Happy New Year! The 2012 Football Marketing Milestones

Hi guys!
I wish you a fantastic year 2013. All the best to you who read, write, talk and contribute to this blog. I made a recap of the top 10 football marketing milestones that must be remembered in 2012.

1- Liverpool and adidas split up
After 6 years of partnership, adidas and Liverpool decided not to extend their partnership. Liverpool signed a record, 6-year, 25 million pound ($38.3 million) contract with Warrior Sports, a subsidiary of New Balance Athletic Shoe Inc.

2- adidas and UEFA until 2018
The deal will see adidas extend its long-term partnership for each competition until 2018.  As the Official Supplier Partner for the UEFA Champions League and the UEFA Europa League, adidas will continue to supply official match balls for both tournaments.

3- adidas and MLS launch the Prime Matchball
Adidas is the official sponsor of the Major League Soccer and also its official matchball supplier. After last year Jabulani, all the MLS teams will be kicking the adidas PRIME beginning of 2012

4- Tango12 Matchball for Euro 2012
adidas leverages its marketing rights with UEFA with the tournament matchballs. Already the official matchball supplier of all UEFA clubs competitions, the 3-stripes is also providing the Euro Competition matchball. In Poland and Ukraine, national teams will be using the Tango12.

5- The World’s first smart football game
Major League Soccer leverages its partnership with adidas and explore the smart online experience with the adidas micoach platform. I was talking about the micoach experience powered by adidas on this blog. For the 1st time, micoach will provide real time players performance feedback.

6- The 2012 Champions League final: An event 100% adidas
With Chelsea qualified for the final, Munich will host a 100% adidas final. It hasn’t happened in 5 years!

7- Jersey Licensing: EPL in Pole Position
Football jerseys is one of the main revenue streams for football clubs and federations. Real Madrid, the richest club in the world, generated a €479 million revenue for the fiscal year 2010-2011.

8- Smartsoccer: A milestone for MLS and adidas
I published recently a couple of articles about the adidas Micoach concept and its implementation for the All Star Game on July 25. Today is a big day for adidas and the Major League Soccer, as it was the official presentation and launch of #smartsoccer.

9- adidas owns the Champions League Final
I outlined the importance of the Champions League final for football brands, especially for adidas and Nike. I also pointed out that the 2012 UCL final in Munich will be a 100% adidas event.

10- FWNT in adidas in London: FFF owes €5 million to adidas
The French Women National Team endorsed adidas gear at the Olympics in London instead of their official kit supplier’s Nike. I doubted that Nike would stand still on this matter since they sponsor FFF for €42.6 million a year. Nike took action and FFF owes the swoosh €5 million.

1- Nike official matchball supplier of Serie A until 2015
Italy’s Serie A has announced that sports equipment giant Nike will continue as its official ball supplier in all competitions until 2015.

2- Nike Leads Forbes list of most valuable sports brands.
Nike ranked first in Forbes list of the most valuable sports business brands. Nike was followed in the top-five by ESPN, Adidas, Sky Sports and Gatorade. Reebok and Under Armour also made the top-ten list.

3- Partnership with EPL for the FA Academy
The Nike Academy – a dedicated, pro-level training programme to help highly skilled and committed footballers bring out the best in their game – will now be a full time operation, after Nike and the Barclays Premier League reaffirmed their commitment to the talent development programme.

4- The Seitiro: Official matchball of the Serie A, EPL and La Liga
Nike is the official matchball supplier of 3 major european leagues. The Barclays Premier League, La Liga BBVA and Serie A Tim. For the 2011-2012 season, Nike released the Seitiro matchballs following the resounding success of the T90 Tracer. Let’s take a look.

5- Nike takes over Manchester City
From 2013-2014 season onwards, Nike will be Manchester City official kit supplier. Not so much of a surprise as Umbro is part of the Nike Group, and it was -to me – just a matter of time until Manchester City endorse Nike gear.

6- The Better World Initiative: Marketing motto during Euro 2012
Nike unveiled the Euro 2012 kits of its 5 qualified teams: Portugal, Holland, Croatia, Poland and France. Nike continues its sustainability efforts kicked off during World Cup 2010 by having each kit made of 13 recycled plastic bottles.

7- Nike Football: The Chance is On
This week, Nike will start the hunt for new football talents. The 2012 Nike Chance is on. The Chance is Nike’s global talents hunt, utilizing its contracted football coaches to discover the new Cristiano Ronaldo, Rooney or Ibrahimovic

8- The New Generation of African Footballers
Africa provided the world of football with fantastic players, and a new generation is coming. Nike chose this angle to communicate its best African players who represent the future generation of African footballers.

9- England FA partners with Nike
It’s now official, Nike will be the England FA official kit supplier and will design and create football gear for England teams for all categories: Men, Women, Youth. The first kits are to be launched in spring 2013.

10- Nike Divorces Umbro
According to Sport Business, Nike has announced its intention to sell Umbro and focus its efforts on driving growth in its own brand along with Jordan, Converse and Hurley, just four years after having acquired the football-focused company.

Champions League
1- Kits Sponsors: Still a 2 horse race
The 2012-2013 Champions league season kicked off today with the draw in Monaco. Some fantastic games ahead especially in Group D, the group of Death. This year, once again, adidas and Nike strengthen their leadership with the biggest amount of sponsored teams.

