Exclusive extracts from this 60-page-long report:
- Who are the key players?
European football teams and North American clubs belonging to the NFL, NBA and MLB make up the majority of the world's most valuable and deep-pocketed sports franchises. While sports powerhouses primarily compete in their home markets, they have been increasingly tailoring their strategies to monetise overseas fan engagement. . [...]
Groups analysed in this report include: Manchester United, Real Madrid, FC Barcelona, FC Bayern München, Manchester City, Paris-Saint-Germain, Juventus Torino, Dallas Cowboys, New York Yankees, New York Knicks.
- What are the players' strategies?
Manchester United has multiplied initiatives to connect with its fans and social media followers (659m globally as of Aug. 2018). To further increase monetisation, the team has taken to organising more pre-season games and promotional tours in Asia and the US. Over the 2017/18 season it closed 5 global partnerships (e.g. with Scotch whisky label Chivas). The club has also teamed up with a digital specialist, HCL, to identify and exploit innovative technologies that enhance fan engagement. Thanks to the HCL alliance, Manchester United upgraded the club website over the 2017/18 season and launched a free official global mobile app in Aug. 2018. […]
- What are the players' key growth and profitability drivers?
The global sports industry has five primary revenue streams: broadcasting, sponsorships, ticketing & hospitality, licensing & merchandising and participation fees. The sector is expected to see sustained growth over the medium term thanks to the further development of global sports franchises (which are strengthening their profit-oriented strategies – 139 new or refurbished stadia were inaugurated in Europe over 2007-2017) and the multiplication of major international sports events (the International Champions Cup – an esports initiative of major sports franchises, etc.), which are set to boost media rights fees and commercial partnerships. […]