Football & innovation Creating and expanding value of football December 2011 Innovations in football
• Anticipate • Consumer behavior, technology, economy, legal... • Identify trends and opportunities • Preserve and enhance equity of football • Promote football to global audiences of fans and football family • Capture and create value from and for football • Value for rights holders, partners, clubs and teams, football family
2 Innovations in football - Examples
1. Broadcast technology innovations 2. Innovation driven by fast consumer adoption of new technologies 3. Format based innovations in football competitions 4. The European Qualifiers -Integrated commercial concept 5. Potential for future innovations - virtual board replacement
3 1 Broadcast technology innovations 1. Broadcast technology innovations
• HD broadcast • 3D broadcast • Host broadcast innovations • Additional content for rights holders • Host broadcast is becoming increasingly sophisticated • Future of live broadcast technology? • Internet based applications used to enrich live broadcast experience for fans • More advanced services to rights holders • Proactive - not restrictive
5
2 Innovation driven by fast consumer adoption of new technologies Belgian fans watching a game against Holland 1913
8 2. Innovation driven by fast consumer adoption of new technologies
Consumer behavior changes
• Today, audiences expect to be in-touch 365/24/7 • Anytime, anywhere, any device • TV is dominant but increasingly one of many communication channels • Audiences are not only passive observers but active participants • Media based businesses is in process of redefinition
9 2. Innovation driven by fast consumer adoption of new technologies
New channels for new habits
• Constantly in touch with fans through different content and distribution - from TV to Internet, • Availability on multiple screens and devices: Mobile, tablets and big TV screens
10
2. Innovation driven by fast consumer adoption of new technologies
New channels for new habits
• From Facebook to mobile Apps, opportunity to multiple touch points with fans • Better understanding of fan‟s needs • Direct promotional opportunities • Direct reach to new generations • Measurable insights lead to better core media offers from UEFA • New services to the rights holders and their audiences
12 3 Football format innovations 3. Football format innovations
• UEFA Champions League • UEFA Europa League • Innovation in competition format for the benefit of UEFA stakeholders • Increase reach of competitions • Increase club participation • Enhance commercial concept in centralised marketing and media rights
14 3. Football format innovations
UEFA Champions League evolution 1992/1993 • 5 rounds in total • Optimisations in access to • 1 qualification round • 1 group stage the qualification for (semi-final / 2 group of 4) participating clubs • 81 matches / 36 teams • Optimisations in availability 2009/2010 1999/2000 on key markets • 9 rounds in total • 8 rounds in total • 3 qualification rounds • 3 qualification rounds • 1 play-off round • 2 group stages • 1 group stage (8 groups / 4 groups) • 215 matches / 72 teams • 235 matches / 73 teams
2003/2004 • 8 rounds in total • 3 qualification rounds • 1 group stage (round of 32) • 203 matches / 72 teams
15 3. Football format innovations
UEFA Cup / UEFA Europa League 1992/1993 evolution • 6 rounds in total • KO-Tournament • Brand positioning and • 126 matches / centralised marketing 64 Teams concept 2009/2010 1999/2000 • Launch Europa League • Cup winners & UCL • Access for clubs • 10 rounds in total Loosers • 3 qualification rounds • 3 Intertoto-Teams • Availability on various • 1 play-off round • 8 rounds in total markets • 1 group stage • 1 qualification round • 474 matches / • 282 matches / 161 Teams 142 Teams
2004/2005 • 9 rounds in total • 2 qualification rounds • 1 group stage • 416 matches / 145 Teams
16 4 The European Qualifiers - Integrated commercial concept
4. The European Qualifiers -Integrated commercial concept
Centralisation of European Qualifiers - a sporting project
• Promote national team football • Provide financial stability to NAs
3 2 2 4. The European Qualifiers -Integrated commercial concept
The marketing strategy - Value drivers
From a marketing perspective, key factors of success for the centralisation project are: 1. The definition of the competition (the format, schedule, KO times…) 2. The brand (develop an appropriate branding that would on a long term basis enhance the brand equity and value) 3. The commercial concept (media rights structure, possible sponsorship, organisation and implementation) 4. The sales process (central point of sales, optimisation of exposure and revenues…)
24 5 4. The European Qualifiers -Integrated commercial concept
Competition format and calendar
• Format and calendar are identified as key drivers More live match opportunities • Consider available week days in current format and potential expansion More visibility • Weekend as ‘traditional’ football appointment – added value Stronger to be measured communication platform • Multiple and consistent kick-off times = • Schedule big matches in different slots to optimise TV broadcast More promotion value of European football
26 7 4. The European Qualifiers -Integrated commercial concept
Match scheduling
Group 1-9 Group 1-9 MD1 MD2
Thursday Friday Saturday Sunday Monday Tuesday
19 4. The European Qualifiers -Integrated commercial concept
Match scheduling - The week of football
Group 1-3 Group 4-6 Group 7-9 Group 1-3 Group 4-6 Group 7-9 MD1 MD1 MD1 MD2 MD2 MD2
Thursday Friday Saturday Sunday Monday Tuesday
18.00
20.45
19 4. The European Qualifiers -Integrated commercial concept
The Brand
• 3 different brands to be considered • The new dedicated “European Qualifiers” „umbrella‟ brand is foreseen to achieve a continuity of the brand over multiple qualifying cycles
The European Qualifiers
The European Qualifiers The European Qualifiers The European Qualifiers
UEFA FIFA UEFA EURO World Cup EURO UEFA EURO FIFA World Cup UEFA EURO
NA NA NA
29 24 4. The European Qualifiers -Integrated commercial concept
Stadium Branding
• Centre board dedicated to final destination event i.e. UEFA EURO or FIFA World Cup • Up to 20% of pitch board would be reserved for European Qualifiers branding • Remaining inventory for commercial use
F Final event - Destination Q The European Qualifiers Branding - ‘Road to final destination event’
102 25 4. The European Qualifiers -Integrated commercial concept
Media rights - Packaging FTA Pay TV
• Domestic national team matches and a Local National team match Other groups 3rd party highlight programme targeting FTA on Pick 1 matches
every match day
• Other inventory available for Pay TV Local Group match
Pick 2 and/or 3 LIVE • Approach reviewed on a market-by-
market basis
Highlights DELAYED
25 4. The European Qualifiers -Integrated commercial concept
Sales strategy
• Objectives • Reposition and promote national team football • Maximise exposure • Optimise revenues
• Proposed process • UEFA to launch a global tender for all European Qualifiers rights: • Invite all interested parties to bid on global and market by market basis • Identify the best platforms in each market
222 34 5 Potential for future innovations - virtual board replacement
5. Potential for future innovations - virtual board replacement
• Potential for new opportunities for perimeter board advertising • Impact on current models of sponsorship • Technology being tested • Where is the value? • Optimised delivery • Increase in inventory • Multiplication of market exposure
28 5. Potential for future innovations - virtual board replacement
Potential for new value
• Opportunities being evaluated • Cost/risk assessments • Sponsorship and media value model impact
Market A Market B In stadium boards etc TV feed TV feed
29 Conclusion
• Innovation is a key to stay at forefront and proactively market UEFA properties • It is not about technology - it is about the value that football competition create • ... and bring back to the further development of the game
30 Thank you