The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 1
THE EXTENT TO WHICH AN UNDERSTANDING OF MARKETING WOULD BE
USEFUL TO PROFESSIONAL FOOTBALL CLUBS
By [Name]
MKT 311 - Sports Business
ASU-Tempe Campus
September 21, 2018
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 2
Introduction
Football, over time, has changed significantly to become one of the biggest cultural and
economic phenomena that exist in the entire world plus it still remains the most popular sport in
the world. The international appeal of football is to everyone's knowledge that it is what keeps
billions of the sport's fans glued to their seats and is what is behind the enormous amount of
money that is made from it. Besides, the sport also has a kind of soft power reach that goes even
further than the regular soccer field, for example, it can have impacts in politics, businesses, and
society. The commercialization of football started to pick up speed in the late 1900s when
broadcasting rights, merchandising, and sponsorships changed the game into a billion-dollar
industry. Today, European football clubs are not just sports institutions but they are also complex
businesses, which compete with each other to have a larger share in the global entertainment
market. The use of marketing has gone beyond the point of being just useful to become essential
for clubs to survive and also be able to grow after this change in their character. Marketing is
what brings in the strategies with which clubs attain they differentiate others, they fan base
increases, brand loyalty strengthens as well as there is creation of financial sustainability over a
long period. It is, on top of that, a connection between heritage and globalization, meaning that
clubs will still be familiar with their local communities and at the same time be attractive to the
people from the other parts of the world. Don't professionals on the marketing teams, football
clubs which have missed out on the benefits that come along with knowing marketing are in a
situation of risking leaving behind where prosperity depends increasingly on how strong the
brand, how engaged the fans, and how adaptable the commercial ventures are rather than on
sporting performance only?
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There are various things that people love and esteem so much across the globe and one of
them is football. It is a sport that is widely loved and accepted in all societies. All over the
continents of the world, football fans throng stadiums earning the clubs millions of dollars every
month through ticket sales. According to Gratton and Kokolakakis,(2018, p. 54) 50 million
people attended the NCAA football match in the year 2017 while over 100 million people who
did not attend the match watched the Superbowl over television from their homes and their
places of work. Ranging from football fanatics to other causal viewers, the sport of football
captures the attention of many people compared to other kinds of events. Due to this aspect,
many professional football clubs have sprung in almost all countries. Professional clubs due to
the need to popularize their clubs, have been forced to engage with marketing strategies to
achieve their objectives. It is at this point that marketing has become a crucial aspect of
professional football clubs (Wyant, 2017, p.223). Marketing has, therefore, played a key role in
promoting the activities of the clubs and its understanding has proven to be a vital aspect of
concern. From television to newspapers, to digital media and other forms of promoting business,
football promotional messages are evident which proves that marketing has an integral role to
play in football. This essay, therefore, explains the extent to which an understanding of
marketing can be a crucial thing to professional football clubs.
The Role of Marketing in Professional Football
Marketers across the world understand the popularity of sports such as football and have
always used it as a centerpiece in all marketing campaigns. It, therefore, means that marketing is
a very important tool that could also benefit the football clubs. It is part of the reason why over
the decades, the field of sports marketing has grown tremendously. Sports marketing has since
The Extent to which An Understanding of Marketing would be useful to Professional Football
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become an important tool to the football clubs and an understanding of its importance can benefit
the clubs to a larger extent. Hill and Vincent, (2016, p.62) assert that they can use the sport in
various forms of campaigns to sell goods and services. The marketing knowledge allows the
clubs to employ various strategies such as using the sports contents in help in the marketing
efforts. These strategies allow the clubs to earn revenue from marketing as it can do promotions
for companies across the globe for a good amount of income. This aspect of sports marketing
proves useful to sports clubs as most clubs use it across the world.
Marketing in football besides bringing in revenue is another crucial tool to defining who
a certain football club is and aligning it with the general cultural definitions. With their ability to
make themselves lifestyle brands, football clubs tend to reach a large audience far outside
football. As an example, their merchandises have been introduced into the fashion bandwagon
making jerseys, scarfs, and accessories a statement of identity rather than sportswear by most of
the clubs. This cultural integration is not merely constantly increasing brand value but also
enabling clubs to enter markets that do not have anything to do with football as such (Chanavat
and Desbordes, 2017, p.56). Therefore, marketing can be used to influence consumer and fan
behavior after the attendance or viewing. Furthermore, when the clubs are aligned with certain
values, i.e.: inclusivity, sustainability, tradition, etc. they are even more established as an
institution of social relevance. When marketed as a lifestyle, the club is incorporated into the life
of fans and players adopt an emotional attachment that enhances a commitment to purchase and
purchase behaviours (Desbordes, 2012, p.77). This is the same marketing gimmick that shows
that football is not just a game, but a game that has enabled it not only penetrate into the core of
the culture and economy among different peoples of the world.
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The next most important aspect of marketing in professional football is its ability to
catalyze the wider economic performance in local and regional economies. Football clubs have
become a hub that has drawn investment, tourism and job opportunities which is made easy
through well formulated marketing drive especially in Europe and South America. The city
hosting big matches, e.g., is not only a sporting event but is also an opportunity to promote the
destinations as global houses, an element that enhances tourism incomes (Homayounifar,
Mosaveri and Shahriari, 2014, p.3). Marketing activities connect local businesses like hotels,
restaurants and retail stores to the football spectacle that produces a leate effect of economic
benefit. Regional authorities and tourism boards tend to work with clubs in threading their
campaigns with the development of the region as a whole, so that football is as much a regional
development tool as a sporting success factor (Desbardes, 2012, p.95). With marketing
establishment within local economies, by becoming an important component of the economic
landscape, clubs establish themselves as essential to local economic health. This larger
framework points out to how much marketing in football goes beyond club-level goals and
becomes a catalyst to economic gold rush.
