Champions league story of the ucl jb-nov_2013

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Champions league story of the ucl jb-nov_2013

  1. 1. Evolution of the UEFA Champions League ‘A big idea’ James Bisgrove, Sponsorship Manager UEFA Champions League, UEFA
  2. 2. 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.
  3. 3. The UEFA Champions League…. When did it all begin?
  4. 4. The Idea “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
  5. 5. 1992 – The dawn of an new era for European club football The Whole is greater than the sum of the Parts
  6. 6. „The whole is greater than the sum of the parts‟ Competition Revenue CHF 70 Million CHF 10 Million 1991/92 1992/93
  7. 7. “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”
  8. 8. Collaboration
  9. 9. Collaboration & Partnership NA‟s Clubs Leagues Sponsors Broadcasters Fans Players Coaches
  10. 10. Format and Clubs
  11. 11. Format 1992/1993 • 5 rounds in total • 1 qualification round • 1 group stage (semi-final / 2 group of 4) 2009/2010 • 9 rounds in total • 3 qualification rounds • 1 play-off round • 1 group stage 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)
  12. 12. UEFA Champions League Format 2012-15 13
  13. 13. Number of Clubs per Season Teams Group Stage Teams total 73 55 74 77 56 77 42 36 32 24 8 91/92 92/93 16 93/94 94/95 95/96 96/97 24 32 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 32 07/08 08/09 09/10 10/11 11/12
  14. 14. Number of Matches per Season Matches Group Stage Matches Total 239 209 215 215 147 149 95 73 81 77 144 24 48 72 96
  15. 15. Number of Countries and Champions represented per Season • Important change in access list as from 2009/2010 season Countries Champions 17-18 15-16 17-18 14-15
  16. 16. Marketing Plan
  17. 17. 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
  18. 18. Strategic Direction Trial Trial Adopt Loyalty
  19. 19. With fan segmentation as important underlying framework
  20. 20. Brand
  21. 21. 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
  22. 22. An Evolved Brand
  23. 23. With rigourous brand management on a global level
  24. 24. Great audiences on a global level in fragmenting media landscape
  25. 25. 2013 Super Bowl vs. UEFA Showpiece Finals (Core Target Market) Super Bowl 2013 UCL Final 2012/13 12% 15.2m 128m Global Audience 167m 54% Global Audience 91.6m 46% 76.5m 88% 108.4m USA Other markets Source. Sponsorship Intelligence Average Audience (millions) Europe Other markets
  26. 26. State of the art delivery
  27. 27. Sponsorship
  28. 28. Integrated approach
  29. 29. 6+2 2012-2015 6 2009-2012 4 2006-2009 2003-2006 8 2000-2003 1997-2000 1994-1997 1992-1994
  30. 30. 31
  31. 31. UEFA Champions League Partners Sole & Exclusive Activities Official Supplier Partners Official Sponsor Partners Sponsors Back Stadium Tour Official match coin to referees Centre Circle carrier Player Escorts (2 or 22 children) Young Journalist Referee Escorts (5 children) Broadcaster Official Match ball carrier Fan Photographer
  32. 32. Heineken- Man of the World
  33. 33. Media Rights
  34. 34. Media Objectives • Broaden reach of the UEFA Champions League • Increase fan viewing experience Global & Broad Reach Forefront Technical Development Anything, Anywher e, Anytime Embrace Digital Media
  35. 35. „Platform Neutral‟ – Anything, Anytime, Anywhere TV Online Fans Mobile and Tablet
  36. 36. Digital Platforms – Explosive growth
  37. 37. Objective: Grow digital community accross all platforms; where the fans are and with the tools the fans use
  38. 38. Licensing
  39. 39. Licensing - tool for specific target groups
  40. 40. Revenue UEFA Champions League 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 € € € € € € € € € € € UCL
  41. 41. Revenue distribution
  42. 42. 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
  43. 43. • 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
  44. 44. 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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