Synopses & Reviews
* FIFA grossed over £2.3 billion from the 2010 World Cup in South Africa.
* The Champions League generates UEFA more than £1 billion in annual revenue.
* Sixty-five per cent of all the money spent on players in Ligue 1 in France for the 2012/13 season was spent by just one club - Paris Saint-German.
* Real Madrids revenues increased 7 per cent in 2011/12 to €512 million, the highest in the world of football for the eighth consecutive year.
The sums of money that bounce around elite football are staggering. Having revolutionised the sports marketing revenue streams for FC Barcelona, Esteve Calzada understands the numbers like no one before him.
How do football clubs make their money? How do clubs become global brands, and their stars recognised throughout the world? Show Me The Money is a fascinating sports marketing handbook that uses football to show how money can be made by clubs, tournaments, federations like FIFA or by individual athletes.
Full of real-world examples taken from his experiences at the frontlines, Esteve Calzada details how to get media presence, attract fans and generate revenue through the smart exploitation of facilities, sponsorships, television rights, players image rights and the management of licensed products. This is a guide to sports marketing, but not a dry textbook. It is essential reading for sports marketers and sports marketing students, but fascinating to anyone interested in sport and the cascades of money in football.
Synopsis
A fascinating sports marketing handbook that uses football to show how money can be made by a club, a tournament, a federation or even by an individual athlete. Find out how football clubs work - of interest to anyone interested in sport and how football clubs make their money.
Synopsis
How do football clubs make their money? How do clubs become global brands, and their stars recognised throughout the world? Show Me The Money is a fascinating sports marketing handbook that uses football to show how money can be made by a club, a tournament, a federation or individual athlete. Author Esteve Calzada worked as Chief Marketing and Commercial Officer of football giants FC Barcelona for over five years. During that time he made a major contribution towards the commercial transformation that saw the club increase its revenue to over 400 million euros per year. He now works as a consultant at Manchester City FC.Full of true-life examples from Barcelona FC, find out how to generate media coverage, recruit fans and generate income through the correct use of sponsors, television rights, athletes image rights and the management of licensed products. This is a guide to sports marketing, but not a dull and dry textbook - aimed at sports marketeers and sports marketing students, but fascinating to anyone interested in sport and how football clubs make their money.
About the Author
Esteve Calzada is a senior advisor at Manchester City FC. As chief marketing and commercial officer at FC Barcelona, he made a major contribution towards the commercial transformation that saw the club increase its revenue from €120 million to over €400 million per year, representing a sea change in sports marketing. He is globally renowned for his insight and track record.
He was one of the founders of Leo Messi Management, the company that exploits the image rights of Argentinean global football star, and is a FIFA players' agent.