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UK football fans are Europe’s biggest spenders

March 29, 2006 on 11:31 pm | In Fan Relations | No Comments

UK football fans spend more on club-related merchandise than any other major European nation, according to a study released by Sport+Markt.The report by research consultancy asked football fans in France, Germany, the UK, Italy and Spain about their buying habits. It found that the average UK football fan spends over €180 (£124) on club-related merchandise a year. French fans were in second place, averaging €134 for the same period. The figures indicate that UK football fans spent an estimated €2.7bn on football merchandise in 2005. Germany was the second biggest market, netting €1.7bn where footballs scarves are the most popular item. Replica scarves and football shirts proved to be the most popular items among European football fans, with 35% of those surveyed owning them. Overall, the highest spending age group were 40-49 year olds, averaging €142 a year on products.

Amazing figures of which marginalized sports and small sport clubs only can dream. My tips for “affordable” merchandising that can even gather some media coverage:

  • underwear
  • erotic calender of athlets
  • Shirt replica with individualized print (number, name)


Let your speaker breath!

March 29, 2006 on 11:02 pm | In Event Management | No Comments

Have you ever had to write speaker texts for sports games? This was one of my first lections learned as a PR manager of our hockey club. Let your speaker breath. Speakers at games like ice hockey have a lot of work during the game. Not only do they have to announce scores and penalties and give general information (e.g. no-smoking policy), they also have to name sponsors and last but not least inform the spectactors about upcoming events and activities.

Hockey is a fast game and all the speaker text has to fit in the short breaks during the game. Therefore you have to consider that:

  1. your speaker text is short (not more than 2 written lines, 2-3 sentences)
  2. your speaker text is comprehensible (no foreign words, no short cuts)
  3. your speaker text is in the language, that it is read (not in high german if the speaker actually speaks it in swiss german)
  4. you do not have more than 3-5 messages per third (for hockey games)

And finally give your speaker a break during the game break… he has to relax like the players do… ;0)

Cheers,

Manu

Are sponsorships merely “delicts on personal relationships”?

March 29, 2006 on 1:01 am | In sponsor relations | No Comments

When our sports manager says, that sponsorships are merely delicts on personal relationships, a lot of the board members bow assent. They obviously do not believe that a sponsor could have a real interest to support a sports club or association and that the sponsor is always loosing in this relationship. Therefore sponsors have to be forced in a sponsorship and can only be kept as long as the person who brought that sponsor to the club/association is able to ensnare the sponsor.

Even though I agree, that a lot of sponsorships base on personal relationships and networking of key club members, I do not think, that these are the only reasons why companies sponsor sports clubs. They can improve awareness, strenghten their image and/or rise sales. What board members often forget, is that sponsoring does not end by signing a contract. Sponsors have to be fostered to keep a successful long term relationship. This can be the task of Sports PR practitioners and is called sponsor relations. Delicts on personal relationships can then be turned into a win-win-situation.

Top level’s “neurosis of recognition”

March 27, 2006 on 11:08 pm | In General | No Comments

Imagine you are the pr manager of a sports club. In a board meeting the finance manager announces a considerable deficit for the season.  Your advice to the board is, to constructively inform the public in the upcoming general assembly. The board agrees on this proposition and the meeting is closed.  Half an hour later – you cannot believe your ears – the voice of your sports manager sounds out of your car radio. He announces the financial gap in a dramatic way. You have a déjà vu. Today is one of these days, you ask yourself enervated: „Why for god’s sake does the board not listen to me? Will I always be just the press release writer? “

It seams to me, that especialy in semiprofessional and amateur sports clubs, members of the board often have what I call a “neurosis of recognition”. The urge to be omniscient and indispensable and therefore keep information for them or bypass PR managers when communicating with the public and the media. This frustrates Sports PR professionals like an analysis of McCleneghan (1995) shows. Many sports informations professionals were concerned about the lack of respect afforded their work. 

Hello sports world!

March 27, 2006 on 7:02 pm | In General | No Comments

This is a blog about one of the most exciting fields of PR: Sports PR. A lot of PR students dream of working in that sector of the industry. But is it really that glitzy, exciting and hip? Here comes the naked truth. 

Find more information about Sports PR on my website: www.sportpr.ch. Find out about professionalism in Sport PR, take part in an online survey, rummage through templates in my toolbox to professionalise your Sports PR practice or get in touch.

Cheers,
Manu