Sky TV changed Football

The 1990's saw a change in world football that was of epic proportions.The Premiership was born (with the help of Sky TV) and English Clubs discovered marketing.Till then,most of the football clubs ignored the most basic marketing strategies.The relied on meeting just the basic fundamental needs of the fans,which were,broadcasting the 90 minute game and selling a few replica t-shirts.They never imagined the untapped possibilities that lay in front of them.

Other brands envy football clubs.They don't have customers who are as fiercely loyal as club fans.They stick through thick and thin with the club.The trick for the clubs would have been to maintain and build future audiences by seeing them as customers as well as fans.

The Big Four

TV has been the main catalyst behind football's speedy commercial development.The worldwide broadcast of the Premiership brought in more number of fans than the clubs could imagine.All these fans were potential customers who could help in the rise of a club's revenue.This increase in number of fans brought the clubs to improve on its merchandising strategies.More replica shirts were made,along with other things like coffee mugs,key-chains,scarfs,watches etc. Merchandise stores started popping up in other countries,slowly expanding their worldwide market reach and value.This in-turn helped raise their revenue.By 2000, it was evident that some clubs were way better at marketing themselves than others.The vast gulf in b/w the top 4 teams and the rest in the Premiership showed and 'Superclubs' emerged.

Galacticos,batch of 2000

The revolution also changed the relation b/w club and player.The players have become more aware of their commercial power and now make more money than the older generation footballers could dream of.They have become media savvy and have a high valuation of themselves,a good example being the policy of 'Galacticos' favored by Real Madrid FC, where they have a group of star players with enormous commercial power.This brought about the formation of a team of stars rather than a star team.The trick is to bring about a balance in b/w the club brand and the player brand.

Arsenal in the Community

Brands need to be loved.Football Club Brands have a great advantage over brands of other kinds.They bring about not just love,but undying loyalty.Brands have the power to make money and even influence people.The can change minds,mood and behavior.So with all this power,comes responsibility as role models.So a perfect club brand would be the one which has a good balance b/w club and player and is a force for commercial as well as social development.