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Marketing Football the Museum Way
Presented by . V.Aditya
Chakravarthy

Marketing Football the Museum Way - Aditya

History of the Sport
The origin of the sport can be traced to England when
the English F.A ( Football Association) was formed in
1863.
The English F.A started holding its own tournament
for the F.A cup which is still a coveted title for clubs in
the country.

What is modern football all about
?
1.Passion and emotion
2.The fan’s being the 12th man
3.Pre-game/Post game rituals/ superstitions
4 .Strengthening family bonds- Father - Son
The point being made is that the modern game has a
lot of aspects marketers could use to market their
goods/services and the game in turn.

Part -1 – Marketing football
Marketing is an organizational management process
that emphasizes customer needs, wants and exchange
processes
Evans, James and Tomes (1996) say sports marketing is
“the use of sport as a promotional vehicle for consumer
and industrial goods and services & as the marketing
of sports, products and services to consumers of sport

The P’s of Sport Marketing
 Sport Product
 A good, service , event or a mixture of the three which
can be marketed.
 There are some core aspects to sport product like the
venue, players,apparel and some product extensions like
music, mascots,programmes around the sport such as “
meet the legends”. That also is a product.

Sports Price – Sports Price should be decided upon
after careful study of the environment and the balance
between customer satisfaction and perceived value of the
sport product should be maintained .
Sports Place ( distribution) – Stadium or arena is
the place where the sport EVENT is consumed directly by a
section of spectators. Other goods and services like sports
apparel, T.V consumption of the event have to be placed in
the distribution channel which not only satisfies the
customer but also helps reach the business objectives.
Sports Promotion – By different means such as
advertising, sales promotions etc

The State of sport Today
The picture shows a map of the most
popular sports across the world.

Modern football marketing
Modern football marketing can be seen in a form of
segments/categories such as
1.Cross Sports marketing- Such as sports personalities other than
football supporting football clubs and being major
stakeholders in the publicity marketing program of both the
personalities themselves and the football clubs
Examples –Lewis Hamilton – Arsenal Fc
-Rafael Nadal – Real Madrid Fc
-Ian Bell – Aston Villa Fc
And closer home
- Sachin Tendulkar –Kerala Blasters Fc
- Saurav Ganguly –Atletico De Madrid Fc

2. Brand story telling- It is a breakaway concept from
traditional ads which attempts to tell a story and at the
same time promote the said cause and the said event
on a more macro level. The Complementary nature of
promotion applies in this case as well.

3. PR and media agencies feeding famous sports
rivalries and hype around important matches.
4. Strategy based forums for fans – Such as Fantasy
Premier League of the EPL
And the list goes on.. But we get the idea how fierce
is contemporary marketing for football and how
Indian sporting scenario is learning.

Some strategies which Fifa used to promote the world cup -2014

What prominent football
museums are doing
 The National Football museum , Manchester , UK
1. Amazing website
2. Museum Shop
3. Widespread and Effective Social media presence -

The Official Research partner of the National Football
Museum
Quoting the NFM website
 The International Football Institute seeks to advance
research on all aspects of football, and to make this
research available to the widest possible audience,
nationally and internationally.
 The research group has a pretty good social media
presence of its own.
International Football Institute

How do we go about marketing
football?
Apart from being about balls,medals,football is also
about athleticism, movement , huge crowds cheering
their team on or QUITE CRUELLY cursing the
opposite one. Any marketing strategy that does not
involve the DYNAMICS of football will be a partially
successful one .

What lessons do we need to learn
 To take the sport and its marketing seriously as it
could benefit a lot of other people as well apart from
the audience. Like generating a lot of employment
for various segments of audience.
 Yes granted , we do not have the sporting history of
the west but if museums get the ball rolling we
could have it in a few decades.

How do we do it the Museum way ?
-By setting of exhibitions which would generously use
tangible aspects of the game as well as the
intangible ones
- By providing an “experience” of the game.
- By providing participatory exhibits .
- The thought also emerges that who will fund such a
museum in a country like ours?

And Most Importantly
DIRECTING THE AVENUES OF LEARNING TO
EVERYBODY I.E NOT ONLY FOCUS ON THE
FOOTBALL ENTHUSIASTS.

Come “experience” the game
22
PLANTERIUM LIKE RECREATION OF SELECTED
FOOTBALL MATCHES.

Its a tense penalty shoot out.
Fancy your team to win?
SERVICE TIE UP: sportssimulator.com

How will such a museum fund itself
in a country like ours ?
Hiring out gallery area to TV studio(s)

Conclusion
 The dynamics of sports have to be played with, if being
exhibited.
 Sports exhibitions have to be participative and
inclusive.
 Museum has to take its “loyalty building initiatives”
seriously as sporting teams have scores of loyal
supporters which could walk into a museum if it is of
context to them

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Marketing Football the Museum Way - Aditya

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