Building the future of English football
A Football Association case study

Page 1: Introduction

The 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...
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Page 2: Benefits for sponsors

Unlike broadcasters, the revenue raised by the FA is invested in the game.  One of the key benefits for sponsors is being able to prove to their target markets that they are actively involved in adding benefit to the sport, rather than just paying to be there. This is one of the crucial advantages that sponsorship has over advertising. Such investment begins to create a virtuous circle - as a...
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Page 3: Providing promotional opportunities

The Football Association divided its properties both vertically and horizontally. It wanted to make sure it provided sponsors with a genuine opportunity to gain value for money through sponsoring activities. Its ambition was to see a top sponsor for each F.A. competition and football initiative. These sponsorship deals needed to be long term, and to involve major companies which would enhance...
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Page 4: Using the brand

There are ten Associates - Carlsberg, Axa, Nationwide, Eidos, Umbro, Sainsbury's, Coca-Cola, Burton Menswear, One 2 One and Walkers.  All have 'Official' status with both The Football Association and the England team. Each Associate has access to The Football Association's Three Lions Crest as well as product category exclusivity. These ten Associates sponsor a wide range of F.A. properties...
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Page 5: EValuating sponsorship

Current research shows that around 80% of all adults watch football on television on a regular basis, with a profile matching the population. Importantly, it is part of daily life as latest incidents, results, team performances, transfers, sackings and Cup draws are discussed. In terms of participation, there are now more registered players in the UK than when England won the World Cup in 1966. As...
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Page 6: Conclusion

As the structure of business changes with the growth of the Web, the roles of football, communication and sponsorship will change.It can be predicted that football will consistently provide the largest live audiences, whether through TV screens, PC screens or phones, and that it will therefore become even more attractive. Other programmes may be downloaded later, or viewed on demand (with...
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