English Premier League As the United Kingdom's Soft

ENGLISH PREMIER LEAGUE AS THE UNITED KINGDOM’S SOFT POWER INSTRUMENT

By Randy Arnas ID No. 016201000056

A thesis presented to the Faculty of International Relations, Communication and Law President University In partial fulfillment of the requirements for Bachelor’s Degree in International Relations Concentration in Diplomacy

2014

THESIS ADVISER

RECOMMENDATION LETTER

This thesis entitled “English Premier League as the United Kingdom’s Soft Power Instrument” prepared and submitted by Randy Arnas in partial fulfillment of the requirements for the degree of Bachelor of Arts in International Relations in the Faculty of International Relations, Communication and Law has been reviewed and found to have been satisfied the requirements for a thesis to be examined. I therefore recommend this thesis for Oral Defense.

Jakarta, 7 March 2014

Recommended and Acknowledged by,

Teuku Rezasyah, Ph. D

Thesis Adviser

DECLARATION OF ORIGINALITY

I declare that this thesis entitled “English Premier League as the United Kingdom’s Soft Power Instrument” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Jakarta, 7 March 2014

Randy Arnas

PANEL OF EXAMINER

APPROVAL SHEET

The Panel of Examiners declare that the thesis entitled “English Premier League as the United Kingdom’s Soft Power Instrument” that was submitted by Randy Arnas majoring in International Relations from the Faculty of International Relations, Communication and Law was assessed and approved to have passed the Oral Examinations on March 25th, 2014.

Hendra Manurung, SIP., MA. - Chair of Examiners

Prof. Anak Agung Banyu Perwita, Ph.D. - Examiner

Teuku Rezasyah, Ph.D. – Thesis Adviser

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ABSTRACT

Title: English Premier League as the United Kingdom’s Soft Power Instrument

The attractiveness of the English Premier League as the most watched league in the world help the UK to be the number 1 in soft power according to Monocle surpassing the US in 2012. The English Premier League has attracted broadcasting industries, visitors to come to UK and has built Premier Skills programme. These three sectors have been recognised by the house of Lords in up- lifting the UK soft power in 2013. This thesis attempts to analyze the contributions given by the English Premier League to the United Kingdom as British soft power. The Premier League has become a global phenomenon that exists today. It attracts so many sectors from different fields such as broadcasting and tourism. The UK take the advantage of its best export, the Premier League. Broadcasting Industries compete each other to broadcast the most watched league in the globe.

The beauty of the Premier League also amaze overseas fans and make them want to visit the UK to see the matches live. This thesis is significant in providing detailed information about the contributions of the English Premier League in supporting the UK to bests the world’s soft power. This thesis is significant in describing how the broadcasting sector, tourism sector and the Premier Skills benefit the country. How these sectors keep on increasing to contribute to the UK is also described. This thesis is also significant in describing what factors that make the Premier League as a global phenomenon. As the most happening sporting competition in the world, it is important to highlight why the Premier League is so famous. Internet research however was utilized in completing necessary data and analyzing historical records. The results of this thesis will explain what are the contributions of the Premier League in up-lifitng the United Kingdom soft power.

Keywords: The Premier League, The United Kingdom, Soft Power, Rising, Contributions.

ABSTRAK

Judul: Liga Primer Inggris Sebagai Instrumen Soft Power Inggris

Daya tarik Liga Primer Inggris sebagai liga yang paling banyak ditonton di dunia membantu Inggris dalam peningkatan “soft power” negara tersebut sehingga menempati peringkat 1 dan mengalahkan Amerika Serikat dalam survey yang diadakan oleh, Monocle pada tahun 2012. Liga Primer Inggris telah menarik perhatian dari industri-industri televisi, menarik pengunjung untuk datang ke Inggris, dan telah menghasilkan program Premier Skills. Ketiga sektor ini telah diakui oleh pemerintah Inggris dalam membantu negara tersebut dalam peningkatan “soft power” dalam diskusi yang diadakan pada tahun 2013. Skripsi ini bertujuan untuk menganalisa kontribusi-kontribusi yang diberikan oleh Liga Primer Inggris terhadap Inggris sebagai “soft power”. Liga Primer Inggris telah menjadi fenomena global saat ini. Liga Primer Inggris menarik perhatian banyak sektor dari berbagai bidang seperti industri-industri televisi dan pariwisata. Inggris memanfaatkan Liga Inggris sebagai ekspor terbaik mereka. Industri-industri penyiaran televisi bersaing satu sama lain untuk menayangkan liga yang paling banyak ditonton di dunia ini. Keindahan dari Liga Primer Inggris juga membuat kagum para pendukung diluar Inggris dan mampu mebuat pendukung-pendukung tersebut ingin mendatangi Inggris untuk menyaksikan langsung sepakbola yang dipertontonkan oleh Liga Primer Inggris. Skripsi ini diharapkan memberikan informasi dan analisa detail tentang kontribusi-kontribusi Liga Primer Inggris dalam meningkatkan “soft power” Inggris. Skripsi ini diharapkan memberikan informasi dan analisa detail tentang keuntungan yang didapatkan oleh Inggris melalui sektor penyiaran televisi, pariwisata dan program Premier Skills. Skripsi ini diharapkan memberikan informasi dan analisa detail tentang faktor-faktor yang mebuat Liga Inggirs menjadi fenomena global. Penelitian melalui internet juga digunakan guna melengkapi data menganalisa catatan sejarah. Adapun hasil dari skripsi ini akan menjelaskan dengan detail kontribusi-kontribusi Liga Primer Inggris dalam peningkatan soft power Inggris 2007-2013.

Kata Kunci: Liga Primer Inggris, Inggris, Peningkatan, Soft Power, Kontribusi.

ACKNOWLEDGEMENT

Praise be to Allah. Working on this thesis has been a tough experience for me that I struggled to finish it. It taught me how to deal with time and set priority. I did my effort to finish my study in President University to get the Bachelor degree in International Relations. The process was not easy and smooth. There were ups and down in writing this long paper. However, there some people that have helped me, guided me and support me that I could finish my thesis. Therefore,I would like to thank;

1. Allah, The Most Merciful, for His guidance and blessing I can finish my thesis. I never forget to pray and praise Him everytime I breath to ask for His guidance so that I can go through the process of writing my thesis smoothly.

2. My beloved Parents, Mr. Nasrul Arnas and Mrs. Yusnetti. They are my only motivation in finishing this thesis because all I dream is just to make them happy and proud to have me. They have been working very hard for me, my brother and my sisters so that they can see their children become successfull persons. I dedicate this degree only for the sweats they had in encoluraging me, supporting me financially and mentally. Actually words will never be able to describe how much the love they have given for their children and for the love I have for them. I cannot wait for the moment of graduation when they will come to see me as a graduate. I love you.

3. Mr. Teuku Rezasyah, Ph.D. and Ms. Isyana Arslan, my great, incredible, and humble thesis advisors who have become my “guardian angels”. I cannot even describe with words how wonderful they are in guiding me to write this thesis. I thank them for their guidance, patience, and their infinite help. My thanks also go to Mr. Hendra Manurung and Mr. Sigit Andi Rahman for guiding me in thesis writing process. I send my gratitude for both of them.

4. Mr. Anak Agung Banyu Perwita Ph.D. The cool, fabulous, and friendly lecturer, former Head of Study programme and now Dean of Faculty of International Relations, Communication and Law. He has helped me in the process of writing this thesis with his valueable encouragement and guidance and I am so grateful to have him in IR. IR President University have become really great because of him.

5. My best friends; Afdhalul Khair, Jendra Prahasta, Hashfi Yudhistira and Virgia Agustafany who have helped me so much in everything. Thanks for the laughter, and the jokes we made. The good and bad times (I think we always have a good time), the for the encouragement and motivation, and for the help in writing this thesis. You all have become an important part of life.

6. International Relations batch 2010! Thanks for the memories we share, the laughter, and the journey we have. We have gone though tough times and now we are touching the finish line. Thank you for being my partners form the start to the finish line.

Thanks for everyone who have supported me that I cannot mention one by one. Thank you very much and may this research be useful for all.

Jakarta, March 2014

Randy Arnas

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TABLE OF CONTENT

THESIS ADVISER RECOMMENDATION LETTER ...... i DECLARATION OF ORIGINALITY ...... ii PANEL OF EXAMINER APPROVAL SHEET ...... iii ABSTRACT ...... iv ABSTRAK ...... v ACKNOWLEDGEMENT ...... vi TABLE OF CONTENT ...... viii

CHAPTER 1 ...... 1 INTRODUCTION ...... 1 1.1. Background of Study ...... 1 1.2. Problem Identification ...... 6 1.3. Statement of The Problem ...... 8 1.4. Research Objectives ...... 8 1.5. Significance of Study ...... 8 1.6. Theoretical Framework ...... 9 1.7. Scope and Limitations of the Study ...... 12 1.8. Thesis Structure ...... 12 1.8.1. Chapter 1 ...... 12 1.8.2. Chapter 2 ...... 12 1.8.3. Chapter 3 ...... 13 1.8.4. Chapter 4 ...... 13 1.8.5. Chapter 5 ...... 13 1.8.6. Chapter 6 ...... 13

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CHAPTER II ...... 14 LITERATURE REVIEW ...... 14 2.1. Changing Rhythms: Media and Globalisation in the English Premier League ...... 14 2.2. Soft Power, Sports Mega-events and Emerging States: The Lure of the Politics of Attraction ...... 15 2.3. Theorizing the Role of Sport in State-Politics ...... 17 Sport and Economics ...... 18 2.4. Sport and Politics: A study of the relationship between International Politics and Football ...... 19 2.5. Is a political economy of football possible? ...... 20 2.6. Sports and International Relations: An Emerging Relationship ...... 20 2.7. Market Size and Attendance in English Premier League ...... 21 CHAPTER III ...... 22 RESEARCH METHODOLOGY ...... 22 3.1. Research Time and Place ...... 24 Place of research : President University Student Library ...... 24 3.1.1. Research Instrument ...... 24 CHAPTER IV ...... 25 THE OVERVIEW OF THE ENGLISH PREMIER LEAGUE AND FOOTBALL IN INTERNATIONAL RELATIONS ...... 25 4.1. The English Premier League ...... 25 4.2. History ...... 26 4.3. Global Phenomenon ...... 32 4.4. Football is Important in International Relations ...... 33 4.5. The Relations Between English Premier League and British Government ...... 35

CHAPTER V ...... 36 THE EFFECTS OF THE ENGLISH PREMIER LEAGUE IN PROMOTING THE UNITED KINGDOM’S SOFT POWER ...... 36 5.1. Broadcasting Contributions ...... 37 5.1.1. Premier League Overseas Right Sales: Some of The Major Changes ...... 39 5.1.2. Factors that make the broadcasting contributions increased ...... 40 5.2. The Partnership of the Premier League and VisitBritain ...... 46 5.2.1. Factors That Make Tourism Contributions Increased ...... 52 5.3. The Premier Skills Program ...... 53 5.3.1. Factors That Increase the Contribution of Premier Skills ...... 58 5.4. Responds from Involved Actors ...... 62 CHAPTER VI ...... 69 CONCLUSION ...... 69 BIBLIOGRPHY ...... 72 Appendix ...... 82

CHAPTER 1

INTRODUCTION

1.1. Background of Study

International relations are a series of global issues and relations which are among nations, states and organizations within the framework of international system. Many trends have occured in the system which becomes a phenomenon. The dynamic of International relations shown by the many phenomena happened in international area. The world has shifted from bipolar system during Cold War era to the multi-polar system wherethe relations among countries become borderless and interdependence; or from the trend of hard power, and the phenomenon known as globalization. The rise of soft power brings globalizations with other issues –the-non traditional issues- which before seen as subsidiary until now as the significant one, such as cultural and social. Television, radio and internet are the examples of the development of communication technology that speeds the process of globalization and enables people to reach the world farther, faster, deeper and cheaper.1

The development of soft power gives globalization more power to influence lives. Soft power is really interesting, people follow you because they are interested or attracted by what you have, not because you coerce them. Soft power can change people’s behavior and habit. Soft power itself has an ability to promote universal values and it has become a tool of diplomacy. It has increased global business, cultural, and social connections.2 The trend of soft power influences the country both in terms of their interests and their strategy in pursuing them through diplomacy. Sport is one of the soft power that is recently used by many countries. International Relations do not only include governments’ relations and national

1Thomas L. Friedman, The Lexus and The Olive Tree(Farrar Strauss Giroux 1999), p. 7 and 9 cited in Feigenbaum, Harvey B., CENTER FOR ARTS AND CULTURE Art, Culture & the National Agenda Issue Paper. Globalization and Cultural Diplomacy(2001), p. 8 and 9. 2Public Diplomacy. Retrieved 17 December 2013 from http://publicdiplomacy.wikia.com/wiki/Cultural_Diplomacy

interests. Pierre Arnaud has illustrated how foreign policies of governments were involved in international sporting events.

After the first World War, some beaten countries or the neutral ones were not included in global competitions. It shows that governments make ause of sport events as a way of their diplomacy. Pierre Arnaud said that sport is more than a just a game and a hobby, it is owned by the state. The ambassadors of it are the athletes and the players, the official symbol or the representatives of a national culture. There is a connection between the people and the national athletes. This creates a picture which has become symbolic of the people themselves, in the eyes of other countries, in terms about the influence, prestige and vitality. Here, the countries use their sportsmen to encourage, influence and affect national unity, develop and beautify their external prestigea and sport also played this role for a large majority of huge political powers. Nationalism of sports is developed in situations of extreme conditions with xenophobia and chauvinism. The term of reputation, honor and the identity are used to raise and promote national prestige for their national teams.3

There is a diplomacy that uses sports as the tools which is called Sprts diplomacy. In this modern era, the government of many country start to use this sports diplomacy to build relations with others. According to Anastasovski, sports diplomacy as a new phenomenon in sports provides open new pathways that have the aim to increase the dialogue, to open new horizons and perspectives and contribute to greater cultural understanding between the peoples of the world. The vitality of sports in each state is seen not only in sportsmanship but also in form of its organization, associations, their statutes and regulations, national alliances, activity programs and education of sports profiles, profiles of teachers, diplomas and courses, material and other norms, laws, dealings in the industry and organization of spectacles and sponsors, as well as its capacity to promote and unite which is brought together through various diplomatic activities.4

3Arnaud, P. & Riordan J. 1998, Sport and International Politics, E & FN Spon, London pp.8-11 Retrieved 19 December 2013 from http://liu.diva-portal.org/smash/get/diva2:20629/FULLTEXT01.pdf 4Ivan, A. Tatjana, S. Ahmed, Q. Sport as a Subtitute for Diplomatic Activities. 2013.Retrieved 19 December 2013 from http://www.pesh.mk/PDF/Vol_2_No_1/11.pdf

Sports Diplomacy falls under the wide umbrella of public diplomacy. It involves representative and diplomatic activities undertaken by sports people in conjunction with their governments. The practice is facilited by traditional diplomacy and uses sports people and sporting events to engage, inform and create a favourable image among foreign societies and organisations, to shape their perceptions in a way that is (more) conductive to the sending government’s foreign policy goals.5

In each country, the sport has become such a big part of the cultural tradition that has become a way to promote the area, to show and prove superiority, or to confirm the existence of a national and regional group. After the World War 1, sport has become very international. That was when the politicians started to appreciate its potential as a wheel for national policies and values and even for showing and advertising potential political ideology. During the 1920s and 1930s, therefore, sport was inextricably bound up with international relations.It is in the interwar period that the internationalization of sport and its audience began to attract the interest of politicians and to destroy the myth of sport as peacemaker, an idea so dear to the heart of Pierre de Coubertin. This fact, nowadays so banal, was much less so in the first decades of the 20th century.6

The foundation of modern sport is not linked to the intervention, interference or control of the State. It differs profoundly from gymnastics in that respect. In Europe, as in the United States, modern sport was born of the will of individuals and private groups. In that sense it is a social innovation that has its roots in the emergence of new forms of sociability. Sport and modernity are connected and inscribed in the industrial change and economic evolution of the age.The belated emergence of modern sport, in its institutionalized and competitive form (the creation of national and international federations, the organization ofinternational competition between national representative teams, the renovation of the Olympic Games), barely permits one to envisage it being used for political ends. The defenders and promoters of sport could hardly have imagined, in the final third of the 19th century, that sporting

