Soccer has become increasingly popular over the past few years, which obviously makes the given sport a good case of money investment; mainly because of its appeal and the tension which arises during the game, the given sports literally makes people roar with delight.
However, like any other business, the given one has its strong and weak aspects. Despite its obvious flaws and unpredictability, soccer makes a good case of investment due to its shocking popularity, the participation in the world contests and the revenues in the case of a victory.
The first and the foremost thing to say about soccer is the fact that it promotes a healthy lifestyle. Leaving alone the people who prefer rather watching football than actually following the example of the sportsmen and actually engage in soccer, even in amateur teams, one must admit that the promotion of soccer leads to engaging more young people into all sorts of soccer teams. Therefore, more people start taking care of their health, becoming more slender and losing excess weight.
Another important thing about soccer is that it presupposes working in a team. Helping people to coordinate their own actions and at the same time adequately respond to the actions of their teammates, soccer makes people understand the importance of cooperation and trust. Once being able to play in an organized team, one will always remember the benefits of close cooperation.
Finally, it is important to remember that soccer helps to give up a number of bad habits. Starting with smoking and up to the tendency to be absent-minded, the negative habits will soon disappear as one starts learning the secrets of playing football. Hence, there are a number of ways to promote soccer and, thus, increase its popularity, which will make people join soccer clubs and contribute to the development of business based on the given kind of sports.
On the other hand, there are considerable disadvantages that can possibly hinder the development of business based on soccer. Taking a closer look at the arguments offered by Kuper & Szymanski (2009), one can see that there are considerable issues concerning the given kind of sports.
As Kuper & Szymanski (2009) explain, the issue is rather about the soccer clubs than the actual sport (Kuper & Szymanski, 2009, 81). Still, although the authors’ claim that soccer is a stupid kind of business to begin with: “Anyone who spends any time inside soccer soon discovers that just as oil is a part of the oil business, stupidity is part of the soccer business” (Kuper & Szymanski, 2009), they actually do not offer sufficient proof for the given fact.
Perhaps, the idea which Kuper & Szymanski are trying to convey is that soccer, like any kind of sports, should exist for the sake of sports, not money. However, of all means to make money, engaging more people in sports and, therefore, promoting a healthy lifestyle seems the least controversial.
Hence, it can be concluded that there are more than sufficient reasons to invest in soccer and run a business related to soccer somehow. Despite all the possible threats for the investors, the game is worth the candles, for the prize for the team who at least takes part in the competition is quite substantial, not to mention the winning team who takes the Cup. In addition, organizing and coordinating soccer clubs will help earn additional money. All in all, soccer is both an engaging kind of sports and a continuous source of income.
Reference List
Kuper, S. & Szymanski, S. (2009). The worst business in the world: Why soccer
clubs don’t (and shouldn’t) make money. In S. Kuper & . Szymanski (Eds.), Soccernomics (pp. 75-95). New York, NY: Nation Books.
Soccer is a game that is played by two teams that are comprised of eleven players each. The sport has a large following in the whole world compared to the other sporting activities. The soccer world cup is held after every four consecutive years since 1930. The event takes one month to be completed because there are normally 32 teams competing for the same trophy.
The most recent world cup was played in South Africa in 2010, and it involved several theoretical terms in marketing, including repackage, re-imagine, and restructure. Repackaging is the process of changing a product into a more attractive form. Re-imagine involves re-thinking on the marketing strategies previously followed and coming up with new strategies for product improvement, which can be achieved through restructuring. Therefore, this paper discusses how South Africa was marketed for soccer world cup.
Soccer World Cup in South Africa
According to Deutsche Welle (2006), soccer world cup was an important occasion because for the first time in history the event was held in an African state. The government of South Africa took advantage of this occasion to market itself as a tourist destination. The host had to create an African impression in every aspect from architectural designs of the stadiums to the opening ceremony because the event was to be held in Africa.
From the day South Africa was assigned the role of hosting the world cup, the government had to adequately prepare for the event. The preparations entailed conducting a research on the environment to identify its weaknesses and strengths.
