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Strategy Briefing
Pre-season 2017: Growing Opportunities from Summer Football Friendlies
18 pages, Sep 2017
US$1,325Added to Cart
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About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
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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Overview
Why buy this report?
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.
Pre-season football offers commercial opportunities
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 friendlies attract larger global following
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.
Branding football terminology
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.
Off season is the new season
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.
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Scope and what to expect from this briefing
Key findings
2017 International Champions Cup: Rising global ambitions
Greater focus on top European clubs boosts ICC attendances in 2017
US crowds flock to watch elite professional club “soccer” at ICC 2017
Booming interest in European stars indicates huge potential in US, China
Targeted events, social media and technology spur US fan engagement
El Clásico Miami the pinnacle of the tournament’s commercial success
Big-money game for ICC 2017 participants and commercial partners
Cautionary tale: The Kenedy incident and the importance of social media
Success of 2017 Audi Cup shows appeal of summer club football in Europe
But 2017 Emirates Cup is only attractive to local supporters
Event sponsorship enhances the visibility of commercial partners
Premier League teams reap Eastern popularity with Asia Trophy
Wealthy A sian city states provide expansion platform for Premier League
Hong Kong and Singapore are both significant regional tourism hubs
What to expect next from pre-season tournaments?
Why buy this report?
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.