Show Me the Money!

Esteve Calzada

Introduction PART I: ANALYSIS, STRATEGY AND POSITIONING 1 Sport and business Football, king of sports Sports properties Models of ownership Football finance Management trends 2 Sports marketing and products Hail, sports marketer! Products and customers Models of revenue Sports marketing vs conventional marketing 3 Strategy, positioning and brand The sports marketer's roadmap We need positioning From the positioning to the brand Validate your decisions The business plan PART II: MEDIA EXPOSURE AND CRITICAL MASS 4 Media exposure To be or not to be in the press Knowing the media environment Auditing content The communication plan Distributing the content The 'non-business' of own media Social networking sites 5 In search of the critical mass The value of the critical mass of supporters The supporter numbers kit The 'pulling in the punters' mindset He who has a database is wealthy beyond words We now have a commercial product PART III: SALES 6 Packing the stadium Crowd attendance and the multiplier effect The scorecard of factors influencing match attendance The exploitation of the stadium diagram The content of events Your place or mine? The case of Juventus 7 Hanging up the 'sold out' sign The products Matchgoers' experience through touch points The six Ps marketing mix Ticket sales scenarios Concessions, advertising and other products The sales action plan 8 Sponsorship rights or bust A tough terrain The winning three-leaf clover Solving the sudoku of commercial rights Advertising spaces with a life of their own 9 Selling Sponsorship FC Sponsorship and other forms of commercialisation Competition and ambush marketing Capturing sponsors, step by step Auditing and mapping Designing the sponsorship programme The top-notch sales dossier Here it is! The sponsor's money! 10 Image rights, TV and licensed merchandise The prime time of image rights The VIP roadmap The upheaval in the European television market The consolidation of collective selling of rights Sensible commercial exploitation of TV rights Basic concepts in merchandising management Outsource and conquer! Red card for pirates PART IV: IMPLEMENTATION 11 Lawyer for a day The clauses that keep you awake at night Sample football club sponsorship contract 12 Implementation par excellence Touch points in the relationship with the sponsor The sports marketer's renewal mentality Marking the sponsor The ten commandments for successful sponsorship 13 The proud sponsor Sponsorship vs conventional advertising Activation, activation, activation The 360° action plan Case studies: Audi, Nike, Coca-Cola, Mahou 14 The 'Ballon d'Or' sports marketer The first eleven and the technical staff Eleven sales techniques that work Eleven skills for winning the Ballon d'Or The eleven files in the new minister's briefcase Bibliography Acknowledgements Index