Special Report: On all 20 Premier League football clubs
March 2008
The second in a series of special reports, this one looks at Premier League football clubs’ plans to expand overseas.
On Thursday February 7th 2008, English football’s 20 Premier League clubs agreed to look into the feasibility of playing an extra round of matches abroad, every season. The initial idea, although criticised and rejected by many parties, underlines the exponential commercialisation English football has experienced in the last 15 years, and the global appeal of its clubs, players and brands.
This particular initiative is just one of many being explored by the Premier League. Outside of the “Big 4” (Manchester United, Chelsea, Liverpool and Arsenal), many clubs are looking towards global expansion for the first time having previously focused firmly on domestic activity. Despite uncertainty over whether anything will come of the plans it’s creating excitement in clubs’ marketing departments – internationally the opportunity is massive for clubs to increase revenues. With decision-makers we’ve spoken to discussing the possibility of reaching out into local communities overseas via the establishment of coaching academies and other grass-roots programmes, new challenges are set to arise for marketers commercially and ethically.
Domestic marketing remains a priority for marketing decision-makers at Premier League clubs however, and we’ve provided details on how changing the behaviour of existing supporters, rather than fan-acquisition, is the focus of current activity. Many clubs are looking to make the most of email marketing and CRM activity, and many are either exploring or implementing mobile marketing strategies.
As football develops as a business it’s become possible to view top clubs as you would any commercial organisation. Frustrations shared by marketers we spoke to detail countless approaches from agencies that don’t understand their business challenges, target demographic or brand values. Agencies that are prepared to do the groundwork on the changing nature of the football fan, we think, are well placed to add a Premiership team to their portfolio. We’d advise a focus on how you can add value by levering local heritage and culture - so aptly put by a marketing contact at Middlesbrough: “We’re grim, grimy and industrialised, and we’re proud of it”.
We’ve researched the marketing and PR set-ups at all 20 clubs. Among other things, we’ve established some primary insights on: -
• What decision-makers think about plans for a ‘39th game’
• How, and for what disciplines, the clubs work with agencies
• Details of the clubs’ investment in digital - online advertising and mobile
• How teams lever regional roots to fill stands week-on-week
• Why agencies don’t always understand a football club as a business
Simply scroll down our ‘league table’ below for a synopsis of the findings. Click on the relevant links to be taken to the Pearlfinders Archive, where you’ll find the full reports of conversations with the decision-makers, and the confirmed contact details of 32 marketing and communications executives.
Arsenal
Arsenal is currently sitting top of the league, with commercial success booming following the team's relocation to the Emirates Stadium in North London. The marcoms function is led by a Commercial Manager, with a Marketing Manager and Head of Comms supporting. We discuss the club's community-focused initiatives and consider how it can lever this season's success to build its global fan-base. Click here to read this report
Aston Villa
Aston Villa was in 2006 acquired by American sports team-owner and billionaire Randy Lerner. We speak to the club's Head of Comms about plans to grow its fan base at home and abroad, including efforts to reach out to ethnic minorities. We also get his perspective on the initial plans for a '39th game' and flag up a recent rebranding process and where agencies were used. Click here to read this report
Birmingham
Birmingham City returned to the Premiership in 2007. Here we speak to the club's Marketing Manager about its 11-man internal marcoms team, investment in mobile marketing and her opinions on the agency world. If you're based in Birmingham, we'd suggest building this intelligence into any prospecting you undertake. Click here to read this report
Blackburn
Blackburn is the only club to have been relegated having won the Premiership title. The club's marketing activity is driven by the Sales & Marketing Director who heads up a team of five. Here, we consider how Blackburn can make its own mark on the world stage, without alienating loyal locals. Click here to read this report
Bolton
Bolton's overall marketer is its Direct Marketing Manager. We speak to him about the club's plans to focus on DM, CRM, advertising, new media activity, PR and market research. Tellingly, he discusses a situation where an agency pitch process failed to lead to an appointment because each agency neglected certain areas of the brief. Click here to read this report
