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Building a Global Brand - The Sports Perspective | March 25 2002 |
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A packed hall at the MRS Annual conference yesterday heard Peter Kenyon, CEO of Manchester United, give the keynote speech on how a 'truly global sports brand' has been created. Working on the premise that the business is 'more than just a football club', Mr Kenyon outlined the brand model that has brought in 50 million fans worldwide. Arguing that the sports consumer of today is faced with more choice than ever before, Manchester United, since the late 1990s, has been using research focus groups to develop and launch new products in order to differentiate its offering. In addition, last year the club worked with MORI to accurately pinpoint the global supporter base, figures which Mr Kenyon believes are critical when talking to sponsors. Mr Kenyon believes that the essence of the Man United brand is all about passion, ' a brand that can reduce you to tears' as it is all pervasive to a supporter's way of life. This underlying factor, in Kenyon's opinion, drives customer loyalty - supporters do not switch brands - they stay loyal - in fact, it is a 'brand that enjoys cradle to grave affinity'. In this sense, Manchester United is the envy of international football. Given this envious base, the key objective is to convert the fan into the consumer. The team is at the centre of the Man United business, but Mr Kenyon argued that the customer is at the centre of the club's thinking. There are three main product areas organised around the team, ie the stadium (including the museum/conference and catering facilities), media/communications (TV deals, MUTV) and services such as financial products. Surrounding all this is the all important customer database. Kenyon believes that media content will be critical to growing the brand globally on a long term basis - be it MUTV, the Internet, digital TV or mobile phones. Unique content will be the most effective way of communicating with supporters, particularly when they are based all around the world. As the brand becomes more international in nature (with Man United now counting 20 million fans in Asia), the business is looking to 'take Old Trafford to the fans'. The aim is to build the community - for example in Singapore fans can visit the store, watch the game etc. The other feature emphasised by Kenyon as important in building brand loyalty/awareness is the part played by Man United in the community be it through charity efforts with Unicef, or grass roots soccer schools. The influence that football can exert should not be underestimated according to Kenyon. Ultimately, Mr Kenyon stressed that building brand awareness is a long term programme. The core activity of football brings in a loyal supporter base which can then be used to sell products and services as a way to grow the business. As Kenyon summed up, 'Just sticking a badge on is no guarantee of success'. Simple printable version of this article. Email this article to a friend.
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