Building the future of English football
A Football Association case study

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Page 1: Introduction

The Football Association 6 Image 6The Football Association is a unique organisation. It has no shareholders, it is not tasked with making a profit, it does not manufacture a product and its own performance is often judged by the performance of a football team that is only brought together periodically. Yet its impact upon the life of the country is unparalleled, reaching daily into the lives of half the population, whether they be players, supporters, administrators, officials, spectators, male or female, professional or amateur.

The Football Association is responsible for the continuous development of football in this country for all, improving participation and interest in the sport, facilities, coaching, standards of skill and behaviour and ensuring a vibrant national sport in the future. The Football Association owns two of the most famous and valuable icons in world sport - the 'Three Lions' Crest and The F.A. Cup - built through popular enthusiasm rather than conventional marketing or advertising.

The Football Association was established in 1863, but there have perhaps been more changes in football in the last ten years than in the previous 100. These have been driven not by rule changes or new teams, but by the advent of satellite television. This medium has used the world's favourite sport to recruit consumers, who effectively pay to watch games live at home.

Revenue from broadcasting companies has and will transform the economics of football in terms of players’ salaries, transfer fees, Clubs as plcs, etc. Much of this new money has been used to create vastly improved stadiums, often away from the cramped inner city areas in which the game first took hold. New facilities have been provided such as restaurants, shops, hospitality boxes, car parks and lounges which were unimaginable only ten years ago.

However, broadcasting companies are commercial concerns - the fees they pay for transmission they expect to recoup through subscription and selling advertising space. This money does not get re-invested in the game. As the owner of existing sporting properties, and the developer of new properties, campaigns and initiatives, The F.A. can provide direct access to those interested in football at all levels and can work with partners to develop their image and business.

This case study concentrates on how the F.A. raises revenue for investment through sponsorship, and why other companies are interested in involvement with football at the many different levels controlled by the F.A.

Football Association | Building the future of English football