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Intellectual Property and Financing
Ronald Crawford - IP and Brand Protection Manager
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NIKE FOOTBALL BRAND OVERVIEW
It’s all about the football!!!
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Contents
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Contents
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Mission Statement
To provide Arsenal with increased income, profitability, cash generation and financial strength which would allow the Club to compete at the very highest level of domestic and European football.
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Arsenal Objectives and Values
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History of innovation and firsts in football
Introduction of shirt numbers
Introduction of white ball
Most technologically advanced football Club stadium in Europe
Founded in 1886
Highbury stadium - 1913 – 2006
Emirates Stadium – Opened 2006/07 season
Club built on stability – 19 Managers in 122 years
Key Facts
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Fan profile
Demographic54% of Arsenal season ticket holders drawn from the AB Professional and Managerial social classes
Customer spend potential9,000 premium seats at Emirates, delivering more revenue than our entire old stadium each game
Luxury surroundingsDiamond Club, invite only with 84 members each spending £25,000 per year
RevenueHighest revenue generating stadium in world football with the fans to match
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168Diamond Club SeatsWaiting list in operation
150Box holdersWaiting list in operation
7,000Club level membersWaiting list in operation
27 MillionFans worldwide
Fan base 35,000Season Ticket holders (Gold members)Waiting list in operation
23,000Silver membersWaiting list in operation
100,000Red members
Active database of 400,000
40,000Junior Gunners
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INDEX
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Source: Deloitte Annual Review of Football FinanceMay 2oo8
€m
Premier League
(England)
Serie A(Italy)
Bundesliga(Germany) La Liga
(Spain)Ligue 1(France)
THE LEAGUES TABLE
Revenue growth in top 5 leagues 1996-2008 (Source: Deloitte)
11Page
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WHY ARE THEY TOP?
• The Barclays Premier League is broadcast in 204 countries
• 533m homes receive the channels which broadcast Barclays Premier League
• Average cumulative audience of 75m each week throughout the season
• Total global cumulative audience across the season as a whole of 2.95bn
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Revenue Breakdown By League
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Big 5 League Revenue Sources 2006/07
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Arsenal Revenue Sources and Totals
Source: Deloitte Annual Review of Football FinanceFebruary 2009
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IP REVENUE BREAKDOWN
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Media Sponsorship Licensing-Retail
Partnerships Naming Rights
Corporate PartnersRetail PartnersSoccer School Partners
Corporate PartnersRetail PartnersSoccer School Partners
TelevisionRadioNew mediaMobileInternet
KitShirt
Trademark LicensingRetail Stores
Stadium
Intellectual Property Revenue – A closer look
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Media
Arsenal TV
Arsenal Mobile
Arsenal.com
Arsenal Magazine
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Sponsorship
Official Kit Sponsor
Official Sponsor
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Branded Merchandise
On Site Retail
Licensing-Retail
Overseas Retail
Online Shop
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Partnerships Naming Rights
PARTNERSHIPS
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Technical partnershipsArsenal develops local on-field talent through local Clubs such as BEC
Tero Sasana in Thailand and Ho anh Gia Lia in Vietnam. Project also includes commercial and marketing initiatives to aid these Clubs
Club partnershipshave included investment in Academies in Vietnam, and Thailand to help develop local talent
Local media platformslocal websites mobile services and publishing partners - provide channels to leverage value and target millions of Arsenal fans.
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Naming Rights
NAMING RIGHTSNaming Rights
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Factors for evaluating a sports brand future
The fan base
Sports brands must have a strong fan base. Size of home and international reach. Wealth of fans and franchise region.
Historical success
Sports brands values increase with the longevity and extent of playing success.
Exploitation of the brand
Sports brands attain more value if they are being skilfully marketed and maximising their financial value.
Scarcity Sports brands are valued higher if there are fewer teams, limited access and fewer competitions.
Values Brands which have clearly identifiable values and propositions are rated more highly, i.e. Man Utd “Theatre of Dreams”, “Dallas Cowboys” America’s team.
Stars Past and present, fans and players. This factor adds glamour and desire to associate.
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INDEX
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Sponsorship Naming Rights
Challenges
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INDEX
•How I help?
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Brand Protection
IP TEAM
Branding
Sponsoring
Communication
Advertising
Marketing
Products & Services
Human Resources
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IP SUPPORT WHEEL
Design Guidelines
Licensing Guidelines
Trademarks
Domain Names
Keywords
Trademarks
Domain Names
Internet
Litigation
Co-existence agreements
Take down websites
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IP SUPPORT : Challenges
Brand strategy vs. creativity
Brand architecture vs. trademark strategy
Machine vs. brain
Quick wins vs. legalproceedings
Quality vs. quantity
Control vs. marketing
Quality vs. quantity
Quality vs. quantity
"Use it or lose it"
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© 2008 Guardian online
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QUESTIONS