Assessing the survival of shirt sponsorships in English football: an exchange theory perspective

2019 ◽  
Vol 9 (5) ◽  
pp. 477-494
Author(s):  
Jonathan A. Jensen ◽  
Akash Mishra ◽  
Mara Averick
Keyword(s):  
Survival Analysis ◽  
Sport Organizations ◽  
Content Type ◽  
The Past ◽  
Revenue Forecasting ◽  
Football Clubs ◽  
Sport Industry ◽  
European Football ◽  
One Year ◽  
English Premier League

Purpose Over the past several years, growth in sponsorship spending has surpassed that of traditional marketing and promotional approaches, as it has become an indispensable part of the marketing mix. Yet, despite considerable advances in the application of analytics across the sport industry, sponsorship revenue forecasting still largely relies on a decades-old methodology. The paper aims to discuss this issue. Design/methodology/approach This research seeks to assist sport organizations by applying more advanced survival analysis methodologies to the study of shirt sponsorships of football clubs, utilizing more than 300 sponsorships of every team that has competed in the English Premier League (EPL) over the past 25 years. Findings The analysis of the lifetimes of shirt sponsorships provides several insights for those employed by European football clubs and tasked with managing these increasingly lucrative sponsorships. Notably, tests confirmed that survivor functions of EPL shirt sponsorships are significantly different than those that appeared solely in English Football League (EFL) Championship play. In addition, results found that the median lifetimes of shirt sponsorships of EPL clubs were more than one year longer, when compared to EFL clubs. Originality/value This research marks the first attempt in the literature to apply survival analysis methods to describe the lifetimes of European football shirt sponsorships. The results provide empirical evidence that the potential effects of promotion or relegation could have consequences for football clubs in the tens of millions of dollars, and illustrate the importance of providing those tasked with managing such partnerships with more advanced methodologies to assist in the organization’s sponsorship revenue forecasting activities.

International orientation of professional football beyond Europe

2019 ◽  
Vol 9 (1) ◽  
pp. 97-114
Author(s):  
A. Carolin Fleischmann ◽  
Martin Fleischmann
Keyword(s):  
Digital Media ◽  
High Growth ◽  
Professional Football ◽  
Content Type ◽  
International Orientation ◽  
Qualitative Survey ◽  
Football Clubs ◽  
European Football ◽  
English Premier League ◽  
Home Region

Purpose The purpose of this paper is to investigate how professional football clubs from the English Premier League, German Bundesliga and Spanish Primera División use digital media to expand their international reach in emerging football markets (EFM) outside of Europe. Based on the EPRG framework and Rugman’s home-region hypothesis, the aim is to broaden the perspective where “sports go global” for a further understanding of actors’ international orientation in the digital sphere. Design/methodology/approach The study is based on data from desk research and a qualitative survey, comprising information on international digital media activities of 58 European clubs. Cluster analysis is used to identify different international orientations with regard to digital media activities. Findings The data provide evidence that clubs differ strongly in their orientations towards EFM. While some global players that provide digital media content in several EFM languages and attract a large share of Facebook followers from EFM exist, other clubs focus on their home region. League-specific differences become apparent. Originality/value This study determines the international online orientations of European football clubs by combining two previously separated research streams in football management studies: internationalisation and digital media activities. Most clubs with a strong EFM fan base choose polycentric, multi-language digital media strategies, followed by geocentric, standardised approaches. By offering a novel angle on internationalisation in professional football, this study contributes towards optimising clubs’ international online strategies for EFM, which are markets that promise high growth rates.

