Show Me the Money!
Bloomsbury Sport (Verlag)
978-1-4729-0302-0 (ISBN)
How do football clubs make their money? How do clubs become global brands, and their stars recognised throughout the world?
- FIFA grossed over £2.3 billion from the 2010 World Cup in South Africa.
- The Champions League generates UEFA more than £1 billion in annual revenue.
- Sixty-five per cent of all the money spent on players in Ligue 1 in France for the 2012/13 season was spent by just one club – Paris Saint-German.
- Real Madrid’s revenues increased 7 per cent in 2011/12 to €512 million, the highest in the world of -football for the eighth consecutive year.
The sums of money that bounce around elite football are staggering. Having revolutionised the sports marketing revenue streams for FC Barcelona, Esteve Calzada understands the numbers like no one before him.
Full of real-world examples taken from his experiences at the frontlines, Esteve Calzada details how to get media presence, attract fans and generate revenue through the smart exploitation of facilities, sponsorships, television rights, players’ image rights and the management of licensed products.
This is a guide to sports marketing, but not a dry textbook. It is essential reading for sports marketers and sports marketing students, but fascinating to anyone interested in sport and the cascades of money in football.
Esteve Calzada is a senior advisor at Manchester City FC. As chief marketing and commercial officer at FC Barcelona, he made a major contribution towards the commercial transformation that saw the club increase its revenue from €120 million to over €400 million per year, representing a sea change in sports marketing. He is globally renowned for his insight and track record. He was one of the founders of Leo Messi Management, the company that exploits the image rights of Argentinean global football star, and is a FIFA players' agent.
Introduction
PART I: ANALYSIS, STRATEGY AND POSITIONING
1 Sport and business
Football, king of sports
Sports properties
Models of ownership
Football finance
Management trends
2 Sports marketing and products
Hail, sports marketer!
Products and customers
Models of revenue
Sports marketing vs conventional marketing
3 Strategy, positioning and brand
The sports marketer’s roadmap
We need positioning
From the positioning to the brand
Validate your decisions
The business plan
PART II: MEDIA EXPOSURE AND CRITICAL MASS
4 Media exposure
To be or not to be in the press
Knowing the media environment
Auditing content
The communication plan
Distributing the content
The ‘non-business’ of own media
Social networking sites
5 In search of the critical mass
The value of the critical mass of supporters
The supporter numbers kit
The ‘pulling in the punters’ mindset
He who has a database is wealthy beyond words
We now have a commercial product
PART III: SALES
6 Packing the stadium
Crowd attendance and the multiplier effect
The scorecard of factors influencing match attendance
The exploitation of the stadium diagram
The content of events
Your place or mine? The case of Juventus
7 Hanging up the ‘sold out’ sign
The products
Matchgoers’ experience through touch points
The six Ps marketing mix
Ticket sales scenarios
Concessions, advertising and other products
The sales action plan
8 Sponsorship rights or bust
A tough terrain
The winning three-leaf clover
Solving the sudoku of commercial rights
Advertising spaces with a life of their own
9 Selling Sponsorship FC
Sponsorship and other forms of commercialisation
Competition and ambush marketing
Capturing sponsors, step by step
Auditing and mapping
Designing the sponsorship programme
The top-notch sales dossier
Here it is! The sponsor’s money!
10 Image rights, TV and licensed merchandise
The prime time of image rights
The VIP roadmap
The upheaval in the European television market
The consolidation of collective selling of rights
Sensible commercial exploitation of TV rights
Basic concepts in merchandising management
Outsource and conquer!
Red card for pirates
PART IV: IMPLEMENTATION
11 Lawyer for a day
The clauses that keep you awake at night
Sample football club sponsorship contract
12 Implementation par excellence
Touch points in the relationship with the sponsor
The sports marketer’s renewal mentality
Marking the sponsor
The ten commandments for successful sponsorship
13 The proud sponsor
Sponsorship vs conventional advertising
Activation, activation, activation
The 360° action plan
Case studies: Audi, Nike, Coca-Cola, Mahou
14 The ‘Ballon d’Or’ sports marketer
The first eleven and the technical staff
Eleven sales techniques that work
Eleven skills for winning the Ballon d’Or
The eleven files in the new minister’s briefcase
Bibliography
Acknowledgements
Index
| Erscheint lt. Verlag | 12.9.2013 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 153 x 234 mm |
| Gewicht | 426 g |
| Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft |
| Sport ► Ballsport ► Fußball | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Schlagworte | Geld; Ratgeber |
| ISBN-10 | 1-4729-0302-1 / 1472903021 |
| ISBN-13 | 978-1-4729-0302-0 / 9781472903020 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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