Archive for the ‘Football’ Category

Next Time

Friday, December 3rd, 2010

Last night’s decision by FIFA to hand Qatar the 2022 World Cup was bitterly disappointing for Australia. Personally I thought the USA would win. Neither Qatar or Australia had credentials to match the Americans.

However, I have no doubt Australia will one day host a World Cup and it will be one of the most anticipated and best events ever. But the game needs further development in Australia before FIFA will grant us the holy grail of events.

You’ve got to remember that in 2003 – just seven short years ago – Australia didn’t have a national football league. To make matters worse, the national team struggled for quality games and had only appeared at one world cup way back in 1974.

Here was a sport that was completely shunned by the Australian public in preference of our other football codes. For decades. Even today, the large majority of Australians can’t watch football on free-to-air television.

Yes, hosting a world cup would grow the game enormously in this country. But do we really need the extravagance of a world cup to grow the game? If we do then maybe that’s why we missed out on 2022.

Maybe FIFA thinks we can do a better job to develop the code in Australia before it awards us the big one? Either way, everyone knows that for the football world to take us seriously, we as a nation need to take our football seriously. That means making the A-League one of the top football codes in Asia. Big crowds, great players, bums on seats, big broadcast deals and a business swagger that the AFL has.

All this doesn’t explain why Qatar were awarded the world cup, but let’s use this decision by FIFA as motivation to grow the game in Australia and make it impossible for the world to knock us back next time.

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Posted in AFL, Football | 1 Comment »

Less Is More

Tuesday, August 31st, 2010

Do you ever dream of one Australian football code that everyone follows?

I do. Will it ever happen? Maybe, maybe not. But it’s exciting to think of the benefits that would come from having fewer sports to follow in this country.

Put simply, fewer sporting codes would mean more money in the pot. Club memberships, broadcast dollars, merchandise sales, athlete wages, ticket sales and sponsorship would all skyrocket.

Everyone marvels at the amount of money sport attracts in America and Europe. And while we’ll never match those guys (due to population and economics) we can do better. But first we must cull a few sports.

Let’s take a look at the 15 highest paid NFL players in 2010:

1.    Peyton Manning, Colts $30.8 million total earnings (9th among US athletes, $15.8m salary/$15m endorsements)
2.    Matthew Stafford, Lions $27.6m (11, $26.9m/$0.7m)
3.    Eli Manning, Giants $26.5m (T13, $19.5m/$7m)
4.    Philip Rivers, Chargers $25.8m (17, $25.6m/$0.2m)
5.    Terrell Suggs, Ravens $24.9m (19, $24.9m/$0.0m)
6.    Albert Haynesworth, Redskins $24.6m (20, $24.6m/$0.1m)
7.    Brett Favre, Vikings $24m (21, $17m/$7m)
8.    Darrius Heyward-Bey, Raiders $21.5m (28, $21.4m/$0.0m)
9.    Jason Smith, Rams $20.6m (33, $20.5m/$0.0m)
10.    Julius Peppers, Bears $20m (36, $20m/$0.0m)
11.    Vince Wilfork, Patriots $18.9m (38, $18.9m/$0.0m)
12.    DeAngelo Hall, Redskins $18.5m (40, $18.5m/$0.0m)
13.    Tyson Jackson, Chiefs $18.1m (42, $18.1m/$0.0m)
14.    Mark Sanchez, Jets $16.9m (48, $16.4m/$0.5m)
15.    DeMarcus Ware, Cowboys $16.8m (49, $16m/$0.8m)

These wages are difficult to comprehend but take a closer look at the money pouring into the sport and you begin to understand why Peyton Manning has three cars……. two Escalades and one Cadillac SLR for the record.

According to AdAge, Anheuser-Busch recently signed a six-year, $1.2 billion agreement to reclaim its position as the league’s official beer sponsor. The deal takes effect in April of 2011.

Meanwhile, earlier this year, Verizon Wireless agreed to fork over $720 million over the next four years to replace Sprint as the NFL’s exclusive wireless partner.

And then there is PepsiCo who are in the final season of two deals totaling more than $1 billion: $560 million over six years for its Pepsi, Frito-Lay and Tropicana brands, and $500 million for Gatorade. And let’s not forget the league’s other 20 sponsors who pay anywhere between $10 – 15 million per year (and then outlay $1.5 billion collectively to leverage their sponsorships).

