Key themes case study of football club relationship marketing

& relationship strategy customer management

& customer co-production value constellation loyalty development

Milestones in History of LECH- sporting achievements

Lech in Crisis

On the Pitch (relegation to the 2nd division) Off the Pitch (hooligans) Finance (debt of 3mln Euro) Organization (no management)

Pressure for change Sports Association dismiss old board New type of management board established KKS Lech Poznan SSA is being founded

On the Pitch (relegation to the 2nd division) Off the Pitch (hooligans) Finance (debt of 3mln Euro) Organization (no management)

Pressure for change Sports Association dismiss old board New type of management board established KKS Lech Poznan SSA is being founded

New Strategy of Lech

Short-term fire-fighting strategy Value Constellation (VC) Supporters as co-producers Adding value off the pitch Image re-building Public mission

Key Issues of RM Strategy

Taking the Bull By the HornsShort-term Fire-fighting Strategy

Peace! Let’s talk about it... New consensus found DIY security – poacher becomes a game-keeper Supporters club – Folks of Lech Cost reduction Debt restructuring Active fundraising & in-kind raising

Outcomes Lech stadium becomes safe. Attendance figures shoot up Improved cash-flow

Lech Management BoardAs Founder and Leader of VC

Initial Statements of VCWe All Play in One TeamLech is Our Pride and Our Common Goal Is to Make Our Lech Family No.1

Mission Statement of VCclaim: „We Want to Be Better”

Value ConstellationSubjects of Lech Poznań VC

KKS KKS Lech Lech

Poznan Poznan Sport Sport

AssocAssoc..

KKS KKS Lech Lech

Poznan Poznan Sport Sport

AssocAssoc..

KKS KKS Lech Lech

Poznan Poznan SSASSA

KKS KKS Lech Lech

Poznan Poznan SSASSA

SupportSupport.. Club - Club -

Folks at Folks at LechLech

SupportSupport.. Club - Club -

Folks at Folks at LechLech

Lech Lech Business Business

ClubClub

Lech Lech Business Business

ClubClub

Authorities in Authorities in National National Gov.Gov.Authorities in Authorities in National National Gov.Gov.

Authorities in Authorities in Local GovLocal Gov..

(City & (City & Regional)Regional)

Authorities in Authorities in Local GovLocal Gov..

(City & (City & Regional)Regional)

FirmsFirms providing providing supporting or supporting or

complementary complementary servicesservices

FirmsFirms providing providing supporting or supporting or

complementary complementary servicesservices

Supporters Supporters & &

SpectatorsSpectators

Supporters Supporters & &

SpectatorsSpectators

MediaMediaMediaMedia

Strategic Strategic SponsorsSponsorsStrategic Strategic SponsorsSponsors

EducateEducate

EntertainEntertain

InvolveInvolve

RewardReward

OrganizeOrganize

Treat as capital

Treat as capital

SegmentSegment

Change attitudeChange attitude

It works!Average audience on Polish stadiums*

* First Division stadiums were considered. Lech Poznań was not included into average of the Polish Stadiums

It works!Attendance vs. league position

20000

15000

18000

9000 9000

12000

7000

17000

12000

18000

20000

18000

21000

18000

14000

11 11

13

11

12 10 9 9

12

15 10 119

11

5000

7000

9000

11000

13000

15000

17000

19000

21000

23000

1 3 5 7 8 10 12 14 17 19 21 24 26 28 30

Audience1

3

5

7

9

11

13

15

Place in table before the match

11

Thank You !

WE WANT TO BE BETTERWE WANT TO BE BETTER