– Based on match results, goal

scored, goal difference, home & away match results, competitor ratings, fair play ratings etc

• Financial Performance- 25%– Based on various financial ratios

• Fan base management- 15%– Total fan base, home match

spectators, social media mix and new fans base created.

• Facility created & managed- 15%– New facility created for football

business and the % of use of facilities created. User satisfaction ratings on facilities.

• Jobs created- 10%– Total number of jobs available.

Newly created jobs. Indirect jobs created and outsourced job activities

• Salary paid to players- 5%– Compensation of players based on

national mean football player salary. Maintenance of Healthy revenue and wage ratio.

• Innovation- 5%– New practices which helps football

to grow

39/186 C, Mahakavi G Road,Karikkamuri 682011 Ernakulam

Phone: 0484 3018725 Mobile: 999 567 52 59

Web: www.synergians.orgFacebook: www.facebook.com/synergians

For more details, please contactSijin B T,

Chief Sports ArchitectMob: 8891994467 Email: sijin@synergians.org