Marketing also plays a fundamental role of improving the service quality and fan
experience in professional football. Although the old paradigm of marketing emphasized a lot on
exposure and sponsorship, the new paradigm is now more about the fan experience in the lead
up, during and after matches. Marketing insights have also allowed clubs to maximize the
matchday experience, including seating plans, ticket products, stadium facilities, and even food
and beverage choices because the fans will be more willing to buy again once they become
satisfied (Theodorakis et al., 2013, p.86). This customer-centric thinking is also applicable in
digital communications where mobile apps, livestreaming services, and fan portals allow an
The Extent to which An Understanding of Marketing would be useful to Professional Football
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unhindered interaction outside of the stadium (Chanavat and Desbordes, 2017, p.58). Marketing
makes sure that the services provided are at least as anticipated by the fans, by which point the
fans will feel like coming back to watch the next game(s) and buy other goods. Studies have
shown repeatedly that good quality of service accompanied with good marketing communication
will enhance not only satisfaction but commitment to the club in the long run (Desbordes, 2012,
p.123). Thus, the role of marketing has been increased with the aspects of service management,
which is a part of fan loyalty maintenance in the progressively competitive sporting environment.
Football marketing has served as a strong tool of market segmentation and targeting and
has aided football clubs diversify and widen their fan bases across numerous markets. The
above-mentioned segmentation (demographic, psychographic, and geographic) assists clubs to
develop messages that resonate with select audience segments such as local community fans and
international fans who are on the other side of the globe. As an illustration, the European clubs
tend to create the campaigns targeting Asian or American markets, at which they focus on
emphasizing their various cultural values and marketing calls (Homayounifar, Mosaveri and
Shahriari, 2014, p.7). The ability to analyze fans preferences and behaviors on a large scale due
to digital platforms and data analytics creates the opportunity to design highly personalized
campaigns (Theodorakis et al., 2013, p.90). These are the strategies that enable the clubs to make
the most of the international coverage without losing touch with the old and traditional local
fans. The bi-polar marketing strategy is essential as clubs have to strike a balance between the
global growth and preservation of authenticity and close-knit ties with the community (Chanavat
and Desbordes, 2017, p.61). Dividing audiences and modifying the strategies based on these
divisions, marketing offers a flexible toolkit to the clubs in order to remain increased and
relevant in a variety of markets worldwide.
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Revenue Generation through Marketing
The knowledge on marketing can also be used by professional football clubs in selling
space in their stadiums and other platforms. According to Numerato, and Giulianotti, (2018,
p.337), since football is watched all over the world, it is an important space for selling
advertisements and if a football club gets to understand how this strategy works, it can create a
lot of wealth from it. It can be a useful them to a greater extent because the clubs can sell
advertising spaces whether inside or outside the stadiums and other club premises to those
marketers who would love to purchase print advertisements and billboards during the events.
They can also benefit from the television network which sells airtime for the duration of the
football events. Additionally, Numerato and Giulianotti, (2018, p.339) says the footballers
themselves could be sued by the clubs in endorsing products by lending to various companies
their images for promotional purposes. The clubs can earn a percentage of the endorsement
contract payments to the footballers since they are under the umbrella of the clubs. This is one of
the strategies that successful professional football clubs are employing across the globe. Some of
the examples include how betting companies are using football professional athletes’ images in
endorsing their products to consumers.
A major yet most ignored aspect of revenue creation via marketing is the strategy of the
sport marketing mix in practice. Seifpanahi Shabani, Gharehkhani and Naderi (2018, p.97) assert
that by product, price and promotion tailoring and place matching their fan bodies preferences,
football clubs can drive revenue growth. As an example, different prices can be charged on
exclusive merchandise lines both in the domestic market and international markets to ensure
profits are maximized. A promotion on player milestones, anniversaries, or victories causes
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short-term hotspur in demand that increases sales and solidifies the brand image (Chanavat and
Desbordes, 2017, p.56). The place aspect has transformed the stadiums to the online tournament
where clubs are able to sell virtual products, streaming packages, as well as interactivity in the
fans. It is believed that the knowledge of the functioning of the four Ps of marketing in football,
where clubs work out systematic methods to maximize all contact points with fans and transform
loyalty into regular income (Rohde and Breuer, 2016, p.14). This shows that the systematic
approach to the marketing mix is converted into consistent growth in finances, irrespective of
performance in the field.
The other major source of revenue is strategic alliances with corporate sponsors who play
on the popularity of football across the world (Rohde and Breuer, 2016, p.15). Professional
European clubs, such as those in England, have also been getting investment by multinational
corporations in search of sport access to international markets. These clubs enjoy a wide
footprint across the world, and are strong advertisement venues; and they increase in commercial
worth when sponsorship is coupled to prestige and fan loyalty. Kennedy and Kennedy (2012,
p.330) state that partnerships are more than simply kit sponsors or renaming stadiums. However,
recent partnerships go beyond co-branded product, joint community initiatives and co-creation of
digital material which broadens club revenues (Kennedy and Kennedy, 2012, p.331). The
strategies also minimize the dependency on the matchday revenues, which may not be reliable,
given the variable attendance. Those clubs which are progressive in terms of their sponsorship
models thus, diversify the revenue as well as building strong brand equity to provide competitive
and financial sustainability (Seifpanahi Shabani, Gharehkhani & Naderi, 2018, p.100).
