The Creative Economy
At present, it is impossible to understand football if it is not in relation to the world economy and the microeconomics of each productive unit (the club). Today, sports competition is nothing more than a mercantile competition, which is organized by the “invisible hand” of the multinational monopoly of FIFA, under an absolutely centralized regulatory system.
It has entered into a dual dynamic in which, on the one hand, the productive unit (the club) to be able to compete – even locally – must follow a line of internationalization in increasingly broad and diverse markets, through transnational tournaments, Of the widespread diffusion of its image in mercantile superior areas where the television has a central function.
On the other hand, FIFA is becoming more and more powerful as a multinational company that firstly has a franchise logic, operating regionally from the 6 confederations of the 119 national federations, with which it regulates the national market And international competence; And, secondly, a brand model in the whole planetary territory – undifferentiated and integrated – mainly through the monopoly it represents (rules, institutionality), also of the commercial alliances that it has established with the media and with the so-called Sponsors Its greater expression reaches it in the world-wide championships, where the planet practically concentrates in that sport-commercial activity.
Football is a singular spectacle, a phenomenon of masses that awakens passions, moods and rivalries. But, above all, it is a powerful industry that moves thousands of pounds a year. Those disinterested initiatives launched by some football enthusiasts in the world, who were the seed of the sports groups or associations in which the history of most of the current teams starts, have given way to corporations – many of them listed -, subject to strict external controls, audited by independent experts and managed by professionals, who are required to have a business plan that ensures a better sports and business project than rivals.
This growing sophistication in management, forced by the demands of football clubs with a vocation to be among the best, has considerably expanded the ‘pitch’ and, therefore, the publics to pay attention and attend with care, seriousness and rigor. In this way, communication has become a key element in this renewed machinery launched by the clubs, aimed at generating confidence, accessions and supports with a single objective: to have the necessary financial resources to have and retain the best Players and thus face the competitions with greater probabilities of success, both in the sporting as economic.
And while the players are the main opinion leaders and therefore the first – and the most credible – spokespersons, it is also true that club managers also have a transcendental and irreplaceable role in generating and transmitting Messages that contribute to make your project credible and accepted by players, subscribers, fans, potential followers, shareholders, investors, TV channels, sponsors, etc.
Marketing and Football
What would be of the sport without the marketing?
What power or influence can a group of fans have in sports marketing?
For starters, sport is a set of benefits for both the customer and the seller. In this case, the main customer is the amateur who as in every segment, seeks to identify himself to enter the vicious circle of consumption. That is why, today, sport is one of the main links of business communication.
Now, marketing in football, had a major boom, when investors realized that the parties and footballers, monopolized the eyes of millions. As a result, football became a social phenomenon and big companies made their way into the world of marketing, seeing football as something beyond sports and turning clubs and footballers into true trademarks. Until the 1980s, football was considered almost exclusively as a sport and although it was the sport with the greatest social importance and importance, it developed in a limited physical space. At that time, the managers of the teams limited their income only in lockers, sales of players and the days.
Nowadays, any football company should take advantage of the tools that the marketing provides when it is managed, for example, in a food company, once the seller knows the needs of the customer, simply will be dedicated to sell the product. However, in sports companies, there will always be factors that alter the marketing strategy, that is, the variables change depending on the event being played or the growth of the player and the team.
Although the segmentation of the market, is already fully defined, because it has a customer ‘base’, which is the loyal fan of the team. Therefore, the clearest business is the sale of shirts, balls, sports shoes, stadium tickets, membership of the club and participate in promotions. In this case, it can be said that the customer identifies with his team and the company meets their needs. That is how soccer and all sports in general has increased sports marketing, in a successful and enterprising way.
Advertising and Football
Nowadays advertising in football is very common, not only in sports areas but also outside them.
What do you look for in football?
To begin to understand the importance of advertising in this sport it is necessary to start talking about the goals that are sought to achieve with it. These are the following:
Initially it must be understood that advertising is used in order to make the equipment known to the public, either nationally or internationally. But with advertising in football not only seeks to publicize the teams but also can be used to highlight the image of a sportsman in particular, which is outstanding and very valuable for the club.
Advertising seeks to motivate fans or followers of a team to make more sales of a particular product or service that a particular brand has. This provides the image of a team or an athlete in order to create interest in a market for a special product. In this way if a recognized team uses shoes of a certain brand, this generates confidence in the public and arouses the interest in consuming or making use of it.
Advertising in soccer seeks to reach the public using different means and does so in order to encourage attendance or viewing of a particular party or event.
These are the main objectives of advertising in football and thanks to them it is possible to begin to understand the importance of these actions in this sport.
Why is advertising important in football?
Now is the time to detail in detail the reasons that make advertising an element of great importance in this sport.
In this respect it should be clear that advertising is of great importance as it is through it that teams, athletes as well as games or events are made known to the multitudes in different ways. It is also thanks to the publicity that the brands, sponsors of the teams, make with the most recognized players that you are increasing their status and identify the users with the sportsman and the brand at the same time.
Finally, it is necessary to highlight the great contribution that marketing gives to football and it is thanks to the different media that can be invited and motivate the public to be an active part of the events that are called. Thus the various marketing tools, when used properly, can be of great benefit to clubs, organizations and also to players who can offer a recognized service or product. Considering these benefits, clubs and teams have focused on applying different marketing strategies such as adapting to different consumers, also investing good amounts of money in advertising and striving to create brands, thus returning certain players who are more Influential part of your brand.
In conclusion, some of the strategies to strengthen the relationship with marketing are:
Adapt to all types of consumers: Associations should not close to the possibility of attracting new members, children and women have shown a keen interest in participating in sporting events. The audience attending the stadiums is divided and the popularity of a team attracts new members.
Invest in advertising: Advertising aims to sell a brand through notices and sponsors. Soccer teams represent a feeling for many people, so they have something that does not have the marks. This can also bring help to the institution. When you invest in an advertising space brings social responsibility issues and are seen as noble causes.
Creating brands: European managers have made clubs real institutions that relate, as a company does, to the public. Players in some cases become prominent and influential characters thanks to the positioning, as a brand. The lifting of a football club as a brand is one of the main goals for these today, rescuing values such as courage, good play and love for an institution.