International Sport(s) Marketing
-
Upload
bert-van-der-auwera -
Category
Sports
-
view
537 -
download
1
Transcript of International Sport(s) Marketing
![Page 1: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/1.jpg)
INTERNATIONALSPORT(S) MARKETING
Lecture at the Ghent University, January 22, 2016
Bert Van der [email protected] | @Bert_VdA
![Page 2: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/2.jpg)
one
THE BASICS
![Page 3: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/3.jpg)
THE SPORTS MARKET IS UNFOLDED BY SPORT(S)MARKETING
Definition?
• Marketing of sports• Marketing through sports
Gray and McEvoy, 2005
• Domains of Sports MarketingFullerton and Russel
Merz, 2008
![Page 4: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/4.jpg)
Sale Image
Spectator Sports Participation Sports
B2C B2B
Sports Products Non-Sports Products
Traditional Approach
Integrated Approach
Licensor Partner
Sponsor Partner
Athlete / Club Organisation
Theme Based
Alignment Based
Product Based
Sports Based
Domains of Sports Marketing
![Page 5: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/5.jpg)
![Page 6: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/6.jpg)
![Page 7: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/7.jpg)
Whatever you want to do…
KNOW WHOYOU ARE
(And write it down in a mission statement)
![Page 8: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/8.jpg)
![Page 9: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/9.jpg)
The Mission Statement
• is sacred
• and the basis of your framework
• which determines your playground
• for everything you do
• and anything you want to achieve.
![Page 10: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/10.jpg)
History can’t be changed
• 1905• Champions: 1955 … 2005/6/10/15• To 2nd division in 1975 ‘til 1989• Financial troubles• Sold to Abramovic in 2003
![Page 11: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/11.jpg)
But the future is yours
![Page 12: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/12.jpg)
If you want to work for a brand
but you can’t live with its past,
then don’t lose any more time
and find yourself another job.
![Page 13: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/13.jpg)
KNOW YOUR FANS
![Page 14: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/14.jpg)
Know your fans
• no two fans are alike
• they all are client and manager in one person
• you have determined the strategy
• they have an opinion
• use it to strengthen your brand
![Page 15: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/15.jpg)
…ALL YOUR FANS
![Page 16: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/16.jpg)
Know your fans
• not all fans are your friends
• not all fans share your values
• fans can destroy your image
• dare to stand up for yourself
• it’s your house, you decide who’s welcome
![Page 17: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/17.jpg)
Know where you are and who’s around you
• know where you operate
• know your opponents
• get a stable spot in your home market
• use that stability to develop yourself
• so you can grow and expand
• no homebase = no base at all
![Page 18: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/18.jpg)
Your origin will always be part of you
• be proud of it
• use the best of it
• claim it
• market it
• it’s the start of your globalisation
![Page 19: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/19.jpg)
two
THE STRATEGY
![Page 20: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/20.jpg)
Never forget…
YOU’LL BE OUTONE DAY
(It’s your role to make sure your brand won’t)
![Page 21: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/21.jpg)
Whatever you want to do…
KNOWLEDGEIS KING
(And lady luck has been replaced by data management as queen)
![Page 22: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/22.jpg)
Individual, linear data Strategyfans and clubs clients and brands
Analytics
![Page 23: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/23.jpg)
Example 1
• Season ticket holder• Regular ticket buyer• Irregular ticket buyer• First time ticket buyer
Different approach but……is there a diversified focus?
And what about invitees, former ticket buyers,…?
