Arsenal Revenue Sources and Totals

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1、Intellectual Property and FinancingRonald Crawford - IP and Brand Protection Manager NIKE FOOTBALL BRAND OVERVIEWIts all about the football! Contents Contents Mission StatementTo provide Arsenal with increased income, profitability, cash generation and financial strength which would allow the Club t

2、o compete at the very highest level of domestic and European football. Arsenal Objectives and Values History of innovation and firsts in footballIntroduction of shirt numbersIntroduction of white ballMost technologically advanced football Club stadium in Europe Founded in 1886Highbury stadium - 1913

3、 2006 Emirates Stadium Opened 2006/07 seasonClub built on stability 19 Managers in 122 yearsKey Facts Fan profileDemographic54% of Arsenal season ticket holders drawn from the AB Professional and Managerial social classesCustomer spend potential9,000 premium seats at Emirates, delivering more revenu

4、e than our entire old stadium each gameLuxury surroundingsDiamond Club, invite only with 84 members each spending 25,000 per year RevenueHighest revenue generating stadium in world football with the fans to match 168Diamond Club SeatsWaiting list in operation150Box holdersWaiting list in operation7,

5、000Club level membersWaiting list in operation27 MillionFans worldwide Fan base35,000Season Ticket holders (Gold members)Waiting list in operation23,000Silver membersWaiting list in operation100,000Red membersActive database of 400,00040,000Junior Gunners INDEXSource: Deloitte Annual Review of Footb

6、all FinanceMay 2oo8mPremier League(England)Serie A(Italy)Bundesliga(Germany)La Liga(Spain)Ligue 1(France)THE LEAGUES TABLERevenue growth in top 5 leagues 1996-2008 (Source: Deloitte)11Page WHY ARE THEY TOP?The Barclays Premier League is broadcast in 204 countries533m homes receive the channels which

7、 broadcast Barclays Premier LeagueAverage cumulative audience of 75m each week throughout the seasonTotal global cumulative audience across the season as a whole of 2.95bn Revenue Breakdown By LeagueBig 5 League Revenue Sources 2006/07 Arsenal Revenue Sources and Totals Source: Deloitte Annual Revie

8、w of Football FinanceFebruary 2009 IP REVENUE BREAKDOWN MediaSponsorshipLicensing-RetailPartnershipsNaming Rights Corporate PartnersRetail PartnersSoccer School Partners TelevisionRadioNew mediaMobileInternetKitShirtTrademark LicensingRetail StoresStadiumIntellectual Property Revenue A closer look M

9、ediaArsenal TVArsenal MobileAArsenal Magazine SponsorshipOfficial Kit SponsorOfficial Sponsor Branded MerchandiseOn Site RetailLicensing-RetailOverseas RetailOnline Shop PartnershipsNaming RightsPARTNERSHIPS Technical partnershipsArsenal develops local on-field talent through local Clubs such as BEC

10、 Tero Sasana in Thailand and Ho anh Gia Lia in Vietnam. Project also includes commercial and marketing initiatives to aid these ClubsClub partnershipshave included investment in Academies in Vietnam, and Thailand to help develop local talentLocal media platformslocal websites mobile services and pub

11、lishing partners - provide channels to leverage value and target millions of Arsenal fans. Naming RightsNAMING RIGHTSNaming Rights Factors for evaluating a sports brand futureThe fan base Sports brands must have a strong fan base. Size of home and international reach. Wealth of fans and franchise re

12、gion.Historical success Sports brands values increase with the longevity and extent of playing success.Exploitation of the brand Sports brands attain more value if they are being skilfully marketed and maximising their financial value.Scarcity Sports brands are valued higher if there are fewer teams

13、, limited access and fewer competitions.Values Brands which have clearly identifiable values and propositions are rated more highly, i.e. Man Utd “Theatre of Dreams”, “Dallas Cowboys” Americas team. Stars Past and present, fans and players. This factor adds glamour and desire to associate. INDEX Spo

14、nsorshipNaming RightsChallenges INDEXHow I help? Brand Protection IP TEAMBrandingSponsoringCommunicationAdvertisingMarketingProducts & ServicesHuman Resources IP SUPPORT WHEELDesign GuidelinesLicensing GuidelinesTrademarksDomain NamesKeywordsTrademarksDomain NamesInternet LitigationCo-existence agreementsTake down websites IP SUPPORT : ChallengesBrand strategy vs. creativity Brand architecture vs. trademark strategyMachine vs. brain Quick wins vs. legalproceedingsQuality vs. quantityControl vs. marketing Quality vs. quantity Quality vs. quantityUse it or lose it 2008 Guardian online QUESTIONS