Marketing and Football An international perspective potx

Marketing and Football
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Marketing and
Football
An international perspective
Edited by
Michel Desbordes
AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD
PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
Butterworth-Heinemann is an imprint of Elsevier
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First edition 2007
Much of this book was originally published as Marketing
et football: une perspective internationale, by Presses
universitaire du sport
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Contents
List of figures vii
List of tables xi
Contributors xiii
Series preface xxi
Series editor information xxiii
Acknowledgements xxv
Introduction: new directions for marketing in football 1
Part 1: Marketing football in Europe 17
A – The general state of football marketing in Europe 19
1 Building global sports brands: key success factors in
marketing the UEFA Champions League 21
Simon Chadwick and Matthew Holt

2 Journalism – an instrument to promote TV sports rights? 51
Knut Helland and Harry Arne Solberg
B – The ‘Big Five’ market 83
3 The role of management control in French football’s
regulation – a unique model that can be exported? 85
Michel Desbordes
4 Co-marketing: a new challenge for football managers 108
Sergio Cherubini
5 Sport marketing and facility management: from
stadiums to customer-based multipurpose
leisure centres 130
Paolo Guenzi
v
6 A new paradigm for sport management in the
German football market 163
Herbert Woratschek, Guido Schafmeister and Tim Ströbel
7 Marketing management in a socially complex club:
Barcelona FC 186
Jaime Gil-Lafuente
C – Is there a place for ‘small’ countries on the
European football market? 209
8 Efficiency and sponsorship in Portuguese Premier
League football 211
Carlos Pestana Barros, Catarina de Barros and Abel Santos
9 Marketing football in the Republic of Ireland 237
Anne Bourke
10 Marketing and football: the case of Finland and
the All Stars Programme 273
Kari Puronaho and Timo Huttunen
Part 2: The development of dedicated football

marketing in the rest of the world 291
11 The football business in Brazil, and the example
of Atlético-PR 293
Amir Somoggi
12 The football business in Japan 338
Yoshinori Okubo
13 Marketing professional soccer in the United States:
the successes and failures of MLS and the WUSA 366
Richard M. Southall and Mark S. Nagel
14 Marketing of professional soccer in the US: some
lessons to be learned 395
Frank Pons and Stephen Standifird
15 The beginning of a new beginning? How to
expand soccer in Canada – a look at the
federation and one club 433
André Richelieu
16 Marketing in Argentine football: a snapshot 465
Santiago Ramallo and Francisco Aguiar
17 Sponsorship marketing and professional football:
the case of Korea 489
Dae Ryun Chang
General conclusion 511
Index 513
vi
Contents
List of figures
I.1 The product lifecycle
I.2 The increase of TV rights in European football
between 1991 and 2001
1.1 The partnership concept

1.2 Facets of the UEFA Champions League product
1.3 Facets of the UEFA Champions League format
1.4 UEFA Champions League sponsorship rights
1.5 UEFA logo
1.6 Istanbul 2005: the image and the lines of the cup
were adapted and incorporated with the
symbolism and colours of Turkey and the
architecture of the host stadium
3.1 The hierarchical organization of the French
sport system
4.1 The virtuous circle of the football club
4.2 Football convergence
4.3 Sports marketing protagonists
5.1 Competitive success and brand equity in sports
clubs
5.2 Marketing strategies of a professional sports
club with regard to mass customers
5.3 The change in composition of the revenues of
Serie A clubs
5.4 Breakdown of clubs’ revenues in the major
European countries
5.5 The relative importance of services
A5.1 Presentation of cards
A5.2 Examples of evaluation cards
A5.3 Output from the conjoint analysis carried out
on all interviews
6.1 Broadcasting fees 1984–2005
vii
6.2 The value chain
6.3 Value network

