football marketing ppt
TRANSCRIPT
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Marketing Of Football
By
James Lakra
Jayram V
Nazeem P.V.
Pankaj Kumar
Zanngasung W.S.
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History of The Game
• Tsu' Chu , 2 – 3 BC
• Modern football dates more than 100 years.
• 1863, England
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Beautiful Game: The EUROPEAN WAY
UEFA-Team
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Strategy
Central Marketing
1. Central Revenue Sharing Model
2. Sponsorship Concessions
3. Brand Theme :Prestige & Heritage
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Brand Elements
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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
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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
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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
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Biggest Assets• Fan Base
• Real Madrid - 490 mn • Manchester United – 350 mn • Barcelona FC – 261 mn
• Stadiums • Brand Equity Power• Hospitality
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Revenue Areas
• Match-day Ticket Sales & Hospitality• Broadcasting Rights
• Sponsorships & Endorsements• Dedicated TV Channels & Radios
• Merchandise & Memorabilia• Franchises & Partnerships
• Betting & Gaming• Pre Season Tours
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Innovations
• Mobile Marketing
• Museums & Theme Parks
• Fan-zones
• Financial Services
• Real Estate
• Leasing of Stadia during Off Season
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Football Foundations & Communities
• Relief Work• Education –In Partnership with UNICEF• Charity Work• Community Initiatives
» Drug Abuse» Crime» Social Exclusion» Health Inequalities
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Key Strategy
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Contributing Variables
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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
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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
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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)
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Stars’ Power
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Movies
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Broadcasting & TVs
• Viewership – 900 mn homes in 202 counties• Broadcasting Rights -$ 6 bn Annually
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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
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Franchises
• Coffee Bars
• Restaurants
• Megastores
• Gamplexes
• Online Football Markets
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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.”