Chelsea
With Roman Abramovich having ploughed £578m of his own money into Chelsea since 2005, the club is in a league of its own financially. We speak to the club's Marketing Manager about plans to drive corporate sales and renewals of membership, as well as the agencies he's previously worked with. Click here to read this report
Derby County
On January 28 2008 Derby County was bought by American group General Sports & Entertainment. We recently spoke to the club's ultimate marketing decision-maker about the acquisition - you can refer to our previous report for full details. Click here to read this report
Everton
Everton is having a successful season in the Premier League and in Europe. We talk to the company's International Business Development Manager - currently overseeing all marketing - about how Everton would theoretically support the establishment of a '39th game'. He also discusses the types of agency approach that are most likely to catch his eye. Click here to read this report
Fulham
Fulham was one of the first teams to be influenced by a high-profile, multimillionaire owner in the form of Mohamed Al-Fayed. Here, we speak to a contact in the club's marketing department about its current agency set-up, and where it retains external support. Click here to read this report
Liverpool
Following Liverpool's acquisition by American investors last year, a new Commercial Director was appointed to investigate opportunities to build the LFC brand overseas, especially in Asia. The challenge, however, is furthering Liverpool's status as a global brand while ensuring Anfield traditionalists aren't left behind. Click here to read this report
Manchester City
Manchester City, managed by ex-England coach Sven-Göran Eriksson, is a prime candidate to ramp up international marketing activity. We speak to the club's overall marketer, Head of Sponsorship & Partnership, about the club's plans to "go global" and how agencies with good ideas tend to override any other criteria in a pitch situation. Click here to read this report
Manchester United
Manchester United claims to have a third of a billion fans worldwide, with a fast-growing fan base in Asia and Africa. We speak to the club's Director of Commercial Partnerships about his role interacting with the Director of Commercial Services, and consider where the 'original' global club should be moving next. Click here to read this report
Middlesbrough
We speak to Middlesbrough's overall marketing decision-maker about the challenges surrounding the exploitation of international marketing opportunities. Issues to do with filling stands, development of brand messaging and what makes a suitable agency partner are all detailed here. Click here to read this report
Newcastle
Newcastle's historically competed well with the largest British clubs commercially, but has lost its way this season on the pitch. We contact the Director of Commercial Affairs, who offers his views on the Premier League's plans for international expansion. Click here to read this report
Portsmouth
Portsmouth is another Premiership team under foreign ownership, having been bought by Franco-Russian business tycoon Alexandre Gaydamak in early 2006. We speak to the club's Brand & Marketing Director to find out how he's planning to grow the brand equity in new territories - May is the time to make any approaches here. Click here to read this report
Reading
Reading, promoted to the Premier League two seasons ago, plays at the 24,161 capacity Madejski Stadium. Here, we speak to the club's Commercial Director about opportunities surrounding sponsorship, and provide a run-down of its CRM, web design, ezine and text messaging activity. Click here to read this report
Sunderland
The Communications & Marketing Director holds overall control of the club's advertising, marketing and PR. We'd suggest you note the relevant targets for prospecting if you're reaching out to Sunderland. Click here to read this report
Tottenham
We speak to Spurs's Head of Marketing, who works alongside the Head of International Development and Head of New Media. She speaks to us about the four key priorities for the club, and offers advice for agencies interested in making introductions to her. Click here to read this report
West Ham
East London-based West Ham United focuses on the promotion of its "Academy of Football" and youth development scheme. Following the departure of the club's Commercial Manager, we outline the relevant decision-maker pathways. Click here to read this report
Wigan
Wigan, which ten years ago was playing in the third division, is the youngest club in the Premiership. Here we speak to the club's Sales & Marketing Director about increasing fans and numbers at games through community initiatives, and discuss its marketing mix. Click here to read this report