10.1 The production process of positive football
experiences and success
10.2 The positive circle
10.3 The football marketing process
11.1 General information: Brazil 2004
11.2 Breakdown of the Brazilian sports industry’s
revenue – total US$11 billion in 2003
11.3 Club’s positioning
11.4 The football club as a marketing product
11.5 Revenue breakdown of four Brazilian football clubs
11.6 Joaquim Américo’s property in the Baixada Agua
Verde district
11.7 Joaquim Américo Stadium, later to become the
Arena da Baixada
11.8 Atlético-PR’s average attendance figures for
the Joaquim Américo Stadium
11.9 The Arena da Baixada
11.10 Attendance figures at the Arena da Baixada
(Kyosera Arena) for the Brazilian Championships,
Série A
11.11 The evolution of Atlético-PR’s brand logo
11.12 The strategic focus and vision of Atlético-PR
11.13 Atlético-PR, turnover 2003 – US$10.4 million
11.14 Atlético-PR’s training centre – CT do Caju
A11.1 International player transfers – Brazil
A11.2 Total revenue, expenses and shareholder equity of
some Brazilian football clubs, 2003
12.1 The structure of Japanese football in 2005
12.2 Preference for various sports in Japan, by age, in 2001
12.3 Average attendance at baseball and football in

Japan, 1993–2005
12.4 Revenue from the broadcasting rights
12.5 J. League clubs’ average revenue breakdown
12.6 Revenue breakdown of J. League clubs,
1995 and 2003
14.1 Attendance at WUSA and WNBA games, 2000–2004
14.2 WUSA’s projected expenses for 2001
14.3 MLS fan demographics
15.1 The pyramid of player development according to the
Montreal Impact
16.1 Image projection and offer of sports goods and services
in the sport business and in European football
16.2 Image projection and offer of sports goods and services
in the sport business and in Argentine football
viii
List of figures
16.3 The geographical distribution of football clubs in
Argentina
16.4 Argentine football – income
17.1 The Red Devils conduct ‘street cheering’ during
FIFA 2002 in Korea
17.2 Foreigners get in on the act and join in the cheering
of Dae Han Min Guk!
ix
List of figures
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List of tables
I.1 Number of foreign players in the NBA, 1984–2003
I.2 Breakdown of European football clubs’ income in
2003

I.3 Asian players in the European football championships,
2003
2.1 Norwegian sports-broadcasting channels
2.2 Norwegian sport broadcasting – major sport
programmes
3.1 Laws regarding professional clubs in various
European countries
3.2 Quotation on the stock market
3.3 The general organization of French professional
football
3.4 Cost of players for clubs
5.1 Possible services at the stadium
5.2 Dimensions and socio-demographic composition of
clusters
5.3 Cluster 1 (Sport shoppers)
5.4 Cluster 2 (Excursionists)
5.5 Cluster 3 (Hungry faithful followers)
5.6 Cluster 4 (Playful families)
8.1 Structure of Portuguese club costs in the 2001/02
season
8.2 Structure of Portuguese club receipts in the
2001/02 season
8.3 Descriptive statistics of the variables used,
1999/2000 to 2001/2002
8.4 DEA technical efficiency scores for Portuguese
football clubs, with CRS and VRS, 1999/2000
to 2001/02
xi
8.5 Cross-efficiency DEA model and Super-efficiency DEA
model, technical efficiency scores for Portuguese

football clubs, 1999/2000 to 2001/02
8.6 Censored Tobit model (dependent variable:
sponsoring receipts)
9.1 FAI commercial partners
11.1 Sponsorship deals, 2005
11.2 The informants and the data collection methods
11.3 The informants and the data collection methods
12.1 J. League first division (J1) and club sponsors,
2005 season
12.2 J. League average home attendance, 2005
12.3 Albirex Niigata: average attendance per game
12.4 Japanese players in Europe, February 2006
12.5 European players in the J. League, 2005
14.1 Salaries and payrolls in the MLS in 2005 (US$)
16.1 Market share for merchandising in Argentina
16.2 Actual income
xii
List of tables
Contributors
Francisco Aguiar has worked for over nine years in the sports and
entertainment businesses in Argentina and Latin America. He has
worked for Grupo Clarín, the Argentina Rugby Union, and is now
the Licensing Manager for Global Brands Group Argentina. He is
also Professor of the Executive Program of Sports Business
Management at ESEADE, and teaches the Masters degree course
in Entertainment and Media at the University of Palermo. He is
co-author, with Gerardo Molina, of the book Sports Marketing
(Marketing Deportivo: El Negocio del deporte y sus claves) published
by Norma, 2003.
Carlos P. Barros is Auxiliary Professor of Economics at the