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The marketing has also transformed the mode of handling consumption by fans besides
the match attendance. Supporters are also connecting digitally with clubs, using mobile apps, e-
commerce websites, and the purchasing secondaries are incorporated into their everyday fan
interactions (Abosag, Roper and Hind, 2012, p.1240). Customized jerseys to virtual collectibles,
clubs have trained on how to negotiate emotional attachment into financial profits. This is
evidenced by the fact that emotional investment of fans means their vulnerability to brand
extensions that relate to their clubs is enhanced. An example is that clubs have successfully
expanded their brands into hospitality, entertainment, and even into financial services, which
afford the fans a range of products with the highest possible money-making opportunities (Storm
and Nielsen, 2012, p.189). More than revenue, the strategies enhance brand loyalty by making
sure their fans interact with the club in several aspects of their lives. Combining emotion with
business, marketing not only helps in business expansion but also builds stronger ties between
clubs and their international fans (Kennedy and Kennedy, 2012, p.336).
Another source of income is monetization of the media rights, which has proven to be
one of the most profitable areas of marketing professional football (Rohde and Breuer, 2016,
p.18). Through clubs, leagues and federations, broadcasting deals are negotiated which are
further heightened by marketing strategies so as to reach global markets. The important role of
media on the economy of football is evident as in most instances, television and streaming are
the ones that have high revenues compared to matchdays. Marketing plays a vital role in this
because as campaigns create a buzz around fixtures and saturate viewership statistics, the future
rights packages are also likely to be worth more (Chanavat and Desbordes, 2017, p.58).
Meanwhile, clubs can earn even more money by creating media content of their own, whether
through documentaries about the club or only-the-team interview. This gives the clubs the
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opportunity to avoid the middlemen and engage fans directly as well as monetize the content by
charging subscriptions or advertisement (Storm and Nielsen, 2012, p.192). Sport and
entertainment are integrated in a way that keeps football at par with an ever growing competitive
media environment.
By developing international strategies that are supported by marketing, clubs can ensure
financial stability over time. Through the investments made in foreign academies, the
organization of the pre-season tours, and the opening of commercial offices abroad, clubs spread
their influence in new markets (Kennedy and Kennedy, 2012, p.328). In order for these projects
to attract the new audiences, marketing campaigns designed according to the local cultures are
implemented. These campaigns not only increase merchandise sales but also attract sponsorship
deals that are more suitable for the regional markets (Abosag, Roper and Hind, 2012, p.1237).
The clubs Alingsas AIF, Norrby IF, Odds Ballklubb, and Örebro SK have all followed this
method in recent years. Through the concerted embrace of digital media strategies, they have
managed to attract considerable outside investment and created a broader international presence
of their brand names. Consequently, these clubs secure revenues from multiple sources and at the
same time reroute their dependence on domestic incomes. Furthermore, the clubs’ exposure to
global markets elevates their competitiveness and thus attracts the powerful international
sponsors who are particularly keen on the clubs’ wide-reaching global visibility (Seifpanahi
Shabani, Gharehkhani and Naderi, 2018, p.101). Such an expansion into foreign markets is not
without the risk of conflicts with the traditional fan base who at times accuse the club of losing
its identity due to globalization (Storm and Nielsen, 2012, p.194). The reconciliation of these
forces is possible through marketing and consequently careful implementation of marketing
strategies that at the same time foster financial growth and maintain the clubs' core values. In
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essence, marketing is thus seen as a revenue generator as well as a bridge of communication
between tradition and globalization in the football world.
Expanding and Retaining Fan Bases
Marketing could also be useful to a greater extent when it comes to creating a larger pool
of fans. Da Silva, and Las Casas, 2017, p. 36-37) states that Famous and successful clubs in
various continents such as Europe, Asia, America and Australia have the diverse and large
number of fans from all over the world. It is as a result of the effective understanding of
marketing that such companies have such a following. One of the biggest advantages of
marketing is that when a professional football club understands how to use it, it allows it to buy
the popularity and the devotion of fans. Many of them would love to associate with the clubs
since through marketing, the clubs can increase the fan loyalty and feel towards the team and the
athletes. It is achieved by understanding the behaviour of such fans and their attitudes towards
the club. After gaining such an understanding, the club tries to meet the needs of the fans in a
way that makes them loyal to its brand. It is one of the primary roles of marketing (Shilbury,
2010, p.6). This is true because if for instance, a certain fan has loved the clubs or a specific
athlete in the club since childhood, marketers from diverse companies who associate with the
club or the athlete will always gain an instant form of credibility in the mind of such a fan. As a
result, since the resultant revenue from the relationship above goes ultimately to the club
activities, the company will be considered as a sponsor as an investor to the club and its success.