Career patterns of marketing managers in top European football clubs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Karolina Nessel
Keyword(s):  
Sports Management ◽  
Career Patterns ◽  
Content Type ◽  
Marketing Managers ◽  
Football Clubs ◽  
European Football ◽  
Main Activity ◽  
The Individual ◽  
Functional Experience ◽  
Football Industry

PurposeThe goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).Design/methodology/approachThe data came from the LinkedIn profiles of current and past SMMEFCs. Firstly, the optimal matching algorithm was used to determine clusters of pathways leading to a first SMMEFC position based on the main activity of the employing organisation. Secondly, these patterns were compared in terms of variables depicting the career paths, clubs and managers. Finally, the evolution of the post-SMMEFC careers was analysed.FindingsPeople in their first SMMEFC positions are mainly male with a university degree in business and marketing, and with a predominantly functional experience in marketing. There are five ways to become an SMMEFC: through business (40% of the sample), football (32%), other sports (11%), marketing and communication (11%), and media (6%). As the majority of SMMEFCs come to their positions from outside the sporting world, the specificity of the football industry is not a serious obstacle. Instead, the careers are bounded by functional marketing experience. Among the individual sequences leading to a first SMMEFC position, only around half of the football cluster may be considered traditional careers. Football, and sports in general, seem attractive for post-SMMEFC career development for the majority of managers coming from all pathways.Originality/valueThe study is the first one to quantify career patterns in professional sports management. It provides new insights about marketing careers and practice in European club football.

Internationalisation and branding strategy

2020 ◽  
Vol 23 (4) ◽  
pp. 747-766 ◽  
Author(s):  
Robert E. Hinson ◽  
Ellis Osabutey ◽  
John Paul Kosiba ◽  
Frederick O. Asiedu
Keyword(s):  
Brand Equity ◽  
Developing Economies ◽  
International Markets ◽  
Professional Football ◽  
Structured Interviews ◽  
Foreign Markets ◽  
Content Type ◽  
Market Expansion ◽  
Football Clubs ◽  
English Premier League

Purpose The purpose of this study is to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets. Design/methodology/approach Based on an inductive approach, 27 semi-structured interviews were conducted to analyse the perceptions of Ghanaian fans of four English Premier League teams. Findings The findings of this study highlight that the strength of professional football brand equity is jointly determined by the level of brand awareness, brand loyalty and perceived quality. However, increasing competition in international markets require professional football clubs to clearly define their marketing strategies to improve how fans perceive them. Originality/value This paper is one of the few studies to use country-of-origin paradigm and signalling theory to explain football brand equity building, thereby extending the earlier work of Chanavat and Bodet (2009). Its empirical focus on Africa is also unique and provides evidence to suggest that global marketers have the opportunity to capitalise on market expansion opportunities in developing economies.

Interns in Professional Sport: An Investigation of Gender Parity on the Job

2009 ◽  
Vol 3 (1) ◽  
pp. 92-109 ◽  
Author(s):  
Jacquelyn Cuneen ◽  
M. Joy Sidwell
Keyword(s):  
Sport Management ◽  
Work Conditions ◽  
Professional Sport ◽  
Sport Organizations ◽  
Male And Female ◽  
Sport Industry ◽  
Job Benefits ◽  
One Year ◽  
Management Students ◽  
Big Four

Internships permit sport management students to link classroom learning to the professional environment. Since internships provide students with opportunities to learn on-the-job and test their skills in the marketplace, the experiences should be uniformly beneficial to all students regardless of gender. This study was conducted to describe internship work conditions (i.e., opportunities to perform in essential marketplace functions) for male and female sport management interns assigned to ‘Big Four’ professional sport organizations. Participants were 74 sport industry professionals who supervised a total of 103 interns over a one-year period. A X2 Test of Independence found that male and female interns working in professional sport had comparable opportunities to perform and learn on the job. Differences in opportunity, hiring practices, and on-the-job benefits emerged primarily as a function of job specialization (e.g., operations, marketing, venue management), league/association, or gender of the internship supervisor rather than gender of the interns.

