The success of a sports management is based not only on the football results, but rather as advances in the categories and in the standings, professionalize the institutional management in pursuit of the growth of the club becomes necessary. Note that the most successful clubs in the world, have a strategic planning in marketing and sports management that again them for other examples. Taking the case of Manchester United (MU), can be noted that the MU brand is almost (or more) as important as the same campus. Note: the club is considered the richest in the world with only 125 years old; It is listed on the stock exchange; It has presence in the entire planet being more popular in cities like Los Angeles, China or Japan than in their own quarries; your brand is considered one of the most profitable assets of the be institution, assimilating its commercial potential to companies like Pepsi.co or Coca-Cola, with Esponsoreos of brands such as Budweiser, AIG, Nike and Vodafone amongst others; has your own channel TV (MUTV, is not a program is a channel.); and it is estimated that it has a heritage of 324 billion dollars. This successful strategy, planned from now, had partial implementation in our country clubs such as Boca Jrs., and to a lesser extent River Plate. From the first, with the mouth grows SA company.
came to Bill the sum of 1 million dollars annually just for the merchandising sold in the country, to that we must add transfers, Esponsoreos, static, TV rights, penalties, meetings abroad and so many other factors that were able to position mouth the brand among the seven most important international football, from a point of view of institutional management. As you can see, a successful integrated management, brings together a series of factors that must necessarily be taken into account when planning the management of clubs, accompanied by the expected sports results, has as a result a tempting recipe for marks that accompany with sponsorships, advertising in any medium graphic that owns the club and its campus, major contracts, increase the value of the brand, etc. All of this has a single objective, generate value brand and revenue for the institution. A profitable business, without relying on possible transfers at the end of each season. Build institutional brand value is the real challenge of the clubs in this century.
It must be borne in mind that sports marketing is the new engine of the sport. Abrazo grande, see you in the next. Dr. Jose r. Balmaceda specialist in sports law. Author on the subject.