5Stuart Murray, Sports-Diplomacy: A Hybrid of Two Halves Retrieved 19 December 2013 from http://www.culturaldiplomacy.org/academy/content/pdf/participant-papers/2011-symposium/Sports-Diplomacy- a-hybrid-of-two-halves--Dr-Stuart-Murray.pdf 6Arnaud, P. & Riordan J. 1998, Sport and International Politics, E & FN Spon, London pp.8-11 Retrieved 19 December 2013 from http://liu.diva-portal.org/smash/get/diva2:20629/FULLTEXT01.pdf

competition could have an impact on public opinion and become an instrument of international policy. It was the same for ministers of foreign affairs. Sport, sportsmen, sports associations and clubs were never perceived as potential actors in social and cultural life, economics and politics.7

Sport and sporting institutions are increasing in scope, power and appeal. Government, always savvy to the whims of the public, are keen to coattail on the growth in sport and the relevance of powerful non state actors such as FIFA or sporting demi-gods such as David Beckham. Nobody is opposed to sports: It has a global, universal quality: No one is against sports. Public the world over seem exhausted after the extraordinary amount of the violence of the twentieth century. These publics are more likely to be engaged by soft power overtures from nations, such as cultural or sporting exchanges. In the post-modern information age, sport, culture, and diplomacy are no longer backwater institutions but powerful foreign policy tools. Sport is a major part of modern life. If the diplomatic posture, image and message is thoughtfully crafted and align to positive sporting values, the perceptions of foreign publics can be significantly altered. Beijing’s 2008 party where they used Olympic Games to foster an image of Chinaas a rising, modern, economc powerhouse is a strong example. Despite the sometime farcical build up to the most expensive sporting event in history, China’s image has gone stronger since the 2008 Olympics. Using sport, it is likely that Brazil will proselytize a new image of South American regional leader and power house on the back of 2014 World Cup and 2016 Olympics.8

HE Jim Cain, the former U.S. Ambassador to Denmark, talked in 2009 at the second Hague Conference Diplomacy that the sport can absolutely be a strong tool to gain and build relations toward ethnic and cultural differences. It is with a message which is possitive and of the shared values such as tolerance, respect, discipline, compassion and equality of chance and the law’s regulations.9

77Retrieved 19 http://www.imd.inder.cu/adjuntos/article/554/Sport%20and%20International%20Politics.pdf 8Stuart Murray, Sports-Diplomacy: A Hybrid of Two Halves Retrieved 19 December 2013 from http://www.culturaldiplomacy.org/academy/content/pdf/participant-papers/2011-symposium/Sports-Diplomacy- a-hybrid-of-two-halves--Dr-Stuart-Murray.pdf 9Ibid

The Fédération Internationale de Football Association or FIFA President, Sepp Blatter outlined that the FIFA is no more only an instituion which run the sport. It has taken on the cultural, political, social and sports are in the struggle to beat poverty educate children. It also has become a strong economic phenomenon at the same time that football is able to shift mountains.10

In 2009, after the meeting with Mr. Blatter, Barack Obama, who is a huge fan of sport, praised FIFA's contribution to solve social issue of barriers, to encourage harmony between people all over the world and to promote tolerance by spreading the hope’s message through football. In a 2010 speech about the King James Bible and sport, HM Queen Elizabeth who love sports said that sport and games are the most effective and powerful ways to create harmony and to build communities. This resulted football stars to raise awareness of children's rights. sporting media to spread the message of diplomatic that proves to be significantly popular. There are always more governments that use sport to strengthen their message of diplomacy.11

Recently, football has been a phenomenon in sporting world. Football is a very effective and a powerful tool for projects that focus on development of the social for many reasons. At the macro level, globally it is way more popular than other sports that footbal has spread abroad and reach the global that no other sport can do. Behind football, there is a big sporting industry. The FIFA World Cup is the sporting event which has the biggest number of people who watch the event in the world and attracted major investments from big companies and as a tool for marketing, it is very powerful, famous and popular.12

10Joseph Blatter, ‘Football as socio-cultural dimension ,’August 12 2009, Retrieved 19 December 2013 from http://fifa.com/aboutfifa/federation/president/presidentialcolumn/news/newsid=1089403.html#blatter+football+s ocio+cultural+dimension 11Stuart Murray, Sports-Diplomacy: A Hybrid of Two Halves Retrieved 19 December 2013 from http://www.culturaldiplomacy.org/academy/content/pdf/participant-papers/2011-symposium/Sports-Diplomacy- a-hybrid-of-two-halves--Dr-Stuart-Murray.pdf 12Duncan, J. Football gives hope to South Africa. 2010. Retrieved 19 December 2013 http://www.culturaldiplomacy.org/culturaldiplomacynews/index.php?aid=1195

Football can be a good barometer of international relations and it has been one. It influences the tensions between the countries and ambitions. Seeking recognition from the FIFA is one of the first ways for the newly independent countries and FIFA has more members countries than the UN.13

Sepp Blatter said that football has the same age as the world. It can make a difference from the history of the football game. in China as early as 200 BC the primitive term of the game was played. The spread of the football along the rail networks of expanding imperial and long distance routes of trades to other regions in Southeast Asia and the Western Europe and Central America. Thus, the modern game that is seen today came and appeared in England in the early nineteenth century. Great Britain was busy to modernize and popularize what thing that can be a global phenomenon.14

1.2. Problem Identification

The United Kingdom are great at having soft power. It’s culture, art, music, sport and other popular culture have become their soft power recently. The UK has been enjoying the soft power that many countries chase. The Beatles, James Bond, Shakespeare, the Royal Family, the education system, the music, arts and sports have global appeal. Those are generally have reached all corner of the world and create a great impression of the country. They are useful for business and politics.15 Currently football has become a world’s phenomenon for the UK. Richard Scudamore said that the EPL is one of great industries that is playing an important role for the UK economy. Long time ago, the UK was known the world over textiles and coal industries, , it is now the music, film and sports industries that drive UK international reputation.

13Retrieved 19 December 2013 from http://www.cnrs.fr/Cnrspresse/n400/html/en400foot01.htm 14Julianna.M. Deyo, Sports and International Relations: The Role of Soccer in International Conflicts and Resolutions Retrieved 19 December 2013 from http://trace.tennessee.edu/cgi/viewcontent.cgi?article=2642&context=utk_chanhonoproj 15 Mark, H. 2013. Can Britain Claim Greater 'Soft Power' Thanks to Iron Maiden?Retrieved 1 April 2014 from http://www.huffingtonpost.co.uk/mark-hillary/iron-maiden-britain-soft-power_b_3063712.html

Football is a fantastic low cost export, as for 33 weeks of the year our clubs access half a billion homes around the world. What the fans see when they watch the television is a well organised, exciting football where there is huge passion in the stadiums. People who are not british, even live thousands miles away from the UK, at least they support one Premier League club. The global supports come from all around the world.

Football can be described as a great barometer of British relations with the global world. The magnitude of the British empire and role helped spreading the game around the world. Same held true about the football game when it is insisted that the sun never sets on the British Empire during the time. English teams were having tours extensively in Europe and South America in the decade before the World War I. The England national team that won Olympic gold in 1908 and 1912 because of the the excellence and the sophistication of English football that were obvious. As a fact, the UK consider themselves so great and superior that when FIFA was created in 1904, was founded in Paris without the involvement of the British.16

As Richard Scudamore spoke at the the House of Lords Select Committee on Soft Power & the UK’s influence. Football is the identity of the United Kingdom. It has many influences for the country. The Premier League has contributed tremendously in promoting the soft power of the UK. The global appeal of the Premier League have attracted many people to pay attention and do some business with the Premier League and the UK because it is a huge asset of the UK.

There have been said that the Premier League is a considerable source of soft power. According to a 2012 survey by Monocle, the UK is the number one in the world at using soft power. The committe chairman, Lord Howell of Guildford, was as obsequious to Scudamore as any previous parliamentarians. He cited the English League’s role in promoting British culture, influence, and values around the world. Lord Howell, a British Conservative politician, journalist, and economic consultant said that Scudamore had the decency to aknowledge the EPL’s unique position

16Julianna.M. Deyo, Sports and International Relations: The Role of Soccer in International Conflicts and Resolutions Retrieved 19 December 2013 from http://trace.tennessee.edu/cgi/viewcontent.cgi?article=2642&context=utk_chanhonoproj

where people pay for the privilege of being distributed in 212 countries, Scudamore detailed the work EPL does abroad with the British Council, without once mentioning the Football Association, even though the community and social development work he referenced was the type that he said he imagined the FA would not only be involved with but driving.17 As the most watched league in the world, English Premier League is a great thing for the UK to rely on in promoting its soft power. Its football has given something to be proud of.

1.3. Statement of The Problem

This research is about determining the ability of sports as a magnet of the United Kingdom in spreading and gaining power through the Premier League. Based on what have been identified above, the statement of problems of this research is as follows:

- What were the effects of the Premier League in promoting the United Kingdom’s soft power?

1.4. Research Objectives

According to the statement of problems above, the main objectives of this thesis are:

- To identify that English Premier League is important for the UK in promoting its soft power. - To investigate the contributions of English Premier League in promoting the UK soft power.

1.5. Significance of Study

The significance of this study is explained in the following pointers: - This study is designed to improve the ability to understand soft power used by the United Kingdom.

17Mark. “Soft Power” Goes to Richard Scudamore’s Head. 2013. Retrieved 19 December 2013 from http://twohundredpercent.net/?p=24962

- This study aims to understand a mechanism conducted by the British government, corporations, and individuals in carrying English Premier League as part of its soft power.

1.6. Theoretical Framework

The UK is seen by the majority of the world as one of the strongest supporters of globalization. In fact, it is seen as influential to other countries. However, globalization is not a new phenomenon, it has never progressed as speedy or dramatically at present. Through soft power, the UK has been able to shape a worldwide general image about itself. The UK has been awarded as the top country to lead soft power beating the US in 2012 according to a survey by the Monocle.18 Therefore, the theory that is most suitable to describe the effort of England to influence the world through English Premier League is soft power theory.

According to J. Nye, power is the ability to achieve one's ministering purposes or goals and the ability to get others do what they would not do.19 He differentiates soft power from hard power based on the nature of behavior and tangibility of resources. In brief, Joseph Nye assumes that hard power is the ability of states to buy and coerce economic and military, and soft power is the ability to attract using cultural and appeal without coercion.20 When Joseph Nye first introduced the concept of soft power in Bound to Lead in 1990, he pointed out that the U.S was not only the strongest nation in military and economic terms, but also in what he called soft power. He also noted that soft power could also be developed through the relations with partnerss, cultural exchanges, and economic assistance.

18 Tom, K. Britain ousts the U.S. as world's most influential nation: Country tops rankings for 'soft power'. 2012.Retrieved 3 January 2014 from http://www.dailymail.co.uk/news/article-2234726/Britain-tops-global-soft- power-list.html 19Joseph S. Nye, The Changing Nature of World Power, Political Science Quarterly, vol. 105, No 2, pp. 177- 192, Academy of Political Science, 1990. Cited in http://www.culturaldiplomacy.org/pdf/casestudies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft _Power_in_the_Information_Age.pdf 20Hwajung, K. (2011). Cultural Diplomacy as the Means of Soft Power in an Information Age. Retrieved 19 September 2013, from http://www.culturaldiplomacy.org/pdf/casestudies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_Age.pdf

He argued that this resulted in a more interesting public opinion and the credibility overseas.21 The relationship between public and cultural diplomacy is found in the concept of soft power. In particular, he underlines the significance of public diplomacy since soft power grows out of culture, domestic values and policies as well as foreign policy. Further he predicts a greater role for informational and institutional power as a transition to a new age.22 He emphasizes that short-term responses can be fine-tuned through using broadcast capabilities and narrowcasting on the internet, thus increase budget in soft power and public diplomacy is necessary to raise a nation’s profile. He also underlines “the most effective communication often occurs not by distant broadcast but in face to face contacts.” It is critical to be aware of how soft power can be used as a means of public diplomacy.23 Furthermore, cultural diplomacy has become a linchpin of public diplomacy as globalization in the sense of connectivity in economic and cultural life across the world has been growing for centuries. With a rise of soft power, the term cultural diplomacy has been faced definition confusion with similar words such as international cultural exchange, cultural public relations and cultural cooperation. By looking at precedent studies, cultural diplomacy is referred to as meaning from actual implementation structure.24

The soft power has helped the United Kingdom to gain international reputation and the Premier League has contributed economically to the government. The Premier League has become a tool to deliver English values worldwide. The high competitions in the league has made English Premier League very famous and gained millions of fans in the world and attracts many sectors to invest. It is shown by the graphic below;

21Tysha, B. (2005). “Soft Power – Means to Success In World Politics”. TyshaBohorquez has reviewed Joseph Nye Jr.'s book on the importance of soft power. Retrieved 19 September 2013 from http://www.international.ucla.edu/article.asp?parentid=34734 22Joseph S. Nye, Soft Power and American Foreign Policy, Political Science Quarterly, Academy of Political Science, 2004. Cited in http://www.culturaldiplomacy.org/pdf/casestudies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_Age.pdf 23Hwajung, K. (2011). Cultural Diplomacy as the Means of Soft Power in an Information Age. Retrieved 19 September 2013, from http://www.culturaldiplomacy.org/pdf/casestudies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_Age.pdf 24Hwajung, K. (2011). Cultural Diplomacy as the Means of Soft Power in an Information Age. Retrieved 19 September 2013, from http://www.culturaldiplomacy.org/pdf/casestudies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_Age.pdf

THE UNITED KINGDOM

SOFT POWER (Sports, Culture, Arts, Musics)

THE ENGLISH PREMIER LEAGUE

BROADCASTING TOURISM PREMIER SKILLS CONTRIBUTIONS PROGRAM

The graphic shows that sports, music, arts and culture have been soft power for the United Kingdom. The country has been using its soft power to take benefit for itself. In the sporting field, there is the English Premier League as the most watched football league in the world which has become the soft power of the UK and has benefitted the country in promoting its soft power. There are three contributions given by the Premier League in promoting the UK’s soft power as recognised by theHouse of Lords in 2013. All of the contributions give benefits to the UK economically and culturally. The broadcasting and tourism contributions give economic profit to the country and the Premier Skills program give the good image of the UK. Each ofthe contributions help to promote the soft power of the UK and give profit to the country itself.

1.7. Scope and Limitations of the Study

This study only focuses on football as one of the British product and one of the most influenced popular sports of the British.The time framework of scope and limitations of this study is during 2007-2013. The reason is because the Premier League was awarded the Queen’s Award because of its significant contributions noticed since 2007 and ended in 2013 because in this year, the House of Lords examined the contributions of the Premier League as soft power.25

1.8. Thesis Structure

1.8.1. Chapter 1

Consist of background of study, problem identification, statement of problem, research objective, significance of study, theoretical framework and Scope and Limitations of the study, this chapter is aimed to give the reader of this thesis snapshot of the thesis main discussion. By reading this chapter, the readers will figure out what kind of research they are going to read without finding excruciate details which they will find on the following chapters.

1.8.2. Chapter 2

The chapter 2 of this thesis is all about literatures, which are being used by the researcher as the guidance or reference during the writing process of this thesis. There are seven literatures that are going to be discussed and the researcher try to explain in details about important information and/or data which significantly influencing this thesis. As this thesis discuss about soft power and sport, especially football, the literatures focus on these keywords.

25EPFL. Prestigious Award for Premier League. Retrieved 19 December 2013 from http://www.epfl- europeanleagues.com/prestigious_award.htm

1.8.3. Chapter 3

The chapter 3 is about the research methodology. In this chapter the writer explain what kind of analysis is used.

1.8.4. Chapter 4

In the chapter 4, the writer starts to explain about football in International Relations and also discuss about the Premier League; the history and the relation with the government.

1.8.5. Chapter 5

In the chapter 5 of this thesis is the analysis about the contribution of the Premier League as the United Kingdom’s soft power instrument. The writer explain what contributions the Premier League has given to the UK in up-lifting its soft power.

1.8.6. Chapter 6

In the chapter 6 of this thesis is the conclusion about the analysis of the English Premier League as the United Kingdom’s Soft Power.

