A Study of the English Premier League’s Current Globalisation Strategy

2465 Words Aug 28th, 2008 10 Pages
A Study of The English Premier League’s Current Globalisation Strategy

The English Premier League (EPL) is the fourth most lucrative sporting league in the world, behind America’s NFL, NBA and Major League Baseball. It is a corporation owned by the 20 participating football clubs and currently has revenues of £1.8billion a year and television rights deals worth over £2.7 billion. It is already one of the UK’s most successful and recognisable international brands. The EPL’s top four clubs, Manchester United, Chelsea, Liverpool and Arsenal are global brands in themselves, occupying four of the top eight of Deloitte’s football money league places and commanding combined revenues of £714.1 million last year. (Deloitte Sports Business Group,
…show more content…
If one league, for example the NFL, can provide a better £ for £ investment return then it will be first choice among advertising companies, especially as they themselves globalise further. As each helps the other profit and grow, the gap between the richest and poorest leagues becomes larger. Awareness of a limited advertising fund has manifested itself in foreign leagues’ fear of the cannibalisation of their own league’s advertising revenue by Game 39, leading to their opposition to the proposal. Vice President Junji Ogura of Japan’s J-League stated,
“Even if FIFA approves the idea the EPL cannot hold any matches in Japan without the JFA's approval and we don't allow any matches between foreign clubs… Our priority is to protect our domestic league’. (AFP, 2008)

The EPL is the victim of its on success in this aspect, and foreign leagues are being suitably shrewd.

Larger clubs such as Manchester United already conduct pre-season tours to the lucrative Asian market, where the EPL is the most widely distributed sports programme. Considering projected rates of Asian economic growth for 2008 and 2009 are 7.5% and 7.8% respectively compared to the UK’s 1.6%, this is indicative of potentially huge growth (Asian Development Bank, 2008). In January this year United travelled to Dubai to play one testimonial match and made over £1 million from the 6000 mile mid-season round trip. This negates opposition from

Related Documents