This meant that South Africa had to evaluate their facilities and identify whether their current facilities would satisfy the needs of the visitors so that they would want to come back after the event was over. Ignoring the issue of facilities would work against the objectives of marketing South Africa as the preferred tourist destination.
For instance, the country’s infrastructure had to be restructured to meet international standards because by then the transport system could not have accommodated the visitors without creating a traffic crisis. New stadiums had to be constructed before the commencement of the event, but then in as much as South Africa was more concerned about the event, it was also concerned about how it would benefit from the event. This is because for a period of one month their currency would be very active and stable due to its high demand.
In addition, the country would earn a lot of revenue and the common people will benefit from employment opportunities that will arise during the construction of roads and stadiums. The security of the state had to be enhanced so that the visitors do not go through bad experiences while in the streets because if they are mugged or something like that they would certainly not come back. All these and many more upgrading had to be done so that visitors would feel like they are in their mother country.
What Was To Be Done
The government of South Africa could not have achieved the goal of holding soccer world cup alone and thus, it had to partner with key industry players in the tourism sector and other ministries. This was found to be the most relevant option because the tourism board is the most experienced in such matters.
South Africa had to carry out a survey to find out the attitude that those who have been there before had about the destination in general; thus, the officials re-imagined the approaches of holding the event. The findings were to be compared to the success that the destination had achieved in history.
Attitude is considered crucial in destination marketing because if it is positive, it has to be maintained and vice versa. Morgan, Pritchard, and Pride (2004) argue that South Africa looked at other destinations where the same event was held and identified what was available for the visitors.
For South Africa to succeed in its mission of luring more tourists it had to go an extra mile beyond what the other previous hosts. The efforts made here are worth because it takes a lot of time to attract customers and very little time to loose them, and because South Africa is considered to be the most developed state among African nations, it had to re-imagine the advancement in this event.
In addition, being the first African country to host the event, it had to set a good legacy that is to be followed by other African states. This was one of the most appropriate opportunities for Africa to demonstrate its skills and abilities. In this regard, the marketing of a destination is directed to a particular group because it’s not everybody who can afford to travel oversees.
It is also important to note that the marketing of a destination is not only meant for attracting tourists, but investors and other interests. Pike (2008) reckons that this is because this soccer event is attended by people from all walks of life and when they are in the host country they will most probably look for opportunities that can be explored.
However, their decision rests on the impression they will get as they walk around. Tourists are moved by the attractions they find in a country and if they cannot access the said sites such as the national parks, they would not want to come back. Furthermore, potential investors can be discouraged if there is high level of insecurity.
Elements of Destination Marketing
All of the above activities require a lot of money and there is no guarantee that the money will be recovered in the near future, hence when the government was making the adjustments, there are a few things that were be considered. Pike (2008) suggest that the government must analyze the probability of gaining from the event by computing the number of people present and also the number of people who may show up. The government had to calculate the rough amount each person would spend.
When marketing a destination, it is important to consider the products that are in that destination. In the case of South Africa, the main products are transport, investments such as real estate, and other food products. The marketer of a destination must choose an appropriate approach of displaying the products of the destination to the tourists to be.
When the products are being showcased, the cost of the products should be subsidized, just for the sake of attracting customers. Having high price tags may send customers away because most of them may not afford to pay for such products; but the good thing about the commodities that are sold in tourism industry is that they have unlimited shelf life.
Therefore, it is advisable to establish pricing policies to regulate the tourism market. This may sound illogical because in the tourism, businesses operate as independent entities, but then the customers do not categorize them in that manner – they analyze them collectively. Lubbe (2003) states that the prices should be set in such a way that even when there are changes in future, the industry will remain stable without having to hastily hike prices.
The other approach is based on the place where the products are exhibited. In this approach the government together with stakeholders in tourism identifies an entity that is probably an organization that interacts regularly with the potential customers. This is because while a tourist is having his/her meal in a food joint he/she would be excited if there was adequate of products to choose from.
Promotional Strategy
Appropriate approaches should be employed in the marketing of South Africa as a tourist destination. This is necessary because it is the only way of reaching the desired customers.