Do match officials give preferential treatment to the strongest football teams? An analysis of four top European clubs

2018 ◽  
Vol 14 (4) ◽  
pp. 185-199 ◽  
Author(s):  
Francesco Audrino
Keyword(s):  
Statistical Power ◽  
Causal Effect ◽  
Preferential Treatment ◽  
Data Set ◽  
Premier League ◽  
Football Clubs ◽  
European Football ◽  
Effect Estimation ◽  
English Premier League ◽  
General Opinion

Abstract We address the fiercely debated question of whether the strongest European football clubs get special, preferential treatment from match officials in their decisions on the teams’ players over the course of the teams’ trophy winning streaks. To give an empirical answer to this question, we apply a rigorous econometric analysis for causal effect estimation to a self-constructed data set. We consider the two clubs in the Italian Serie A that experienced a prolonged winning streak during the period 2006–2016, namely Internazionale Milan (Inter) and Juventus Turin, as well as one team from the German Bundesliga (Borussia Dortmund) and one from the English Premier League (Manchester United) that also experienced a winning streak during the same period. This allows us to perform an analysis with enough statistical power to be able to estimate properly the effect of interest. The general opinion among fans, sports journalists, and insiders that the strongest clubs are favored by match officials’ decisions is supported only by the results of the analysis we run for Juventus, whereas for the other clubs under investigation, we did not find any significant bias. During its winning streak, more yellow cards and total booking points (an aggregated measure of yellow and red cards) were given to Juventus opponents. These effects are not only statistically significant, but also have a sizeable impact.

scholarly journals Does size matter?

2019 ◽  
Vol 25 (3/4) ◽  
pp. 162-175 ◽  
Author(s):  
Girish Ramchandani ◽  
Daniel Plumley ◽  
Harry Preston ◽  
Rob Wilson
Keyword(s):  
Design Methodology ◽  
Competitive Balance ◽  
Content Type ◽  
Premier League ◽  
European Football ◽  
Size Threshold ◽  
League Structure ◽  
Football Industry ◽  
Size Matter ◽  
English Premier League

PurposeThis paper aims to explore at what league size competitive balance reaches its best level through a longitudinal study and by using the English Premier League (EPL) as an example.Design/methodology/approachTo test the influence of league size on competitive balance in the EPL, the authors first calculated competitive balance scores for 22 seasons between 1995/96 and 2016/17 under the existing 20 team system. They then calculated a further ten normalised competitive balance scores for each EPL season by adjusting the league size to examine the league size threshold at which competitive balance in each season of the EPL was at its best level.FindingsThe analysis indicates that the current league structure of 20 teams compromises the overall level of competitive balance in the EPL in comparison with a league comprising between 10 and 19 teams. However, the authors cannot pinpoint the precise league size at which the EPL is most competitively balanced, as no significant differences were observed between the competitive balance indices for these league sizes.Originality/valueThe findings of this study have practical relevance for league organisers and the Union of European Football Associations given that they themselves have stated that competitive balance will be a big challenge for the European football industry in the coming years.

scholarly journals The unintended consequence of Financial Fair Play

2019 ◽  
Vol 9 (2) ◽  
pp. 118-133 ◽  
Author(s):  
Daniel Plumley ◽  
Girish Mohan Ramchandani ◽  
Robert Wilson
Keyword(s):  
Financial Stability ◽  
Causal Link ◽  
Unintended Consequences ◽  
Fair Play ◽  
Competitive Balance ◽  
Content Type ◽  
Financial Fair Play ◽  
Before And After ◽  
European Football ◽  
English Premier League

Purpose The purpose of this paper is to examine competitive balance in European football leagues before and after the inception of Financial Fair Play (FFP) regulations by Union of European Football Associations in 2011, designed to bring about financial stability and improve competitive balance in the European game. Design/methodology/approach The research focuses on the top division football leagues in England (English Premier League), Germany (Bundesliga), France (Ligue 1), Italy (Serie A) and Spain (La Liga). The paper is organised into two distinct time periods: pre-FFP, comprising the six seasons between 2005/2006 and 2010/2011; and post-FFP, comprising the six seasons between 2011/2012 and 2016/2017. The paper uses recognised measures of concentration and dominance to measure competitive balance. Findings The results show a statistically significant decline in competitive balance post-FFP for leagues in Spain, Germany and France but not for England and Italy. Furthermore, the results report significantly higher levels of concentration and dominance by a select number of clubs in Germany. Originality/value The paper is one of the first to analyse competitive balance in this way both pre- and post-FFP. Whilst the paper cannot demonstrate a causal link between FFP and competitive balance, there are strong indications that competitive balance has been adversely affected (for some leagues) since the regulations have been imposed. To that end, the paper argues that FFP has had “unintended consequences” in respect of competitive balance.

