Show Me The Money is a fascinating sports marketing handbook that uses football to show how money can be made by clubs, tournaments, federations like FIFA or by individual athletes.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…mehr
Show Me The Money is a fascinating sports marketing handbook that uses football to show how money can be made by clubs, tournaments, federations like FIFA or by individual athletes.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.
Inhaltsangabe
IntroductionPART I: ANALYSIS, STRATEGY AND POSITIONING1 Sport and businessFootball, king of sportsSports propertiesModels of ownershipFootball financeManagement trends2 Sports marketing and productsHail, sports marketer!Products and customersModels of revenueSports marketing vs conventional marketing3 Strategy, positioning and brandThe sports marketer's roadmapWe need positioningFrom the positioning to the brandValidate your decisionsThe business planPART II: MEDIA EXPOSURE AND CRITICAL MASS4 Media exposureTo be or not to be in the pressKnowing the media environmentAuditing contentThe communication planDistributing the contentThe 'non-business' of own mediaSocial networking sites5 In search of the critical massThe value of the critical mass of supportersThe supporter numbers kitThe 'pulling in the punters' mindsetHe who has a database is wealthy beyond wordsWe now have a commercial productPART III: SALES6 Packing the stadiumCrowd attendance and the multiplier effectThe scorecard of factors influencing match attendanceThe exploitation of the stadium diagramThe content of eventsYour place or mine? The case of Juventus7 Hanging up the 'sold out' signThe productsMatchgoers' experience through touch pointsThe six Ps marketing mixTicket sales scenariosConcessions, advertising and other productsThe sales action plan8 Sponsorship rights or bustA tough terrainThe winning three-leaf cloverSolving the sudoku of commercial rightsAdvertising spaces with a life of their own9 Selling Sponsorship FCSponsorship and other forms of commercialisationCompetition and ambush marketingCapturing sponsors, step by stepAuditing and mappingDesigning the sponsorship programmeThe top-notch sales dossierHere it is! The sponsor's money!10 Image rights, TV and licensed merchandiseThe prime time of image rightsThe VIP roadmapThe upheaval in the European television marketThe consolidation of collective selling of rightsSensible commercial exploitation of TV rightsBasic concepts in merchandising managementOutsource and conquer!Red card for piratesPART IV: IMPLEMENTATION11 Lawyer for a dayThe clauses that keep you awake at nightSample football club sponsorship contract12 Implementation par excellenceTouch points in the relationship with the sponsorThe sports marketer's renewal mentalityMarking the sponsorThe ten commandments for successful sponsorship13 The proud sponsorSponsorship vs conventional advertisingActivation, activation, activationThe 360° action planCase studies: Audi, Nike, Coca-Cola, Mahou14 The 'Ballon d'Or' sports marketerThe first eleven and the technical staffEleven sales techniques that workEleven skills for winning the Ballon d'OrThe eleven files in the new minister's briefcaseBibliographyAcknowledgementsIndex
IntroductionPART I: ANALYSIS, STRATEGY AND POSITIONING1 Sport and businessFootball, king of sportsSports propertiesModels of ownershipFootball financeManagement trends2 Sports marketing and productsHail, sports marketer!Products and customersModels of revenueSports marketing vs conventional marketing3 Strategy, positioning and brandThe sports marketer's roadmapWe need positioningFrom the positioning to the brandValidate your decisionsThe business planPART II: MEDIA EXPOSURE AND CRITICAL MASS4 Media exposureTo be or not to be in the pressKnowing the media environmentAuditing contentThe communication planDistributing the contentThe 'non-business' of own mediaSocial networking sites5 In search of the critical massThe value of the critical mass of supportersThe supporter numbers kitThe 'pulling in the punters' mindsetHe who has a database is wealthy beyond wordsWe now have a commercial productPART III: SALES6 Packing the stadiumCrowd attendance and the multiplier effectThe scorecard of factors influencing match attendanceThe exploitation of the stadium diagramThe content of eventsYour place or mine? The case of Juventus7 Hanging up the 'sold out' signThe productsMatchgoers' experience through touch pointsThe six Ps marketing mixTicket sales scenariosConcessions, advertising and other productsThe sales action plan8 Sponsorship rights or bustA tough terrainThe winning three-leaf cloverSolving the sudoku of commercial rightsAdvertising spaces with a life of their own9 Selling Sponsorship FCSponsorship and other forms of commercialisationCompetition and ambush marketingCapturing sponsors, step by stepAuditing and mappingDesigning the sponsorship programmeThe top-notch sales dossierHere it is! The sponsor's money!10 Image rights, TV and licensed merchandiseThe prime time of image rightsThe VIP roadmapThe upheaval in the European television marketThe consolidation of collective selling of rightsSensible commercial exploitation of TV rightsBasic concepts in merchandising managementOutsource and conquer!Red card for piratesPART IV: IMPLEMENTATION11 Lawyer for a dayThe clauses that keep you awake at nightSample football club sponsorship contract12 Implementation par excellenceTouch points in the relationship with the sponsorThe sports marketer's renewal mentalityMarking the sponsorThe ten commandments for successful sponsorship13 The proud sponsorSponsorship vs conventional advertisingActivation, activation, activationThe 360° action planCase studies: Audi, Nike, Coca-Cola, Mahou14 The 'Ballon d'Or' sports marketerThe first eleven and the technical staffEleven sales techniques that workEleven skills for winning the Ballon d'OrThe eleven files in the new minister's briefcaseBibliographyAcknowledgementsIndex
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