Community-based management represents one of the most efficiently methods to both
increase and maintain the fan base. In such a management system, the football clubs become the
main social and cultural aspects of the local areas. Organising local events, youth development
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initiatives, and collaborating with schools, clubs not only produce a loyal crowd but also create a
potential group of future supporters (Wada and Matsuoka, 2016, p.34). This policy empowers the
club to be a community institution that is more than just a commercial entity. Supporters seeing
the club commitment to local development, therefore, will more likely be emotionally connected
to it among other things, which means they will be at the club’s matches and buy its merchandise
(Abosag, Roper and Hind, 2012, p.1238). Besides, community-supported activities can work
well as a counter-argument to the dominating perception that football is over-commercialized.
The association of social responsibility and marketing strategy enables the clubs to not only
attract but also retain the loyalty of the new audience who value the club’s genuine and
community commitment. This strategy reflects the notion that the loyalty link with the club is not
only reaffirmed through the players’ victories on the field but also through fans’ participation in
off-field activities.
One of the ways that clubs and their supporters benefit from social media is through
direct and constant communication, which is easier with the help of social media (McCarthy et
al., 2014, p.183). Differing from traditional marketing methods, social channels give football
organizations the opportunity to tailor their messages, address the concerns of fans, and establish
two-way conversations that trigger the loyalty and emotional bonds of the fans. For example,
live-tweeting during matches, Instagram takeovers by players, and interactive polls allow fans to
be more involved in the club's daily activities. These approaches make the brand closer and more
accessible to young people in particular who are more reliant on digital engagement (Borges,
2018, p.265). Moreover, social media enables clubs to go beyond their location and connect with
closeness-free supporters from all over the world who may not attend the game in person but still
engage through digital subscriptions, merchandise purchases, or streaming services. Thus, being
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online is a main support for fan base development, and it is also a way of making sure that clubs
stay relevant in the global market which is becoming more and more digitalized.
One of the most effective methods is to design marketing strategies which, besides being
all about brand building, would revolve around the creation of associations with the brand and
the mobilisation of fans' loyalty to the brand over a long period of time. According to Maderer,
Holtbruegge and Woodland (2016, p.503), the research results show that the very presence of a
club's values, history, and reputation is the primary thing that determines the readiness of fans to
stay loyal irrespective of results. For instance, a club that is known for fairness, resilience, or an
exclusive focus on youth training may gradually become one of the most loved after it would
have stepped out of its immediate fan base. These are the anchors that get the fans to become
attached to the club on a sentimental level further deepening brand equity. This is because the
fans directly connect to such brands through the associations. In developing football markets,
which have very high levels of competition for the attention of fans, the importance of building
good associations cannot be overemphasized. One way these media can be favourable for the
clubs in question is through branding that is consistent with the messages in media campaigns,
charity, and player behavior both on and off the field (Abosag, Roper and Hind, 2012, p.1242).
Marketing, telling the story of the club and embracing the values represented by it, is the way
that clubs can keep their fan base and at the same time, the fans, in their turn, feel that their
loyalty is being rewarded through they are ideals rather than wins.
One more way to broaden the followers' base includes the tangible and experiential
dimensions of football, especially through the development of the stadium. Building soccer-
specific stadiums has been documented to have the effect of increasing the numbers of people
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attending games and of fan engagement by providing a more captivating match day experience
(DeSchriver, Rascher, and Shapiro, 2016, p.210). Marketing is crucial here as the clubs can
market the cutting-edge facilities as a sign of modernization and ambition, and hence, attracting
not only the local fans but also the international visitors. Besides, a stadium with an excellent
design becomes a source of income for the whole year, as it can host concerts, community
events, and corporate functions that attract new audiences to the club (Maderer, Holtbruegge and
Woodland, 2016, p.507). Moreover, stadiums are the club’s identity’s symbols, thus, become
icons of fans’ loyalty and the feeling of club-to-fan relationship when they link the stadium with
their experiences. By implementing the right marketing strategies, clubs can convert their
stadiums from mere functional venues to cultural landmarks, thus, they are assured of being the
centre of their supporter base’s long-term growth and retention.
Emotional branding is one of the important aspects of modern marketing which aspires to
keep the connection with the loyalists in fraught-times fan-based competition market. Football
clubs now find themselves in a situation where they are not only competing with each other but
also with other forms of entertainment like esports, streaming, and other sports. Borges (2018,
p.270) states that clubs adopt loyalty programs, exclusive contents, and fan membership schemes
which provide both material and emotional rewards for engagement sources to customers to
ensure relevance (McCarthy et al., 2014, p.188). These initiatives, engagements, and activities
present the fans with opportunities to feel appreciated and prioritized which in return prompt
them to have great loyalty towards their clubs during the times of a bad run. Emotional branding
is a factor as clubs employ storytelling, iconic player narratives, and historical moments to
connect fans of different generations. Abosag, Roper and Hind, (2012, p.1245) indicate that
making the club the center of the fans’ lives, marketing ensures that supporters are not just
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passive consumers but active participants in the brand’s journey. Consistent communication
leads to both new market penetration and long-term retention of existing fans.
Marketing Mix in Football Clubs
The other importance of marketing to a professional football club is that it equips the club
professional marketers with the necessary marketing skills on the various marketing tactics and
forms. Typically, Shank and Lyberger, (2014, p.122) state that football clubs can use a variety of
marketing mix such as online and traditional marketing. The ability to understand when and how
to apply the various marketing mix to various audiences and target populations lies in the
understanding of marketing as a whole. The online and traditional marketing techniques can be
used by the clubs to a specific target audience. For instance, online marketing through social
media such as Facebook, Twitter, LinkedIn among other platforms could be used by the club
marketers to reach youth and adults in urban areas such as cities and also to reach a wider
geographic location such as other continents because of its reach and speed in passing
promotional messages. Other traditional forms such as radio and television could be sued to
reach audiences in remote areas and those who require product demonstrations to reinforce the
product messages. It is an endeavour that greatness lies in the understanding of marketing and
how it works.