Instituto Superior de Economia e Gestao, Technical University of
Lisbon. He has published more than fifty papers in several areas
of economics and management, and his work has also appeared in
The Journal of Sport Economics, European Sport Management Review,
Applied Economics, Applied Economic Letters and Sport Management
Review. He has co-written (with M. Ibrahimo and S. Szymanski) a
book on sports, Transatlantic Sport (published by Edward Elgar) and
has served as guest editor for a special issue of The International
Journal of Sport Management and Marketing.
Catarina de Barros is studying a Masters in Sport Management
at the Institute of Sport Sciences at the Technical University of
Lisbon. She is currently finishing a thesis on Sport Management,
and is planning to start a PhD on Sport Management. She has
xiii
published in the European Sport Management Quarterly and The
International Journal of Sport Management and Marketing.
Anne Bourke is currently Head of Teaching and Learning at
University College Dublin (UCD) Business School. She lectures
in International Business and Services Management. Her main
research interests include services management in the hospitality
and leisure sector, governance issues for sports organizations (pro-
fessional and non-professional), course design and development
for adult learners, and examining career and educational options
for elite sports participants. She has presented at many inter-
national conferences and organized workshops for professional
development, and is presently a board member of the European
Association of Sport Management (EASM).
Simon Chadwick is Programme Director of the MSc in Sport
Management and the Business of Football, and the MSc module
manager for Strategic Sport Marketing and the Football Industry, at

the University of London, where he is also a Director of the Birkbeck
Sport Business Centre. He is Editor of The International Journal of
Sports Marketing and Sponsorship and an editorial board member for
Sport Marketing Europe, The International Journal of Sport Marketing and
Management, The International Journal of Sport Management, The
Journal of Leisure, Sport and Tourism Education and The International
Journal of Coaching Science. Simon is the founder and Chair of the
Academy of Marketing’s Sport Marketing Special Interest Group,
and is a lead examiner for the Chartered Institute of Marketing’s
Sport Marketing Certificate programme. He is co-editor of the books
The Business of Sport Management and The Marketing of Sport (both
published by Financial Times Prentice Hall).
Dae Ryun Chang is a Professor of Marketing at Yonsei University,
where he is currently the Director of the Business Research Institute.
He holds an MBA from Columbia University and a Doctorate of
Business from Harvard University. He has held visiting teaching
positions at the Helsinki School of Economics and Business,
the Australian National University, the Hong Kong University
of Science and Technology, and the Singapore Management
University. He has published numerous journal articles in outlets
such as Management Science, the Journal of Marketing, and Decision
Science. Dr Chang’s primary research interests lie in integrated
marketing communication, business-to-business marketing, sports
sponsorship, and marketing in the entertainment industry. He
has been an advisor and lecturer to many of the major corpora-
tions in Korea, including Samsung, LG, Hyundai, Daewoo, SK
Telecom, Doosan, Amore Pacific, On Media and Boryung.
xiv
Contributors
Sergio Cherubini is Director of the MBA in Sport Management at