Definition of some type of fan
![Page 24: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/24.jpg)
Case: RSCA youngsters
![Page 25: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/25.jpg)
Case: RSCA youngsters
![Page 26: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/26.jpg)
Case: RSCA youngsters
![Page 27: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/27.jpg)
Data management strategies
• are crucial to every other strategic decision
• are a corner stone of whatever CRM system you use
• CRM is a corner stone of your marketing
• CRM gives you the basis to turn your fans into clients
• But… bad data management = bad CRM = bad results
![Page 28: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/28.jpg)
![Page 29: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/29.jpg)
New expectations
![Page 30: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/30.jpg)
New playing field
• you have to win your audience each match night
• the number of options is growing constantly
• consumers pick based on a number of criteria
• but they never pick the option that doesn’t respect them
![Page 31: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/31.jpg)
![Page 32: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/32.jpg)
New possibilities
![Page 33: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/33.jpg)
three
THE BUSINESS
![Page 34: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/34.jpg)
Sports clubs, sports brands…
• are companies
• operating in a market
• competing with other companies
• but sell something all business models hate: emotions
![Page 35: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/35.jpg)
![Page 36: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/36.jpg)
THERE’S ONLY #1
![Page 37: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/37.jpg)
It’s hard to get to the top, but it’s much harder to stay there.
• sports business is about competition
• in a competition, only the best wins
• so try to be the best
• but know your own limits
• and grow step by step
• or all you’ll ever do, is fail.
![Page 38: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/38.jpg)
Know your possibilities
• when your Mission Statement determines
your framework and your vision your goals,
your budget determines your strategy
• work with it and try to make it grow,
complaining about it won’t help anyway.
![Page 39: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/39.jpg)
Know your focus and build around KPI’s
ExperienceDifferentiatePersonalize
ConnectUnite
Quality
![Page 40: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/40.jpg)
Experience
![Page 41: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/41.jpg)
![Page 42: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/42.jpg)
AND THEN EVERYTHING CHANGES
![Page 43: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/43.jpg)
Disruptive moments change the playing field
• Live television & Pay TV
• Bosman arrest
• UEFA Champions League
• Financial Fair Play
• The end of Third Party Ownership ?
![Page 44: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/44.jpg)
The influence of live broadcasting - EPL
• In 1970, the FA Cup final between Chelsea v Leeds United
was watched by a record audience of 20 million people.
• In 1983, the first live match from the Football League since
1960 was screened on ITV.
![Page 45: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/45.jpg)
The influence of live broadcasting - EPL
• In 1992, Sky acquired the rights to broadcast live fixtures
from the newly-formed Premier League in a deal worth
£304 million.
• 2012: BT & Sky - £1.006 / season
• 2015: BT & Sky – £1.712 / season
![Page 46: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/46.jpg)
The Bosman Arrest - Background
• Belgian football player Jean-Marc Bosman wanted to
change clubs at the end of his contract in 1990, but the
high transfer money asked by his ‘former’ club made this
impossible.
• He went to court and win his case in 1995.
![Page 47: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/47.jpg)
The Bosman Arrest - Impact
• From 1995 on, players could change clubs for free at the
end of their contract and nationality clauses ended.
• Players gained the power to negotiate: “pay or I leave”.
• The biggest (and richest) leagues/clubs started to attract
the best players.
![Page 48: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/48.jpg)
TV money & The Bosman Arrest – Best friends
• Due to the growing money coming in from TV, leagues as
the EPL could pay higher wages to players than others.
• Due to the freedom to change clubs, the best players went
to the best paying clubs.
![Page 49: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/49.jpg)
The ultimate league with the ultimate money:THE UEFA CHAMPIONS LEAGUE
• UEFA launched the UCL in 1992 (UEFA Cup 1 before)
• Two big disruptive changes:
• Group Stages (1992) – more top TV matches
• Opening for non-Champions – more famous clubs
![Page 50: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/50.jpg)
The ultimate league with the ultimate money:THE UEFA CHAMPIONS LEAGUE
• 2013 UCL Final: 360 million viewers
• 2012-2015 prize money: € 910 million (2000: € 397m)
• € 500,7m fix + € 409,6m “market pool”
• 2015-2018: +30% but with higher ‘compensation’ towards
UEFA Europa League
![Page 51: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/51.jpg)
UEFA Financial Fair Play to avoid a “banking crisis for clubs”
• Voted in 2009 and implemented from 2011/12 season
• Sanctions to be taken against clubs who exceed spending,
over several seasons, within a set budgetary framework.
• To reduce the huge debts of 3 of the 5 biggest leagues
• To reduce the impact of “investors without limits” (?)
