Peer Learning Project Marketing Football the

Museum Way

Presented by . V.Aditya Chakravarthy

Peer Learning Project

History of the Sport The origin of the sport can be traced to

England when the English F.A ( Football Association) was formed in 1863.

The English F.A started holding its own tournament for the F.A cup which is still a coveted title for clubs in the country.

What is modern football all about ?1.Passion and emotion2.The fan’s being the 12th man3.Pre-game/Post game rituals/ superstitions 4 .Strengthening family bonds- Father - SonThe point being made is that the modern

game has a lot of aspects marketers could use to market their goods/services and the game in turn.

Part -1 – Marketing football Marketing is an organizational management

process that emphasizes customer needs, wants and exchange processes

Evans, James and Tomes (1996) say sports marketing is “the use of sport as a promotional vehicle for consumer and industrial goods and services & as the marketing of sports, products and services to consumers of sport

The P’s of Sport Marketing Sport Product

A good, service , event or a mixture of the three which can be marketed.

There are some core aspects to sport product like the venue, players,apparel and some product extensions like music, mascots,programmes around the sport such as “ meet the legends”. That also is a product.

Sports Price – Sports Price should be decided upon after careful study of the environment and the balance between customer satisfaction and perceived value of the sport product should be maintained .

Sports Place ( distribution) – Stadium or arena is the place where the sport EVENT is consumed directly by a section of spectators. Other goods and services like sports apparel, T.V consumption of the event have to be placed in the distribution channel which not only satisfies the customer but also helps reach the business objectives.

Sports Promotion – By different means such as advertising, sales promotions etc

The State of sport Today

The picture shows a map of the most popular sports across the world.

Modern football marketing Modern football marketing can be seen in a form of

segments/categories such as 1.Cross Sports marketing- Such as sports personalities other

than football supporting football clubs and being major stakeholders in the publicity marketing program of both the personalities themselves and the football clubs

Examples –Lewis Hamilton – Arsenal Fc -Rafael Nadal – Real Madrid Fc -Ian Bell – Aston Villa Fc And closer home

- Sachin Tendulkar –Kerala Blasters Fc - Saurav Ganguly –Atletico De Madrid Fc

2. Brand story telling- It is a breakaway concept from traditional ads which attempts to tell a story and at the same time promote the said cause and the said event

on a more macro level. The Complementary nature of promotion applies in this case as well.

3. PR and media agencies feeding famous

sports rivalries and hype around important matches.

4. Strategy based forums for fans – Such as Fantasy Premier League of the EPL

And the list goes on.. But we get the idea how fierce is contemporary marketing for football and how Indian sporting scenario is learning.

Some strategies which Fifa used to promote the world cup -2014

What prominent football museums are doing

The National Football museum , Manchester , UK

1. Amazing website 2. Museum Shop

3. Widespread and Effective Social media presence -

National Football museum

The Official Research partner of the National Football Museum

Quoting the NFM website  The International Football Institute seeks to

advance research on all aspects of football, and to make this research available to the widest possible audience, nationally and internationally.

The research group has a pretty good social media presence of its own.

International Football Institute

How do we go about marketing football?Apart from being about balls,medals,football is

also about athleticism, movement , huge crowds cheering their team on or QUITE CRUELLY cursing the opposite one. Any marketing strategy that does not involve the DYNAMICS of football will be a partially successful one .

What lessons do we need to learn To take the sport and its marketing

seriously as it could benefit a lot of other people as well apart from the audience. Like generating a lot of employment for various segments of audience.

Yes granted , we do not have the sporting history of the west but if museums get the ball rolling we could have it in a few decades.

How do we do it the Museum way ?-By setting of exhibitions which would

generously use tangible aspects of the game as well as the intangible ones

- By providing an “experience” of the game.- By providing participatory exhibits .- The thought also emerges that who will fund

such a museum in a country like ours?

And Most Importantly

DIRECTING THE AVENUES OF LEARNING TO EVERYBODY I.E NOT ONLY FOCUS ON THE FOOTBALL ENTHUSIASTS.

A football exhibition

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Come “experience” the game

PLANTERIUM LIKE RECREATION OF SELECTED FOOTBALL MATCHES.

Its a tense penalty shoot out. Fancy your team to win?

SERVICE TIE UP: sportssimulator.com

Rescue your team

How will such a museum fund itself in a country like ours ?

Hiring out gallery area to TV studio(s)

ConclusionThe dynamics of sports have to be played

with, if being exhibited. Sports exhibitions have to be participative

and inclusive.Museum has to take its “loyalty building

initiatives” seriously as sporting teams have scores of loyal supporters which could walk into a museum if it is of context to them

THANK YOU !