Show me the money! how to make money through sports marketing
How do football clubs make their money? How do clubs become global brands, and their stars recognised throughout the world? Show Me The Money is a fascinating sports marketing handbook that uses football to show how money can be made by a club, a tournament, a federation or individual athlete. Autho...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London, England :
Bloomsbury
[2013]
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623541106719 |
Tabla de Contenidos:
- Cover; Copyright; Contents; 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 pressKnowing the media environment; Auditing content; The communication plan; Distributing the content; The 'non-business' of own media; Social networking sites; From generated content to published content; 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 diagramThe 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 stepAuditing 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 contract12 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