Market valuation and risk profile of listed European football clubs

2019 ◽  
Vol 9 (2) ◽  
pp. 146-163 ◽  
Author(s):  
Stefan Prigge ◽  
Lars Tegtmeier
Keyword(s):  
Risk Profile ◽  
Share Price ◽  
Capital Asset Pricing ◽  
Content Type ◽  
Share Prices ◽  
Asset Pricing Model ◽  
Football Clubs ◽  
Price Appreciation ◽  
European Football ◽  
Practical Implications

Purpose The purpose of this paper is to explore whether stocks in football clubs are valued in line with the valuation of other capital assets in the capital market. Moreover, it analyzes the risk profile of football stocks. By taking this perspective, the paper also contributes to the discussion on the motives of those who invest in football clubs, particularly the question of whether they expect extra benefits, i.e., in addition to dividends and share price appreciation, from the investments. Design/methodology/approach The empirical study analyzes the share prices of 19 listed European football clubs from January 2010 to December 2016. Building on the capital asset pricing model, the authors used Zellner’s (1962) seemingly unrelated regressions. Findings The results indicate that the majority of the football clubs in the sample are overvalued. This implies that investments in football stocks are mainly attractive for those investors who expect to derive extra benefits from their investment. That might be likely for strategic, patron and fan investors, but not for purely financial investors. Research limitations/implications As a next step, more advanced factor models could be applied to the analysis. Practical implications For investors, the results imply that portfolio diversification is particularly beneficial while buying football stocks. For football clubs, the rather low general market risk, combined with the overvaluation, leads to low equity costs when new shares are issued. Originality/value The results suggest that dividends and share price appreciation are not the only benefits football stock owners derive from the stocks, thus underlining that further investigations in their motives to hold football stocks are very promising.

Long gone the glory days

2014 ◽  
Vol 4 (4) ◽  
pp. 284-297 ◽  
Author(s):  
André Richelieu ◽  
Stéphanie Lessard
Keyword(s):  
Brand Identity ◽  
Analysis Method ◽  
Content Type ◽  
Know How ◽  
Brand Promise ◽  
Football Clubs ◽  
History Of ◽  
European Football ◽  
The 1960S ◽  
Practical Implications

Purpose – The purpose of this paper is to identify the catalyzing factors team managers of previously successful European football clubs could capitalize on in order to build or rebuild the brand identity of their respective team via the Europa League. Design/methodology/approach – The authors followed a case analysis method. The authors selected teams that have had a history of good performance in European competitions in the 1960s, 1970s, 1980s and early 1990s, before falling off the radar. A total of 19 teams, representing 15 countries, accepted the invitation. Findings – The managers underlined eight major catalyzing factors. The managers specifically emphasize the importance of branding and how it can crystallize the promise these teams articulate to their fans, on and off the football pitch. Moreover, the values that a team encapsulates and communicates through its daily actions seem to represent the essence of the brand. Research limitations/implications – One risk relates to the respondents who could very well know what a brand is and how a brand should be managed in theory, but it does not necessarily mean that they know how to do it at all. Practical implications – The paper highlighted the importance of shrewd management, especially when resources are scarce. A competition such as the Europa League might provide some room to maneuver but, above all, the organization must deliver the brand promise to its fans. Originality/value – This is one of the first studies looking at the leverage a European football competition could provide to previously successful clubs.

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