Today I am delighted to welcome Pierre Gautier, Brand Manager at Lagardère Sports, to write about what B2B Marketing means for Football Clubs.
Much like B2C marketing, B2B marketing exists of niche markets. The sports industry can be considered as one of these realms of niche markets. Clubs, Leagues and Federations use their media reach to attract companies who are keen to communicate from a sports angle. This way, advertisers help professional sport to further develop and grow. In discussing this B2B model, let’s focus on football and our French professional clubs.
Image from fan-de.football
Firstly, 15% of a Ligue 1 football club revenues, on average, comes from their B2B earnings. To move the development along, the clubs propose companies to use their marketing assets: advertising, VIP tickets, data exploitation and stadium use. These sorts of happenings are well-known by the Paris Saint-Germain, who need financial resources in order to have a competitive team on the field, or for the Olympique Lyonnais to make the Parc OL profitable.