South Africa used almost all the elements of promotional approaches. For instance, the soccer world cup was used as the basis for advertising the other tourism products in this destination, including entertainment, hotels and beaches among many others. The adverts were done through the media and the Internet. The Internet was the most effective tool because it is accessed by millions of people from all over the world.
The main target was the people who had come to watch the tournament, but there were others who had come for business purposes. In addition to that there are others who had come to visit their friends and relatives. Furthermore, marketers repackaged their products to include the soccer world cup logo. This increased the attractiveness of the products because repackaging created an appealing experience to customers.
Challenges in Destination Marketing
The act of marketing a destination may sound easy to the parties that are not involved, but to the concerned parties it is a very challenging task. Olton (2006) explains that politics are known to affect markets and therefore the government of South Africa had to ensure that politics do not obstruct the soccer event because it would portray a negative image of the state.
In fact, one year prior to the soccer event there were violent riots that were directed towards foreigners of African origin. This was a major blow because those who would have wanted to invest in South Africa had to look for alternative locations. The government had to control the riots so that the event could be completed successfully.
Furthermore, many privately owned enterprises in the tourism sector were not willing to invest in destination promotion because they have a common attitude that their participation would be benefiting their competitors. They had to be informed on how they would benefit from the event as a way of motivate them to actively participate in the initiative. The communities in South Africa had high expectations on the event, such as business opportunities.
Many people were busy selling merchandise in the streets. It is certain that the resources that are found in South Africa are linked to a community and therefore these communities had to be integrated into destination marketing. Some of them had to be trained to work as tour guides and entertainers because they are experienced in their respective terrains. This was meant to make them help in the conservation of natural resources because their livelihoods was and still depends on tourism.
Benefits of Destination Marketing
Baker (2011) argues that there are so many benefits that come along with destination marketing. One is that the destination has higher chances of being awarded the contract to host global events in future. For instance, South Africa is currently looking forward towards hosting the forthcoming Olympics. This is because the soccer world cup provided a window of opportunity for South Africa to gauge its abilities in managing such events.
Additionally, industry players enjoy a larger market share because there are many customers who need their products and hence, they do not have to reduce their prices to attract customers from their competitors. In the final end, the industry players earn more profits due to increase in product sales. Besides, if South Africa encountered any crisis in future, it would be easier to recover because it is a recognized brand in the tourism market.
Conclusion
All parties involved in destination marketing should think positively to avoid being discouraged by possible setbacks. Now that South Africa was able to host the soccer world cup successfully, the focus should now shift to attracting foreign investors and hosting other events without focusing only on sporting events.
South Africa is the most recognized tourist destination in Africa, possibly due to its advanced infrastructure and a stable economy. In essence, South Africa was restructured and soccer products repackaged to meet the expectations of soccer fans. Therefore, once the desired position in the market has been achieved, it has to be maintained because there is stiff competition in the market. This means that the government and industry must continue to upgrade the infrastructure and the other facilities to meet international standards.
Morgan,N., Pritchard, A. and Pride, R., 2004. Destination Branding: Creating the Unique Destination Proposition. Burlington, MA: Butterworth-Heinemann.
Olton, L. V., 2006. How to Develop an Effective Destination Marketing Plan. Web.
Pike, S. (2008). Destination Marketing: An Integrated Marketing Communication Approach, Burlington: MA, Butterworth-Heinemann.
Karl Henning was a Briton who migrated to the United States in 2000 after being awarded a scholarship. He had a passion for playing soccer and this made him participate in various competitive teams in England during his high school life. Apart from playing, he was talented in teaching kids how to play football. Kids liked his coaching because he was a good football player.
This made him to open his own academy in 2006 called Rocky Soccer Academy for kids aged from 7-14. He coached them in various groups according to their age, skills and gender.
Training was done in a nearby local park while in groups. His marketing strategy at that time was by word of mouth. The kids that he couched then spread news that there was a great coach from Britain who knew how to teach football with fun (Robins, 2000). Karl students grew to 50 kids and more.
His fame grew and he organized 10 various camps. His other marketing strategy was to use the 11Rocky 3v3 teams to market his name of Rocky. This he achieved by training them well where they won various tournaments and this promoted his school.