On the one hand, a thorough analysis of the marketing mix in football leads to revealing
how product decisions are customized to improve both the club's identity and revenue
possibilities. The “product” of professional football is, however, not limited to the games, but it
also includes merchandise, digital content, youth academies, and the club’s reputation.
According to Vrontis et al. (2014, p.360), when clubs enrich the product portfolio, they seize the
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chance to engage different consumer segments, besides, the brand loyalty will be. As an
illustration, making special edition jerseys or limited-time collectibles may be one way to create
a feeling of exclusivity and excitement in the group of fans. In the same vein, digital products
like streaming services and mobile applications are widening the reach of football fans from all
over the world who do not have the possibility to be at the stadium (Seifpanahi Shabani,
Gharehkhani and Naderi, 2018, p.98). The correct product management as part of the marketing
mix is the key factor in the club brand being present and relevant on different platforms, which in
turn results in the maximization of the brand's reach and appeal.
Price is another aspect of the marketing mix and needs to be handled very strategically as
the price has a direct influence on the accessibility and the perceptions of the value. One of the
common methods that clubs use to set up the prices of their tickets is the tiered pricing models
according to which short, long-term, and subscription tickets are differently priced to satisfy the
needs of various fan demographics (Jafari, Akbari and Rafie, 2017, p.18). Say, discounted tickets
for students and families will not only help to fill the seats in the stadium but also hospitality
packages at a high price will be getting attractive to rich fans who want to have the experience of
being the few who have access to it. Besides this, dynamic pricing, namely the ticket costs
change depending on demand and caliber of the opponent, has become an ever more embraced
method, thus making football a trend follower of the general entertainment industry (Nazari and
Andalib, 2018, p.93). Such an advantage allows clubs to have the highest revenue take without
the risk of disaffecting their most loyal fans. If pricing is handled in a way that is communicated
to the customer that it is beneficial to him/her rather than being exploitative, then the trust and
loyalty of the customers will be increased which is, in fact, the fans that they will see their
investment in the club as being both affordable and meaningful.
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Promotion can be said as the most noticeable element of the marketing mix, and football
clubs have now put into practice integrated- strategies which cover not only traditional media but
also digital channels and event-based marketing (Vrontis et al., 2014, p.366). Just good
promotional campaigns will raise not only ticket sales and merchandise but also spread the clubs’
ideals and ambitions to the fans. Social media, influencers, and players’ initiatives are some of
the ways clubs can not only have daily contacts with their fans but also extend their international
presence (Seifpanahi Shabani, Gharehkhani and Naderi, 2018, p.100). Nevertheless, television
and radio remain very significant at the same time in reaching, among others, the older
demographic and rural areas where the internet penetration may be low. According to Nazari and
Andalib (2018, p.95) by using multiple promotional channels, clubs can not only achieve
message consistency but also make messages resonate with fans thus enhancing customer loyalty
and extending commercial partnerships.
The "place" element of the marketing mix is the point where distribution emphasises the
role of delivering products and services in an effective way. A stadium is still the traditional
venue for consumption, but the clubs of the modern era have also gone digital; they are using
digital platforms to distribute their content anywhere in the world. Online stores, mobile
ticketing systems, and virtual fan experiences have changed the way of supporter club access and
engagement (Jafari, Akbari and Rafie, 2017, p.20). By expanding distribution into international
markets via official retail outlets and strategic partnerships, global fans are provided with
authentic merchandise, which is a way to lessen the impact of counterfeit products (Vrontis et al.,
2014, p.370). In addition to this, clubs can make use of ICT-based tools in order to simplify the
administration, enhance accessibility and thus, create a smooth customer experience from
purchase to delivery (Nazari and Andalib, 2018, p.97). The football clubs that can adjust their
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distribution strategies to suit various markets have shown the use of marketing mix to be
versatile that is what helps them to be able to serve a worldwide audience while at the same time
maintain their strong ties with local supporters.
Ticket Sales and Event Promotion
Ticket sales are the primary business that professional football clubs engage in during all
football events. Marketing plays a key role in all sales endeavours and when it comes to the
selling of tickets it is a crucial tool for increasing sales. According to Mathieu and Löfgren,
(2018, p.4), if professional football club marketers have a proper understanding of marketing;
they can be able to create effective promotion messages through the appropriate channels to
promote the event. It could allow them to increase sales of tickets both online and at the point of
entrance into the stadium. It also equips them with skills on how to persuade the fans to buy the
tickets and persuade them to keep attending such events. It also equips them with the ability to
understand the art of selling tickets where important skills such as minimizing the focus on what
a marketer cannot control such as the team performances whether such performance is bad or
good. It also allows them to master whatever they can control such as convincing prospects and
building a relationship with them that could increase ticket sales regardless of whether the team’s
performance is good or bad (Sampaio, Sordi & Perin, 2015, p.36). Such marketing knowledge,
therefore, allows the club to prosper despite how dismal the team performance could be.