the University of Roma Tor Vergata, Italy. He is a very well-known
specialist in sport marketing in Europe, and has published several
important books in this research field. He is also a consultant for
Italian soccer clubs.
Michel Desbordes is a Professor at the University of Strasbourg,
France. He is also Associate Professor at the ISC Business School in
Paris. He is a specialist in sport marketing; his research focuses on
the management of sport events, sports sponsorship, and market-
ing applied to football. He has published fourteen books, and also
fourteen academic articles in the International Journal of Sport
Marketing and Sponsorship and European Sport Management Quarterly.
He is a consultant in sport marketing, and Associate Director of the
company MX Sport ().
Jaime Gil-Lafuente has been a Professor at the Universitat de
Barcelona, Spain, since 1993. He is a specialist in sport marketing
and in new decision-making tools for marketing and sport manage-
ment. He has published fourteen books, more than thirty articles
from national and international conferences, and has presented at
thirty-seven seminar and conferences in this field. He organized the
‘I World-Wide Congress of Economic Management of Sports’ in
Barcelona in 2003, and is at present organizing the ‘II World-Wide
Congress of Economic Management of Sports’ (Mérida, Venezuela,
2007). He is also responsible for the courses ‘Strategic marketing
management in sport organizations’ and ‘Financial and fiscal man-
agement in sports organizations’ at the University of Barcelona.
Paolo Guenzi is an Assistant Professor of Marketing at the
Università Commerciale ‘Luigi Bocconi’ and SDABocconi Graduate
School of Management, Milan, Italy. He is programme coordinator
of the Marketing module of the FIFA Masters in Management, Law
and Humanities of Sport. His main research interests are relation-

ship marketing and sales management, and his research has been
published in the European Journal of Marketing, Journal of Marketing
Management, and International Journal of Service Industry Management.
Knut Helland is a Professor at the Department for Information
Science and Media Studies at the University of Bergen, Norway. His
main research areas are news, journalism and news production, as
well as relations between sport and the media, with a particular
focus on sports rights and sports journalism. He has published
books and articles in these and other areas.
Matthew Holt is a Researcher at the Football Governance Research
Centre at Birkbeck, University of London. He is a specialist on the
xv
Contributors
governance and regulation of English and European football, and is
a recipient of the João Havelange Research Scholarship, awarded by
FIFA. He is co-author of the annual State of the Game survey of cor-
porate governance in English football, and has a particular interest
in the organization and control of club competition in Europe.
Timo Huttunen is the Director of Grassroots at the Football
Association of Finland. He gained a Masters degree in Educational
Sciences at the University of Joenssu, Finland, in 1993, and holds
a UEFAA-licence. He has been working for the Football Association
of Finland since 1998, and a member of the UEFA Grassroots
Expert’s Panel since 2003.
Mark S. Nagel is an Associate Professor at the University of South
Carolina. He is a specialist in sport finance. He has also served
as a consultant for the Atlanta Beat and has published numerous
articles and presented at various conferences.
Yoshinori Okubo is a graduate of the MBA in Football Industries
(2001–2002) at the University of Liverpool, UK. His first degree

was in Human Science with Media and Communication Studies
at the Tokiwa University in Japan. Recent work has included
researching and compiling the Sports Media Directory for the Sport
Services Group in London. His published work so far includes
an article about the Japanese TV overview in Sports Media, three
articles about the Japanese football business in Football Insider, and
a chapter in Marketing et Football (Presses universitaires du sport).
Frank Pons is an Assistant Professor of Marketing at the University
of San Diego. His research interests include sports marketing, con-
sumer behaviour, cross-cultural studies and services marketing. His
work has been published in journals including Sport Marketing
Quarterly, The International Journal of Sport Marketing and Sponsorship,
The Journal of Service Research, The Journal of Business Research and The
International Journal of Advertising. Dr Pons is also a member of the
editorial board of The International Journal of Sport Marketing and
Sponsorship. His latest research focuses on fans’ motives, and brand-
ing issues in professional soccer and hockey. He has been quoted as
an expert in several publications for his work on the National
Hockey League. He was born in France, and has travelled exten-
sively for research and consulting purposes in Hong Kong, the
United States, Lebanon, France, Spain and Mexico.
Kari Puronaho started as a Research and Development Director
in the Sport Institute of Finland, Vierumäki, at the beginning of
2006, before which he was a senior researcher at the University of
xvi
Contributors
Jyväskylä. He is Secretary General of the European Association
for Sport Management (EASM). He is a specialist in sport eco-
nomics and marketing, and his current research interests are
related to sport club activities, financing and marketing, as well