If that’s not enough money, then let’s include the NFL’s broadcast deals worth $3.7 billion per year (Monday Night Football is worth in excess of $1.1 billion alone) and you have a budget that slightly trumps the AFL, NRL, ARL and A-League put together. Oh, and we haven’t even discussed the individual NFL clubs and their sponsorship, membership and merchandising rights and their athletes who command individual endorsements on the side.

So if you’re an Australian footballer who couldn’t previously understand why the Redskins DeAngelo Hall is on $18.5m and you’re on $400,000 then maybe you can now?

Right now, we have a very fractured sporting landscape in Australia. Too many sports competing for a pie that isn’t that big.

Let’s do the maths. America has over 300 million people. And six big sports – NFL, MLB, NBA, NHL, USPGA and NASCAR.

Australia has over 20 million people. A much smaller population, yet we have five big sports including the AFL, NRL, ARU, A-League and Cricket Australia.

It’s little wonder athletes are heading overseas for better pay, footy clubs are struggling to make a profit and memberships are not where they should be.

Based on the above equation, Australia should concentrate on having three big sports, minimum. The rest can battle for the scraps.

Now, the only problem is deciding on those three sports? Which three would you choose and why?

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Posted in AFL, Cricket, Football, Rugby, Rugby League, Sponsorship, Strategy | 8 Comments »

Make Your Sponsorship Proposal Stand Out

Tuesday, October 13th, 2009

What is one major difference between the two sponsorship proposals below.

- AFL pitching to Company X

- Individual athlete manager pitching to Company X

The answer: One has extensive market research about their product, the other does not.

When the AFL, NRL or FFA pitches for sponsorship, they have qualitative and quantitative market research to present. This includes demographics about their key customers and what their brand represents in the marketplace among others things. Most importantly, they have the data to back it up.

Athlete managers on the other hand don’t have any solid market research to present. They can guesswork the brand values of their athlete but they don’t have the kind of data that makes a proposal compelling.

Sponsors are very strategic in their approach. They know their brand inside and out. They know exactly who their target market is. They know demographics. They know exactly what their brand represents to their customers. They know the buying behaviour and what influences their target market. They know what kind of marketing and advertising works and why. And they expect you to have similar level of understanding about the product you’re selling.

Athlete managers never include this kind of data in their proposals. So the managers that do will stand head and shoulders above everyone else.

Now market research doesn’t need to be peace and war and it doesn’t have to be expensive. Most sports will give you this information for free. So if you manage a rugby union player, you could ask the ARU for some market research. (Tell them you’re doing a uni assignment or you’re interested in sponsorship opportunities).

This will give you some hard data about your athlete’s target market which you can present to potential sponsors. They’ll be shocked but delighted and it may just get your proposal over the line.

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Posted in AFL, Communication, Football, Sponsorship, Strategy, advertising | No Comments »

The Post Game Interview

Wednesday, July 8th, 2009

Having a camera shoved in your face post match can be an awkward situation for even the most experienced sportspeople.

Often your mind is somewhere else. You’re not only exhausted but you’re probably self conscious about how you look having just stepped out of the heat of the battle. On top of that you might be angry, upset or crazy excited depending on the sporting result.

All these elements make for interesting TV viewing. Some interviews run smoothly, while others resemble deer in the headlights stuff. Let’s look at the do’s and don’ts when you next find yourself in the limelight post match.

Do

  • Be available. Don’t run away. This is a good chance to promote you!
  • Prepare. Think of two positive statements before the match. One about your team and one about yourself (win or lose). This will get you off and running with confidence.
  • Look the reporter in the eyes as much as possible. This makes you trustworthy to the viewers at home.
  • Stand with your hands on your hips. This helps you avoid fidgeting and gives you an air of confidence / authority.
  • Project your voice.
  • Speak slowly.

Don’t

  • Take out your frustrations on the reporter. It’s not personal.
  • Sip a water bottle during the interview.
  • Fidget. This includes playing with your hair, touching your face, ripping tape off your arm etc.
  • Swear.
  • Mumble.
  • Dart your eyes everywhere but the reporter.
  • Say hi to your mum and all your relatives. Tell them when you get home. No one cares.
  • Be negative. This includes blaming others / making excuses.

There is nothing more to it really. You have 30 seconds, maybe more to be at your best in front of camera. Make it count.

