Author: Julian

Julian is the founder of the Football Marketing Magazine. Born and raised in Germany he created the website to combine his passion for marketing as well as for his nation’s no. 1 sport – football. Besides avidly following football events around the world, Julian spends his time playing padel, cooking and learning Spanish. // At the FMM since: 01/05/2014 // Favorite team: TSV 1860 Munich (GER) // Favorite player: Henrik Larsson (SWE) // Favorite goal: Roberto Carlos (FRA vs. BRA, 1997)

To take advantage of the trend that TV viewers are simultaneously using second screen devices, Heineken launched an interactive campaign with the hashtag #ShareTheSofa whereby fans could chat with famous football players while watching the Champions League. Less focus on TV screens Accenture published in April 2015 a report showing that watching TV and movie content on an actual TV screen has declined by 13% globally over the past year. It was further found that 87% of consumers now use a second screen device such as a smartphone or tablet while watching TV. As one of the highlights of any football…

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Some of the largest sponsors of the top football leagues in the world are alcohol vendors, prompting a debate about the ethical acceptability of alcohol advertising in the sport. Alcohol producers are heavy spenders on advertising Ticket sales are representing only a small portion of total earnings in the world of football and top stars could never be paid their staggering salaries without generous contributions from sponsors. That puts popular athletes in salesmen roles and turns teams into highly visible endorsements for large corporations. However the question of sponsorship is especially delicate in case of alcohol producers that support football…

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Creativity and originality are essential components of football shirt design, but this successful industry already reached a point where ground-breaking ideas are rare. There are only so many things you can do with a football shirt design without going over the line. After unlimited experimentation with colors, lettering size and position, collars, pockets and countless other elements, we are at a point at which something truly different must involve the very fabric from which the shirts are made. And that’s exactly what manufacturers are doing right now. An extreme example is Hummel which takes the design of football shirts a step…

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Sony, Emirates, Coca-Cola and Adidas spearhead a group of FIFA sponsors dissatisfied with the way football’s governing body is handling the allegations of bribery. Internal investigation regarding corruption in the selection process for the 2018 World Cup (Russia) and especially 2022 World Cup (Qatar) discovered no traces of wrongdoing, but such a report did not sit well with tier-one sponsors. After several big-name companies expressed their concerns through public statements, Sony and Emirates decided to take matters a step further and declined to extend their contracts with the FIFA beyond the current year. Sony, the leading Japanese high-tech brand, was…

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Manchester United and its sponsors are increasingly harnessing the power of social media to establish a deeper connection with fans worldwide. Despite huge traditional marketing budgets, smart executives of top football clubs in Europe are turning to social media to allow their fans to have an insider view on all activities and truly become a part of the family. “The use of Facebook and Twitter during the World Cup has demonstrated to the world that if anybody had any doubts that the social platforms are the dominant communication channel, that Facebook and Twitter are clearly that” commented Mark Tack from…

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Known for decades as one of the better football leagues in the world, the Bundesliga still lacked the allure of the Premier League or Primera División, but that is no longer the case. Leave it to the Germans to be quietly effective and shine when the final score is tallied. According to a recent study, the Bundesliga boasts the best attendance in global football, with its average of 42,600 fans in seats coming in second only to American NFL among all sports leagues in 2013. That’s nearly 6,000 visitors more than at matches of the Premier League, even if the…

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As the most anticipated match in club football approaches, Berliners can be proud their city is featured in the official logo for the 2015 Champions League final. European football is a huge business and there is no bigger enterprise in the game than the UEFA Champions League. This competition adopted its present format in 1993 and has since changed the face of the international soccer and created huge TV revenues for top European clubs. In the period from 2012 to 2015, a staggering amount of 900 million British pounds per season will be shared by the participants in the competition.…

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With a deal in place to replace Budweiser as the official beer of the Major League Soccer (MLS), Heineken hopes to win the hearts of American consumers and improve its market share. Soccer fans love beer and smart companies are capable of milking this connection all the way to the bank. Dutch premium brand Heineken knows a lot about this, as its sponsorship deal with the UEFA Champions League that runs until 2017 was instrumental for the public image of the company. “Soccer has been an invaluable platform for the Heineken brand for years, with our position as sponsor of the…

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To cope with big data and enhance its direct marketing strategies, Wolverhampton Wanderers have appointed data management firm CCR as its data-cleansing supplier. ‘Big data’ is everywhere and it is a crucial piece for the success of an overall marketing strategy. Yet, this vast amount of customer data can also represent a challenge. The collected data needs to be broken down so marketers can actually make sense from it and gain vital insights that can be then applied to enhance the daily marketing activities. The world of football is not an exception to this and many clubs are starting to…

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The case of Manchester City provides a unique window into the magical world of modern branding, where everything is possible for the right price. Football brands are among the oldest in business and many of them enjoy loyalty that even Coca-Cola or Apple would be envious of. European powerhouses have been building their fan bases over decades, investing heavily in on-the-pitch product while treating their home grounds as sanctuaries where the faithful can congregate. However, it appears that the rise of globalized media brought new possibilities to football clubs, as one can find evidenced in the stellar financial success of…

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