champions league story of the ucl jb-nov_2013
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Evolution of the UEFA Champions League
‘A big idea’
James Bisgrove,
Sponsorship Manager
UEFA Champions League, UEFA
Introducing UEFA• Founded 15 June 1954 in Basel
• Member associations 53
• Number of clubs 235,000
• Number of players 23 millions
• Number of teams 1,003,143
• Number of referees 315,000
• Number of matches per season 1,800 approx.
The UEFA Champions League….
When did it all begin?
“The key to making it “whole” is the brand, the look, the name, the music.
Creating a uniform standard of quality everywhere in the world”
Jurgen Lenz, Champions League Pioneer
The Idea
1992 – The dawn of an new era for European club football
The Whole is greater than the sum of the Parts
„The whole is greater than the sum of the parts‟
CHF10 Million
CHF70 Million
1991/92 1992/93
Competition Revenue
“It’s definitely the tournament we all want to win at Barcelona.
It’s the most important trophy in the world, and we want to win it”
Collaboration
Collaboration & Partnership
Clubs
Leagues
NA‟s
Sponsors Broadcasters
CoachesPlayers
Fans
Format and Clubs
Format
1992/1993
• 5 rounds in total
• 1 qualification round
• 1 group stage
(semi-final / 2 group
of 4)
1999/2000
• 8 rounds in total
• 3 qualification rounds
• 2 group stages
(8 groups / 4 groups)
2003/2004
• 8 rounds in total
• 3 qualification
rounds
• 1 group stage
(round of 32)
2009/2010
• 9 rounds in total
• 3 qualification rounds
• 1 play-off round
• 1 group stage
UEFA Champions League Format 2012-15
13
Number of Clubs per Season
91/9292/9393/94 94/95 95/96 96/97 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12
8 16 24 32
32
3236
42
24
5556
7374 77
77
Teams Group Stage Teams total
Number of Matches per Season
24 48 72
144
96
7381
95
77
147149
239
209 215
215
Matches Group Stage Matches Total
Number of Countries and Champions represented per Season
• Important change in access list as from 2009/2010 season
Countries Champions
15-16
17-18
14-15
17-18
Marketing Plan
Marketing Plan - Objectives
Build the equity as
the strongest brand
in the sports world
and beyond
Enhance the
experience for and
interaction with fans
Establish the
competition as a truly
global property
Attract partners that
reflect the positioning
of UCL
Strategic Direction
Trial Adopt LoyaltyTrial
With fan segmentation as important underlying framework
Brand
A strong positioning with a clear strategy
The Best of The Best on the Ultimate Stage
The core identity
never changes
The cycle identity
changes every three years
The final identity
changes every year
An Evolved Brand
With rigourous brand management on a global level
Great audiences on a global level in fragmenting media landscape
Source. Sponsorship Intelligence Average Audience (millions)
2013 Super Bowl vs. UEFA Showpiece Finals (Core Target Market)
88%108.4m
12%15.2m
USA Other markets
46%76.5m54%
91.6m
Europe Other markets
Super Bowl 2013 UCL Final 2012/13
128mGlobal
Audience
167m Global
Audience
State of the art delivery
Sponsorship
Integrated approach
2012-2015 2009-2012 2006-2009 2003-2006 2000-2003 1997-2000 1994-1997 1992-1994
6 4 86+2
31
UEFA Champions League Partners Sole & Exclusive Activities
Sponsors
Broadcaster
Young Journalist
Offic
ial S
po
nso
r P
art
ne
rs
Back Stadium Tour
Official match coin to referees
Referee Escorts (5 children)
Centre Circle carrier
Player Escorts (2 or 22 children)
Official Match ball carrier
Off
icia
l Supplier
Part
ners
Fan Photographer
Heineken- Man of the World
Media Rights
Media Objectives
• Broaden reach of the UEFA Champions League
• Increase fan viewing experience
Global & Broad
Reach
Anything, Anywher
e, Anytime
Embrace Digital
Media
Forefront Technical
Development
„Platform Neutral‟ – Anything, Anytime, Anywhere
TV Online Mobile and Tablet
Fans
Digital Platforms – Explosive growth
Objective:
Grow digital community accross all platforms; where the fans are and with the tools the fans use
Licensing
Licensing - tool for specific target groups
Revenue
0 €
200 €
400 €
600 €
800 €
1,000 €
1,200 €
1,400 €
1,600 €
1,800 €
2,000 €
UEFA Champions League
UCL
Revenue distribution
Brand value
The UEFA Champions League brand
creates a high value for its
stakeholders
Analysis was conducted by Interbrand
to understand the brand value
Three analyses make up the
calculation
The property was valued at 3.14bn
• The UEFA Champions
League brand creates a
high value for its
stakeholders
• UEFA Champions
League would qualify for
the Top 200 most
valuable brands
• Comparable to the Top
10 „Strongest‟ brands
• All achieved in under 20
years
Conclusion
• UEFA Champions League in good
health
• Must have platform for broadcasters
and sponsors to differentiate
• Task to always improve and fine-tune
the foundation to remain „Best of the
Best on the Ultimate stage‟
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