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Posted in Communication, Cricket, Football, Media, Rugby League, golf | No Comments »

10 Things That Make an Australian Athlete Marketable?

Wednesday, May 6th, 2009

1. Sport – a national sport with free to air coverage and a global presence (eg. tennis, golf, cricket, football, swimming). Rugby League players for example don’t command big sponsorships because they appeal primarily to Sydney and Brisbane audiences only. That doesn’t mean they can’t earn good money but they’ll never be Australia’s most marketable athlete. Think Ricky Ponting

2. Winner – Australians love a winner. And the more fierce the competition (underdog status) the better. An athlete can have every quality in the book but if they aren’t winning then forget it. How you win is also an important factor. Is the athlete sinking 20ft putts like Tiger Woods to win, taking 5 wickets on the last day of Test Match like Shane Warne or breaking world records? Think Ian Thorpe

3. Good Looks – This is not an absolute must but don’t underestimate the power of good looks. This attribute appeals strongly to fans not to mention brands looking to invest in athletes. Why do you think movies use good looking actors and actresses? Sometimes an athlete can build a career on good looks alone but this will be short lived if you aren’t doing the point above. Think Stephanie Rice.

4. Media Skills – does the athlete present well in front of the camera? How do they stand, do they make strong eye contact, do they project their voice with clarity? Do they understand and respect the media’s role in their sport? And do they do it all with a warm personality and a smile on their face? Think Lucas Neill.

5. Clean Image – are they someone you could take home to meet the parents? Do they demonstrate strong values? Avoiding drinking, swearing or smoking is a winning combination here. Think Adam Gilchrist.

6. Gracious – everyone likes a winner but Australians don’t react well to arrogance or big headiness. You only have to look at the recent criticism of the Australian Cricket team. Personally I like the way they play but it seems the masses don’t so if you want to avoid tall poppy syndrome, be super humble. Think Pat Rafter.

7. Great with Fans – fans pay the athletes wages. So it makes sense the public respond well to athletes who really appreciate their fans. The most marketable athletes don’t avoid their fans, they embrace them and do their best to connect with them on different levels. It’s all about giving back to the people who support them. Think Brett Lee.

8. Integrity – athletes who stand up for what they believe in and who are consistent with their image gain respect from the public. A good example is an athlete who chooses only to endorse brands and products they really believe in. Think Cadel Evans.

9. Charitable – if you’re an athlete earning big money doing something you love then the public expect you to give back to the community. It can’t be all sponsor appearances and paid gigs, people love when an athlete uses their celebrity and wealth to benefit a greater cause. Think Glen McGrath.

10. The X-Factor – or originality / uniqueness. This can make or break some athletes. It’s easy to be a clone but being unique makes you stand out. Having a distinctive presence, charm or edge to your personality is incredibly powerful. Think Greg Norman.

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Posted in Cricket, Football, Media, Sponsorship, Tennis | 7 Comments »

Socceroos

Tuesday, March 24th, 2009

The Socceroos are on the verge of qualifying for the FIFA World Cup. If they beat Uzbekistan next Wednesday (1st April) and other results go their way then South Africa 2010 here we come.

There is no doubting the popularity and strength of the Socceroos brand. How many other brands can unite the nation with as much passion and excitement as this mob? Who else can pack out bars at 3am on weekdays? Who else inspires people to hang flags from their car windows, to wear yellow, and to hug total strangers in the street?

Along with the Olympic Games, the FIFA World Cup is the biggest sporting event on the planet. It only comes around every four years, but when it does, it’s a huge deal. Before the last World Cup, a lot of Australian’s didn’t know the names Mark Bresciano, John Aloisi, Mark Schwarzer and Tim Cahill. Now they do and they are superstars.

So how will Australian brands leverage Australia’s participation in the 2010 World Cup? Well, some will spend all their money with the broadcaster (SBS), some will partner with the FFA and others will align themselves with individual Socceroos and a few will do all of the above.

For those looking to sponsor individual players, keep in mind the category restrictions with FFA partners and also be aware that many Socceroos are based overseas in the lead up to the big event. That means agreements that are heavily appearance based won’t work, rather agreements that use the intellectual property (IP) of the athlete are best (think TVC’s, on pack branding, consumer promotions and print ads). But remember, non FFA partners cannot use Socceroo IP (team uniform, the word Socceroos etc).

If you’re a brand with the budget to be involved with the Socceroos or it’s players then lucky you. Just make sure that you understand what rights you have before you enter into any agreement.

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Posted in Football, Sponsorship | No Comments »