The context of international Football has largely evolved since the 1990s. In the past 20 years football has moved from being a national culture to a real internationalization. This has created a huge business with several dimensions and thus football has become a unique example of merchandising.

As national markets are small, football managers realized that the development of their turnover requires more globalized politics. The Bosman case (1995) contributed to increasing the cosmopolitan character of most European teams. This has led to particular ridiculous situations where teams such as Arsenal & Chelsea sometimes play with few or no english players, and where some Japanese players are used as a foil to create interest among Japanese consumers.

This globalization has much in common with traditional industries. Nowadays, big clubs such as Real Madrid or Manchester United consider their marketing and financial strategies at a world level.

Market modification strategy: worlwide the sport business has to restart its lifecycle and thus increase its income again. Football managers have to think about stretching their market by:

1. Increasing the number of consumers via new marketing targets, such as
   • new populations (women, children, disabled, etc.)
   • new geographic territories with high development potential (Asia)
2. Increasing the utilization rate by
   • multiplying the consumption opportunities
   • improving the consumption level for each opportunity

This blog aims to 1/ Provide football fans with the latest marketing news of the world’s most popular sport.
2/ Help promote great football websites & blogs.

Marketing and Football – An international perspective, Michel Desbordes.