CHAPTER II

LITERATURE REVIEW

2.1. Changing Rhythms: Media and Globalisation in the English Premier League

A journal written by Emma Kate Ranachan entitled “Changing Rhythms: Media and Globalisation in the English Premier League” discuss about the impact of globalisation on the Premier League and how the Premier League deal with the media. In the dissertation, the researcher focuses on two questions. The first is what are the consequencies of globalising the English Premier League, acknowledging that to understand the globalisation of the Premier League is to understand its mediapoly and the second is how has the Premier League’s media policy managed the tension between its globalisation strategy and the embodied rituals associated with English soccer culture. In answering these questions, the researcher argues that the current League structure, while it has been of financial benefit to some, has failed to sustain its founding mission of enhancing the English national team and of improving the experiences of supporters. It is unquestionably true that the League’s media policy, through its international broadcasting strategy, has brought more supporters to the game, but this pursuit of international supporters has risked alienating local communities. Through archival research and an analysis of policy documents, the researcher argues that advances in media technologies and changes in broadcasting policy have allowed the English Premier League to increase both its revenue and global presence.26

26Emma K. Ranachan. Changing Rhythms:Media and Globalisation in the English Premier League.2013. Retrieved 29 January 2014 http://conservancy.umn.edu/bitstream/158618/1/Ranachan_umn_0130E_14093.pdf

2.2. Soft Power, Sports Mega-events and Emerging States: The Lure of the Politics of Attraction

There are several literatures discussing about football and international relations. The researcher however confidences that a journal titled“Soft Power, Sports Mega-events and Emerging States: The Lure of the Politics of Attraction”by Dr. Jon Grix and Professor Donna Lee suits this research very well since it provides a comprehensive explanations about sports and soft power. This research which is produced by Dr. Jon Grix and Professor Donna Lee tries to explains about the attraction of sporting activities to other states through sport mega events. This literature higlights and anylises a hitherto largely negleted dimension to the growing agency of large developing countries in global affairs-their hosting of international sport mega events. This literature exploressome questions through examinations of the cases of the three most active sport mega event hosting states in recent times; Brazil, China and South Africa.The 2008 Beijing Olympics, the 2010 World Cup in Africa and the up-coming 2014 World Cup and the 2016 Olympic games in Brazil provide interesting cases with which to explore developing country agency in the international system and in particular the discursive basis of that agency. Dr. Jon Grix and Professor Donna Lee see the hosting of sports mega events as the practice of public diplomacy by states to both demonstrate existing soft power capability as well as pursue its further enhancement.27 In the case of Brazil, China and South Africa there is a consideration about the extent to which soft power is being used to communicate the identity assimilar to others on one level-on the assumption that similarity is key to attracting others-based on the reproduction of shared sporting norms and values at the core of international sporting events such as the Olympic Games and the World Cup. By hosting the international events they can show the world that they are guardians of universal norms and can construct attraction by illuminating truths such as fair play that have universal appeal.28

27Jon, G & Donna, L. “Soft Power, Sports Mega-events and Emerging States: The Lure of the Politics of Attraction”Retrieved 29 January 2014 http://mws.polis.cam.ac.uk/crp/research/workingpapers/pdf/CRP_Working_Paper_12_Grix_and_Lee_Mega_Sp orts.pdf 28Ibid

In the literature, Dr. Jon Grix and Professor Donna Lee explain that holding sports mega-events has the potential to provide new powers with opportunities to invite attraction even where they possess unattractive domestic political characteristics and they suggest that there is growing evidence to suggest that the international dimension of sporting success is one arena in which the politics of attraction is played out through soft power. States look to attract others through activities that ‘create a favourable impression and increase understanding among foreign audiences’ (Potter, 2009: 51; see also Sharp, 2009). The key advantageof a sports mega-event is that the hosting state is able to communicate their attractiveness through the shared cultural values of sport. Because of the centrality of universally admired values in international sporting events, hosting states can enhance their attractiveness to others by demonstrating that they not only share those values, but also that they wish to champion and collectively celebrate these within the context of their own distinctive cultural, social and political values. In a detailed study of Cuban sport policy and diplomacy for instance, Huish (2011) highlights how Havana projects its image as a virtuous developing country through the international dimension of sport by sending sportsmen and women to some 100 developing countries to work on sports capacity building projects. This brings no material benefits to the Cuban economy but rather serves to enhance cooperation between Cuba and other developing states and builds South-South solidarity.29

The Cuban case demonstrates that different (and otherwise unattractive political states) states can still exercise agency through the politics of attraction. Those states burdened with unattractive political and social values that impact others’perception of them deriving from, inter alia, particular historical events, human rights issues, or poverty appear to have much more to gain from mobilising soft power to (positively) change their image. South Africa (2010 World Cup); China (2008 Olympic Games), India (2010 Commonwealth Games) and, in the future, Qatar (2022 World Cup), are – and will be - bound by the attempt to use sports mega-events to persuade others that (negative) stereotypes about their nations are wrong. Indeed, Kurlantzick went as far as to say that ‘China’s growing soft

29Jon, G & Donna, L. “Soft Power, Sports Mega-events and Emerging States: The Lure of the Politics of Attraction”Retrieved 29 January 2014 http://mws.polis.cam.ac.uk/crp/research/workingpapers/pdf/CRP_Working_Paper_12_Grix_and_Lee_Mega_Sp orts.pdf

power [which] has emerged as the most potent weapon in Beijing’s foreign policy arsenal’ (Kurlantzik, 2007: 5). That said, sometimes the strategy of attempting to use sports events to harness soft power can backfire and fail; witness the Formula 1 international motor race hosted by Bahrain in 2012 and 2013.30

2.3. Theorizing the Role of Sport in State-Politics

A journal written by Chien-Yu Lin, Ping-Chao Lee, and Hui-Fang Nain titled “Theorizing the Role of Sport in State-Politics” is discussing about the relationship between sport and politics. The aim of the journal is to articulate rationales for state intervention in sport as a way of providing a background for analyzing the relationship between sport and state-politics.

The authors of the journal describe the relationship between sport and politics as they cannot be separated. If ever there was a perfect marriage, one would be hard pressed to find a more compatible couple than sport and politics, the authors insisted. State intervention in sport has been evidenced in many countries throughout history. Today, sport and politics are still inextricably intertwined and often work to demonstrate social, economic, or political supremacy over another nation.

The authors argue that he relationship between sport and politics is one of the most enduring and pervasive examples of society’s impact/influence on sport. While there may be some people who consider sport and politics to be completely separate entities, evidence suggests that it is no longer possible for any serious social commentator to posit a separation between the worlds of sport and politics. As Horne et al. state, ‘sport (and play) involves rules and regulations which are derived in some way from the ‘real world’; sport provides politically usable resources; sport can promote nation-building and international image-making. In fact, modern sport has seldom been free of politics’. In other words, there is very little current evidence to support the view that sport and politics exist separately; Allison posits the view that the idea of sport existing either ‘below or above politics’ is no longer sustainable.

30Jon, G & Donna, L. “Soft Power, Sports Mega-events and Emerging States: The Lure of the Politics of Attraction”Retrieved 29 January 2014 http://mws.polis.cam.ac.uk/crp/research/workingpapers/pdf/CRP_Working_Paper_12_Grix_and_Lee_Mega_Sp orts.pdf

Sport and Economics

This literature also argues that sport generates significant economic development. A more recent motive for government involvement in sport is to support economic development. According to this literature, the relationship between sport and the economy can be discussed in two ways. Firstly, the relationship between elite sport and economics and secondly, mass sports. During the 1980s and 1990s, elite sport, such as professional leagues of baseball, basketball and American football in the US; cricket, football and rugby leagues in the UK, have become more and more heavily promoted as a commercial product. Additionally, hosting of mega-sports events in many countries has also become a desire, although the economics of such events are now being questioned (see next section). For instance, the summer and winter Olympic Games or the Football World Cup are perceived as generating financial gains to the host country or city along with heightening of its national image, prestige, legitimacy of the government or as an international tourist destination.

For example, Gratton describes that the economic impact of Euro’ 96 in Sheffield was to generate £5.83 million additional visitor expenditure in Sheffield and the creation of 154 extra full time equivalent (FTE) jobs. There were £3.59 million additional visitor expenditure and 99 FTE jobs created in the 1996 4th FINA World Masters Swimming Championship, also in Sheffield. Total economic impact of both events was: 67,000 visiting spectators, average stay for all visitors 3 nights, 70,842 commercial bed-nights generated, and £9.42 million additional visitor expenditure31. Houlihan also points out, ‘at a national strategic level Mexico, Japan and South Korea used the hosting of the Olympic Games as opportunities to project images of modern technological and organizationally sophisticated societies and economies’32. Some doubt has recently been cast on the validity of figures produced for such mega events (Roche, 2000) and the whole issue of the validity of Economic Impact Studies (EIS) is currently being debated33. With regard to the second issue, mass sport and leisure activities play a vital role in contributing to the economy in

31 Gratton, C. and Taylor, P. (1991). Government and the Economics of Sport. London: Longman. 32 Houlihan, B. (2000). Politics and Sport. In J. Coakley and E. Dunning (Eds.), Handbook of Sports Studies. London: Sage. 33 Nationalism, Spanish Identity and the Barcelona Olympic Games. Cambridge: Cambridge University Press. Lee Soon-hwan (2001). A Review of Economic Impact Study

many countries. For example, in the UK the Sports Council (England), (in 1997 it changed the name to Sport England), pointed out that sport / recreation has a significant contribution to the national economy: Sport and recreation is now a major contributor to the national economy. In 1985 it generated an estimated £6.9 billion of total final expenditure, of which £4.4 billion represented consumer sector expenditure.34 Ten years later, in 1995, consumer expenditure on sportwas estimated at £10.4 billion, or 2.33% of total consumer expenditure. The value added to the UK economy in 1995 by sport-related economic activity was estimated at £9.8 billion, or 1.6% of Gross Domestic Product (GDP). Employment in sport in the UK was 415,000 in 1995 compared with 324,000 in 1985. Accounting for 1.61% of total employment in 1995 compared with 1.52% of total employment in 198535. The importance of sport and recreation in the economy of Britain has increased in the 1980s and 90s and, consequently, the involvement and the interest in the development and provision of sport and recreation by Sport England as well as by the government has also increased, and will continue to increase in the future.

2.4. Sport and Politics: A study of the relationship between International Politics and Football

A journal written by Serge Bainvel entitled “Sport and Politics: A study of the relationship between International Politics and Football” discuss about the relations between football and international relations. In this literaturethe author has highlighted the subject on sport and the way politicians use it. The author insisted on the fact that Sport and especially football should not be forgotten or ignored from International Relations because it has become a part of world’s culture. The author was focussed on the aim to interpret and to explain all the different phenomena. Sport is not an essential actor but it plays a big role in people’s consciousness and decision. Politicians and many different actors of the civil society are using sport to promote their ideas.

34 Chien, Y. Ping-Chao, L. Hui-Fang, N. Theoritizing the role of sports in state-politics. 2008. Retrieved 16 January 2014 from http://web.nchu.edu.tw/~biosimulation/journal/pdf/vol-1-no01/vol-1-no-1b-0004.pdf 35 Leisure Industries Research Centre (1997). The Economic impact of Sport in the United Kingdom in 1995., English and Scottish Sports Councils.

2.5. Is a political economy of football possible?

A paper produced by Wyn Grant entitled “Is a political economy of football possible?” that discuss about a political economy of football. The author emphasizes that as the European Commission is concerned, football as a multi-billion euro business activity cannot be exempted from the competition rules designed to deal with abuses of economic power through monopolies and cartels, eventhough the deal reached on the FA Premier League’s television rights, after much talk of a crackdown, represents a very good outcome for the Premiership. The author concludes that it is evident that football represents a product market with very distinctive features, but some central economic concepts are useful as a device for interrogating data and undertaking analysis.

2.6. Sports and International Relations: An Emerging Relationship

A book that is relevant to the topic is written by Roger Levermore and Adrian Budd entitled “Sports and International Relations: An Emerging Relationship”. The book explains about sports that plays a highly significant role in the lives of millions the world over, and yet the impactof this global phenomenon on the subject of international relations hes been neglected. The contributors to this collection argue that sport remains both an underestimated and understudied aspect of international relations, and that the growth of its importance should beseen in the complex interdependencies and global systems of governance.The text examines:

- How the expansion of professional sport, and the revenues generated by mass media's links with sport have transformed the international political economy; - How sport contributes to nation building and notions of identity; - How sport is a significant facet of international diplomacy. International sport is far from being peripheral to international relations. This challenging and comprehensive introduction will be of interest to students and all those working in international relations and sport studies.

2.7. Market Size and Attendance in English Premier League

A working paper written by Babatunde Buraimo and Rob Simmons entitled “Market size and attendance in English Premier League” is also suitable about the factor that contribute to the performance of the Premier League. Fans are one of the factors that contribute to the improvement of the Premier League. The paper discuss about the impacts of market size and team competition for fan base on matchday attendance in the Premier League.The author explains that market size is a fundamental determinant of league outcomes in professional team sports leagues around the world. The authors have modelled Premier League matchday attendances over the period 1997-2004 using a large panel data set. The authors have constructed a suitable set of control variables and have overcome the problems caused by sell out crowds. The authors also have accounted for unobserved influences on attendance by means of random effects attached to home team. The result is that subject to other controlling influences, teams located in bigger markets are able to generate higher gate attendances than those in smaller markets.

CHAPTER III

RESEARCH METHODOLOGY

The combination of Descriptive and Analytical type of methodology also makes up this research. Kothrani (2004) describes descriptive research as including surveys and fact-finding enquiries of different kinds. The major purpose of a descriptive research (often called ex post-facto research) is description of the state of affairs as it exists at present, on which the researcher has no control over the variables; he can only report what has happened or what is happening. Analytical research, on the other hand, requires the researcher to use facts or information already available, and analyze these to make a critical evaluation of the material.36 In this case, the writer only describes the role of the Premier League as UK soft power, so primary data and publications are a crucial part of the research. However, the researcher will analyze several factors that contribute to the increasing role of the Premier League and the policy changing making the research not purely descriptive in nature. This study uses a qualitative method, which according to Denzin and Lincoln (1994), qualitative research focuses on interpretation of phenomena in their natural settings to make sense in terms of the meanings people bring to these settings. Qualitative research involves collecting information about personal experience, introspection, life stories, interviews, observations, historical, interactions and visual text which are significant moments and meaningful in peoples' lives.37 Qualitative method has become an important tool in applied research, in large part because they provide valuable insights into the local perspectives of the population studied. Besides, qualitative method gives a lot of contributions in research in order to (1) increase understanding of what is happening, (2) understanding of who are being affected in which way, (3) analyze why particular impacts are occurring and (4)

36 Kothari, C.R (2004). Research Methodology, Methods and Techniques (Second Revised Edition).New Delhi: New Age International Ltd. P. 2-3. 37Denzin, N.K. and Lincoln, Y.S. (1984), Handbook of Qualitative Research, Newbury Park: Sage Publications. Cited 1 October 2013 from www.peoplelearn.homestead.com/MEdHOME/Chapter1.Introd.QR.doc

assessing how policy can be improved.38 The main benefit of the qualitative approach is that the information is richer and has a deeper insight into the phenomenon that is studied. In addition, the flexibility in analyzing the phenomenon is needed for the researcher, since the phenomenon of English Premier League relate with culture which basically has a dynamic dimension.

This research used qualitative approach in order to answer the research questions and problems without needing to use quantitative approach which usually utilized to analyze data in the form of numbers. Using the qualitative method in working on the research is considered suitable to meet the ultimate goal of this research. As remarked by Ross (1999), quantitative approach was research that use numbers to approve or disapprove a notion or hypothesis (cited from Leonardo, 2011).39 Thereafter since the research is not depending on numbers, mathematics expression and statistics as its main source, qualitative method gives the best shot to be utilized on the research topic. The researcher used qualitative approach to also extrapolate the facts and the evidences available, collected and how they are correlated to each other.

Qualitative research is a naturalistic, interpretative approach concerned with understanding the meanings of certain observed phenomena or actions. Bryman (2004: 27), defines a research method as “a technique for collecting data” Silverman outlines four main techniques for data collection which are`` (1) observation, (2) Analyzing text and documents, (3) interviews and (4) recording and transcribing.40Examines, analyzes and interprets observation for the purpose of discovering underlying meanings and patterns of relationships in a manner that does not involves mathematical models.

