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Marketing the Uefa Champions League

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Marketing the Uefa Champions League
The UEFA Champions League: A strategic Marketing Analysis

b00184908 Sports Coaching Year 3 Sport Marketing

School of Engineering and Science University of the West of Scotland

December 2011

Table of Contents
Table of Contents……………………………………………………………………….……1

1. Introduction…………………………………………………………………….………...3 2. Background Information…………………………………………………………...…....4

3. External/Internal Environmental Analysis 3.1. External Environmental Analysis………………………………………. …….... 5 3.2. PEST[EL] Analysis of the UCL…………………………………….....................6 3.2.1. Economic Factors…………………………………………..... 6 3.2.2. Technological Factors………………………………………..6 3.2.3. Sociocultural Factors………………………………………...7 3.3. Internal Environmental Analysis………………………………………………………....8 3.3.1. SWOT Analysis of the UCL………………………………….8

4. Segmentation, Targeting & Positioning (SPT) 4.1 Segmentation…………………………………………………………………......10 4.1.1 – 4.1.3. Bases of Segmentation………………………..10 4.2. UCL Targeting: Young, Affluent, Males………………………………………..11 4.2.1. Segment Size & Growth…………………................. 12 4.2.2. Segment Structural Analysis……………………….....12 4.2.3. Company Objectives & Resources………………….. 14 4.3. Positioning……………………………………………………………………….14 4.3.1. Re-Positioning the UCL……………………………….14 5. Marketing Activity 5.1. A New


References: Aaker, D (1996). Building Strong brands. New York: Free Press Ahlstrom (2002) 51-61 Hopwood (2007) The sport integrated marketing communications mix, in Beech & Chadwick Ioakimidis, M (2010) Online marketing of professional sports clubs: engaging fans on a new playing field. International Journal of Sport Marketing & Sponsorship. Vol 11 (4), pp 271-283 King, A King, A (2004) The New Symbols of European Football. International Review for the Sociology of Sport. Vol 39 (3), pp323-336 Kitchin, P (2007) Understanding the sport marketing environment, in in Beech & Chadwick Mullin, Hardy & Sutton (1993) Sport Marketing. Champaign, IL: Human Kinetics. pg 32 Okubo (2007) The Football Business in Japan, in Michel Desbordes Pitts & Stotlar (1996) Fundamentals of Sport Marketing. Morgantown, WV: Fitness Information Technology Rammallo & Aguiar (2007) Marketing in Argentine football: a snapshot, in Michel Desbordes Shank, M (2002) Sports Marketing: A Strategic Perspective. 2nd Edition. New Jersey: Pearson Education Inc. pg 45, 57, 216 & 237 Shilbury, Quick & Westerbeek (2003) Strategic Sport Marketing Sommogi (2007) The football business in Brazil, and the example of Athletico-PR, in Michel Desbordes. Marketing & Football: An International Perspective. Oxford: Butterworth-Heinemann Stotlar, D (2001) Developing Successful Sport Marketing Plans Sugden & Tomlinson (1998) FIFA and the Contest for World Football: who rules the people’s game?. Oxford: Polity Press Youtube Audio Clip Thompson & Magnus (2003) The UEFA Champions League Marketing. FIBA Assist Magazine. Issue 2, pp 49-50 UEFA and TEAM.UEFA Champions League: Season Review 2004-2005 UEFA (2004) UEFA Financial Report 2003-2004. Nyon: UEFA UEFA (2005) UEFA Financial Report 2004-2005 UEFA (2004) UEFA Financial Report 2005-2006. Nyon: UEFA UEFA (2004) UEFA Financial Report 2006-2007 UEFA (2004) UEFA Financial Report 2007-2008. Nyon: UEFA UEFA (2004) UEFA Financial Report 2008-2009 UEFA (2004) UEFA Financial Report 2009-2010. Nyon: UEFA Van Schaik, T (2011) The Future of the UEFA Champions League bibliography Beech, Chadwick & Tapp (2000) Surfing in the Premier League: key issues for football club marketers using the Internet Cutler, M (2011) Champions League teams guaranteed €7.2m [Online] (Available: http://www.sportbusiness.com/news/181770/champions-league-teams-guaranteed-72m) [01/11/2011] Davis, J Estimated income up slightly (2007) [Online] (Available:http://www.uefa.com/uefa/management/finance/news/newsid=613875.html) Fullerton & Merz (2008) The Four Domains of Sports Marketing: A Conceptual Framework
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