as national sport federations, sport management in general and
the economic impact of sport. He has been a visiting lecturer in
most European countries, and has published prolifically. He has
been a chairman or member of various scientific committees of
international congresses, and is also a member of the editorial
board of European Sport Management Quarterly.
Santiago Ramallo is the Marketing Director of San Isidro Club
(Rugby) in Argentina. He is also Associate Professor at ESEADE for
the Executive Program of Sports Business Management. He has
worked for a sports events marketing company, and his research
focuses on sports sponsorship and management as applied to
football.
André Richelieu is an Associate Professor at the Faculty of
Business Administration, Université Laval, Canada. He is a spe-
cialist in sports marketing. His research interests relate to: how
professional sports teams can leverage their brand equity by cap-
italizing on the emotional connection they share with their fans,
thus generating new streams of revenues (e.g. merchandising);
how professional sports teams can internationalize their brand;
how sports teams can improve fans’ experience at the sport venue
and increase fans’ attachment to both the game and the team; and
how sports teams and equipment makers can capitalize on the
Hip Hop/Urban movement, which has led to a recovery in sports
teams’ symbols. His work has been published in different jour-
nals and presented at various conferences. He also works with
sports organizations to help them define the identity and posi-
tioning of their brand and launch marketing actions in order to
leverage the latter.
Abel Santos is Adjunct Professor in the Department of Sport Social
Sciences and Psychology at the Higher School of Sport Sciences of

Rio Maior. His major field is sport management; he also teaches
sport marketing and the human resources of sport. He studied for
his PhD in Methodologies of Research in Sport Sciences at INEFC –
University of Leida, Spain, and has an MSc in Sport Management
from the Technical University of Lisbon. His major research inter-
ests are in the areas of organizational performance, strategy and
sport sponsorship. He has published in European Sport Management
Quarterly and The International Journal of Sport Management and
Marketing.
xvii
Contributors
Guido Schafmeister is a research assistant at the Department of
Services Management, University of Bayreuth. His research focuses
on value creation of organizations, controlling, price management
and sport management.
Harry Arne Solberg is Associate Professor at Trondheim Business
School at Sør-Trøndelag University College, Norway. In 2003 he
earned his PhD with a thesis entitled The Economics of Major
Sporting Events – a European perspective. He is about to publish a
book, The Economics of Sport Broadcasting, with Professor Chris
Gratton from Sheffield Hallam University. He has published a
number of articles about the economic impacts of sport and sport-
ing activities, with special attention on sport broadcasting and
major sporting events. Solberg is a member of the editorial boards
of European Sport Management Quarterly and The International
Journal of Sport Finance.
Amir Somoggi works as a sport marketing and management con-
sultant for an accounting firm, specializing in sport business and
plans, creating, executing and controlling sport marketing projects
for clubs, sponsors, agencies and media. He also teaches sport mar-

keting and management, has written a number of articles and cre-
ates special sports business events. His research focuses on sport
marketing, strategic planning, football club management, sponsors’
strategies and media relationships.
Richard M. Southall is an Assistant Professor of Sport and Leisure
Commerce and Assistant Director of the Bureau of Sport and
Leisure Commerce at The University of Memphis. He is a special-
ist in sport market research, sport law, and organizational culture
in sport settings. He served as a consultant for the WUSA’s Atlanta
Beat for three years during the league’s existence. His work has
been published in various journals and presented at numerous
international conferences.
Stephen Standifird is an Assistant Professor of Management at
the University of San Diego (USA). He teaches primarily in the area
of strategic management. Prior to joining USD, he taught at the
Western Washington University and was a visiting lecturer at the
Academy of Entrepreneurship and Management in Warsaw. His
current research interests include international institutional influ-
ences and organizational reputation. He has published in a variety
of journals, and currently serves on the executive committee of the
Western Academy of Management and on the editorial boards of
The Journal of Management Inquiry and Corporate Reputation Review.
He holds a PhD in Organization Studies from the University of
xviii
Contributors
Oregon, an MBA from Northwestern University and a BS in
Chemical Engineering from Purdue University.
Tim Ströbel is a research assistant in the Department of Services
Management at the University of Bayreuth. His research focuses
on value creation of organizations, brand management, and sport