38Dr. Linda, M. Qualitative Methods. Retrieved 1 October 2013 from http://www.proveandimprove.org/documents/QualMethods.pdf 39Leonardo, R.(2011): The Analysis of Service Quality and Customer Satisfaction : Study Case of Inta Beauty Salon. Bachelor Thesis. President University 40 Silverman, D. (2001) Interpreting Qualitative Data. 2nd Ed. Sage Publication.

3.1. Research Time and Place

Place of research : President University Student Library

3.1.1. Research Instrument

Internet: In this advanced technological world, Internet has become one of the essential factor which cannot be alienate from people’s life, including from the process of this thesis writing. Its capability to shape a borderless world has significantly help the researcher in accessing all required data and information to write this thesis. God knows how hard this thesis writing process would be if there were no internet with us.

Journals and Publications: During the research process, the researcher consumed many journals and publications, which provide not only important and valuable information, but it, also provide influential thoughts during this thesis writing process.

Media Articles: Media articles have helped the researcher in gathering all the datas for the research.

CHAPTER IV

THE OVERVIEW OF THE ENGLISH PREMIER LEAGUE AND FOOTBALL IN INTERNATIONAL RELATIONS

4.1. The English Premier League

The Premier League is a private company that is owned by the twenty members of clubs. All the clubs are under the Football Association, the government of the English football.41 The Premier League is all about football. Watching the awesome players and wonderful and enjoyable matches invites many sectors to invest in broadcasting or other sectors which can benefit a particular party.42

The vision of the Premier League is to provide the best football. The principal objective of the Premier League is to stage the most competitive and compelling league with world class players and, through the equitable distribution of broadcast and commercial revenues, to enable clubs to develop so that European competition is a realistic aim and, once there, they are playing at a level where they can compete effectively. Most of famous clubs in the world play in the Premier League. It is all because of the great strategy of the distribution of the League worldwide. The distribution model is the most equitable in top flight European football. Some of the biggest names in world football play in the Premier League every week such as Wayne Rooney, David Silva, Santi Cazorla, Steven Gerrard, Robin van Persie and Roberto Soldado. The world’s best players come to England to play in a compelling league competition, in front of passionate full-houses and matches that are seen all over the world.43

41 Premier League. Who We Are. Retrieved 14 February 2014 from http://www.premierleague.com/content/premierleague/en-gb/about/who-we-are.html 42 Premier League. What We Do. Retrieved 14 February 2014 from http://www.premierleague.com/content/premierleague/en-gb/about/what-we-do.html 43Premier League. What We Do. Retrieved 14 February 2014 from http://www.premierleague.com/content/premierleague/en-gb/about/what-we-do.html

4.2. History

The English Premier League is an English professional league for men's association football clubs. At the top of the English football league system, it is the country's primary football competition. Contested by 20 clubs, it operates on a system of promotion and relegation with the Football League. Besides English clubs, some of the Welsh clubs can also qualify to play, and participation by some Scottish or Irish clubs has also been discussed. The competition formed as the FA Premier League on 20 February 1992 following the decision of clubs in the Football League First Division to break away from The Football League, which was originally founded in 1888, and take advantage of a lucrative television rights deal.44 The deal is worth £1 billion a year as of 2013–14, with BSkyB and BT Group securing the rights to broadcast 116 and 38 games.45 Richard Scudamore, Chief Executive of the Premier League said, "The Premier League is now the most watched and supported football league in the world and there's a huge amount of effort being made to connect with our 900m international fans.”46

The Barclays Premier League has now been contested for 21 seasons. Every year over the past two decades the players, managers, Clubs and the League have created some great moments and matches that tell the story of a season.47 Here are the overview of the Premier League since it was established in 1992 as cited from www.premierleague.com

44Observer. United (versus Liverpool) Nations. 2002. Retrieved 14 February 2014 from http://observer.guardian.co.uk/osm/story/0,,626773,00.html 45Gibson, Owen. 13 June 2012. Retrieved 14 February 2014 from http://www.guardian.co.uk/media/2012/jun/13/premier-league-tv-rights-3-billion-sky-bt/ 46 EPFL. Premier League Overseas Fans. Retrieved 14 February 2014 from http://www.epfl- europeanleagues.com/pl_overseas_fans.htm 47 Premier League. History. Retrieved 5 February 2014 from http://www.premierleague.com/content/premierleague/en-gb/about/history.html

1992/93 The competition is formed as the Premier League, 22 teams compete in the first season. Sheffield United's Brian Deane scores the first goal on 15th August 1992 in a campaign that Manchester United go on to win. Premier League grounds are 69.6% full and the season’s aggregate attendance is 9.75m. Premier League turnover is £46m.

1993/94 Carling become the first Title Sponsors and the competition is known as the Carling Premiership. Manchester United become only the fourth team in the 20th century to do the League and FA Cup double. Andy Cole scores a record 34 goals for Newcastle United.48

1994/95 Blackburn Rovers, managed by Kenny Dalglish, win the Championship on the final day of the season. Rovers striker Alan Shearer equals Andy Cole's scoring record with 34. It is the final season with 22 teams – four are relegated and only two come up from the Football League.

1995/96 Manchester United again complete a League and Cup double - and Eric Cantona is named Footballer of the Year. United also record the biggest ever Premier League victory, beating Ipswich Town 9-0. Now at Newcastle United, Alan Shearer scores a record 31 goals for a 38-match season.

1996/97 On the opening day of the season Manchester United's David Beckham scores from the half-way line; he goes on to win the Professional Footballers’ Association Young Player of the Year as United lift their fourth Premier League trophy. Arsenal appoint a Frenchman known as Arsene Wenger as manager.49

48 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 49 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history

1997/98 Arsenal win the Premier League by a point from Manchester United, overhauling an 11-point lead in the process. Arsene Wenger becomes the first overseas manager to win the title in England. Arsenal become the fifth team 20th century team to do the League and FA Cup double.50

1998/99 The Premier League Academy system is set up. Manchester United secure a unique 'treble' of League, FA Cup and UEFA Champions League. England gets three UEFA Champions League places. Premier League turnover rises to £281m.51

1999/2000 Manchester United win the Premier League by a record of 18 points, setting a new high of 97 goals scored in the process. A new record for total goals scored in a season is also created (1,060). Sunderland’s Kevin Phillips becomes only the third player to score 30 goals or more in one season.52

2000/01 Manchester United beat Arsenal into second for the third season in a row and Sir Alex Ferguson becomes the first manager to win three successive English titles. Ledley King scores the fastest goal in Premier League history (10 seconds). England gets four UEFA Champions League places.53

2001/02 Barclaycard becomes the new league Title Sponsor. Arsenal complete a League and FA Cup double and score in every Premier League game. Premier League turnover now stands at £570m. All three promoted Clubs avoid relegation - Fulham, Blackburn Rovers and Bolton Wanderers.54

50 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 51 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 52 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 53 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 54 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history

2002/03 Manchester United go on an 18-match unbeaten run from Boxing Day, overhauling Arsenal's eight-point lead in the process to win their eighth Premier League title.

2003/04 The first biennial pre-season Asia Trophy takes place in Malaysia. Arsenal win the League, going through the entire season undefeated and earn the nickname ‘The Invincibles’. Thierry Henry becomes the fourth player to score 30 goals in a Premier League season and Roman Abramovich takes over as owner of Chelsea.55

2004/05 Barclays become the new Title Sponsor for the League. Jose Mourinho takes over as manager of Chelsea, who go on to win their first top flight title in 50 years with the most wins (29) and fewest goals conceded (15) in a season. Goalkeeper Petr Cech keeps a record 24 clean sheets.

2005/06 Chelsea retain the Premier League title and equal their own most wins in a season record (29). Alan Shearer retires, having scored a record 260 goals. Arsenal leave Highbury for the Emirates Stadium and their striker Thierry Henry wins the Football Writers’ Association Footballer of the Year award for a record third time.56

2006/07 Manchester United become the third different Club to win the League in four seasons. Fulham's Moritz Volz scores the 15,000th Premier League goal. The Premier League attendance record is set when 76,098 watch Manchester United v Blackburn Rovers at Old Trafford on 31 March 2007.57

55 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 56 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 57 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history

2007/08 Premiership is dropped from the competition title and the Barclays Premier League is the new name for the English top-flight. The first all-English UEFA Champions League final takes place as Manchester United defeat Chelsea and the Premier League tops the UEFA Club Co-efficient for the first time. Manchester United winger Cristiano Ronaldo is a top scorer with 31 goals - in just 31 Premier League starts – tying Alan Shearer’s record for a 38-match season.58

2008/09 Manchester United win their 11th Premier League and equal Liverpool's record of 18 top-flight titles. Premier League turnover is £1.005bn, with £136m going to external good causes and solidarity payments.59

2009/10 Chelsea reclaim the Premier League title from Manchester United for the first time since 2006. The success caps an excellent first season for Chelsea manager Carlos Ancelotti, with his side scoring 103 goals – a new Premier League record – and winning The FA Cup.

2010/11 Manchester United win their 12th Premier League title and 19th overall. A new record of 1,063 goals scored is set in a 38-fixture season. On Saturday 5th February 2011 a record 41 goals are scored in one day, in only eight matches. Premier League grounds are 92.2% full and the season’s attendance is 13.4m. Premier League turnover stands at £1.202bn, with more than £165m distributed outside of the League in solidarity, good causes and grassroots funding.60

58 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 59 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history 60 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history

2011/12 With one of the final strikes of the season, Sergio Aguero secured Manchester City’s first ever Premier League title in a dramatic 3-2 victory over QPR as Manchester United finished second on goal difference. Chelsea also lifted the UEFA Champions League trophy for the first time, ensuring that England was top of the UEFA League coefficient for the fifth season in a row. Aston Villa midfielder Marc Albrighton scored the 20,000th Premier League goal against Arsenal in December. The 2011/12 season was voted the best one yet in the Premier League 20 Seasons Awards, with the league title, Champions League qualification places and relegation all decided on the final day.61

2012/13 Manchester United won their 13th Premier League trophy in the final season of Sir Alex Ferguson’s glorious 26 years as the manager at Old Trafford. The Red Devils won the title with four matches to spare thanks to a hat-trick from the league’s top scorer Robin van Persie, who netted 26 times in his first campaign with Man Utd, against Aston Villa. Chelsea, who won the UEFA Europa League to become the first British club to lift all three major European trophies, finished in the top four along with Manchester City and Arsenal, who narrowly pipped Tottenham Hotspur to fourth spot. Collective Premier League attendances eclipsed 250 million in the 2012/13 season. Swansea City and Wigan Athletic won major silverware for the first time, lifting the League Cup and FA Cup respectively.

61 Premier League. Retrieved 4 February 2014 from http://premierleague.com/history

4.3. Global Phenomenon

Back in 1992 when the League was established, there were only 11 non- British or Irish football players in the Premier League. Today, however, there are around 70 nationalities running on to the pitch in the EPL. Since 2007/08, the EPL has led the Coefficient with strong performances in Europe from established UEFA performers such as Manchester United and Chelsea being joined by relative new- comers in Fulham and Stoke City.62 The EPL has become global phenomenon. It is the world’s league. It has become a league of nations on the pitch too. Many players and other actors involved in the League come from variety of nations

People in the world really love the Premier League. They follow their favorite teams through some media that make them able to get notified about what is going on with their team.63 There is a research by OnDevice in 2012 about the people who follow the Premier League thorugh mobile. They did research how global fans watch football games and how they access football news. The survey was sent to 7,340 respondents in 11 countries via the mobile internet. 37% of global mobile media users follow the English Premier League, and it's even more popular in South Africa and some of the Arab states, than in the UK. The result is; 50% in South Africa, 49% in Saudi Arabia, 42% in Qatar, 41% in the UK, 40% in India, 39% in Indonesia, 33% in Mexico, 28% in China, 25% in Brazil and 21% in the US. 71% of UK mobile media users who follow the Premier League, use their mobile to access football news, equal to TV usage.

Mobile is also the preferred channel for accessing football news in the key growth markets of Brazil, China and Indonesia.These results show what a global phenomenon Premier League football is and how mobile is now a serious competitor to TV when it comes to screen of choice for football fans. Thereach of the Premier League even big in countries which are thousand miles away from the UK.

62Premier League. What We Do. Retrieved 14 February 2014 from http://www.premierleague.com/content/premierleague/en-gb/about/what-we-do.html 63 On Device. 2012. Retrieved 2 March 2014 from http://ondeviceresearch.com/blog/37-of-global-mobile- media-users-follow-the-english-premier-league

4.4. Football is Important in International Relations

Football is the most universal phenomenon that exist today, much more universal than democracy or the market economy, which are said to be border free. Ever since Marshall McLuhan, we have known that the world is a global village. But Its most truly global inhabitants are certainly Ronaldo, Zidane, Bergkamp, Suker, etc. While the UN has 186 members, FIFA (Federation International de Football Association) can boast 198, including Northern Ireland, Scotland, England, and Wales. These four are present at the UN as one United Kingdom, but exist independently in the world of football.64

Football has been the world’s most popular sport, at least since the late nineteenth century and its international diffusion by the British. The ‘global game’ spans culturally diverse societies in all continents; an estimated 250 million people are direct participants, around 1.4 billion have an interest,65 and football’s flagship tournament, the World Cup finals attracts the cumulative global television audience of 33.4 billion.66 Only relatively recently has the game’s unparalleled cross-cultural appeal been realized financially.

However, football plays important roles in international relations. Football can cause a international conflict or can be a resolution for the conflict. Bill Shankly, the legendary former manager of Liverpool asserted, “Some people believe football is a matter of life and death. I am very disappointed with that attitude. I can assure you it is much, much more important than that” (Goldblatt ix). The significance of the game cannot be underestimated. Football can affect lives on a national and international scale, inspiring revolutions and causing wars as well as having the capability to create peace and lift entire nations.

64 Pascal Boniface – Football as a Factor (and a Reflection) of International Politics – June 2002. Retrieved 19 December 2013 from http://www.sciencespo.fr/ceri/sites/sciencespo.fr.ceri/files/artpb.pdf 65 Richard, G. & Roland, R. 2004. The globalisation of football: a study in the glocalisation of the ‘serious life’. Retrieved 19 December 2013 from http://www.wcas.northwestern.edu/projects/globalization/secure/articles/robertsonpdf.htm.pdf 66 Richard, G. & Roland, R. 2004. The globalisation of football: a study in the glocalisation of the ‘serious life’. Retrieved 19 December 2013 from http://www.wcas.northwestern.edu/projects/globalization/secure/articles/robertsonpdf.htm.pdf

One thing is certain and that is when sports and politics collide, there is bound to be a profound influence and lasting effect. Of importance is how football rose to prominence on the international scale and created the stage for these remarkable collisions.67

Football is a good barometer of international relations, tensions between nations, and nationalistic ambitions. For example, one of the first ways a newly independent state seeks recognition is to apply to FIFA (Fédération Internationale de Football Association), which has more members than the United Nations.68

Football is also a good tool for diplomatic activities. In 2013, British Prime Minister David Cameron visited China in purpose for business activities that he brought the EPL as British exports. The Chinese Super League (CSL) will give marketing advice to the EPL and its clubs in China in exchange for help fostering elite, youth and community football there, part of a deal inked on the first of the Prime Minister's three day visit.The Premier League and British Council also announced plans to expand a coaching and referee training programme under the Chinese Ministry of Education called Premier Skills with the aim of reaching more than 1.2 million Chinese students by 2016.

