DIPLOMA IN CLUB MANAGEMENT
UDINESE CALCIO Where innovation is the norm
Magda Pozzo ADD
1 DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
APPROACH
Manage a club
There are many ways to manage a club. Ours has been to focus on a rational approach from the start.
Evaluate the business objectively
Pursue both sporting and financial success DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
STARTING OUT
Gianpaolo Pozzo bought Udinese Calcio SpA in 1986.
We took over a club in a city of 100,000 inhabitants in one of the least wealthy areas of Northern Italy.
The club had spent years bouncing around Serie A, Serie B and Serie C and was mainly caught up in the local rivalry with Triestina, the team from the regional capital, Trieste. DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
STRATEGIC FOCUS
Scouting Developing new players key to a change in business structure
Revenue independent of club size and fan base
Multiplication of financial potential
Better performances on the pitch DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
STRATEGIC FOCUS
Alexis Sánchez Márcio Amoroso Alex Meret + 42M + 37M + 26M € € € 2011/2012 Barcelona 1999/2000 Parma 2018/2019 Napoli DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
STRATEGIC FOCUS
Giuliano Giannichedda Piotr Zieliński Samir Handanovič + 22.5M + 21M + 19M € € € 2000/2001 Lazio 2016/2017 Napoli 2012/2013 Internazionale DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EXPANSION
A focus on scouting led to new opportunities
to showcase players in leagues with even greater visibility
Granada, first, and then Watford are the result of our initial strategic choice DIPLOMA IN CLUB MANAGEMENT
UDINESE CALCIO EVOLUTION 1 / THE STADIUM DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
Stadium GOALS
• Increase and diversify revenue • Spread running costs out over more areas • Engage new targets • Enhance the club’s image • Involve local businesses • Attract new sponsors DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
Stadium STRATEGY
• Infrastructure active 365 days per year • Embedded in the local area • Attracts far-reaching targets beyond football interests
• Sustainable model DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
FROM STRATEGY TO ACTION SPONSOR
• First case of naming rights in Italy • First stadium in Europe sponsored by international automotive group DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
FROM STRATEGY TO ACTION NEW TARGETS
• Meeting point for families 365 days per year • Family stand tickets at reduced rates • Nursery service and child-equipped bathrooms • Parking for women with children and expectant mothers • Play area with play facilitators • Internal shops and facilities open 7 days p/w DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
FROM STRATEGY TO ACTION NEW TARGETS
• Udinese Club House • Segmentation with incentives at all levels • Meetings with celebrities every matchday • Rotation of top chefs • Prestigious wine and champagne brands DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
FROM STRATEGY TO ACTION NEW REVENUES
• Meeting centre • Business dinners • Organisation of social events • Offices for companies and institutions (CONI) • New internal commercial areas • University courses / Summer Schools DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT Natural EVOLUTION 1 / THE STADIUM ventilation Separate waste collection FROM STRATEGY TO ACTION on matchday Electric vehicle charging points SUSTAINABILITY
• Recycling of materials • Restoration of the existing site • Multifunctionality 7/7 • Zero energy impact
Radiation Thermal control insulation DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 1 / THE STADIUM
League Stadium Financial year Turnover TV Rights position revenue 2010/11 4th 54,477,455 33,607,652 3,733,214 2011/12 3th 63,435,707 33,910,308 5,057,285 2012/13 5th 66,292,770 36,442,326 3,998,642 2013/14 13th 56,128,507 34,267,426 3,542,859
2014/15 16th 54,128,507 32,857,125 2,775,689 STADIUM 2015/16 17th 60,453,170 34,825,723 6,508,809 EFFECT 2016/17 13th 70,147,864 38,437,167 7,051,483 2017/18 14th 55,699,723 36,807,388 6,992,986 2018/19 12th 62,890,372 40,651,500 7,314,306 2019/20 13th 63,562,452 40,862,309 5,814,696 TOTAL 607,097,699 362,668,922 42,789,967 DIPLOMA IN CLUB MANAGEMENT
UDINESE CALCIO EVOLUTION 2 / SPONSOR CARE DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 2 / SPONSOR CARE
Sponsors = Partners
Basic equation behind Udinese’s philosophy DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 2 / SPONSOR CARE
UDINESE CALCIO’S STRATEGY
Look to build significant, long-lasting relationships
Enhance the club through sponsors
Start a virtuous circuit
TV exposure helps to attract sponsors, but we then have to add value to their investments. DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 2 / SPONSOR CARE
UDINESE CALCIO’S STRATEGY
Think as consultants of the prospect company before they become our sponsor
No sponsor is too small if there is significant potential for growth
Invest to increase sponsor allegiance DIPLOMA IN CLUB MANAGEMENT UDINESE CALCIO EVOLUTION 2 / SPONSOR CARE
UDINESE CALCIO’S STRATEGY
Make the most of the club’s natural identification with the local area DIPLOMA IN CLUB MANAGEMENT UDINESE CALCIO EVOLUTION 2 / SPONSOR CARE
UDINESE CALCIO’S STRATEGY
Seize opportunities provided by popular foreign Players for international sponsorship visibility
Sponsorship opportunities can arise from the success of individual players regardless of the club. DIPLOMA IN CLUB MANAGEMENT UDINESE CALCIO EVOLUTION 2 / SPONSOR CARE
UDINESE CALCIO’S STRATEGY
Look for common elements in the profiles of the club and the prospect
The ability to obtain a lot with a limited budget is a common strategy for Udinese and the Renault Group DIPLOMA IN CLUB MANAGEMENT UDINESE CALCIO EVOLUZIONE 2 / SPONSOR CARE DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
EVOLUTION 2 / SPONSOR CARE
INITIATIVES IN COVID-19 TIMES
• Project Re-Start with Infront • Webinar training for sponsors • 2021 B2B LAB digital edition • Online activities for children with sponsors • Shopping delivery service for the elderly with sponsors DIPLOMA IN CLUB MANAGEMENT
UDINESE CALCIO FUTURE DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
FUTURE
STRENGHTENING TIES WITH THE LOCAL AREA
• Udinese TV / Sport and local news • Marketing towards emigrants for launch of 2020/21 Away Kit
• Promoting regional tourism • Stadium walkabouts • Udinese ONLUS DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
FUTURE
UDINESE ACADEMY
• 53 affiliated clubs in Italy and Slovenia • 20,000 families involved • Developing the fan base and community • Specific sponsors and social-media channels DIPLOMA IN CLUB UDINESE CALCIO MANAGEMENT
FUTURE
FAN COMMUNITY
• Top commitment in Italy and around the world
DIGITAL TRANSITION
• Advanced activities on social-media platforms • eSports team • CRM with high level of profiling • Database for Italy, the world and by product