Scoring with The Right Brand
This is a follow up discussion on Mister Potato and Man Utd.
Football clubs are not what they used to be.
But as the game evolved, so have the clubs.
Most have grown intomillion-pound enterprises, some of which are listed in the local bourses.
While one group of highly-paidmen show their skills on the field, another group of not-so-well paidmen (andwomen) make it their business to bringmoremoney into their over-flowing coffers.Yet, there’s another groupwhich goes about building the club as a brand, and then conquering markets all over the globe.
This year, with a “brand value” of £412 million, Manchester United Football Club dislodged Real Madrid (£401 million) at the top of the table followed by Barcelona (£392 million), BayernMunich (£308million) and Chelsea (£109million). These figures were arrived at by brand consultants, Brand Finance plc who define a brand as the trademark and associated intellectual property.
Similar sentiments were expressed by the Malaysian company’s CEO, Datuk Pang Tee Chew who explained how the sponsorship deal with Manchester United would make available a huge platform to expand in both new and existing markets for Mister Potato.
“We believe football is a wholesome event that brings friends and family together. They cheer for their team together. When their team wins, they celebrate together. We want to be the favourite snack towatch football with, and become part of the special moments only Manchester United can provide.
“I believeMister Potato’s brand image will be elevated by theManchester United partnership and the football fans will love Mister Potato just as they loveManchester United,” he told themedia at the launching in Old Trafford three weeks ago.
... the commercial teamat United have developed such “a compelling andwell protected brand, that global partners are willing to pay premium sums to be affiliated” with the champions.
With broadcasting andmatch-day revenues all but maxed out, it’s the commercial brand revenues that provide the club and investors with contractual and highly profitable streams of income less dependent with on pitch success.
http://epaper.sun2surf.com/thesun-epaper/thu/06102011/files/assets/seo/page29.html
Football clubs are not what they used to be.
But as the game evolved, so have the clubs.
Most have grown intomillion-pound enterprises, some of which are listed in the local bourses.
While one group of highly-paidmen show their skills on the field, another group of not-so-well paidmen (andwomen) make it their business to bringmoremoney into their over-flowing coffers.Yet, there’s another groupwhich goes about building the club as a brand, and then conquering markets all over the globe.
This year, with a “brand value” of £412 million, Manchester United Football Club dislodged Real Madrid (£401 million) at the top of the table followed by Barcelona (£392 million), BayernMunich (£308million) and Chelsea (£109million). These figures were arrived at by brand consultants, Brand Finance plc who define a brand as the trademark and associated intellectual property.
AON and Manchester United
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AON is the world’s leading insurance broker and risk consultant. Headquartered in Chicago, it has more than 59,000 employees in 120 countries. But what has insurance got to dowith football?
AON explains on its website: "Football is dynamic, competitive and appeals to a global audience. It transcends cultures and people, and brings communities together like no other sport. It goes without saying that for AON to become part of this high energy environment is extremely exciting." Like AON, Manchester United has a truly global reach. The club has a great pedigree, and shares both our ambition for worldwide appeal, and our pursuit of excellence. This partnership allows us to bring theManchester United brand into our core business areas, andwill help us to grow in emerging insurance and reinsurance markets, such as parts of Asia, where the Manchester United brand is very strong. “TheManchester United shirt is an iconic image in the world of sport, and the chance to appear on it is very rare – AON is only the fourth company to do so in history of the club.” |
Similar sentiments were expressed by the Malaysian company’s CEO, Datuk Pang Tee Chew who explained how the sponsorship deal with Manchester United would make available a huge platform to expand in both new and existing markets for Mister Potato.
“We believe football is a wholesome event that brings friends and family together. They cheer for their team together. When their team wins, they celebrate together. We want to be the favourite snack towatch football with, and become part of the special moments only Manchester United can provide.
“I believeMister Potato’s brand image will be elevated by theManchester United partnership and the football fans will love Mister Potato just as they loveManchester United,” he told themedia at the launching in Old Trafford three weeks ago.
... the commercial teamat United have developed such “a compelling andwell protected brand, that global partners are willing to pay premium sums to be affiliated” with the champions.
With broadcasting andmatch-day revenues all but maxed out, it’s the commercial brand revenues that provide the club and investors with contractual and highly profitable streams of income less dependent with on pitch success.
http://epaper.sun2surf.com/thesun-epaper/thu/06102011/files/assets/seo/page29.html
