Madrid. A REAL financial disaster?

Florentino Perez had a dream; Put together the best football team with the most talented football players, and win the Champions League final in Bernabeu.
Well that dream shattered in small pieces, when Olympique Lyonnais Pjanic drew at the 74th minute last wednesday.  Actually Perez had the exact same dream in 2000, when he took over from Lorenzo Sanz,  and won 2 Ligas (2001-2003) and 1 UEFA Champions League in 2002 with world class players such as Zidane, Owen, Ronaldo, Beckham. It was Los Galacticos Part I. Then the ROI was below expectations…………no kidding.

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The 20 best known European Football brands

I love sports market studies. Not only do they show a crude reality at a specific moment in time, but they also show a quite accurate evolution throughout the years. On January 21st 2010, Sport+Markt issued an interesting market report: The 20 best-known European football sponsors 2009-2010.

In a nutshell: adidas, Nike and Puma are the best-known football sponsors in the five largest European football markets[1]. This is a result from the SPORT+MARKT Report “European Football Brands Top 20 2009/10″, with the survey of over 3,000 European football fans.

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All Nike football kits are green!

On 25 February 2010, Nike launched its new football kits for the 2010 FIFA World Cup. Nike put together a brilliant concept: SUSTAINABILITY.

Nike’s national team kits are the most environmentally-friendly and technologically-advanced in football’s history. BOOM there you go. Nike is setting another benchmark in football by emphasisng on sustainability, a word well known worldwide.

But let’s have a look at the kits. The design is clean, simple and obviously, the technological aspect is also a key factor. Moisture management is taken care of to offer players the most comfortable kit to match the weather conditions in South Africa. The jerseys are also 15% lighter to allow Pato and Cristiano Ronaldo to go faster…..Simple, but great looking kits. But the emphasis is  somewhere else. Delivering a powerful message: Environmentally friendly and sustainable football products.

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The name’s Bond, Team Bond(ing)

Goal celebrations are open doors to all kinds of weird behaviours; Peter Crouch’s famous I-robot dance, Obafemi Martins double back flip salto, and most importantly players thanking God for giving them the skills to score. But, the most common celebrations are when players hug each other, kissing on the forehead, pile on top on each other, etc.

All this is joy, happiness, smiles and laughter. They look so happy with each other don’t they? All we see is a team congratulating and happy to be together. The essence of a collective sport…..make the effort together, win and lose together. Great example of team bonding isn’t it? In some cases, what is sometimes really happening behind the scene can be far from what we do see.

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3 Powerful Players

According to a Sport+Markt survey, Sportswear brands adidas, Nike and Puma are the most recognisable football sponsors in the top five European markets.

Nike, adidas and Puma will all play a key marketing role on the pitch during the FIFA World Cup 2010.  Indeed, with 12 teams qualified for the event, adidas is leading the way, followed by Nike with 9 teams and Puma with 7 Federations attending.

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The video in football. Yes or No?

Hello all,

There is one topic which generates interest, passion, constructive/non constructive comments in football. I am NOT talking about Thierry Henry’s handball. I leave this topic for later, like a warm apple pie everybody is waiting to come out of the oven (again). I am talking about the usage of the video in football. Well, you will tell me that those 2 topics are closely linked right? If the video had existed, France’s goal vs Ireland would have been disallowed and Ireland would have scored 4 goals right after the handball and would have been qualified for the World Cup. Okay, fair enough.

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Interview: adidas South Africa Marketing Director Gavin Cowley on the 2010 FIFA World Cup

Gavin Cowley is the adidas South Africa Marketing Director and Local Head 2010 FIFA World Cup.

I had the pleasure to work with him on several football projects.  Gavin has a true passion for football and genuine dedication to make football a unique social developing and unifying component for South Africa.  He is a key player within the adidas organisation, his knowledge of the country, his integrity make him a respected and trusted character.

I interviewed him to get his view on the first World Cup in South Africa; on the marketing activations, competition, but also on how the World Cup will contribute to the social and economic development of the country.


Karl Lusbec

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