David Cameron said, “It's great to kick off this visit to China with such a tangible example of how we are strengthening ties between our peoples and creating business opportunities for British companies along the way.” In his visit to China, Cameron also brought the EPL CEO, Scudamore. So, it has proven that football and international relations cannot be separated.69

67 Julianna, M. Sports and International Relations: The Role of Soccer in International Conflicts and Resolution. 2013. Retrieved 19 December 2013 from http://trace.tennessee.edu/cgi/viewcontent.cgi?article=2642&context=utk_chanhonoproj 68Cnrs. Football as barometer of international relations. 2002. Retrieved 19 December 2013 from http://www.cnrs.fr/Cnrspresse/n400/html/en400foot01.htm 69Nick, M. British PM kicks off China trip with football diplomacy Retrieved 19 December 2013 from http://uk.reuters.com/article/2013/12/02/uk-china-uk-soccer-idUKBRE9B103W20131202

4.5. The Relations Between English Premier League and British Government

The Premier League contributes to the UK soft power. The parliament has recognised its contributions in driving many profits that the Premier League represents a massive home advantage for British business. The Premier League have been working together with the government to sell British goods. There are GREAT campaign, Premier Skills Programme, and the visits overseas by the Prime Minister and other delegates that use the Premier League as their tool for diplomacy. For example the visit of Cameron to China to do business with the Chinese Super League. The UK want to expand its business using the Premier League.70 So, the tremendous roles played bythe Premier League contributing to the country make the government happy as they really feel the advantage of the phenomenon of the Premier League. The good work between the VisitBritain and the Premier League is a proof of the good relations between the Premier League and the UK government. The British Prime Minister David Cameron is also proud of the good work of the Premier League. He visited some countries such as China and India in purpose to sell the Premier League to the business partners. The purpose of the Prime Minister was to do a bilateral trade relations with each country and he said that the Premier League is one of the UK best products.

70 Parliament. English Premier League Football: Motion to take note. 2013. Retrieved 19 December 2013 from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725-0001.htm

CHAPTER V

THE EFFECTS OF THE ENGLISH PREMIER LEAGUE IN PROMOTING THE UNITED KINGDOM’S SOFT POWER

Football is a great way to connect of the UK relations with the rest of the world. The broadness of the UK government and influence have gained the world attention. It is said that the sun never set on the British government. The powerful appeal of the EPL has been a real benefit for the UK.71

The superiority and the sophistication of English football was apparent to all and the British national team won gold at both 1908 and 1912 Olympics.72 In the discussion of the House of Lords, there are three sectors which have been recognised in contributing to raise the UK soft power. The three sectors are; broadcasting, tourism (the partnership between the Premier League and VisitBritain), and as the most watched league in the world, of course there are the Premier Skills programme. In delivering the league to the world, of course broadcasting industries an important role behind it. The broacasting have also been recognised by the government and received an award from the Queen as a huge contributor in raising UK soft power and help economically. The partnership between the national tourism agency, VisitBritain and the Premier League have helped the UK gain more visitors coming to the country as watching football is one of their reasons. The last is the Premier Skills programme which is delivered around the world that have helped many youngsters to develop their talents in football. The three sectors are proven below;

71 Julianna.M. Deyo, Sports and International Relations: The Role of Soccer in International Conflicts and Resolutions Retrieved 19 December 2013 from http://trace.tennessee.edu/cgi/viewcontent.cgi?article=2642&context=utk_chanhonoproj 72 Julianna.M. Deyo, Sports and International Relations: The Role of Soccer in International Conflicts and Resolutions Retrieved 19 December 2013 from http://trace.tennessee.edu/cgi/viewcontent.cgi?article=2642&context=utk_chanhonoproj

5.1. Broadcasting Contributions

The Premier League has been more than just the United Kingdom’s most popular sporting competition. It has also become an important thing for the improvement of its economic performance, with a significant impact on employment, GDP, and national and local economies. A number of industries which are related have benefited from the Premier League’s strength, including broadcasting, marketing and other communications industries, and the travel, tourism and hospitality industries.73 The Premier League really helps the UK in many fields. From the impact stated above, the most significant is the broadcasting contribution that it has been recognised by the Queen and the House of Lords as a huge contributor to the country.

In 2010, The Premier League was awarded the Queen's Award for its outstanding performance in Enterprise primarily for the sale of television rights to foreign broadcasters overseas income £108 million per annum in 2007. The income was doubled two years later in 2009 become £250 million per annum.74 This was the first time the EPL won the award, the highest official UK awards for British business, and is one of around 100 businesses to receive the accolade, given on the Queen's official birthday every year. The International Trade Award has noticed and recognised substantial growth in overseas earnings and commercial success at outstanding levels over three consecutive 12-month periods from 2007 to 2009. This achievement represented a highly effective marketing strategy utilising open tender processes and delivery of the broadcast output by local rights holders. The income is drawn from 211 territories in every continent across the globe as all 380 the Premier League matches are broadcast in over 500 million homes.75 That is a huge amount of money that will boost the UK economy. The broadcasting sectors are racing each other to have the right in broadcasting the most watched league in the world.

73House of Lords Library Notes 74Football Governance. Prestigious Award for Premier League. 2010. Retrieved 3 January from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league 75 Michael Long. Premier League wins the Queen’s Award for enterprise. 2010. Retrieved 3 January 2014 from http://www.sportspromedia.com/notes_and_insights/premier_league_wins_the_queens_award_for_enterprise/

Richard Scudamore stated that The Queen's Award for Enterprise is valued recognition for the investment that creative industries put into developing original content and the successful part that football plays in the UK economy. He insisted that football plays an important role for the economy of the United Kingdom.76 Scudamore added that when the Premier League started in 1992 there was only one international broadcast contract but today they have 84 agreements servicing 211 territories all across the world. This describes how fast the development of the Premier League is. The international rights distribution gives fantastic global profile to a number of major UK cities and the sponsors and partners who support the league and its 20 clubs.77 The increasing number of the broadcasting sector is very fast and so is the distribution as today is a modern era with sophisticated technology.

Football industry is categorized as creative industrywhich is playing an increasingly important role for the economy. Football is a fantastic low cost export, as for 33 weeks of the year Premier League clubs access half a billion homes around the world. Scudamore said that what those fans see when they tune in is well organised, exciting football where there is huge passion in the stands. Scudamore indicates that wherever people live, at least they have interest in Premier League clubs such as Manchester United, Manchester City and Liverpool.78 The greatness and the excitement of the display in the Premier League ground amaze the fans worldwide so it makes them addicted to watch and even it invites more fans to watch the great football. The fans tend to follow their favorite teams and players. This is a good thing for the Premier League and the UK. The Premier League can take the advantage of the huge crowds they have worldwide as a business. The Premier League has become a soft power for the UK.

76EPFL.Prestigious Award for Premier League. 2010. Retrieved 3 January from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league 77EPFL.Prestigious Award for Premier League. 2010. Retrieved 3 January from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league 78 EPFL. Prestigious Award for Premier League. 2010. Retrieved 3 January from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league

Besides, the are also diversities inside the Premier League. There are many foreign players from different ethnics such as Fernando Torres from spain and Yaya Toure from Cameroon. It has wonderful atmosphere, impressive community outreach, and ethnic and religious diversity in its squads and in its support, promoting greater community harmony. The founding principles of the Premier League were well considered, above all the relatively equitable split of broadcast revenues.79 Those have become the appeal of the Premier League. The diversities can promote peace and unity. There are many foreign players in the league that attract overseas fans from each of the players’ nationality. It is a way in increasing the number of people watching and following the Premier League. The diversities in the English football help them gain world’s attention culturally. It can promote peace and kick out racism.

5.1.1. Premier League Overseas Right Sales: Some of The Major Changes

It seems the Premier League will more than double its overseas rights income from £625m. Some individual sales have seen huge enthusiasm in value, including in Singapore. It is now believed to be the single most profitable territory. The current rights holder there, StarHub, paid around £67m for 2007-10, but lost out to rival SingTel. Local analysts say SingTel paid almost £200m for 2010-13. The bidding war in Hong Kong was almost as intense as PCCW’s Now TV, which paid around £115m last time, lost out to rival i-Cable, believed to have paid around £146m this time. In the Middle East and North Africa, a new broadcaster enters the market in the shape of the Abu Dhabi Media Company which is owned by relatives of the owner of Manchester City, Sheikh Mansour. The ADMC outbid Showtime Arabia, which paid around $120m last time. Local sources believe ADMC may have paid as much as $300m (£200m), and possibly even more. In Scandinavia, the Premier League sold the rights for Denmark, Sweden, Norway and Finland to an agency, Medge Consulting, for £111m, and Medge will make a healthy mark-up, perhaps as much as 100 per cent, by selling them on.

79Retrieved 18 January 2014 from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725- 0001.htm

The Premier League cannot do individual deals in all 211 countries where its games are shown, so sub-licencing and the sales of packets of regional rights is the same. The Premier League has 98 broadcast partners, as well as its own new TV station, Premier League TV, which will provide “viewer ready” match footage, commentary and analysis for nations wanting to buy rights “off the shelf”.80The sales process for the broadcasting rights works on a three-year cycle. The first step is to agree a deal in the domestic market before selling internationally.81 Looking at the numbers above, it can be concluded that the broadcasting industries are racing each other to get the right to broadcast the Premier League even with really big amount of money because they see it as a very successful business.

5.1.2. Factors that make the broadcasting contributions increased

The contribution played by the broadcasting sectors keeps on increasing. There are some factors that make it increase. According to an article written by Michael Long from Sportspromedia, the factors are;

A. Market Needs

The Premier League is an open business process which is available to all parties who are interested. The Premier League sets very high standards for those potential rights holders. Those must satisfy Premier League demands that the potential right holders are a credible bidder and able to show a high quality product to the potential viewers in their region.82The important thing for the sale of television rights to foreign broadcasters is that the Premier League is delivered by a local rights holder who can satisfy the local market needs.

80Nick Harris. Premier League foreign rights soar above 1bn. 2010. Retrieved 3 January 2014 http://www.sportingintelligence.com/2010/03/22/premier-league-foreign-rights-soar-above-1bn-with-just- albania-and-russia-left-220301/ 81 The Premier League. 2013. Retrieved 19 February 2014 from http://www.premierleague.com/en- gb/about/the-worlds-most-watched-league.html 82Michael Long. Premier League wins the Queen’s Award for enterprise. 2010. Retrieved 3 January 2014 from http://www.sportspromedia.com/notes_and_insights/premier_league_wins_the_queens_award_for_enterprise/

Although a central feed of the 380 games from the UK is broadcast to the rights holders across the globe, each of them will have their own commentators using their own language, will build their own studios, all of the advertising will be suitable to the local market. These should be applied in each region to satisfy the viewers and these have become the regulations of broadcasting the Premier League overseas. The Premier League also provides supporting sports and magazine programming all year round. The Premier League has also recognised years ago that it means different things to different people and the rights holders do a massive job of making a very British business culturally acceptable in each country.83 The open tender process of the broadcasting sector of the Premier League makes it easy to distribute the league around the world.

There are many broadcasting industries competing to have the rights to deliver the prestigious league to the world. Of course, the Premier League sets high standards for those potential broadcasting sectors in order to deliver an astonishing entertainment. This appeal is really an advantage for the Premier League and the UK. Beside that, the sports magazines which are provided by the Premier League is also an effective way to satisfy the market needs. The way the overseas broadcasters serve the audiences is astonishing because it suits what the audiences need such as broadcasting the league using languages they understand or frankly said using the own language where the league is broadcast.

The Premier League applies a three year broadcast rights sales model for both domestic and international rights. The Premier League have a very high standards for those potential rights holders who are interested. The rights holders must satisfy the viewers in each region.84 What is important for the sale of television rights to foreign broadcasters is that the Premier League product is delivered by a local rights holder who can satisfy the local market needs. The Premier League has recognised that it means different things to different people and the rights holders do a massive job of making a very British business culturally acceptable in each country.

83EPFL.Prestigious Award for Premier League. 2010. Retrieved 3 January from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league 84EPFL.Retrieved 3 January 2014 from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league

The sale of the broadcasting rights of the Premier League keeps on increasing. In 2010, The Premier League’s sale of its overseas broadcasting rights for 2010-13 is just two countries away from being a “global sellout” worth £1.4bn. Only the rights deals for Albania and Russia have yet to be concluded. There were intense wars of bidding of the sale of the broadcasting rights mainly between pay-TV rivals in Asia, have sent prices soaring, which is good news for the Premier League clubs, and will also mean more money for the Football League.85 The market needs are really important because without people watching, the EPL will not be a huge business as it is today.

B. High Quality in Delivering the Football

A highly effective marketing strategy utilising open tender processes and delivery of the broadcast output by local rights holders is one of the factors that make it increase. It plays a huge role that make significant improvement of the Premier League income. Income is drawn from 211 territories in every continent across the globe as all 380 Barclays Premier League matches are broadcast in over 500 million homes. What makes the performance or the contribution is that the effective strategy of the marketing about the broadcast sales overseas.86

A big step in the marketing of the league came through Sky Television. The Premier League took the surprising step to assign the broadcasting rights to this new company which was going to charge consumers to watch live games. Owen (2010) stated that the Sky TV introduced the concept of charging fans to watch televised Premier League football, and initially there were doubts about how well it would be received. A combination of the quality of football and Sky’s marketing strategy however saw the value of the Premier League rocket.

85 Nick Harris. Premier League foreign rights soar above 1bn. 2010. Retrieved 3 January 2014 http://www.sportingintelligence.com/2010/03/22/premier-league-foreign-rights-soar-above-1bn-with-just- albania-and-russia-left-220301/ 86EPFL.Prestigious Award for Premier League. 2010. Retrieved 3 January from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league

The league started attracting the top foreign players, which only increased ticket sales, television viewing figures and merchandise sales as the marketability of the Premier League soared. To put it in to perspective Sky’s original deal with the league was worth 191 millio pounds over five.87 That was back in 1992, Sky and Setanta recently paid close to two billion pounds for three years (around three billion dollars). Since the league’s formation in 1992 the value of the rights to show Premier league games has gone from thirty eight million per year to more than five hundred and sixty million pounds (Kelso, 2009).88 This step is well received by the viewers that it has been proven people want to pay for the privilage of watching the Premier League. The increasing number of the income is very huge and keeps on increasing every period. Beside the broadcasting rights that have hugely increased the revenue of the Premier League, sponsorship deals have also played a role too. The first sponsor of the league was the beer company Carling. They paid the rights to have their name alongside the Premier League for four years at a cost of twelve million pounds. The competition became known as the FA Carling Premier League. Carling renewed their sponsorship for another four years paying an increase of three hundred percent. In 2001 a new sponsor in the form of Barclaycard paid forty-eight million for three years and then renewed recently for another three years at a cost of close to sixty six million pounds (“Premier League History,” 2011).89 With the League now generating so much revenue it has meant that English clubs can compete not just in Europe but also on a global scale. Clubs can now compete with any in the world in terms of transfer fees, wages and stadia. This continues to attract the world’s best players and coaches’, which makes the Premier League marketable across the globe. Many clubs competing in the league are now seen as global brands such as the Yankees in the United States.

87Owen (2010). Time to balance the books. Retrieved 1 March 2014 from http://www.buzzle.com/articles/premier-league-football-time-to-balance-the-books.html 88Kelso (2009). Sky still dominate Premier League TV rights. Retrieved 1 March 2014 fromhttp://www.telegraph.co.uk/sport/football/competitions/premier-league/4452344/Sky-still-dominate- Premier-League-TV-rights.html

89A history of the Premier League. Retrieved 1 March 2014 from http://www.premierleague.com/page/History/0,,12306,00.html

Revenue generated from overseas television broadcasting, sponsorship and merchandise sales means millions more gained in revenue for the Premier League and its clubs. According to Chu (2010) “English football is rolling in money. The revenues of the top 20 clubs in England have exploded since the foundation of the elite group in 1992.” The Premier League is arguably the worlds richest League now because of the revenue it generates. Premier League clubs generated combined revenue totaling two billion pounds in the 08/09 season (Deloitte, 2009).90 Other major League’s in Europe now fall very short of what the Premier league generates in revenue. It has even received praise from those rival leagues as a spokeswoman from Germany’s top league the ‘Bundesliga’ praised the Premier League for building it’s brand and marketing itself so well globally (“leagues global value dwarfs major rivals,” 2010).91

C. The English Premier League is A Creative Industry

Scudamore said that the EPL is one of creative industries that is playing an important role for the UK economy. Long time ago, the UK was known the world over textiles and coal industries, it is now the music, film and sports industries that drive UK international reputation.92 Football is a fantastic low cost export, as for 33 weeks of the year the clubs access half a billion homes around the world. What the fans see when they watch the television is a well organised, exciting football where there is huge passion in the stadiums. People who are not british, even live thousands miles away from the UK, at least they support one Premier League club.

