Champions league story of the ucl jb-nov_2013

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  • 1. Evolution of the UEFA Champions League A big idea James Bisgrove, Sponsorship Manager UEFA Champions League, UEFA
  • 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. The UEFA Champions League. When did it all begin?
  • 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. 1992 The dawn of an new era for European club football The Whole is greater than the sum of the Parts
  • 6. The whole is greater than the sum of the parts Competition Revenue CHF 70 Million CHF 10 Million 1991/92 1992/93
  • 7. Its definitely the tournament we all want to win at Barcelona. Its the most important trophy in the world, and we want to win it
  • 8. Collaboration
  • 9. Collaboration & Partnership NAs Clubs Leagues Sponsors Broadcasters Fans Players Coaches
  • 10. Format and Clubs
  • 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. UEFA Champions League Format 2012-15 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. 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. 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. Marketing Plan
  • 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. Strategic Direction Trial Trial Adopt Loyalty
  • 19. With fan segmentation as important underlying framework
  • 20. Brand
  • 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. An Evolved Brand
  • 23. With rigourous brand management on a global level
  • 24. Great audiences on a global level in fragmenting media landscape
  • 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. State of the art delivery
  • 27. Sponsorship
  • 28. Integrated approach
  • 29. 6+2 2012-2015 6 2009-2012 4 2006-2009 2003-2006 8 2000-2003 1997-2000 1994-1997 1992-1994
  • 30. 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. Heineken- Man of the World
  • 33. Media Rights
  • 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. Platform Neutral Anything, Anytime, Anywhere TV Online Fans Mobile and Tablet
  • 36. Digital Platforms Explosive growth
  • 37. Objective: Grow digital community accross all platforms; where the fans are and with the tools the fans use
  • 38. Licensing
  • 39. Licensing - tool for specific target groups
  • 40. Revenue UEFA Champions League 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 UCL
  • 41. Revenue distribution
  • 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. 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. 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