Universal objectives

Commercial history

Think global, play local

Longevity

Star qualities

Introduction

Italy

Spain

England

Germany

France

Television and turnover

Who is the world's richest club?

Introduction

FIFA World Cup

Coverage

Sponsorship

European Championships

Coverage

Sponsorship

UEFA Champions League

Coverage

Sponsorship

Broadcasting

Sponsorship

Endorsements

Ambush marketing

Conclusion

Case study: Hyundai

Objectives

World Cup 2002

Euro 2004 and World Cup 2006

Results

Case study: Yahoo!

Objectives

Implementation

Conclusion

Background

Financial investment

What does it take?

Payment splits

Impact on TV rights fees

Television coverage

Attendances

Federation sponsors

Conclusion

Italy

France

England

Germany

Spain

The Netherlands

Switzerland

The essence of an identity

Brand creation

The golden rules of branding

Economic perspective

Football trumps other sports

Club popularity

Media habits

Reactions to sponsorship

Categories of interest

Fans attitudes survey  

Survey conclusion

Fans in the Far East

Latin America

Marketing and the elusive fan

Registration of a trademark

Passing off

David Beckham

Team versus individual

Control of image rights

Impact of adverse publicity

Research: Has adverse publicity affected Beckham's sponsorship potential?

Outsourcing and SportFive

Hertha BSC

Hamburger SV

SportFive portfolio

The outsourcing relationship

Regional variations

Tickets and ticketing

Background

Planning

Strategy

Market knowledge

Real Madrid's Chinese experience

Successful tactics

Keijan's sponsorship of Everton

Future prospects in China

Case study: NEC Nijmegen

Background

Business strategy

Marketing for potential sponsors

How to work with sponsors

Balancing costs

Unique selling points

Achievements

Conclusion

Case study: Charlton Athletic

Background

Sponsorship marketing

Objectives

The sell

Conclusion

Naming rights

Rethinking stadium usage

Case study: Juventus

Stadium project

Young World Project

Conclusion

Arsenal-Emirates naming rights deal

Benefits of new stadia

Points for the future

Stadium costs

Multi-faceted venues

Stadium pariahs

Revenue boosters

Stadium capacity

Revamp or new-build?

Future trends

Conference facilities

Case study: Leicester City Walkers Stadium

Background

Finance

Why build?

Conference facilities

Marketing

Occupancy

Conclusion

E-commerce

Licensing and syndication

Advertising and sponsorship

Betting

Case study: Premium TV

PTV expertise

Football club joint ventures

E-commerce

Facts and figures

Future prospects

Case study: St Pauli

Background

Objectives

Marketing offer

Implementation

Conclusion

Case study: Olympiakos CFP

Background

Marketing background

Licensing

Implementation

Conclusion

Case study: Watford Football Club

Background

Objectives

Strategy

Implementation

Corporate benefits

Conclusion

Case study: London Leisure College

Background

Educational offers

LCC philosophy

The vision

The academy

Club impact

Return on investment

Conclusion

Case study: Avon Insurance

Background

Sponsorship objectives

Contractual terms

Budgets

Programme execution

Conclusion

Sources of funding

Case study: Northampton Town

Background

Objectives

Strategy

Implementation

Sponsorship gains

Conclusion

Case study: Norwich City

Background

Commercial objectives

Implementation

Results

Broader commercial offerings

Traditional football business model

The nature of a fan

Performance impact on revenue

Future prospects for the football business

Case study: Aberdeen

Background

Financial objectives

Commercial objectives

Marketing tactics

New membership drive

New revenue streams

Conclusion

Case study: Arsenal and 02

Objectives

Strategy

The competition

Target audiences

Further plans

Implementation

Benefits

Support

The future

Direct marketing

Data recording

Case study: Plymouth Argyle

Executive summary

Background

Five-year plan

Implementation

Draft strategic plan for discussion

Supporter satisfaction survey

Method

Analysis

Summary of recommendations for action

Season ticket initiatives

Contact and direct marketing

Building a base for the future

Impact of success

Marketing moves

Going up

Pre-season activity

The future

Results

Conclusion

LED perimeter advertising

Virtual advertising

FIFA regulations for the use of virtual advertising

Pre-sponsorship research

Essential information for sponsors

Measurement methods

Communications research

Research effectiveness

Modus operandi

Football specific research

Sponsorship's benefits

Collective selling of broadcasting rights

Clubs licensing media coverage

Salary caps

Player transfers

New transfer rules

Player image rights

Legal issues for French clubs

Case study: Nationwide

Background

Aims and objectives

World Cup predecessors

Marketing and the World Cup

Nationwide - the brand

Marketing activity

Results

Case study: Avaya

Background

Business partners

Sponsorship objectives

Marketing issues

Marketing tactics

Results

Update

Conclusion

Case study: Carlsberg

Objectives

Strategy

Implementation

Results

Conclusion

Fans' attitudes

Merchandising strengths and weaknesses

Opportunities

Strategy

Crafting the message

Building attractive packages

Staff

Facilities

Presentations

Catering

Case study: MasterCard

Background

Objectives

Marketing support

Hospitality

Case study: Nantes-Atlantique

Background

FCNA training school

Financial considerations

Academy pros and cons

Conclusion

Players' agent regulations

FIFA transfer regulations

Option 1: Re-develop existing stadium

Option 2: Re-locate to a new stadium

Areas for improvement

Future pricing

Pricing history

Growing audiences

Supply and demand

Corporate hospitality impact on pricing

TV rights and the European Union

Overseas TV rights