®®

Intellectual Property and Financing

Ronald Crawford - IP and Brand Protection Manager

®®

NIKE FOOTBALL BRAND OVERVIEW

It’s all about the football!!!

®®

Contents

®®

Contents

®®

Mission Statement

To provide Arsenal with increased income, profitability, cash generation and financial strength which would allow the Club to compete at the very highest level of domestic and European football.

®®

Arsenal Objectives and Values

®®®

History of innovation and firsts in football

Introduction of shirt numbers

Introduction of white ball

Most technologically advanced football Club stadium in Europe

Founded in 1886

Highbury stadium - 1913 – 2006

Emirates Stadium – Opened 2006/07 season

Club built on stability – 19 Managers in 122 years

Key Facts

®®

Fan profile

Demographic54% of Arsenal season ticket holders drawn from the AB Professional and Managerial social classes

Customer spend potential9,000 premium seats at Emirates, delivering more revenue than our entire old stadium each game

Luxury surroundingsDiamond Club, invite only with 84 members each spending £25,000 per year

RevenueHighest revenue generating stadium in world football with the fans to match

®®

168Diamond Club SeatsWaiting list in operation

150Box holdersWaiting list in operation

7,000Club level membersWaiting list in operation

27 MillionFans worldwide

Fan base 35,000Season Ticket holders (Gold members)Waiting list in operation

23,000Silver membersWaiting list in operation

100,000Red members

Active database of 400,000

40,000Junior Gunners

®®

INDEX

®

Source: Deloitte Annual Review of Football FinanceMay 2oo8

€m

Premier League

(England)

Serie A(Italy)

Bundesliga(Germany) La Liga

(Spain)Ligue 1(France)

THE LEAGUES TABLE

Revenue growth in top 5 leagues 1996-2008 (Source: Deloitte)

11Page

®®

WHY ARE THEY TOP?

• The Barclays Premier League is broadcast in 204 countries

• 533m homes receive the channels which broadcast Barclays Premier League

• Average cumulative audience of 75m each week throughout the season

• Total global cumulative audience across the season as a whole of 2.95bn

®®

Revenue Breakdown By League

®

Big 5 League Revenue Sources 2006/07

®®

®®

Arsenal Revenue Sources and Totals

Source: Deloitte Annual Review of Football FinanceFebruary 2009

®®

IP REVENUE BREAKDOWN

®

®®

Media Sponsorship Licensing-Retail

Partnerships Naming Rights

Corporate PartnersRetail PartnersSoccer School Partners

Corporate PartnersRetail PartnersSoccer School Partners

TelevisionRadioNew mediaMobileInternet

KitShirt

Trademark LicensingRetail Stores

Stadium

Intellectual Property Revenue – A closer look

®®

Media

Arsenal TV

Arsenal Mobile

Arsenal.com

Arsenal Magazine

®®

Sponsorship

Official Kit Sponsor

Official Sponsor

®®

®®

Branded Merchandise

On Site Retail

Licensing-Retail

Overseas Retail

Online Shop

®®

Partnerships Naming Rights

PARTNERSHIPS

®®

Technical partnershipsArsenal develops local on-field talent through local Clubs such as BEC

Tero Sasana in Thailand and Ho anh Gia Lia in Vietnam. Project also includes commercial and marketing initiatives to aid these Clubs

Club partnershipshave included investment in Academies in Vietnam, and Thailand to help develop local talent

Local media platformslocal websites mobile services and publishing partners - provide channels to leverage value and target millions of Arsenal fans.

®®

®

Naming Rights

NAMING RIGHTSNaming Rights

®®

Factors for evaluating a sports brand future

The fan base

Sports brands must have a strong fan base. Size of home and international reach. Wealth of fans and franchise region.

Historical success

Sports brands values increase with the longevity and extent of playing success.

Exploitation of the brand

Sports brands attain more value if they are being skilfully marketed and maximising their financial value.

Scarcity Sports brands are valued higher if there are fewer teams, limited access and fewer competitions.

Values Brands which have clearly identifiable values and propositions are rated more highly, i.e. Man Utd “Theatre of Dreams”, “Dallas Cowboys” America’s team.

Stars Past and present, fans and players. This factor adds glamour and desire to associate.

®®

INDEX

®®

Sponsorship Naming Rights

Challenges

®®

®®

®®

INDEX

•How I help?

®®

Brand Protection

IP TEAM

Branding

Sponsoring

Communication

Advertising

Marketing

Products & Services

Human Resources

®®

IP SUPPORT WHEEL

Design Guidelines

Licensing Guidelines

Trademarks

Domain Names

Keywords

Trademarks

Domain Names

Internet

Litigation

Co-existence agreements

Take down websites

®®

IP SUPPORT : Challenges

Brand strategy vs. creativity

Brand architecture vs. trademark strategy

Machine vs. brain

Quick wins vs. legalproceedings

Quality vs. quantity

Control vs. marketing

Quality vs. quantity

Quality vs. quantity

"Use it or lose it"

®®

© 2008 Guardian online

®

QUESTIONS