2- Revenue Distribution
UEFA has issued its UEFA Champions League revenue distribution system for the forthcoming campaign. The estimated gross commercial revenue from the UEFA Champions League and the UEFA Super Cup is €1.34bn.

3- Revenue Distribution: Chelsea win again
The Champions League 2011-2012 epic final in Munich triggered massive revenue for the participating teams. It is by far the most lucrative club football competition even for clubs knocked out at group stage.

4- Champions Final Global Audience: 300 million fans
The Champions League Final over Bayern Munich reached a live global audience of 300m. The 2012 UEFA Champions League final took place in Munich, Germany, on 19 May and was delivered to fans all over the world through UEFA’s cutting edge digital strategy.

5- 65.000 Tickets sold to watch Champions League Final at Old Bayern stadium
Football’s European governing body Uefa will show the Champions League final between Bayern Munich and Chelsea on 19 May live on a giant screen at Bayern’s old home, the Olympic Stadium, to a paying crowd of 65,000 fans.

6- Matchball launched during round of 16
On February 14th, the The UEFA Champions League round of Last 16 will start with fantastic games ahead. Adidas released the new UEFA Champions League matchball that wil be used during the final in Munich at the Allianz Arena.

1- Puma launched matchball for second haf of Ligue1
Puma, the official matchball supplier of the french Ligue1 unveiled the ball that will be used for the second part of the domestic league games. The Ligue 1 players will be using a pink ball.

2- Puma strengthens partnership with Italian Football
Puma has agreed an extension to its partnership with the Italian Football Federation (FIGC), with the agreement set to break new ground by positioning the company as the global rights-holder of the FIGC’s entire licensing portfolio.

3- EvoSPEED: A cross category product
PUMA is proud to introduce evoSPEED, the groundbreaking performance collection that for the first time in the Sportlifestyle brand’s history, features product offerings for all PUMA sport categories.

4- Catch the Bolt if you can
This morning I published a piece about the new PUMA evoSPEED outlining how Puma created a cross category product. A few minutes ago, Puma tweeted the behind the scenes of the advert featuring its major athletes. Pure fun.

5- Euro 2012 teams sponsors: Nothing new under the sun
Euro 2012 is one week away, and here’s a quick review of the team sponsors visibility during the event. After a 100% adidas Champions League final, what does Euro 2012 tell us from a National Teams sponsorship perspective?

1- Mes que un club explained by FC Barcelona CMO
“Mes que un club” is what defines FC Barcelona. It’s more than a football tagline, it represents the soul of many millions of people says Laurent Colette, FC Barcelona CMO. A great interview of a key Blaugrana executive on Sports Pro Media. Enjoy!

2- Arsenal and Emirates: 5 more years and £100 million
Emirates and Arsenal have announced a new £150 million deal which grants the Emirati airline a five year extension to their partnership with Wenger’s clubs until the end of 2018-2019 season.

3- Real dominates Deloitte Football Money League
Deloitte published recently the revenues generated by the top 20 football clubs in 2010/2011. You can download the full report here, but let me share with you a top line summary.  The bottom line is: There is no crisis in football.

4- Nasser El Khelaifi, a man with a vision
When QSI (Qatar Sports Investments) bought a 70 per cent ownership stake in French football club Paris Saint-Germain (PSG) earlier this year, La Parisienne newspaper ran an article introducing the new man at the helm under the headline: ‘Le mysterieux Nasser al-Khelaifi.’

5- MLS World Football Challenge: Growing the sport in the US
I often mention on this blog the ongoing growth of football in the United States. Marketing partnerships, digital activations, TV rights deals are some solid pilars MLS is using to grow football/soccer in North America but to also generate additional revenue streams

6- The highest paying teams in the world
Barcelona remain the best paid team in global sport measured by average first-team wages, with Real Madrid in second place but Manchester City of the Premier League have stormed into the top three and continue to close the gap on the Spanish giants according to the Sportingintelligence Global Sports Salaries Survey 2012, published this week.

7- Manchester United: The most valuable club
Forbes valued the Barclays Premier League champion at US$2.235 billion, a 20% increase on last year. United has topped the list since it first began in 2004 and its global fan base of some 330 million grants it the title of sport’s most valuable team, $385 million ahead of Major League Baseball’s New York Yankees and the National Football League’s Dallas Cowboys

8- Liverpool, 1st EPL club on Pinterest
Liverpool Football Club continue their pioneering use of social media becoming the first Premier League club to launch on the Pinterest network, the world’s fastest growing new social media site.

9- Manchester United to break into US market
Manchester United are hoping to break into the US market, in order to cash in on their global appeal. The record 19-time English champions will open an office on the east coast to maximize commercial opportunities in the United States, where the club is now listed on the New York Stock Exchange.

10- Manchester United put pressure on Nike
This year, Under Armour and Warrior entered the football market by partnering respectively with Tottenham and Liverpool. Two new “kids on the block” in the global football. As a result, Manchester United is reported to put pressure on Nike for a better deal.

For more, visit the categories on the right hand side.

Karl Lusbec