goal90 project to strengthen football clubs
TRANSCRIPT
“Football is not merely a small business, it's also a bad one. Anyone who spends any time inside football soon discovers that just as oil is part of the oil business, stupidity is part of the football
business.” ― Simon Kuper, Soccernomics
In next 90 seconds, you will get a small idea about Goal90.
90 Seconds
What is Goal90?• Goal90 is a project initiated by Sports & Management Research
Institute (SMRI) to professionalize Indian football clubs to make football a profitable business in India to transform Indian football and to make India number one football nation in 90 months.
• The objectives of Goal90 are1.Makeover of football clubs to football business houses with football
club and football academy as strategic business units (SBU)2.Building strong fan base and link fans with football business3.Enhancing the brand values of football clubs for financial stability
and sustainability4.Creating more employment opportunities by expanding club’s
business avenues5.Better rewards for football players and make their lives secured in
every sense6.Making football a great revenue option for the nation
Partners in Goal90Sports &
Management Research Institute (SMRI) Kerala
Football Association
(KFA)
All India Football
Federation (AIFF)
FIFA
Government of India &
Government of Kerala
Football Clubs
Goal90- Macro Parameters
Strengthening existing
football clubs by opening new
ways for financial stability
Creating new strong football clubs by linking
fans directly with football
business
Overtaking cricket in
popularity and sponsor
preference
Goal90- Timelines
90 seconds- You have a small idea about Goal90
90 minutes- (Read the following slides or attend a 90 minutes session on ‘Goal90’ to know
‘Goal90’ in detail90 hours- Workshop for the directors of football clubs to
prepare the framework for the relaunch of their club90 days- Relaunching
preparation and football club relaunch in 90th day
90 weeks- Club is achieving the Operational profitability
90 months- Clubs are achieving at least 80% in Strategic Sports
Business Ranking (SSBR) developed by SMRI
Strategic Sports Business Ranking (SSBR)
Team Performance- 25%Financial Performance- 25%Fan base management- 15%Facility created and managed- 15%Jobs created- 10%Salary paid to players- 5%Innovation- 5%
In next 90 minutes, you will understand Goal90 in detail.
90 Minutes
Why We Need Football?
Entertainment
Employment
Exercise
Endorsement- Marketing opportunity
Economic activity
Football Ecosystem
Football Clubs
Investors & Spons
ors
FansPlaye
rs
Football Governing Bodies Government
3 Masters of football
What the Masters need?
Great Opportunitie
s Great fame & fortune
Great matches
Great players to
loveGreat clubs & teams to
belong
Great return on
investmentGreat brand
value
What Players Actually Need
Wha
t- Great Opportunities- Great fame & fortune How
- More matches & tournaments- Professional clubs & teams- Good salary & rewards- Celebrity status- Endorsement & other income
What Fans Actually Need
Wha
t- Great matches- Great players to love- Great clubs & teams to belong
How
- More matches & tournaments- Match day excitements- Pre-match & post-match excitements - Strong reasons to follow, love & advocate
What Investors/Sponsors Actually Need
Wha
t- Great return on investment- Great brand value How
- Maximum brand visibility- Longevity of events & news- Great goodwill- Great PR tool- Good reach to different strata of community
Who can serve these masters and help them to get what they need?
Only Professional Football Clubs can!!
Key Partners in Football Development
• Upholding National Pride by winning top tournaments
• Ensuring the Health of people• Creating more Employment
opportunities• More economical activity and
revenue
Government
• More football• Promoting and facilitating the
development of football at grass-root level
• Do all it can to engage football teams and clubs in competitions
Football Governing Bodies
Who can help them to do what they need to do?
Only Professional Football Clubs can!!