90Deloitte (2009). Premier League clubs regain their status as world’s most profitable. Retrieved 1 March 2014 from http://www.deloitte.com/view/en_GB/uk/industries/sportsbusinessgroup/7642f7a3db6a1210VgnVCM200000bb 42f00aRCRD.htm 91Premier League’s global value dwarfs all major rivals. Retrieved 1 March 2014 from http://www.football- marketing.com/2010/08/22/premier-league’s-global-value-dwarfs-all-major-rivals/ 92 EPFL. Retrieved 3 January 2014 from http://fcbusiness.co.uk/news/article/newsitem=270/title=prestigious+award+for+premier+league

D. The support going global

Today, the fans of Manchester United are not just from the city of Manchester and the fans of Liverpool are not just from Liverpool. In 2008, to follow a football club is almost as easy in Thailand or other countries as it is in England and that is why clubs are increasingly turning to the overseas market in order to boost their fan base and their revenue streams. For example, a Liverpool fan in Thailand would be able to watch Steven Gerrard and friends playing at three o'clock (English time) on a Saturday, whereas a UK based fan would not unless he or she was attending the game due to the nature of the rights package. Three teams of the Premier League's big four have spent their last three pre-seasons travelling across the world in order to take their product and the advantages to those countries who have a huge appetite and support for English football. Manchester United, Chelsea and Liverpool have between them been to USA, South Africa, Hong Kong, China, Japan and South Korea. Arsenal, Liverpool and Chelsea also visited Indonesia in their pre-season tour in 2013. Their fans in that country are very huge and impressive.93

The shirts both genuine and counterfeit completed with the specific team's badge, manufacturer, sponsor and, more often than not, star player's name and number are sold across the world.Fans from the America to Asia will proudly wear the team's shirt across their chest, showing their allegiance. This is the same for all 20 Premier League outfits.94 Each week across the Premier League thousands of fans flock to see their beloved team turn out.But, of course, not every fan is able to attend the latest match. Or any match, for that matter. Many clubs have fans living in all parts of the world who, for that reason, may never get to see their team in the flesh.That, alone, makes the Premier League one of the greatest leagues in the world. It is a global league. Die hard supporters all over the world will wake up at all hours through the night to turn on their TV and tune into their sports channel or access their computer to get hold of an internet feed streaming the latest fixture.

93 Chris, B & Jonathan, S. Premier League going global. 2008. Retrieved from http://news.bbc.co.uk/sport2/hi/football/eng_prem/7232378.stm 94http://bleacherreport.com/articles/1785620-power-ranking-each-english-premier-league-teams-fan-base

At the end of the first Premier League season, in 1992/93, the aggregate attendance was 9.75m and 69.6 per cent available seats were sold. By the 2010/11 season, the aggregate had increased to 13.4m and an occupancy rate to 92.2 per cent. The Clubs have worked hard to ensure that Premier League football is attractive and accessible.That fan base is also increasingly diverse, with the Premier League attracting more fans from all parts of society. Around a quarter of those who attend games are women, over one in 10 is from an ethnic minority background and 13 per cent are children.Premier League football is a very social affair, with 89 per cent of match goers attending with friends, family or their partner, including 70 per cent who bring their children - a number which is growing. The average age of the adult Premier League fan is 41 - a younger average than that of the UK’s general population.The Premier League is extremely popular with both domestic and foreign fans.95 In England, 32 per cent of the adult population state that they are actively engaged with the Barclays Premier League, while the League continues to play an important part in British tourism. During the 2010/11 season, 750,000 foreign fans came to England to attend Barclays Premier League matches. Not all fans can come to England, so the Premier League is also actively engaged with fans around the world.

5.2. The Partnership of the Premier League and VisitBritain

There is a research by the national tourism agency which demonstrates that Premier League football has mass international appeal and helps to increase visitors coming to the UK. This reason is what makes VisitBritain joined forces with the Premier League in 2008 to help promote the UK as home of football in key overseas tourism markets using links to Premier League players and clubs.96 VisitBritain and the Premier League are working together to increase the number of visitors coming to the UK to watch football. Three million foreign visitors spent a £2.3 billion in the UK in 2008 watching and playing sport.

95 Premier League. Retrieved 3 March 2014 from http://www.premierleague.com/en-gb/about/a-growing-fan- base/ 96 VisitBritain. 750, 000 tourist come to Britain to watch football. 2011.Retrieved 3 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx

There are 41% of potential visitors to Britain which are likely to watch a football match during their trip, and around 1.2m visitors attending a football match during trips to the UK, tourism bosses expect the extended partnership to gain even more attention to Britain’s appeals.97 The appeal of the Premier League really attracts foreigners coming to the UK. The country use the national tourism agency and its football to boost economic income. Then, the attraction that is created from this sector results the soft power that people follow them because of its appeal.

Premier League Chief Executive, Richard Scudamore said that the partnership with VisitBritain is absolutely a successful partnership. Scudamore is very pleased to announce the extension with VisitBritain, which not only benefits UK tourism but also helps the Barclays Premier League to the gain as many of the fans as possible across the world.98 The partnership between VisitBritain and the Premier League have resulted significant impact on the income of the UK. The work is so effective in promoting the country to make people come to the UK and spend thei money there.

Joss Croft, marketing director at VisitBritain said that the Premier League plays an important role in promoting the UK around the world. The competition which is broadcast in 212 territories and into hundreds million of homes around the globe, making it the most watched football league in the world. 2010/11 season seek clubs from across England and Wales competing, the VisitBritain put everything behind the effort to make it the biggest campaign that has been run.99 It proves that the Premier League is risen through some sectors and this parnership is one of them. The partnership has really contributed and benefited both parties; the Premier League and the UK. The huge role played by the Premier League really raise the country on the global stage.

97VisitBritain. New season sees VisitBritain and Premier League extend partnership by three years as British sport is a hit with foreign tourist. 2010. Retrieved 3 January 2014 from http://visitbritain.presscentre.com/content/Detail.aspx?ReleaseID=2022&NewsAreaID=2 98VisitBritain. New season sees VisitBritain and Premier League extend partnership by three years as British sport is a hit with foreign tourist. 2010. Retrieved 20 January 2014 from http://visitbritain.presscentre.com/content/Detail.aspx?ReleaseID=2022&NewsAreaID=2 99Gillian, W. VisitBritain and Barclays Premier League announce partnership extention to 2016. 2013. Retrieved 7 January 2014 from http://www.thedrum.com/news/2013/08/20/visitbritain-and-barclays-premier-league- announce-partnership-extension-2016

Another response comes from Minister for Sport and Tourism Hugh Robertson. He said that the Premier League is one of UK most successful exports and very famous in the world.100 It is no wonder that it has become a big consideration for tourists who want to experience the most exciting league in the world. VisitBritain and the Premier League’s partnership also shows overseas fans what more the UK has to offer, helping to drive the spending of tourists strongly.

As the Premier League is the world's most watched football league in the world, the cumulative global audience of it is around 2.65 billion.101 There were players from over 61 countries competed in the League, including Didier Drogba from Ivory Coast, Fernando Torres from Spain and Ji-Sung Park from South Korea. They are a great example of the diversity of the top division in English football and the partnership aims to use the appeal of both British and foreign stars to attract people to the UK. The football fans tend to follow their favorite teams or players. Partnering with those players help the Premier League and the UK convince and attract visitors from where those players come from meanwhile in the Premier League there players from sixty-five different nations. Patricia Yates, Director of Strategy & Communication at VisitBritain said that the partnership with the Premier League has enabled both parties to use football to connect with fans all around the world.102 The partnership has given access to some of the stars of the game who have promoted Britain to their fans back home and encouraged them to come and visit. The overseas tour held by the Premier League teams are one of the way to promote the country and gain more visitors.

In doing some efforts to engage international fans, Richard Scudamore said that the Premier League is the most watched football league in the world and the involved parties put a lot of effort into connecting with their international fans, whether that is reaching out to them with tournaments like the Barclays Asia Trophy

100VisitBritain. 900, 000 football-watching visitors spend 706 million euro while in Britain. 2012. Retrieved 8 January 2014 from http://media.visitbritain.com/News-Releases/900-000-FOOTBALL-WATCHING- VISITORS-SPEND-706-MILLION-WHILE-IN-BRITAIN-b06b.aspx 101VisitBritain. New season sees VisitBritain and Premier League extend partnership by three years as British sport is a hit with foreign tourist. 2010.Retrieved 3 January 2014 from http://visitbritain.presscentre.com/content/Detail.aspx?ReleaseID=2022&NewsAreaID=2 102VisitBritain. 750, 000 tourist come to Britain to watch football. 2011. Retrieved 3 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx

or the Barclays Premier League Trophy Tour.103 He added that nothing beats the excitement of match day, being inside a full Premier League ground and seeing a competitive match, so it is very encouraging to hear that so many international visitors want to experience football in the UK. The efforts are proven by some activities done by the Premier League and the government. There were some visits held by the Prime Minister David Cameron like one in Malaysia. Cameron came to the country in 2013 with a business purpose to promote the Premier League and he brought the Premier League trophy. The enthusiasm of the fans in there was very huge because many of them came to take a picture with the trophy not with Cameron. This is what soft power is.

New reports released by VisitBritain reveal that over 750,000 visitors who came to Britain in 2010 experienced a football game. The visitors spend a substantial £595 million in the process, the equivalent to £776 per fan1. Around 40% of those visitors who are going to a football match said that watching sport was their main reason for visiting the UK. The research also suggests that football works as a highly effective tool in attracting visitors to Britain.104 So sports have become really important for the UK in gaining world’s attention and really help the country increase incomes using the appeal of the Premier League.

In 2011, visitors from Norway have the highest tendency to include ‘going to a football match’ while visiting the UK, followed by visits from the UAE. Among visitors who come to the UK to visit friends and family on those from Japan, China and Australia that are most likely to include going to a football match, with Norwegian business visitors leading the charts. In terms of volume the market with the largest number of visits is Ireland, accounting for 164,000 of the total 767,000 visits that include football among the activities. Norway (77,000) is in second spot, followed by the USA (56,000), the Netherlands (41,000) and Germany (39,000).

103VisitBritain. 750, 000 tourist come to Britain to watch football. 2011. Retrieved 3 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx 104VisitBritain. 750, 000 tourist come to Britain to watch football. 2011. Retrieved 3 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx

The most popular venues for watching football were in the North West of England and in London, with 15% of all inbound visitors who said they had gone to a football match having done so at the current Premier League Champions ground Old Trafford. The top five most visited grounds by overseas fans were: Old Trafford (114,000), Anfield (89,000), Emirates Stadium (88,000), Stamford Bridge (54,000) and White Hart Lane (38,000). There was shown that 23,000 fans had visited Wembley Stadium. VisitBritain continues to build on the strong relationship it has with the Premier League. Following an initial two year partnership, an agreement with the Premier League was extended in 2010 for another three years to help position Britain as a welcoming destination for football fans from around the world.105 These have gone really far that this is a great thing for the UK. Many sectors that can attract the people in the world to visit the country. The Premier League has become a symbol for the UK. Watching footbal is a must thing to do while visiting the UK. It has its own appeal that people really love.

In other regions, especially in the middle east, Gulf tourism makes an important contribution to the UK economy. The average amount that visitors from the region spent in 2009 while in this country was £1,733 per person - more than three times as much as the average tourist who spent just £554. The region was the source of 1.7 per cent of visitors to the UK in 2009 but they splashed out £856 million, 5.2 per cent of what all foreign tourists spent in the UK.106In the middle east, a new report from VisitBritain, the number of tourists coming to the UK from the Gulf Region have increased. Tourists from Kuwait, Qatar, Saudi Arabia, and the United Arab Emirates say they are particularly attracted to the UK by the opportunity to shop for fashion and the chance to watch one of Britain's increasingly world famous Premier League football clubs. The rich men from the Arab countries are competing each other to seize the Premier League by buying the Clubs.

105VisitBritain. 750, 000 tourist come to Britain to watch football. 2011. Retrieved 3 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx 106VisitBritain. football and fashion lure gulf countries. 2010. Retrieved 3 January 2014 from http://www.visitbritain.org/mediaroom/archive/archive2010/gulfvisitors.aspx

There have been many changes since the Arab owners own some big clubs like Manchester City. The Premier League has really been a very interesting thing for the Gulf people. It has also becomes a huge business for the Arabs as proven that Manchester City is owned by Sheikh Mansour.

Mike Bedingfield, Marketing Director of VisitBritain said that the Premier League is an iconic brand that is so well known in the world and people around the world are familiar with it and, as one in ten (14%) of all those visitors watch or take part in sport during their trip to Britain, Mike added that it could inspire many more tourists to come to the UK.107The Office for National Statistics of the UK says nearly one million tourists attended a Premier League football match in 2011, helping to boost the British economy by spending U$1.12 billion.The 900,000 visitors also spent an average of U$1,256. That represents an increase from 2010, when 750,000 foreign fans watched a game and spent U$1,268. The most popular teams to visit were Manchester United and Liverpool. London clubs such as Arsenal, Chelsea and Tottenham were the next most popular.108 It is seen that the performance and the contribution of the Premier League proven in that statistic. The increasing number of tourists coming to the UK keeps on increasing every year. This shows how effective the parnertship is. The UK must improve the advantage between the partnership of the VisitBritain and the Premier League if they want to be better.

In addition to £4.2 million worth of PR coverage for Britain seen by 69.8 million people around the world, the joint campaign on CABLE TV, the official Premier League broadcaster in Hong Kong, secured £2.2 million in advertising equivalent value.109 On another field, VisitBritain secured five new football ambassadors, including Japanese superstar Shinji Kagawa to help promote and invite many more visitors.

107EPFL. Overseas fans flock to watch English Premier League action. Retrieved 2 January 2014 from http://www.epfl-europeanleagues.com/pl_overseas_fans.htm 108 The Associated Press. Premier League attracts nearly 1 million tourists, helps boost British economy by $1.12B. 2012. Retrieved 3 January 2014 from http://www.huffingtonpost.ca/2012/10/23/premier-league- attracts-n_n_2004781.html 109VisitBritain and VisitEngland Annual Report and Accounts. 2013. Retrieved 17 January 2014 from http://www.official-documents.gov.uk/document/hc1314/hc03/0376/0376.pdf

5.2.1. Factors That Make Tourism Contributions Increased

Research by the national tourism agency VisitBritain says that Premier League Football has mass international appeal and helps boosts visitors coming to the UK.110 In 2011, VisitBritain and Barclays Premier League have extended their five- year partnership to 2016, aiming to increase the 900,000 football fans who visit each year spending £700m across Britain.111 There are pre-season tours by Manchester United, Arsenal, Liverpool and Manchester City that generate buzz for the season ahead. VisitBritain has pumped up investment launching the biggest football campaign in the tourist board’s history, featuring England and Liverpool captain Steven Gerrard. The tour really helps to generate crowd in the League.

The research that proves around 40% of foreign fans going to a football match said that watching sport was the main reason for visiting the UK.112 The research also suggests that football works as a highly effective tool in convincing visitors to Britain. This is the reason why there are many visitors come to the UK. VisitBritain has used its partnership with the Premier League to film foreign players such as Sandro, Tim Howard and Brede Hangeland talking about the places they love in the UK. This is a good way to promote the UK worldwide to the potential visitors. For example, Sandro comes from Brazil so he can attract his Brazilian fans and also the same with Brede Hangeland. He can attract his fans from where he comes from. The Premier League does not have only these two foreign players, there are so many of foreigners who play in the Premeir League. This is a good way to promot the League and the UK.

110VisitBritain. 750, 000 tourist come to Britain to watch football. 2011. Retrieved 19 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx 111Gillian, W. VisitBritain and Barclays Premier League announce partnership extention to 2016. 2013. Retrieved 3 February 2014 from http://www.thedrum.com/news/2013/08/20/visitbritain-and-barclays-premierleague-announce-partnership-extension-2016 112VisitBritain. 900, 000 football-watching visitors spend 706 million euro while in Britain. 2012. Retrieved 3 February 2014 from http://media.visitbritain.com/News-Releases/900-000-FOOTBALL-WATCHING- VISITORS-SPEND-706-MILLION-WHILE-IN-BRITAIN-b06b.aspx

The huge passions of the fans have benefit the partnership between VisitBritain and the EPL.113 The VisitBritain continues to build on the strong relationship it has with the Premier League. Following an initial two year partnership, an agreement with the Premier League was extended in 2010 for another three years to help position Britain as a welcoming destination for football fans from around the world. As the partnership has worked effectively, the extention will only benefit the UK and the Premier League.

