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Football Club Marketing Essay

982 Words4 Pages

1 Introduction

Nowadays sport plays very important role in a human life. It сan stimulate differ-ent emotions and be a reason for various actions. That is why, everyone is able to choose what kind is the most suitable for him. Nevertheless, the most popular sport in the world is football (soccer); there are about 3, 5 billion fans in the world (Barak, 2014). This incredible popularity has appeared not only because of the rules, style of game and perfect players – the huge role in this success has mar-keting. The key aspect of this conception resides in the idea that sports clubs can behave as brands, and the essential principle is to exploit the sponsorship plan and sale of products. (Callejo & Forcadell, 2006)

Today, in most cases, sport …show more content…

2.2 Hypothesis
Some decades ago an economic activity was a condition for survival, the football club’s highest goal was to achieve success on the field (Hamil, Walters, Watson, & College, 2009). The marketing strategies in football today are more modern and important. In more general terms the clubs are looking on how to strengthen their brand today with developing and extending their brands into new lines, be-cause the focus need to be more deep if you want to be successful as a business (Beech & Chadwick, 2006)
That is why, nowadays the main merit of football clubs is that they can use mar-keting in a proper way to promote their project and make business out of the game. It always demonstrates when players are bought for enormous money, for example, Gareth Bale was sold from Tottenham Spurs to Real Madrid for 100m euros (Lineker, 2013). Therefore, the right marketing strategy is a key to success.
3 Methodology
In order to obtain the essential information to get a deeper knowledge about how football clubs are using different brand strategies, the author will compare the marketing policy of the top 3 most valuable football teams in Europe. Moreover, there also will be the comparison of the sport achievement and different new marketing steps in one year of certain club to understand the role of marketing, how it influences on fan’s attitude to the

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