One of the aspects that are significant to the increase of ticket sales is the implementation
of the strategies of the marketing mix along with the sponsorship opportunities. According to
Jafari, Akbari and Rafie (2017, p.18), sponsors are always on the lookout for such opportunities
as football matches to connect with the biggest possible audiences, and the combination of ticket
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promotions with sponsor campaign is the best way to have a significant increase in sales. For
example, sponsors may come up with a variety of offers like discounts, bundled deals, or loyalty
points linked to ticket purchases, which is a win-win situation for both the club and the corporate
partner. This method not only attracts the repeat audience but also enhances the relationship
between fans and the sponsor’s brand. A sponsor-led promotion can bring the fan experience to a
higher level by offering pre-game entertainment, fan competitions, or merchandise giveaways,
Pam of all these activities add value to the ticket and encourage higher attendance. Mathieu and
Löfgren (2018, p.6) pinpoint that these types of creative partnerships may entice fans to buy
tickets by presenting ticket purchasing as part of the whole entertainment program. When
sponsorship campaigns are directly linked to ticket promotions, they do more than just increasing
sales. They help to build a richer, more memorable matchday experience for fans and that's why
they come back for future events.
Besides this, the digitization has altered the promotion of clubs as well as the ticket sales,
where ICT-based tools have made sales channels more customer-oriented and efficient. Online
platforms enable real-time updates on available seats, dynamic pricing, and the integration of
secure payment systems that facilitate the purchasing process (Nazari and Andalib, 2018, p.92).
Besides this, clubs can utilize consumer data and metrics to discovering buying habits, thus, they
can adjust the promotions to the suitable demographics. The families may be offered attractive
promotions like bundled discounts, while the fans from other countries can get ticket and travel
packages. Moreover, social media has played a great role in improving these possibilities by
offering easy access to ticket purchasing directly through the promotional posts, which is the
closing of the gap between marketing messages and sales (Tolvanen, 2016, p.15). Besides these
digital methods that attract fans by the increase of convenience and thus the strengthening of fan
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 20
engagement since buying a ticket becomes part of an easy and interactive experience. Mathieu
and Löfgren (2018, p.7) emphasize that the personalization is the main reason clubs can contact
fans on an individual level thus the digitalization being a key feature in today's ticket sales
strategy.
One more crucial token of successful ticket sales is the pre-event advertising campaigns
that are the main marketing activities of the promotion, which long time before the match build
the anticipation for an event and influence the consumer's behavior. According to Tolvanen
(2016, p.17), the trend in promotional activities for football matches is that of countdowns, teaser
videos, and the putting of even more excitement into the digital platforms through the club's in-
house digital communication, especially among younger audiences. These campaigns frequently
ignite urgency feelings in people, for instance, presenting the limited tickets availability or
giving early-bird discounts to encourage customers to hurry their purchases. Mathieu and
Löfgren (2018, p.8) state how teams that sell tickets beforehand in a good manner lessen the
danger of last-minute sales fluctuations which may result in uncertain revenue. Promoting
initiatives significantly widen the supporters' base, e.g. through the organization of online
contests, the arrangement of player Q&A sessions, or giveaways of merchandise subject to ticket
purchases, all of which encourage more fan engagement through social media (Jafari, Akbari and
Rafie, 2017, p.22). As a sales driver, the pre-event marketing thus becomes not only a branding
tool but also a brand identity tool, making fans link the build-up excitement with the club.
Mathieu and Löfgren (2018, p.8) refer to this anticipation mechanism that keeps fans'
engagement for the whole season, and consequently fans' loyalty is thus reinforced beyond the
period of one-off matches.
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 21
Technological Advancements in Sports Marketing
The world of marketing is getting deeper into the football world from the years
dominated by “walking billboards” to the period where marketing has delved into more complex
form in the sport. The understanding of marketing could change the nature of marketing
employed by clubs. Horowitz, (2012, p.181) assert that marketers in the clubs could use the
knowledge of marketing to understand that times are changing and that the simple shirt deals are
no longer the primary promotional strategy. They could sign deals with television stations who
are seeking the fame and popularity that the clubs are receiving. Therefore, marketing can
transform football clubs because currently, marketers with appropriate and adequate marketing
skills can understand that there is a wide variety of opportunities that could expand the reach of
the clubs. Marketing allows them to understand the importance of having amphitheatres that are
named after the associated brands. For instance, such understanding of marketing has allowed
clubs such as Arsenal football club in England to build Emirates stadium which is an example of
an excellent amphitheatre (Bühler & Nufer, 2015, p.7). The revenues that come with such
marketing strategies allows the clubs such as Arsenal and others across to strengthen their teams
through the signing of star athletes into their teams. This is one of the importance of
understanding marketing in such as sport.
The world of sports marketing is changing drastically with technological advancements.
The understanding of marketing could allow the football clubs to cope with its dynamic nature as
an important tool. It is a crucial tool since the world has become so much connected such that
customers are changing from one platform to the other accessing promotional messages. Sports
marketing is currently commanding the largest share of world’s revenue estimated at about &700
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 22
billion of global GDP and it is expected to grow rapidly in the coming years (Fullerton and Merz,
(2013, p.14). Such changes and the importance attached to the event requires the clubs to have
marketers with appropriate knowledge on marketing that could allow them to keep up with its
trends. Wirtz and Lovelock, (2016, p.3) say that the advancement of technology also calls for a
team of informed marketers with appropriate marketing knowledge that could allow them to
apply appropriate technologies and strategies of marketing depending on the technological
changes. With all these said, it is clear that understanding marketing could be of an immense use
to the football clubs.