![Page 52: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/52.jpg)
FIFA ending the Third Party Ownership
• Voted in 2014 and implemented from May 1, 2015
• “Third parties” owned “partial rights on players” leading
to the question “who decides on the career of the player”
and leading to criticism of “trading of human beings”.
• Impact will be huge (mainly South America, Portugal,...)
![Page 53: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/53.jpg)
AND THEN… THE WORLD OPENED
![Page 54: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/54.jpg)
Sports are part of a globalised world
• new investors
• new markets
• astronomic budgets
• more and more brands shifted from advertisers to owners
• sports have become an industry
![Page 55: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/55.jpg)
![Page 56: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/56.jpg)
New investors … with new scenarios
![Page 57: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/57.jpg)
International Sports Marketing … by clubs
• The Manchester City case
Vs
• The Manchester United case
![Page 58: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/58.jpg)
Manchester City
• Owned by Sheikh Mansour Al Nahyan (since 2008)
• Abu Dhabi United Group
• Subsidiary: City Football Group (13% sold to Chinese funds)• Manchester City FC (100%)
• New York City FC (w. Yankee Global Ent.)
• Melbourne City FC (100%)
• Yokohama F. Marinos (w. Nissan)
![Page 59: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/59.jpg)
Manchester United
• Owned by [Malcolm] Glazer (USA) (since 2003)
• Also owner of the Tampa Bay Buccaneers (NFL)
• Latest expansion:
Manchester United TV broadcasting in China (2016)
![Page 60: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/60.jpg)
Manchester City
• One brand, many clubs
• Expanding by
local investments
• Building network
of stars
Manchester United
• One brand, one club
• Expanding by
international distribution
• Building network
around stars
Same strategy as… Tomorrowland
![Page 61: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/61.jpg)
![Page 62: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/62.jpg)
![Page 63: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/63.jpg)
THE IMPACT OF REGULATIONS
![Page 64: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/64.jpg)
Many “disruptive moment” are an outcome of (changed) regulations… So, know your legal framework
• it’s looking over your shoulder at whatever you do
• you can try to ignore it but it will knock you down faster
than anything else
• so study it, analyse it, and never forget about it
• and anticipate on changes: be ready first to adapt!
![Page 65: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/65.jpg)
Legislation is everywhere
• Local• National• European• Sports specific (disciplinary / arbitration)• Business• Commercial• IP• Safety & Security• and so many more…
![Page 66: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/66.jpg)
NEVER UNDERESTIMATEEXTERNAL FACTORS
![Page 67: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/67.jpg)
You don’t operate alone
• financial & economical crisis
• investors have smaller budgets, but they want bigger returns
• you know your contacts, but seldom do you know the
decision makers
• the personal connection is gone forever
![Page 68: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/68.jpg)
In a globalised world…
• know what your investors want
• adapt yourself to the market
• analyse all possible risks
• create multiple strategies
• because anything can happen and you can only control yourself,
never the others
![Page 69: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/69.jpg)
In today’s sports
• there is no existing risk management instrument
• there is no existing rating system
• there is no overall licensing system
• UEFA Financial Fair Play might become a first step
![Page 70: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/70.jpg)
Can consumers predict the market?
Track your fans’ actions shift your investmentsspending matrix develop towards the spendings
![Page 71: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/71.jpg)
four
INNOVATION
![Page 72: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/72.jpg)
USE YOUR KNOWLEDGE TO
INNOVATE(AND TO DEVELOP
INNOVATIVE IDEAS FROM OTHERS)
![Page 73: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/73.jpg)
Check where your fans are
![Page 74: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/74.jpg)
And follow them
![Page 75: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/75.jpg)
THE TIMES HAVE NEVER BEEN MORE
EXCITING(SO GO OUT THERE AND EXPLORE)
![Page 76: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/76.jpg)
![Page 77: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/77.jpg)
But… involve your fansif you want them to become customers…
![Page 78: International Sport(s) Marketing](https://reader036.fdocuments.in/reader036/viewer/2022070510/58a732901a28ab84308b4673/html5/thumbnails/78.jpg)
USE YOUR INNOVATION TO
BUILD KNOWLEDGEUSE YOUR KNOWLEDGE TO
INNOVATE