Richard Scudamore said, “We know that that the Premier League is the most watched football league in the world and we put a lot of effort into connecting with our international fans, whether that is reaching out to them with tournaments like the Barclays Asia Trophy or the Barclays Premier League Trophy Tour. But nothing quite beats the excitement of match day, being inside a full Premier League ground and seeing a competitive match in the flesh, so it’s very encouraging to hear that so many international visitors want to experience football in this country.”114

5.3. The Premier Skills Program

The British Council, the UK's international cultural relations body, welcomed the contribution made by the Premier League in the country's position as the leading soft power, the term used to describe the ways in which a nation can shape the world without relying on financial muscle and overwhelming force.“Our work around the world with the Premier League brings English, inspiration and practical skills to young people's lives,” said John Worne, the British Council's Director of Strategy. “That's one of the reasons the UK is No 1 in 2012: teamwork and sharing the best of the UK worldwide.”115 Worn added, “The British Council is a partner we really value and trust. On the ground, around the world they have the access, contacts and people to make things happen.

113VisitBritain.750, 000 tourist come to Britain to watch football. 2011.Retrieved 3 February 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx 114VisitBritain. 750, 000 tourist come to Britain to watch football. 2011. VisitBritain. Retrieved 9 January 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx 115 Premier League. 2012. Retrieved 18 January 2014 from http://www.premierleague.com/en- gb/news/news/2012-13/dec/premier-league-praised-by-british-council.html

We may call it soft power, but there's nothing soft about the economic dividends that a great reputation overseas can bring. Our own research this year showed that our soft power assets are helping to build trust worldwide – and that, vitally, those who trust us are more interested in doing business with us.”116 From what Worn has said, the Premier Skills is a source of soft power that can help to build good reputation to the UK.

Foreign Secretary William Hague spoke at a reception in New York on 24 September 2013 saying that sport is a universal language, one that transcends culture, class and religion.117 It provides a simple, effective tool to create economic opportunity and bring people together. The Premier Skills is a great example. Since 2007, this partnership between the Premier League and the British Council has reached over 400,000 young people worldwide, using football and the training of coaches to build life skills and to help young people contribute positively to the future of their communities. Premier Skills also offers participants a chance to strengthen their English and use that knowledge to improve their life prospects using the British Council’s world class expertise in English.

Premier Skills is a partnership between the Premier League and the British Council which uses football as a tool to engage with and develop the skills of young people. Premier Skills is an international partnership with the Premier League operating in 25 countries across Asia, Africa and the Americas from Afghanistan to Zambia. Premier Skills focuses on developing community coaches and referees and on supporting community projects. The programme has also created a range of materials, including a dedicated website, using football-based content for teachers and learners of English.118 The reach of the Premier Skills programme is very wide. By operating in more thatn 20 countries in the world it helps promoting the UK and its values.

116Premier League. Premier League helps UK to be No 1 ‘soft power’. 2012. http://www.premierleague.com/en- gb/news/news/2012-13/dec/premier-league-praised-by-british-council.html 117Gov.uk. Foreign Secretary launches Premier Skills in the US. 2013. Retrieved 14 January 2014 from https://www.gov.uk/government/world-location-news/foreign-secretary- launches-premier-skills-in-the-us 118British Council. Premier Skills. Retrieved 4 January 2014 from http://www.britishcouncil.org/society/sport/current-programmes/premier-skills

This reach is wide. UK are loved by many countries by holding the programme. As Worne said, “To know us is to love us and the survey goes to show that, when the UK puts its culture and excellence on the world's stage as it has in 2012, everyone's a winner.”in responding to the success of the London Olympics.

The Premier League and British Council work together on the ground-breaking global initiative Premier Skills. Premier Skills combines the reach of the British Council with the global appeal of the Premier League to develop community coaches and referees. Drawing upon the Premier League clubs' expertise in delivering community focused projects in the UK, it teaches people how to use football to manage a variety of social issues relevant all over the world such as health, disability, gender, inclusion and education. The programme is offering more than 2,300 grassroot coaching and refereeing training opportunities, and benefiting over 400,000 young people. In addition to the coach and referee training, a range of materials including a dedicated website have been created for teachers and learners of English that utilise football-based content and the British Council's world-class expertise in English.119 As the British Council has reached many countries in the world, the programme can be easier and more effective with the good work of the institution. Football is not just a game, it has other values to teach people about life such as living in diversities. Footbal can also inspire many people to live their life.

The Foreign Secretary went on to thank Richard Scudamore, and Dr. Jo Beall, the Director of Education and Society at the British Council, for their organisations’ efforts in creating partnership. There is surely that sport in general, and football in particular, makes a powerful contribution to building trust and understanding across the world,” said the Foreign Secretary. In countries where people are facing an uncertain future, such as Afghanistan, Egypt, Sudan and Uganda, Premier Skills is helping to rebuild broken communities. In Afghanistan, where the game has been hit badly since the Soviet invasion of 1979 and the ensuing civil war, football is re- emerging. To help this development at grassroots level, Premier Skills has brought together football coaches from the UK and Afghanistan, to improve local coaching and to increase participation. Activities such as this make an important contribution

119Soccernews. Premier League helps UK to be No. 1 “Soft Power”. 2012. Retrieved 26 January 2014 from http://soccernewsday.com/world/r/558295/premier-league-praised-by-british-council

to winning hearts and minds, and ensuring that young Afghans grow up with a greater sense of the things that unite them.120

The most important element of the project is week-long training activities for local community level coaches and referees, which are delivered by professional coaches from the Premier League clubs. Since 2007 Premier Skills has created training opportunities that benefit 2,300 grassroots coaches and referees. The participants are supported to develop their own community-focused football projects, with many gaining the skills needed to cascade training to other grassroots coaches. The inclusive skills and resources that the grassroots coaches and referees have gained through Premier Skills are opening up the benefits of sport to vulnerable groups in society, such as young people susceptible to crime, those with a lack of access to education and to young people with a disability.121 So far Premier Skills coaches and referees have reached more than 400,000 children and young people. In partnership with the Premier League they are building on what they have already achieved through Premier Skills, creating new opportunities for young people to positively affect themselves and the society they live in through the power of football.

The programme has three strands:

1. Face to face training for coaches and referees, using highly skilled coaches and referee trainers from the Premier League and its clubs, delivered in 25 countries around the world. 2. A popular English Language Teaching (ELT) component, with football- related resources available for free to teachers and learners of English, via a dedicated website: http://premierskills.britishcouncil.org/ 3. Kicks-inspired projects exist in Brazil (called Esporte Seguro), India (Kolkata Goalz) and Indonesia (Gocekz). These are modelled on the successful Kicks programmes run to great success in the UK. The programme focuses on “at risk” young people, and work closely with the police focusing on how community football

120Gov.uk. Foreign Secretary launches Premier Skills in the US. 2013. Retrieved 14 January 2014 from https://www.gov.uk/government/world-location-news/foreign-secretary-launches-premier-skills-in-the-us 121British Council. Premier Skills.Retrieved 4 January 2014 from http://www.britishcouncil.org/society/sport/current-programmes/premier-skills

projects can increase young peoples’ engagement with civil society and decrease anti-social and criminal behaviour.122

Football is able to teach language. Learning English through football is a fun way for children. The UK has so many to offer to the world. That is why their soft power was number one according to Monocle Magazine in 2012. Jointly organised by the British Council, Premier League and Ministry of State of Sports, Premier Skills launched its first phase in Egypt 2007.123 Richard Scudamore said that at home the Premier League and the clubs have held commitment and reputation for delivering high quality community and education programmes. It has given popularity and success internationally they felt it only to take the approach to a wider community. Further explanation from Scudamore, Premier Skills has already taken place in 20 countries, developing over 1,100 new coaches all over the world under the current phase alone.124 The second stage of the project, which launches in Egypt, will build on these achievements, further developing the skills of some of the most promising coaches that they have worked with.

Since the first pilot in 2007, the project has been delivered across 20 countries: Brazil, Cameroon, China, Egypt, Botswana, Ethiopia, India, Indonesia, Kenya, Malawi, Malaysia, Mexico, Morocco, Nigeria, Senegal, South Korea, Sudan, Tunisia (including Libyan participants), Uganda and Vietnam. In 2010 an enhanced coaching offer and new referee coaching element was added to the programme, as well as a new community project element based on the Premier League’s highly successful UK Kickz programme, linking UK community projects run by Premier League clubs to similar projects in other countries, building long term partnerships which aim to change the lives of many people. The target by summer 2013 is for Premier Skills to have reached more than 500,000 young people through the coaches, and to provide access to the English language materials for millions of

122British Council. Guide to Premier Skills. Retrieved 5 February 2014 from http://www.britishcouncil.org/sites/britishcouncil.uk2/files/ipsos_mori_premier_skills_review_10- 13_summary.pdf 123BritishCouncil. Premier Skills returns to Egypt. 2013.Retrieved 17 January 2014 from http://www.britishcouncil.org.eg/en/about/press/premier-skills-returns-egypt 124BritishCouncil. Premier Skills returns to Egypt. 2013.Retrieved 17 January 2014 from http://www.britishcouncil.org.eg/en/about/press/premier-skills-returns-egypt

teachers and learners of English worldwide.125 This is a great work by the Premier League and the British council that the Premier Skills programme have been held in so many countries in the world and have benefitted many people like the youngsters and the adult like referees.

British Council Chief Executive Martin Davidson said that their purpose is to connect people in the UK to people in other countries and football is a great way to do that. He added, "We are therefore proud of Premier Skills and our partnership with the Premier League, and I am delighted that the second phase of this unique project, which combines English and football - two truly universal languages - has been launched in Sudan.”126 Football is a great way to connect people worldwide. The Premier League and VisitBritain have succeded their objectives in connecting people and benefitting the UK.

5.3.1. Factors That Increase the Contribution of Premier Skills

The Premier League has been praised by the British Council for the part it has played in the UK achieving the No 1 ranking in Monocle magazine's'soft power survey.127 In its annual survey the global affairs magazine put the UK top of the pile for the first time, replacing the United States and indicating that it has more cultural influence than any other nation in the world. The British Council as the UK's international cultural relations body welcomed the contribution made by the Premier League in the country's position as the leading soft power, the term used to describe the ways in which a nation can shape the world without relying on financial muscle and overwhelming force. The British Council's Director of Strategy John Worne said that the work around the world with the Premier League brings English, inspiration and practical skills to young people's lives.128 That is one of the reasons the UK was number 1 in 2012, teamwork and sharing the best of the UK worldwide. He added

125BritishCouncil. Premier Skills returns to Egypt. 2013.Retrieved 17 January 2014 from http://www.britishcouncil.org.eg/en/about/press/premier-skills-returns-egypt 126BritishCouncil. Premier Skills returns to Egypt. 2013.Retrieved 17 January 2014 from http://www.britishcouncil.org.eg/en/about/press/premier-skills-returns-egypt 127Premier League. Premier League helps UK to be No 1 “Soft Power”. 2012. Retrieved 9 January 2014 from http://www.premierleague.com/en-gb/news/news/2012-13/dec/premier-league-praised-by-british-council.html 128Soccernews. Premier League helps UK to be No 1 “Soft Power”. 2012. Retrieved 9 January 2014 Retrieved 26 January 2014 from http://soccernewsday.com/world/r/558295/premier-league-praised-by-british-council

that to know the UK and the British Council is to love them and the survey has proven that.

Richard Scudamore said that at home the Premier League and the clubs have a long held commitment and reputation for delivering high-quality community and education programmes. Given the popularity and success internationally they felt it only right to take the approach to a wider community. Scudamore stated that the British Council is a partner he really valued and trusted.129 Around the world they have the access, contacts and people to make things happen. Worne said that their own research this year showed that the UK soft power assets are helping to build trust worldwide and vitally those who trust the country are more interested in doing business with the UK. The British Council works in more than 100 countries worldwide to build trust, opportunity and prosperity for the UK through English, education and the arts.

As an example to highlight the Premier Skills programme, the implementation in Indonesia is a good example. Indonesia is focusing on the area of Premier Skills which links community projects run by Premier League clubs in other countries. In Indonesia Premier Skills followed the example of Kickz, which is similar project run in the United Kingdom. Similar to this name the Indonesian project is called Gocekz (meaning 'dribble' in Bahasa Indonesia), which is a social inclusion project that uses football as a tool to engage with disadvantaged children. They are working with some of the most challenging and disadvantaged communities from across Jakarta. Many of the children have spent time living on the street and have been exposed to crime and unhealthy lifestyles130. Currently, Gocekz provides support in three areas, as cited from www.britishcouncil.co.id:

129Soccernews. Premier League helps UK to be No 1 “Soft Power”. 2012. Retrieved 26 January 2014 from http://soccernewsday.com/world/r/558295/premier-league-praised-by-british-council 130 British Council. Retrieved 3 March 2014 from http://www.britishcouncil.or.id/en/programmes/society/premier-skills

1. Counselling: in collaboration with skilled social workers, from both the Ministry of Social Affairs and a number of local children's centres, the British Council and the Premier Skills are helping young people to develop social skills and address some of the complex issues from their experiences living on the streets. 2. Football Coaching: they have 35 talented coaches from the Jakarta State University, running sessions that focus on football skills, team work, friendship, respect and healthy living. Coaches are great role models for the children. Many of the children are inspired to improve their levels of health and continue their education so that they can study in university like their coaches. 3. English: from 2013, they are bringing English language training to the Premier Skills project in Jakarta. Still in its pilot phase, they are already working with teachers and volunteers to adapt materials taken from Goal, the comic from Premier Skills in Bahasa Indonesia.

Since 2012, with strong support from the local partners, the Ministry of Social Affairs and Jakarta State University, Premier Skills Gocekz has changed the lives of more than 200 young people from children's centres and drop-in centres throughout the Jakarta area.The greatest strength of the Gocekz project is that it aims to help children develop through an integrated approach covering both social and life skills.

The programme has been praised by the Ministry of Social Affairs for changing the way the Ministry works with disadvantaged children. They are about to deal on a third extension of Premier Skills with the Premier League, which will include a new partnership with Liverpool FC. The good partnership and good programme between these parties have increased the role of the Premier Skills in influencing lives. The big passions of all people involved have helped the programme running smoothly, and of course, the image of the UK is raised too.

Another example of the succesfull programme is in Nigeria. In 2013, the hugely successful Premier Skills initiative run by the Premier League and the British Council returns to Lagos, Nigeria.Premier Skills Coach Educators took place from Thursday 12th to Monday 16th September; with intensive training for 36 grassroots football coaches from across Nigeria. The training was led by head coach Jez Weeks, former Paralympic Football Competitions Manager for the London 2012 games. He was supported by Steven Howey, a former Premier League player with Newcastle United and Manchester City. All of the coaches involved in Premier Skills are UEFA qualified coaches. The course at the National Stadium in Lagos was jointly organised by the British Council, Premier League and Peace Initiative Network, Kano, Youth Sports initiative, Lagos, Dreams Alive, Kaduna, and Institute of Governance and Social Research, Jos. Premier Skills Coach Educators is a three stage training programme that aims to ensure the development and sustainability of Premier Skills in Nigeria. Graduates from the programme will be qualified to deliver Premier Skills community coaching in Nigeria thereby fulfilling the initial role played by the Premier League community coaches.131

Premier Skills combines the reach of the British Council with the global appeal of the Premier League to use football to develop a brighter future for young people around the world. Drawing upon the Premier Leagues’ domestic expertise, it uses football to tackle a variety of social issues in the community, such as health, disability, gender, inclusion and education.In addition to coaching, a range of materials, including a dedicated website, have been created for teachers and learners of English that utilise football-based content and the British Council’s world-class expertise in English.

An example comes from a young Nigerian whose life is changed because of the programme running in Nigeria. As told by Ruth Okafor, Premier Skills has done so well for him and his community. From phase 1 to being a coach educator; Premier Skills has completely changed his life style.

