Marketing the Uefa Champions League

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The UEFA Champions League: A strategic Marketing Analysis

b00184908
Sports Coaching
Year 3
Sport Marketing

School of Engineering and Science
University of the West of Scotland

December 2011

Table of Contents
Table of Contents……………………………………………………………………….……1

1. Introduction…………………………………………………………………….………...3

2. Background Information…………………………………………………………...…....4

3. External/Internal Environmental Analysis
3.1. External Environmental Analysis………………………………………. …….... 5 3.2. PEST[EL] Analysis of the UCL…………………………………….....................6 3.2.1. Economic Factors…………………………………………..... 6 3.2.2. Technological Factors………………………………………..6 3.2.3. Sociocultural Factors………………………………………...7 3.3. Internal Environmental Analysis………………………………………………………....8 3.3.1. SWOT Analysis of the UCL………………………………….8

4. Segmentation, Targeting & Positioning (SPT)
4.1 Segmentation…………………………………………………………………......10 4.1.1 – 4.1.3. Bases of Segmentation………………………..10 4.2. UCL Targeting: Young, Affluent, Males………………………………………..11 4.2.1. Segment Size & Growth…………………................. 12 4.2.2. Segment Structural Analysis……………………….....12 4.2.3. Company Objectives & Resources………………….. 14 4.3. Positioning……………………………………………………………………….14 4.3.1. Re-Positioning the UCL……………………………….14

5. Marketing Activity
5.1. A New Competition: A New Approach………………………………………….16 5.2. The Seven P’s of Marketing…………………………………………………….. 17 5.2.1. The Product……………………………................... 17 5.2.2. The Promotion………………………………………18 5.2.3. The Process………………………………………… 18 5.3. Broadcasting Strategy: Free to Air v Pay Tv…………………………………….19 5.4. Sponsorship Strategy…………………………………………………………….21 6. The Future

6.1. The Power of the ECA…………………………………………………………23 6.2. New Markets………………………………………………………………….. 23 6.3. The Role of Television………………………………………………………. . 23

References……………………...…………………………………………………………..24

Bibliography………………………………………………………………………………..27

Appendix I. PEST[EL] Analysis of the Champions League……………........ 29 Appendix II SWOT Analysis of the Champions League…………………….. 30 Appendix III UEFA’s Objectives for the Champions League …… ………...31 Appendix IIII Extracts from Champions League Sponsors ………………….32

List of Figures

4.1. An Analysis of the European Football Industry………………………... 13 5.1. UEFA & TEAM: The Partnership Concept…………………… …….. 16 5.2. Components of the Champions League………………………………… 17 5.3. Champions League Broadcasting Revenue & Distribution……………..20 5.4. Champions League Sponsorship Revenue……………………………… 22 5.5. Champions League Sponsorship Rights………………………………....23

1.
INTRODUCTION

‘The UEFA Champions League, like any other global brand, is complex in character. Whilst it is perceived in slightly different ways by the various audiences around Europe, prestige is at the heart of the UEFA Champions League brand image’ UEFA (2003)

This report will aim to deliver an in-depth analysis of the UEFA Champions League (UCL) in relation to its strategic marketing approach, the environment in which it operates and a projection of where the competition may see future innovations.

Since its inception in 1992...
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