One of the greatest impacts of technology on football marketing that has gone through a
radical change is the incorporation of the ICT-based platforms. These platforms allow clubs to
interact with the supporters with record accuracy. Apart from speeding up the process of
purchasing, digital ticketing systems, mobile applications, and online fan portals also collect
important data about consumers' behavior (Nazari and Andalib, 2018, p.92). Marketers can use
this data for creating very personalized promotion campaigns, which may include, for example,
giving discount coupons to those who have not visited the stadium for a long time, or sending
exclusive promotion codes to regular buyers. Social media channels help this personalization by
acting as direct lines of communication, which means clubs can talk to fans at any time. The
clubs can keep fans updated by giving them the latest news, running competitions, or even
providing interactive content (Tolvanen, 2016, p.16). Also, the clubs can release videos with all
the fun and drama from the stadium, which eventually leads to a stronger fan/player relationship.
(Fetchko, Roy and Clow, 2018, p.143). They are not only clubs but, by using ICT tools like this,
they become advertisers who create long-term digital relationships that lead to loyalty and higher
revenue opportunities.
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 23
One more technological change that has a significant impact on the marketing of football
is the shift towards fan-centric communication strategies that deeply engage them. Already,
virtual reality, augmented reality, and live-streaming are being used to break geographical and
physical barriers, offering fans more accessible and engaging experiences with their clubs
(Shank and Lyberger, 2014, p.210). These tech advances give fans the chance to watch the
matches online, to chat with the virtual version of their favorite players, or even to have a sneak
peek at the stadium regardless of their location globally. According to Mathieu and Löfgren
(2018, p.7), the idea of persuading the audience through such media as events' formats increases
the fans' perception of values and, hence, they are willing not only to visit the place but also to
buy season tickets and digital memberships. Developments in social media marketing go hand in
hand with such revolutions as they help in the creation of the event by means of running pre-
event campaigns, countdowns, and organizing exclusive interactive sessions (Tolvanen, 2016,
p.18). Fetchko, Roy and Clow (2018, p.150) point out that these instruments empower the
consumers who were formerly passive to co-create with the brand, which, in turn, deepens the
association with the club. Therefore, technological progress is no longer just about expanding the
avenues of communication, but rather, they are the very defining elements of the new football
club marketing paradigm in the era of digital-first world.
Brand Equity and Club Identity
In all companies and professional football clubs included, brand image is an important
factor. For clubs to be able to build globally acceptable football brand equity, understanding
marketing is a critical necessity. Bauer, Stockburger-Sauer and Exler, (2017, p.206) says it is
through marketing that brand equity is achieved and a knowledgeable marketer could allow the
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 24
football club to create an equitable brand equity and brand image through awareness. Awareness
is a key tool in marketing because it creates a perception about the brand among its fans. Since
the world of football has become a very competitive area, football clubs need to have well
defined and clear marketing strategies that could increase its brand perception and loyalty among
the fans. Without this aspect, no club could survive the competition in the market and this could
be achieved by having an understanding of marketing (Wharton, 2016). Therefore, marketing
provides the most relevant ways in which the professional football clubs could go global with a
power to create a brand image and maintain it over time.
An essential aspect of brand building in football is thoroughly knowing the relationship
of the identity and the image to be able to understand how the fans perceive these things. Shuv-
Ami (2016, p.710) puts forward the idea that brand power of football clubs is not just connected
with money but also indicates how well the clubs embody cultural and emotional values to their
fans. Supporters may link clubs with such things as pride, tradition, and common identity, which
consequently strengthens the brand far from the areas of sport. Marketing is necessary in the role
of reflecting these ideals regularly, whether by means of narrations, impactful images or
programs related to historical landmarks (Fetchko, Roy and Clow, 2018, p.127). Wang and Tang
(2018, p.296) emphasize the idea of dual identification, where fans not only identify the team but
also with the community, thus loyalty to the club becomes very personal. Clubs can keep the
brand identity of football organizations strong and effective even in situations of poor
performance on the pitch by emotional connections being strategically strengthened. This kind of
loyalty constitutes the basis of brand equity, which in turn gives football clubs the possibility to
be set apart in the fiercely competitive global market.
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 25
Moreover, those schemes that enroll fans into structured memberships are really
important in developing good brand image among club fans. Fan membership setups not only
keep the energy of the emotional bond going, but also add on the benefits of, e.g., the provision
of exclusive merchandise, discounts, or access to special events, Bordo (2016) argues in his
article. These memberships make fans feel like the club offers something only they have access
to, thus they no longer feel like mere club members but rather insiders sharing a similar identity
with the club (Shank and Lyberger, 2014, p.115). Marketing strategies that highlight the benefits
of memberships propagate this feeling of togetherness thereby increasing not only loyalty but
also the readiness to make a financial contribution to the club. Wang and Tang (2018, p.300) also
point out that these programs motivate supporters to create not only personal but also social
identities through their connection with the team which results in the strengthening of both
individual and group pride. Gradually, the membership benefits change from being purely
transactional to becoming a symbol of status and identity to the supporters. It is this symbolic
bond that leads to the direct increase of the fans' perception of brand equity levels and further
their club's reputation at both local and international markets.
