Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 9 pages
Data source: Published sources
Topics:
European soccer, merchandising in Asia; The English Premier League; Manchester United, Real Madrid; Celebrity endorsements; Brand appeal, brand equity; Sports merchandising; Hidetoshi Nakata; Marketing strategy; David Beckham; Asian Football Confederation (AFC); Licencing agreements; European soccer clubs; Television rights; Appearance fee; Zinadine Zidane, Ronaldo
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Abstract
Clubs like Manchester United and Real Madrid have a huge fan following across Asia and a substantial portion of their revenue comes from selling team jerseys and other merchandise, like scarves and key chains, in Asia. Commercial gains now play an important role in the recruitment of stars like Beckham, besides the local players who hold sway over a sizeable market in Asia. The clubs use these players to attract viewers in Asia and also to convert them into customers of their merchandise. The case helps to discuss the dependence of clubs on star players to attract fans in Asia. It sheds light on the various means the European clubs employ to benefit from Asia''s craze for European football. A structured assignment ''304-377-4'' is available to accompany this case.
Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 10 pages
Data source: Published sources
Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
Topics:
European soccer, merchandising in Asia; The English Premier League; Manchester United, Real Madrid; Celebrity endorsements; Brand appeal, brand equity; Sports merchandising; Hidetoshi Nakata; Marketing strategy; David Beckham; Asian Football Confederation (AFC); Licencing agreements; European soccer clubs; Television rights; Appearance fee; Zinadine Zidane, Ronaldo
About
Abstract
Clubs like Manchester United and Real Madrid have a huge fan following across Asia and a substantial portion of their revenue comes from selling team jerseys and other merchandise, like scarves and key chains, in Asia. Commercial gains now play an important role in the recruitment of stars like Beckham, besides the local players who hold sway over a sizeable market in Asia. The clubs use these players to attract viewers in Asia and also to convert them into customers of their merchandise. The case helps to discuss the dependence of clubs on star players to attract fans in Asia. It sheds light on the various means the European clubs employ to benefit from Asia''s craze for European football. A structured assignment ''304-377-4'' is available to accompany this case.
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Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 10 pages
Data source: Published sources
Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
Topics:
European soccer, merchandising in Asia; The English Premier League; Manchester United, Real Madrid; Celebrity endorsements; Brand appeal, brand equity; Sports merchandising; Hidetoshi Nakata; Marketing strategy; David Beckham; Asian Football Confederation (AFC); Licencing agreements; European soccer clubs; Television rights; Appearance fee; Zinadine Zidane, Ronaldo