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Football Sponsorhip Analysis

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Football Sponsorhip Analysis
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Index

1. Introduction: History of football sponsorship ....................................................... 2

2. Sponsorship ...........................................................................................................4 2.1 Negative effects of sponsorship ...............................................................................7 2.2 Football sponsorship ...............................................................................................8 2.3 The relationship between football teams and their sponsorship .............................9 2.4 Sponsorship among the other main revenue sources of football clubs .................10

3. Football as a business .......................................................................................... 14 3.1 Football teams as Global brands ............................................................................15

4. Analysis of Sponsorship effects: 4.1 Sponsorship as a marketing tool for companies ....................................................17 4.2 Qatar foundation-FC Barcelona sponsorship deal analysis ...................................18 4.3 Sponsorship as an asset for companies ..................................................................22

5. Sponsorship: Is it worth? ..................................................................................... 27

6. Bibliography ........................................................................................................ 29

1

1. History of Football and Sponsorship
Since the creation of the final football rules in England and its subsequent process of internationalization around the world at the beginning of 20th century, football has become an essential and passion-like element in our society, especially in Europe and South America. The vast majority of cities have its own football team. Big teams such as FC Barcelona, Manchester United, Benfica FC, etc. have millions of fans all over the


Bibliography: Richard Speed and Peter Thompson, 2000 “Determinants of Sports Sponsorship Response” Journal of the Academy of Marketing Science Heribert Reisinger, Reinhard Grohs, Martin Eder, 2006 “Adverse effects of sponsorship” Department of Marketing, University of Vienna Philip Rosson, 2001 “Football Shirt Sponsorships: SEGA Europe and Arsenal F.C. School of Business Administration, Dalhousie University André W. Bühler, 2006 “Football as an international business –an Anglo-German comparison” University of Plymouth Business School, United Kingdom André W. Bühler, 2006 “Professional football sponsorship in the English Premier League and the German Bundesliga” University of Plymouth Business School, United Kingdom T. Bettina Cornwell, Stephen W. Pruitt, and John M. Clark (2005) “The official paper on official sponsorships: the impact of major league sports official sponsorship announcements on the stock prices of sponsoring” Journal of the Academy of Marketing Science Colin McDonald, (1991),"Sponsorship and the Image of the Sponsor", European Journal of Marketing, Roger Bennett, (1999),"Sports sponsorship, spectator recall and false consensus", European Journal of Marketing Cowen, M. (2001) 'Are the football sponsors saturating the mark-off, Campaign, 31 August 2001 Thwaites, Des (1995) “Professional football sponsorship - profitable or profligate” International Journal of Advertising 29 30
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