131 British Council. Retrieved 3 March 2014 from http://www.britishcouncil.org.ng/new-premier-skills-legacy- kicks-lagos-nigeria

The programme made him discover hidden talents and improved his level of confidence. Now, he can interact with different people and gather different ideas from them.Being a coach educator, he realized the potentials he has which makes him a different person among others coaches.132 This highlights the impact of Premier Skills in his life. Some coaches with more years of experience now learn from him instead of the other way round. He gives Premier Skills and British Council a very big appreciation. There is also the impact of the Premier Skills in his community. Through Premier Skills, he has been able to reach out the people in his community using football as a tool to address environmental issues. The exercise has really touched the life of people in his community and it has transformed them from being disorderly to being clean and tidy. Now they know the importance of health environment.

5.4. Responds from Involved Actors

It is the House of Lords and Scudamore who have recognised the role contribution of the EPL to the UK as soft power.133 The world is attracted by this creative industry. The House of Lords and Scudamore cited the English League’s role “in promoting British culture, influence, and values around the world,”The Lord Howell asked more to Mr. Scudamore and the Lord said that Scudamore had the decency to acknowledge the EPL’s unique position where people pay the UK for the privilege of being distributed in 212 countries.

The Lord Bates said that his purpose in seeking the discussion was to highlight the incredible contribution that Premier League football makes to the UK. It is currently the most watched league in the world broadcast in 212 countries, compared with the 193 member states of the United Nations and the 204 countries that sent teams to the Olympic and Paralympic Games in 2012. He stated that it is a real penetration rate. A huge number of 1.46 billion people follow the Premier League around the world with 70% of the total population of the televised sport market.

132 British Council. Retrieved 3 March 2014 from http://www.britishcouncil.or.id/en/programmes/society/premier-skills 133Mark. “Soft Power” Goes to Richard Scudamore’s Head.2013. Retrieved 3 January 2014from http://twohundredpercent.net/?p=24962

He added that the market is growing fastest in a corner of the world where the economic interests are growing fastest in Asia. Asia now accounts for 31% of the people who watch the Premier League football.134 Further more if the UK are in a global race and they are the Premier League represents a huge advantage for British business and diplomacy. It is no wonder that the Premier League is the most important thing of the GREAT campaign to sell British goods, services and culture around the world. Lord Addington said that the Premier League is the icon of the country. Lord Wei added that there is huge potential for global football brands to further benefit the UK economically.

In 2008, Scudamore said to The Guardian that the Premier League have developed in phases: domestic, international, then global, it has become a global phenomenon.135 Now the Premier League is broadcast globally to 200 countries, the Premier League is considered a great advert for Britain to promote the state in the global world.136 Many media have recognised the wide spread of the Premier League that gives huge impact to the world. Millions of people around the world follow the Premier League. Even in Asian countries where the time different about seven hours, the fans in those regions still stay awake in the late of the night to watch British Football.

On other sides, National Football Museum's Deputy Director and Head of Collections, David Pearson said that they are truly proud that the outstanding collection has won Designation status. Not only are they the only sporting collection to win such an honour but it also endorses the view that football heritage is central to English culture and modern society.137 Maria Miller, Secretary of State for Culture, Media and Sport, on Premier League’s positive impact said that the appetite for

134House of Lords. English Premier League Football. 2013.Retrieved 3 January 2014 from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725-0001.htm 135Brian Oliver. Tomorrow’s world. 2008. Retrieved 19 December 2013 from http://www.theguardian.com/football/2008/feb/10/premierleague 136 David Conn. Premier League plays by government rules – with poverty wages for the rest. 2013. Retrieved 19 December 2013 from http://www.theguardian.com/society/2013/dec/15/premier-league-clubs- play-by-government-rules 137Arts Council. Football officially recognised as central to English culture and society. 2013. Retrieved 26 January 2014 from from http://www.artscouncil.org.uk/news/arts-council-news/football-officially-recognised- central-english-culture/

English football, and particularly for the Premier League, is truly a global phenomenon. That is the reason that the Premier League is a partner for the Government’s "GREAT" campaign. GREAT aims to show the very best of what the UK has to offer in international markets, in order to encourage the world to visit, study and do business with the UK. This is an example of the soft power which becomes the basic of the GREAT campaign, and is why the Premier League’s relationship with the British Council is very important. Influence and attraction are essential tools of modern foreign policy and the Premier League delivers these in purposes.138 It aims to reaffirm the international reputation, while generating jobs and growth for the UK, and is a key part of the Government’s prosperity strategy. The Premier League’s reach and reputation is very unique in sporting field and it is surely one of the UK most important assets. It’s great that Scudamore has been able to join some of the trade trips over the last 18 months to help boost the performance for Britain, mostly joining the Prime Minister and a delegation to India. She also stated the Premier League as a soft power. Many important people in the government have recognised this huge role of the Premier League in rising the UK soft power.

In his visit to India, the Prime Minister David Cameron said that he brought some of Britain’s biggest and best companies to India, but he has also brought the Premier League, he has bought some of their top universities and the British Museum.139 He mentioned that the Premier League is one of British biggest business.Minister for Sport and Tourism Hugh Robertson said that the Premier League is one of the UK most successful exports and very well known in the world. It is no surprise that it has become a big thing to consider for tourists who want to experience the most exciting league in the world. VisitBritain and the Premier League’s partnership is also showing overseas fans what more the country has to offer, helping to drive strong tourist spend.140

138Maria Miller. From local to global-why the Premier League is great for British business. Retrieved 3 January 2014 from http://review.premierleague.com/pdfs/season-review-2012-13-great.pdf 139David Cameron's speech at Unilever offices in Mumbai. 2013. Retrieved 19 December 2013 from https://www.gov.uk/government/speeches/david-camerons-speech-at- unilever-offices-in-mumbai 140VisitBritain. 900, 000 football-watching visitors spend 706 million euro while in Britain. 2012. Retrieved 19 January 2014 from http://media.visitbritain.com/News-Releases/900-000-FOOTBALL-WATCHING- VISITORS-SPEND-706-MILLION-WHILE-IN-BRITAIN-b06b.aspx

Former FA Chairman, David Bernstein said that the UK National Game, or amateur game as it is known, is the lifeblood of football in the country. The Premier League continues to grow as an incredible global competition. It is the league that is watched wherever you travel in the world, continually providing exciting high level football. It is tremendous asset to both English football and the nation as a whole.

Patricia Yates, Director of Strategy & Communication at VisitBritain said that not only some of the best players in the world want to play in the UK, but their international fans also want to follow them to feel the atmosphere of a match. She added that no wonder the UK international visitors come to cheer on their sporting heroes and visit British world class stadia across Britain, from Old Trafford to the Emirates and Anfield to Wembley.141 The partnership with the Premier League has enabled VisitBritain to use football to connect with fans all around the world. It gives access to some of the stars of the British game who have promoted Britain to their fans back home and convinved them to come and visit.

Baroness Garden of Frognal, a British Liberal Democrat politician and member of the House of Lords said that they acknowledge the Premier League’s efforts to date in addressing issues of governance and other issues that would better enhance their undoubted success and hope that they continue the work for seasons to come.142 Noble Lords have raised a number of key issues that they see fit to be addressed. She includes in that the trickling down of their wealth, one of the comments with which his noble friend Lord Bates began the discussion.143 She added that the contributions that the Premier League makes to the UK significantly go beyond its remit of delivering the top tier of domestic competition. Beyond its place domestically, close to the hearts of so many, the world has embraced the league as its own. It is from that privileged position that it can continue to showcase the very best of what the UK has to offer globally. There have been some amazing contributions from around the House in the discussion.

141Retrieved 6 February 2014 from http://www.visitbritain.org/mediaroom/archive/2011/plandvb.aspx 142Lord Hansard. 2013.Retrieved 7 February 2014 from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725-0002.htm 143Lord Hansard. 2013. Retrieved 7 February 2014 from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725-0002.htm

Discussion in the House of Lords

The Premier League is very attractive to be the most watched domestic sporting competition in the world. It brings significant growth of revenues to the UK economy and also establishes the Premier League and its clubs as positive British symbols.144 There was a discussion in the English Premier League chief addressing a committee examining “the use of soft power in furthering the United Kingdom’s global influence and interest” in 2013 as Rihard Scudamore spoke at the House of Lords. That house House takes note of the international economic and cultural contributions of English Premier League football to the United Kingdom.From what have been said, the Premier League is a source of soft power.

Lord Bates, a Conservative Party politician in the United Kingdom serving in the House of Lords since 2008 said,

“My purpose in seeking this debate was to highlight the incredible contribution that Premier League football makes to UK plc week in, week out. It is by far the most watched league in the world: 212 countries broadcast the Premier League, compared with the 193 member states of the United Nations and the 204 countries that sent teams to the Olympic and Paralympic Games last summer. That is a real penetration rate. Some 1.46 billion people follow the Premier League around the world—70% of the total population of the televised sport market.” Then he added, “the Premier League represents a massive home advantage for British business and diplomacy. It is not surprising that the Premier League is at the heart of the GREAT campaign to sell British goods, services and culture around the world. When last year Monocle Magazine carried out its global survey of national soft power capital, the UK was ranked at number one. The Premier League was the driving force behind that extraordinary performance.

144 Premier League. Premier League Response to the Culture, Media and Sport Select Committee. Retrieved 2 February 2014 from http://www.premierleague.com/content/dam/premierleague/site- content/News/publications/other/premier-league-reponse-to-culture-media-sport-select-committee.pdf

“When Populus carried out an international survey asking respondents to rank what made them view Britain more favourably, the Premier League out-polled popular music, the BBC and even—I dare say in the week of a royal birth?—the monarchy. Showing no hard feelings, Her Majesty awarded to the Premier League the Queen’s award for enterprise in international trade.”145 Talking about the tourism, the Lord said, “People around the world do not just watch Premiership football, they also come to see it. VisitBritain announced in October 2012 that 900,000 football tourists came to the UK in 2012, contributing £706 million to the national economy. This compares favourably to the 590,000 people who turned up for the Olympics and Paralympics.”

The Lord then talk about the Premier Skills that have helped children develop their skills and by that, it helps in contributing to the good reputation of the UK.

“It is not just the staggering commercial success and sheer entertainment value through which the Premier League makes its contribution to the reputation of the UK around the world. It is also through its international engagement. I am grateful to the noble Lord, Lord Bach, chairman of the British Council All-Party Parliamentary Group, for pointing out to me the British Council and Premier League’s partnership through Premier Skills, which has helped 2,300 coaches and 400,000 young people in 20 countries around the world, including Afghanistan. It is no coincidence that the British Council has paired up with the Premier League—they both recognise that the Premier League’s global audience is earned because it is globally accessible. Clubs are owned by Russians, Chinese, Americans, Indians and Arabs, with managers from 11 nations and players from 65 nations, and they are all watched in 212 nations.”146

145 Lord Bates. Publications of UK parliament. 2013. Retrieved 3 January from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725-0001.htm 146Lord Bates. Publications of UK parliament. 2013. Retrieved 3 January from http://www.publications.parliament.uk/pa/ld201314/ldhansrd/text/130725-0001.htm

The three sectors; broadcasting, tourism and Premier Skills have been recognised by the House of Lords in increasing the UK soft power. According to a 2012 survey by Monocle, the UK is the best in the world at using soft power. The committe chairman, Lord Howell of Guildford, was as obedient to Scudamore as any previous parliamentarians. The Chairman cited the English League’s role “in promoting British culture, influence, and values around the world,” The Lord Howell asked more to Scudamore and the Chairman said that Scudamore had the decency to recognise the Premier League’s unique position where people pay for the privilege of being distributed in 212 countries, Scudamore explain in detail the work the EPL does abroad with the British Council, without at first mentioning the Football Association, even though the “community” and “social development” work he referenced was the type he would imagined the FA would not only be involved with but driving.147However, it has proven that the Premier League has rised the UK soft power by contributed those threesectors that have been recognised by the parliament.

147Mark. “Soft Power Goes to Richard Scudamore’s Head”. 2013 Retrieved 19 December 2013 from http://twohundredpercent.net/?p=24962

CHAPTER VI

CONCLUSION

As the discussion in the House of Lords eximining the use of the Premier League as the UK soft power, there are three sectors of contributions which have been recognised as sectors that up-lift the soft power of the UK.

The first is from broadcasting contributions. The broadcasting sector of the Premier League has given huge income and benefit tot he UK economy. The appeal of the Premier League has attracted many business sectors that really benefit the Premier League and the UK. So this is soft power. The income from the broadcasting sector has always increased every year. As stated in the analysis, the Premier League was awarded the Queen’s Award for its tremendus contribution in 2007 and that huge number was doubles in 2009. And in 2010 until 2013, there were huge numbers of deals of the broadcasting industries with the Premier League to broadcast the most watched league in the world. This awesome achievement is influenced by the role of some sectors such as the huge support from the domestic and international fans, the great look of the grounds or the stadiums, the well- organised fixtures of matches that suit fans overseas, and the appeal of the best players who play in the Premier League. The fans have huge tendency to follow their teams or their favorite players. For example, the Premier League fans in Malaysia will happily visit the UK to watch their favorite teams or players playing in the UK.

The Premier League is an open business process which is available to all parties who are interested. The Premier League sets very high standards for those potential rights holders. Those must satisfy Premier League demands that the potential right holders are a credible bidder and able to show a high quality product to the potential viewers in their region.The Premier League applies a three year broadcast rights sales model for both domestic and international rights. The Premier League have a very high standards for those potential rights holders who are interested. The rights holders must satisfy the viewers in each region. What is important for the sale of television rights to foreign broadcasters is that the Premier

League product is delivered by a local rights holder who can satisfy the local market needs.The sale of the broadcasting rights of the Premier League keeps on increasing. In 2010, The Premier League’s sale of its overseas broadcasting rights for 2010-13 is just two countries away from being a “global sellout” worth £1.4bn. Only the rights deals for Albania and Russia have yet to be concluded. There were intense wars of bidding of the sale of the broadcasting rights mainly between pay-TV rivals in Asia, have sent prices soaring, which is good news for the Premier League clubs, and will also mean more money for the Football League.

This adds one more important contribution which has been recognised by the House of Lords; that is the tourism sector. The visitors coming to the UK have been increased since the joint venture between the national tourism agency, VisitBritain, deal to be a partner of the Premier League to promote the country to attract more visitors to come. It has proven that the numbers of visitors increased significantly since the parnertship established in 2008. Of course, there are more profits for the UK given by the tourism sector. The Premier League Chief Executive, Richard Scudamore said that the partnership with VisitBritain is absolutely a successful partnership. Scudamore is very pleased to announce the extension with VisitBritain, which not only benefits UK tourism but also helps the Barclays Premier League to the gain as many of the fans as possible across the world. Minister for Sport and Tourism Hugh Robertson said that the Premier League is one of UK most successful exports and very famous in the world. It is no wonder that it has become a big consideration for tourists who want to experience the most exciting league in the world. VisitBritain and the Premier League’s partnership also shows overseas fans what more the UK has to offer, helping to drive the spending of tourists strongly.

There are some factors that boost the performance of this tourism sector. To attract more visitors to come to the country, VisitBritain and the Premier League found that the pre-season tour held by the big clubs such as Manchester United, Manchester City, Arsenal, Chelsea and Liverpool have helped to boost the buzz for the upcoming seasons. VisitBritain has also pumped up investment launching the biggest football campaign in the tourist board’s history, featuring England and Liverpool captain Steven Gerrard. The tour really helps to generate crowd in the League.

The third is the contributions of the Premier Skills programme. This programme is the work of the partnership of the Premier League and the British Council. The Premier Skills is a great example. Since 2007, this partnership has reached over 400,000 young people worldwide, using football and the training of coaches to build life skills and to help young people contribute positively to the future of their communities. Premier Skills also offers participants a chance to improve their English and use that knowledge to improve their life prospects using the British Council’s world class expertise in English. The programme is operating in 25 countries across Asia, Africa and the Americas from Afghanistan to Zambia. Premier Skills focuses on developing community coaches and referees and on supporting community projects. This can be a good way to spread the value of the UK and this has been recognised as the contributor to increase the UK soft power. This programme is welcomed by the people around the world. This is a good work by both parties; The Premier League and the british Council. To keep the good work, the Premier League and the British Council have a long held commitment and reputation for delivering high-quality community and education programmes.

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Appendix