Show Me the Money!

Esteve Calzada is a senior advisor at Manchester City FC. As chief marketing and commercial officer at FC Barcelona, he made a major contribution towards the commercial transformation that saw the club increase its revenue from €120 million to over €400 million per year, representing a sea change in sports marketing. He is globally renowned for his insight and track record. He was one of the founders of Leo Messi Management, the company that exploits the image rights of Argentinean global football star, and is a FIFA players' agent.

Introduction

PART I: ANALYSIS, STRATEGY AND POSITIONING
1 Sport and business
Football, king of sports
Sports properties
Models of ownership
Football finance
Management trends

2 Sports marketing and products
Hail, sports marketer!
Products and customers
Models of revenue
Sports marketing vs conventional marketing

3 Strategy, positioning and brand
The sports marketer’s roadmap
We need positioning
From the positioning to the brand
Validate your decisions
The business plan

PART II: MEDIA EXPOSURE AND CRITICAL MASS
4 Media exposure
To be or not to be in the press
Knowing the media environment
Auditing content
The communication plan
Distributing the content
The ‘non-business’ of own media
Social networking sites

5 In search of the critical mass
The value of the critical mass of supporters
The supporter numbers kit
The ‘pulling in the punters’ mindset
He who has a database is wealthy beyond words
We now have a commercial product

PART III: SALES
6 Packing the stadium
Crowd attendance and the multiplier effect
The scorecard of factors influencing match attendance
The exploitation of the stadium diagram
The content of events
Your place or mine? The case of Juventus

7 Hanging up the ‘sold out’ sign
The products
Matchgoers’ experience through touch points
The six Ps marketing mix
Ticket sales scenarios
Concessions, advertising and other products
The sales action plan
8 Sponsorship rights or bust
A tough terrain
The winning three-leaf clover
Solving the sudoku of commercial rights
Advertising spaces with a life of their own

9 Selling Sponsorship FC
Sponsorship and other forms of commercialisation
Competition and ambush marketing
Capturing sponsors, step by step
Auditing and mapping
Designing the sponsorship programme
The top-notch sales dossier
Here it is! The sponsor’s money!

10 Image rights, TV and licensed merchandise
The prime time of image rights
The VIP roadmap
The upheaval in the European television market
The consolidation of collective selling of rights
Sensible commercial exploitation of TV rights
Basic concepts in merchandising management
Outsource and conquer!
Red card for pirates

PART IV: IMPLEMENTATION
11 Lawyer for a day
The clauses that keep you awake at night
Sample football club sponsorship contract

12 Implementation par excellence
Touch points in the relationship with the sponsor
The sports marketer’s renewal mentality
Marking the sponsor
The ten commandments for successful sponsorship

13 The proud sponsor
Sponsorship vs conventional advertising
Activation, activation, activation
The 360° action plan
Case studies: Audi, Nike, Coca-Cola, Mahou

14 The ‘Ballon d’Or’ sports marketer
The first eleven and the technical staff
Eleven sales techniques that work
Eleven skills for winning the Ballon d’Or
The eleven files in the new minister’s briefcase

Bibliography
Acknowledgements
Index