in the press - november

 

Sports Pro Media, 24 November 2009

Cyprus looks to Premier League to market itself in Asia

The Cyprus Tourist Organisation (CTO) has signed an agreement with the Sports Revolution agency that will see it advertise itself on perimeter boards at five Premier League clubs, including London sides Tottenham Hotspur and Fulham, as it seeks to market itself in Asia.

 

The CTO is hoping to capitalise on the Premier League's appeal not just in the UK, but across the globe, especially in Asia. The Premier League is the most-watched football league in the world, and claims to be viewed in 211 territories and 662 million homes.

 

"CTO's priority is to target tourists from outside the Eurozone, especially in the Far East," said Antony Marcou, managing director of Sports Revolution. "It shows how advertisers are seeking to use the Premier League as a global platform. It is a trend we are seeing amongst other international brands we are managing in digital perimeter and our exclusive in-stadia estate."

 

"Using our global audience intelligence service, Digitar, we can advise clients on how to use UK football as a truly effective marketing tool. As we become increasingly active in the fast-growing digital perimeter market, we can deliver intricately planned exposure that truly understands how international audiences consume UK football," he added.

 

 

Sports City 24/11/2009

Cyprus Tourist Organisation agrees Premier League deal

The Cyprus Tourist Organisation has signed a digital perimeter advertising deal with five Premier League clubs.

The CTO agreed the partnership with Sports Revolution, the largest media rights owner in UK football stadia which has also signed up electronic appliance maker Beko and US toolmaker Stanley recently.

The Premier League is the most watched football league in the world and Sports Revolution managing director Antony Marcou said: “CTO’s priority is to target tourists from outside the Eurozone, especially in the Far East. It shows how advertisers are seeking to use the Premier League as a global platform.

“It is a trend we are seeing among other international brands we are managing in digital perimeter and our exclusive in-stadia estate.”

 

 

Sports Industry Group, 18 Nov 2009

the industry column

Antony Marcou, managing director of Sports Revolution, explains why recent rows over naming rights, TV rights and the structure of the Premier League are simply emphasising the same point. 

Anyone involved in sports media will have followed with interest recent debates over stadium naming rights, the ‘Crown Jewels’ of TV sport and the proposal for a two-tier Premier League.

The three stories highlight some common themes. Firstly, they show how reliant – especially in these economic times – football clubs and sports bodies are on media money.

Secondly, they illustrate why it is increasingly essential to manage these media relationships intelligently and in a way that sustains the sport, and protects the experience for fans.

Take the naming rights row. The beacon example here is Arsenal and Emirates. The reason fans don't feel hostility towards Emirates is that the brand helped fund a move to a superb new stadium. It has added real value in the long term.

It would never have worked at Highbury – which is where Mike Ashley has gone wrong at St James’ Park. The hallowed old grounds of English football are like temples that brands enter at their peril, and with the permission of the fans.

As for the ‘Crown Jewels’, what we see here is a proposal for media money to be withdrawn, supposedly to protect the fans’ experience. But in the long-term, this could have the opposite effect. English cricket just doesn't have the mass appeal and sponsorship clout – like it does in India – to afford not having a backer like Sky. Take that away, and you risk serious damage to the sport.

True, more people will be able to watch it on TV, but without investment, it makes it likelier there will be a healthy audience watching us lose the Ashes next time around.

Which takes us to Bolton chairman Phil Gartside’s plan for a two-tier Premier League. If ever there was a turkeys-voting-for-Christmas scenario, this is it.

The Premier League is priceless in media terms – brands use it to connect with a passionate audience in the UK and around the world, especially Asia. It is a highly sophisticated and targeted marketing tool, especially well-suited to international brands. But that model simply won’t work in a two-tier system.

Clubs like Bolton may win more games, but without playing the top teams, their media value – and business strength - will inevitably suffer. Like it or not, the sustainability of the Premier League – and the 20 clubs within it – depends on maintaining this collective strength and selling power.

 

 

Marketing Week, Wed, 11 Nov 2009

What is in a stadium name?

Football fans may abhor the idea of having a sponsor included in the name of their beloved team’s home ground, but some of English Football’s most celebrated clubs have recently unveiled plans to boost commercial revenues by offering naming rights to their stadiums.

Newcastle United has taken the much derided decision to temporarily rename its St James’ Park after the online arm of owner Mike Ashley’s sports retail business and will now be known as the sportsdirect.com@St James’ Park Stadium to act as a “showcase” to potential long-term naming rights partners.

The new Chelsea chairman, former Umbro marketing director Ron Gourlay, incurred the wrath of some supporters by announcing the club was looking for a “blue chip” stadium partner to help keep it on an equal financial footing with its rivals.