Challenges and Ethical Considerations in Football Marketing
A main issues in the marketing of football is the deepening conflict between the
commercial aspect of the game and what the fans expect. According to Kennedy and Kennedy
(2012, p.329), fans all over Europe have been pointing out that clubs are in favor of establishing
corporate partnerships and making money rather than being loyal to the fans. The process of
commercialization is usually represented by higher ticket prices, more aggressive selling of club
gear, and sponsorships from industries like betting or alcohol, which are the sources that the
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 26
traditional fans are less likely to accept. Besides, Abosag, Roper, and Hind (2012, p.1241)
indicate that brand extensions that are perceived to be unauthentic or far away from the club's
core identity cause negative emotions of the supporters. The feeling of separation from the club
can make less trust among the fans and less loyalty over a long period of time which means that
the brand equity that marketing endeavors to build is going to be undercut indirectly. Besides,
Storm and Nielsen (2012, p.187) assert that clubs are habitually depending on the “soft budget
constraints,” over-expenditure beyond the sustainable limit because they are counting on future
income from marketing or external investors such as the stock market. The taking of such
financial risks at a high level causes the question of ethics whether short-term marketing
objectives are going to be achieved by undermining the stability of the club in the long run and
the trust of the supporters.
Another ethical concern is the abuse of digital platforms and fan data. It is true that social
media marketing gives clubs the constant engagement opportunities, but according to McCarthy
et al. (2014, p.185), fans are progressively doubting how their data is being collected, monetized,
and shared. The customization of promotions can make the fan experience more enjoyable, but it
still evokes issues of transparency and consent, especially when the used information is of a
personal and sensitive nature to influence the buying habits. Wada and Matsuoka (2016, p.37)
see clubs implementing community-based management practices as a way of ensuring that
marketing strategies are supporters welfare-oriented rather than for pure profit. This includes
combining international growth with local projects which are the main features of authenticity
and trust. Kennedy and Kennedy (2012, p.336) also argue that flawed ethics, for example,
partnerships with controversial industries, can lead to organized fan protests and loss of
reputation. In the long run, clubs have to deal with these ethical conflicts in a very delicate
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 27
manner, understanding that marketing which is sustainable, depends on trust, fairness and respect
towards the values of their supporter communities.
The Future of Marketing in Professional Football
Digitally transforming, personalizing, and making a vibrant global outreach will most
probably be the hallmarks of the future marketing in professional football. More and more, clubs
are realizing that technology-driven marketing tools like artificial intelligence, big data analytics,
and immersive digital platforms can be used to not only connect with local fans but fans
anywhere in the world. On that point, Chanavat and Desbordes (2017, p.56) say the transition of
football marketing to the stage of customization would mean that clubs no longer communicate
with vast numbers of people but with the individuals and that is what the characteristics of the
campaign will reflect. Additionally, Desbordes (2012, p.118) mentions that the trend of clubs
going international will still be the main focus with European and South American teams
competing for presence in underdeveloped markets in Asia, Africa, and North America. To put it
simply, as the world becomes a village in football terms, digital media will keep clubs interacting
with supporters abroad even in cases when they are not attending the stadium but still buying
branded products and consuming digital content. Such an approach, enabled by technology, will
not only expand their audience but ensure that they remain economically competitive in the
leisure sector which is overwrought with rivals.
Future football marketing strategies, while still their sustainability will be depended on
keeping an equilibrium between innovation, authenticity, and service quality. According to the
authors Homayounifar, Mosaveri and Shahriari (2014, p.5) , football will be the main source of
the world's economic growth, but by no means, if the fans consider marketing to be the cause of
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 28
their worse experiences rather than better. Actually, such innovations as virtual stadium tours,
interactive streaming services, and AI-powered loyalty programs might lift engagement even
further. Yet, they must be very much in line with the fans' values. Theodorakis et al. (2013, p.92)
say that satisfaction and service quality are the main factors that affect behavioral intentions,
among them the return to the stadium and the purchase of merchandise. It looks like futuristic
technologies will change fundamentally the way clubs communicate with their supporters.
However, the ideals of fairness, trust, and value delivery will still be the core of achieving
success. According to Desbordes (2012, p.119), football marketing of the future is about
combining the most advanced digital tools with a strong commitment to fan-centric practices that
guarantee loyalty and authenticity.
Conclusion
In short, it is beyond question that a good understanding of marketing is very much
necessary for professional football clubs. By such an eclectic and professional approach, football
clubs are able to draw almost all of their revenues, and not only that they can also get new and
even sustain existing fans-so that they are not even local but also on a global level and be able to
keep their brand alive in a world that is competitive and commercialized. Besides ticketing and
sponsorship, a marketing strategy will not only open the door to technological innovation and fan
engagement but will also provide on and off-season income as well as long-term sustainability.
Moreover, marketing makes sure that clubs, as they go through ethical issues, earn the trust and
loyalty of the supporters and at the same time maintain profitability. The time of football
marketing will have the most successful clubs as the winners who will enjoy all the benefits of
being financially stable, culturally relevant, and having the love of the fans. In the long run,
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 29
marketing is not something extra that is optional and only for the sport but is the main pillar of
professional football's present and future, hence the clubs that survive and thrive both on the
pitch and off it.
The Extent to which An Understanding of Marketing would be useful to Professional Football
Clubs 30
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