management.
Herbert Woratschek holds the Chair of the Department of Services
Management at the University of Bayreuth, Germany. His research
focuses, among other things, on measuring service quality, price
theories for services, destination management in tourism, and serv-
ices management applied to several fields of sport management. In
these areas of research, he has authored three books and made sev-
enty contributions to books and academic articles in journals such
as The European Journal for Sport Management and The Journal of
Relationship Marketing. He is also a member of the board of the
European Association for Sport Management.
xix
Contributors
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Sport Marketing
Series Preface
The Sport Marketing Series provides a superb range of texts
for students and practitioners covering all aspects of marketing
within sports. Structured in three tiers, the series addresses:
1. Sub-disciplines within sports marketing – for example, brand-
ing, marketing communications, consumer behaviour
2. Sports and sporting properties to which marketing is applied –
for example, the marketing of football, motor sports, the Olympic
Games
3. Philosophy, method and research in sports marketing – for exam-
ple, research methods for sports marketing students, theoretical
perspectives in sports marketing, undertaking successful research
in sports marketing.
International in scope, they provide essential resources for
academics, students and managers alike. Written by renowned

experts worldwide and supported by excellent case studies and
pedagogic tools to accelerate learning, the texts available in the
series provide:
•
a high-quality, accessible and affordable portfolio of titles
which match development needs through various stages
xxi
•
cutting-edge research and important developments in key
areas of importance
•
a portfolio of both practical and stimulating texts in all areas of
sport marketing.
The Sport Marketing Series is the first of its kind, and as such is rec-
ognized as being of consistent high quality and will quickly become
the series of first choice for academics, students and managers.
xxii
Sport Marketing Series Preface
Series Editor
Information
Simon Chadwick is a Director of the Birkbeck Sport Business
Centre, and Programme Director for the MSc in Sport Management
and the Business of Football at the University of London. His
research interests are based around sport marketing, in particular
sponsorship, advertising and marketing communications, relation-
ship marketing, branding, fan behaviour and segmentation strate-
gies. He has published extensively in various areas of sport
marketing and sport management, and has worked with various
organizations across sport. Simon has also served as a consultant to
sport businesses on projects relating to sponsorship management,

spectator behaviour, service quality in sport, the international
development of sports markets and the use of the Internet.
Amongst Simon’s other responsibilities, he is Editor of the
International Journal of Sports Marketing and Sponsorship, and is
an Editorial Board member for Sport Marketing Europe, the Inter-
national Journal of Sports Marketing and Management, the Journal of
Leisure, Sport and Tourism Education, the International Journal of Sport
Management, the Journal of Coaching Science and the Journal of Sport
and Tourism. He also serves as a national correspondent for the
European Association of Sport Management and Sport Marketing
Quarterly.
Simon is the founder and Chair of both the Academy of
Marketing’s Sport Marketing Special Interest Group and the
European Sport Marketing Network, is a lead examiner for and
xxiii
xxiv
Series Editor Information
contributor to the Chartered Institute of Marketing’s Sports
Marketing Certificate programme, and is an external examiner at a
number of other UK universities. He is an Associate Member of fac-
ulty at IESE (University of Navarra) in Madrid, an Honorary
Research Fellow of Coventry Business School, and a member of the
Advisory Panel for Sport und Markt’s European Sport Sponsorship
award.
Simon is co-editor of the following books: The Business of Sport
Management; The Marketing of Sports and The Business of Tourism
Management (all Financial Times Prentice Hall). He has also con-
tributed chapters to books on football marketing, commercial sport,
sport management and sport tourism.