The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2017
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Pre-season is changing from mere preparation for the coming season to organised, money-spinning tournaments that can greatly expand the global reach and fan base for participating leagues and clubs. This report provides an overview of the main pre-season friendly competitions during summer 2017 for leading European football clubs. In examining matchday attendance, ticket spend and fan engagement, we assess opportunities for the elite game in growing football markets, namely the US and East Asia.
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Pre-season football tournaments have developed from a series of insignificant friendly games to commercially lucrative and successful events. The International Champions Cup is perhaps the best example of how growing football markets can capitalise on European club preparations for the forthcoming season, while also helping football clubs to grow their brand globally.
Summer friendly tours are becoming increasingly popular, often achieving higher attendances than domestic league games in host countries such as the US and China. In addition, these events are attracting a bigger global following due to the concentration of global superstars playing head-to-head and club encounters of the highest level.
Consistent use and branding of football terminology is increasingly used to generate both audiences and fan fervour. For example, ahead of a pre-season encounter between Barcelona and Real Madrid, El Clásico Miami organisers cleverly used the the term Clásico to successfully promote a four-day series of entertainment events surrounding the match.
Further opportunities also exist in traditional football-playing countries with well-established leagues, such as Germany. Friendly matches for the 2017 instalment of the Audi Cup – hosted by Bayern Munich – attracted large audiences, demonstrating the considerable interest in and demand for high-level football events during the break between league seasons.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.