Marketing Of Football

By

James Lakra

Jayram V

Nazeem P.V.

Pankaj Kumar

Zanngasung W.S.

History of The Game

• Tsu' Chu , 2 – 3 BC

• Modern football dates more than 100 years.

• 1863, England

Beautiful Game: The EUROPEAN WAY

UEFA-Team

Strategy

Central Marketing

1. Central Revenue Sharing Model

2. Sponsorship Concessions

3. Brand Theme :Prestige & Heritage

Brand Elements

Premier Leagues & Clubs

• UEFA Champions League

• Europa League• English Premier

League• La- Liga• Serie - A• Bundesliga• Eredivisie

• Real Madrid• Barcelona FC• Manchester United• Bayern Munich• AC Milan• Ajax• Newcastle United

Scenario in Indian Football

• The ‘beautiful game’ is as beautiful and as charming in India as anywhere else in the world.

• National Football League – 1996

• I League – 2007

• Sponsors - Zee Sports, Airtel, ONGC and Nike

• Rs 100 crores deal – Bharti group and AIFF

Indian Football Contd..• Oldest clubs in India

– Mohun Bagan – 1889– Mohammedan Sporting – 1891

• Increasing presence of corporate sponsors• Football is the number 1 game in North-East India,

Kerala and Goa

• Corporate houses like Osian, Piramal, Essel etc. have launched clubs in New Delhi, Pune and Mumbai

• Average earnings of an I-League player Rs.20 Lakhs in 2008

Biggest Assets• Fan Base

• Real Madrid - 490 mn • Manchester United – 350 mn • Barcelona FC – 261 mn

• Stadiums • Brand Equity Power• Hospitality

Revenue Areas

• Match-day Ticket Sales & Hospitality• Broadcasting Rights

• Sponsorships & Endorsements• Dedicated TV Channels & Radios

• Merchandise & Memorabilia• Franchises & Partnerships

• Betting & Gaming• Pre Season Tours

Innovations

• Mobile Marketing

• Museums & Theme Parks

• Fan-zones

• Financial Services

• Real Estate

• Leasing of Stadia during Off Season

Football Foundations & Communities

• Relief Work• Education –In Partnership with UNICEF• Charity Work• Community Initiatives

» Drug Abuse» Crime» Social Exclusion» Health Inequalities

Key Strategy

Contributing Variables

Fan Relationship Management (FRM)

Think about it, if you have a support base of 3,000,000 people and you are able to get half of them (1,500,000) to patronize you with say 80 (Rand,

dollars, pounds, shillings or any currency) a year.

• Community activities, start with your catchment area• School outreach programmes• Songs and match day excitement• Media and PR programmes• Programmes focused on community minorities and women• Make your relationship with fans a continuously learning relationship

Sponsorships

• Shirt Sponsors• Tour Sponsors• Official Sponsors• Kit Sponsors • Endorsements• Stadium Sponsors

• Man-Utd Aon Corp £ 20 mn• Bayern Munich T-Home £17.03m • Real Madrid Bwin £12.78 mn • Chelsea Samsung Mobile £10.73m • Schalke '04 Gazprom £10.22m • AC Milan Bwin £10.22m

The Stars & Deals

• Denilson - $ 30 Mn• Luis Figo - $ 56.1 Mn• Zidane - $ 65.5 Mn• Kaka - $ 91 Mn• Ronaldo - $ 131 Mn• Messi - $ 867 Mn ( Release Clause)

Stars’ Power

Movies

Broadcasting & TVs

• Viewership – 900 mn homes in 202 counties• Broadcasting Rights -$ 6 bn Annually

Merchandise Stores & Sales

• Kits • Training Apparel• Fashion Apparel• Baby Accessories• Equipments

Luggage's Golf Accessories Others

• Home wears• Magazines• Prints & Posters• Souvenirs• Gifts

o Watcheso Jewellery o DVDso Bookso Executive Gifts

Franchises

• Coffee Bars

• Restaurants

• Megastores

• Gamplexes

• Online Football Markets

Thank You

“Impossible is just a big word thrown around by small men who find it easier to live the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”