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)

According to the German sports marketing research company Repucom, Cristiano Ronaldo is the most marketable footballer worldwide. Based on a representative study in 13 countries, the Real Madrid striker has a global awareness of 83.9%. The Portuguese winner of the FIFA Ballon d’Or 2014 has a combined fan base of 108 million people across the social networks (82 millions Facebook likes and 26 million followers on Twitter) and is described as the most trend-setting footballer of today’s football business. Repucom’s CEO Paul Smith stated the following: “Ronaldo is an endorser’s dream. His value is as important to the teams he…

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FIFA’s sponsoring structure explained After the World Cup in Germany in 2006, FIFA devised a new business strategy which entailed a new sponsoring structure consisting of the following three categories of sponsors: FIFA Partners, FIFA World Cup Sponsors and National Supporters. The spots for the ‘gold category’, FIFA Partners, are limited to six businesses which benefit from the closest link of all sponsors with the FIFA and its events (tournaments, official or friendly matches, conferences, etc.). They further play a “wider role in supporting the development of football all around the world, from grassroots right up to the top level…

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Even though the German record champion was defeated in this season’s Champions League by its Spanish rivals – the FC Bayern Munich is still leading the table in one category: the brand value. London-based ‘Brand Finance’ calculated the club’s brand value to amount to a staggering $896 million – no other football brand in the world is more valuable. Due to an increase of $36 million compared to the year 2013, the team from Munich was able to secure this title the second year running. Having led the way as football’s most valuable brand for several years, Manchester United lost…

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Casa do Zezinho is a non-governmental organisation (NGO) that offers education to over 1.200 underprivileged children aged 6 to 29 years. Like all charitable institutions they rely on donations to operate on a daily basis. In order to raise awareness for their cause and to improve the stream of donations, Casa do Zezinho teamed up with the creative agency Almap BBDO which came up with the following formula: Nation’s sport number one + hint of surprise = buzz So how did they do it? Casa do Zezinho joined forces with São Paulo, one of Brasil’s most important football clubs and…

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Nike Football – Winner Stays For its FIFA World Cup advert, Nike is heavily relying on the power of celebrity endorsement. The list of appearing football stars is long and reads like the who’s who of our times, including Cristiano Ronaldo, Neymar Jr., Wayne Rooney, Zlatan Ibrahimović, Gerard Piqué, Gonzalo Higuaín, Mario Götze, Eden Hazard, and Andrés Iniesta. Davide Grasso, Nike’s Chief Marketing Officer, commented: “We connect to players’ passion for the game, whether it is the world’s best in Brasil or players in the park or street. ‘Winner Stays’ taps into an experience that every young player around the…

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As a result of the £5.5bn Premier League broadcasting deal this season’s Premier League champions will receive £93m from TV money while the bottom club will earn around £63m. Therefore, even the team who finishes bottom will exceed the income of last season’s (2012/13) champions Manchester United who received £60.8m in broadcasting fees. In total, the Premier League clubs will be paid the sum of £5.5bn for the period of 2013 until 2016. Let’s have a closer look on how that money is distributed among the 20 Premier League teams. 1. Domestic deals 50% of the domestic broadcasting fees are split equally among all…

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In December 2013 the FC Barcelona announced a strategic partnership with Intel inside for the next four and a half years. Besides equipping the youth academy of the FC Barcelona, la Masia, with its newest technology products, Intel inside will pay $25million to have its logo on the inside of each and every of the players’ shirts. The agreement is the first of its kind in the world of football. Never before has a shirt ever featured a logo in such a position. Sandro Rosell, FC Barcelona’s president stated that “[this partnerhsip] will mean much more than a financial sponsorship deal, as it will…

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