Types of Football Clubs/teams
Community/Charity clubs
Corporate Clubs
CSR based corporate
clubs
CSR based Departmental
clubs
Celebrity based
franchisee teams
College football teams
Cooperative football clubs
(NEW)
* Now, SMRI is working to create Asia’s first Cooperative Football club in Kerala
IF FOOTBALL IS A BUSINESS, WHY GREAT FOOTBALL CLUBS OWNED BY
GREAT BUSINESS HOUSESLIKE MAHINDRA & JCT STOPPED THEIR
GAME?Mahindra & JCT succeeded in every other business they started. But, failed in football business, because football is
a different business.
What Clubs Actually NeedPr
ofes
sion
al
Club
Wha
t- Great financial stability- Great opposition teams - Great fans & sponsor interest- Great opportunities
How
- Investment, endorsement, gate collection, prize money and other income opportunities - Great players in team- More matches & tournaments- Professional management
Elements of a Great Football Club
Financial stabilityGreat Fans base Great News ValueGreat Performance
How to create great football clubs
Football Game Strategy
Stadium & other facility management strategy
Loyal fans & Investors engagement strategy
Football Business Expansion Strategy
In next 90 hours, the football club management will learn and prepare a strategic football business plan for their
club.
90 Hours
Football Business Workshop
• This workshop will cover the following topics• Strategic Football business• Effective resource mobilization and resource
management for great ROI• Creating strong fan base for better reach and return• Creating a football brand and more
• The clubs will prepare the following• Detailed business plan• Relaunch action plan
In next 90 days, the clubs will prepare for the relaunch and will relaunch the football club in
90th day.
90 Days
Football Club Relaunch
Relaunch will include one or a combination of all the activities listed:• New brand name, brand
identity (brand logo), trademark, tagline or slogans • Brand imagery, online
presence i.e. website, Facebook pages etc.• New Marketing Mix• Advertising, on and offline• Movies, video and show reels• A change in brand profile,
values, mission, goals, story, message, promise, offerings, personality, emotion, behaviours, tone of voice, culture, brand experience, customer care
• potential expansion of target market, brand positioning, brand architecture ...and more
WHAT'S INVOLVED IN THE RELAUNCH PROCESS ?
1.Prelaunch planning, a brand audit, research and recommendations
2.Application design for all touch points
3.Brand implementation, launch and rollout
4.External communications of relaunch to all relevant stakeholders; customers, media and shareholders
5.Measure of impact and commercial return
90 weeksIn next 90 weeks(< 2years), the clubs will achieve
operational profitability. The clubs will be handhold by the Sports Managers of SMRI
during this period.
90 weeks Outcome
Football clubs create direct employment opportunities for their communities.
Football clubs are large consumers within their own communities, supporting local businesses
Establishing SBUs other than football club & academy
Club profitability
90 MonthsIn next 90 months(< 8 years), the clubs will achieve minimum 80% in Strategic Sports
Business Ranking (SSBR) developed by SMRI.SSBR is the indicator of the health of a
football club.
Strategic Sports Business Ranking (SSBR)
• Team Performance- 25%– Based on match results, goal
scored, goal difference, home & away match results, competitor ratings, fair play ratings etc
• Financial Performance- 25%– Based on various financial ratios
• Fan base management- 15%– Total fan base, home match
spectators, social media mix and new fans base created.
• Facility created & managed- 15%– New facility created for football
business and the % of use of facilities created. User satisfaction ratings on facilities.
• Jobs created- 10%– Total number of jobs available.
Newly created jobs. Indirect jobs created and outsourced job activities
• Salary paid to players- 5%– Compensation of players based on
national mean football player salary. Maintenance of Healthy revenue and wage ratio.
• Innovation- 5%– New practices which helps football
to grow
39/186 C, Mahakavi G Road,Karikkamuri 682011 Ernakulam
Phone: 0484 3018725 Mobile: 999 567 52 59
Web: www.synergians.orgFacebook: www.facebook.com/synergians
For more details, please contactSijin B T,
Chief Sports ArchitectMob: 8891994467 Email: [email protected]