Marketing the Uefa Champions League

7608 WordsMar 9, 201331 Pages
The UEFA Champions League: A strategic Marketing Analysis b00184908 Sports Coaching Year 3 Sport Marketing School of Engineering and Science University of the West of Scotland December 2011 Table of Contents Table of Contents……………………………………………………………………….……1 1. Introduction…………………………………………………………………….………...3 2. Background Information…………………………………………………………...…....4 3. External/Internal Environmental Analysis…show more content…
Formerly known as the European Champions Clubs’ Cup (European Cup) the UCL was the result of a measured overhaul of European football, in response to advances in technology, namely satellite television. The challenge the Union of European Football Associations (UEFA) faced was how best to oversee this transitional phase whilst maintaining the crucial brand equity attached to the ‘European Cup’ brand name. The report will discuss the affiliation between UEFA and marketing specialists Television Event and Media Marketing (TEAM). The writer will show that this association was fundamental to the emergence of the UCL and discuss the strategies developed by TEAM to ensure the competition was seen as a credible and visible brand. The writer will provide evidence to suggest that the shrewd branding of the UCL and the cognisant approach taken towards the competitions life cycle have been major influences in this meteoric rise. 2. Background Information It has been suggested that the UCL is a product of societal evolution. After forty years without change the European Cup had become commercially obsolete to broadcasters and sponsors due to the lack of guaranteed matches involving Europe’s biggest clubs (Ahlstrom, 2002). The knockout format allowed for clubs who would bring in large sums of revenue to be eliminated after merely two games. In 1992, under pressure from both broadcasters and Europe’s foremost clubs, UEFA re-branded
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