Show Me the Money!: How to Make Money through Sports MarketingShow 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. |
Contents
3 | |
2 Sports marketing and products | 17 |
3 Strategy positioning and brand | 25 |
MEDIA EXPOSURE AND CRITICAL MASS
| 49 |
4 Media exposure | 51 |
5 In search of the critical mass | 69 |
SALES
| 81 |
6 Packing the stadium | 83 |
10 Image rights TV and licensed merchandise | 175 |
IMPLEMENTATION | 195 |
11 Lawyer for a day | 197 |
12 Implementation par excellence | 209 |
13 The proud sponsor | 223 |
14 The Ballon dOr sports marketer | 239 |
251 | |
Acknowledgements | 252 |
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Common terms and phrases
AC Milan achieve activities advertising impacts advertising spaces agreement ambush marketing Atlético Madrid attendance Audi Barça brand Camp Nou channels clauses clients club club’s commercial exploitation commercialisation companies competition conventional advertising coverage database David Villa decisions distinguishing symbols example exclusive Facebook factors fans FC Barcelona FIFA football geographical area goal identify image rights investment Juventus La Liga licensee Liga logo Mahou Manchester United match media exposure merchandising negotiation Nike official sponsor organised players positioning possible potential Premier League promotional property’s Real Madrid revenue roadmap sales dossier sell shirt social networking sites Spanish national side sponsorship contract sponsorship deals sponsorship programme sporting results sporting success sports marketer sports marketer’s sports property stadium strategy supporters ticket sales tittt touch points tournament TV rights UEFA Champions League Utd Man Utd World Cup