Marketing Strategies of Football Clubs

This paper is dedicated to the marketing strategies of football clubs from top 5 European football leagues. The purpose is to find out main channels of increasing bran value and brand extension. The main conclusion from literature review is that clubs need to build a special emotional attitude from fans toward their club and attract them based on preferences (Tapp & Clowes, 2002). Unlike that works, where the data was analyzed by qualitative methods (mostly interviewing), in this paper the data analysis is made by quantitative methods. There are 29 teams that were analyzed with a log-liner regression by the method of least squares (brand value is dependent variable). There were also built a regression with fixed effects based on the status. Here are main findings: English clubs’ brand value is higher, more foreigners attract more attention and have positive effect on brand value, changing the name of the stadium on the brand’s name isn’t effective for brand.