Henning later increased people to help with training. Some coaches were hired in the United States and a few local players were added to help develop his academy. His academy had an advantage in that soccer is loved by kids. Kids like to play and watch soccer across the United States.
Henning is currently coaching 600 kids in every year. This means that his business has grown tremendously although there are few problems. He is supposed to come up with a marketing strategy so that his business can grow. This will help in building a new training facility. The academy has no training facility of its own. There is only a rented space which is not good enough.
Henning’s other challenge is increasing awareness of his program to kids aged 6 to 10 who have a low level of awareness. He has to market his business to adjacent cities like Loveland, Greely and Longmont. All this cities have big populations.
Problem Statement
Henning major goal is coming up with the best marketing strategy to grow his business so that he can build a huge training facility (Lehman, 2005). His marketing strategy will also help him increase his customers of the age of 6 to 10 who have a low level of awareness.
His business will grow also if his school will be marketed to other close cities. These will be new markets for his academy which is why his business is bound to grow. Another goal for Henning is retaining his customers by developing other activities that will attract kids of age 14 and 15 who are engaged to other activities.
Analysis and Evaluation
It is better for Henning to do some research in other neighboring cities before doing any marketing to determine his customers. This will enable him to gather information concerning the age of the children that live there and their population. He needs to focus on the children aged from 6 to 10 the majority of whom do not know programs that he offers.
His research methodology could be through observation, using questionnaires or interviews. He would later know how much his potential customers are willing to pay for his services. Other information like place of choice for the services offered will be gathered (Lehman, 2005).
In order to come up with the best marketing strategies, it is important for Henning to have a marketing plan. His marketing plan should be based on facts and valid assumptions. It should be simple and short. It should also specify performance criteria that will be monitored and controlled. A good marketing plan provides for continuity so that each annual marketing plan can build on it, successfully meeting longer-term goals and objectives (Nour, 2000).
It is crucial for Henning to consider the strength and weakness of the target markets. Strengths could be that the neighboring towns having big populations of kids aged from 6 to 10. Some weaknesses could relate to the venture’s inability to gain complete credibility in the town.
Once the marketing goals and objectives have been established, Henning will have to consider some factors like pricing of his services, competition and the quality of his services (Nour, 2000). It is usually necessary for a business person to inform potential consumers about the available services or to educate the consumer using advertising media such as print, radio, or television. Henning can use direct mail, trade magazines or newspapers since his business is large.
Recommendations
Henning should careful evaluate each alternative medium considering not just costs but the effectiveness of the medium in spreading awareness of his programs to kids. This will increase revenue earned from promotion and it will lead to the growth of the business. This will help him achieve one of his major goals of building a training facility. It is recommended for any business person to be creative with the existing budget and costs of buying major media space or time.
References
Lehman, D. (2005). Analysis for Marketing Planning. Burr Ridge, IL: McGraw-Hill.
Nour, M. (2000). A Framework for Web Marketing Strategies. Information Systems Management, 5(2), 41-50.
Robins,F. (2000). The Marketing E-Mix. The Marketing Review, 2(1), 249-27
Sporting activities have become powerful tools for promoting equality and guiding members of the society to address the challenges of gender bias. The relevance of women’s football has increased significantly within the past three decades. This means that different stakeholders, partners, and sponsors have been instrumental in empowering more girls and encouraging them to continue pursuing their goals in life. The FIFA Women’s Football Strategy is essential since it guides different stakeholders to continue supporting or fulfilling the needs of women. This paper identifies the best sponsor for the Canadian Women’s Soccer Team (CANWNT) and how the two can collaborate to deliver positive results.
Identified Sponsor
There are different corporations and agencies that have been on the frontline to support and empower women to engage in various events. The most appropriate sponsor for the CANWNT is Nike Corporation. The reason for this selection is that this organization is associated with sporting products and apparels in different parts of the world. The strategies outlined by FIFA can be applied to this company and explain how it can guide CANWNT to achieve its goals. The first one is for every potential sponsor to grow and develop women’s football. Nike has been keen to ensure that different national teams receive funds and uniforms for pursuing their objectives. It has established several academies for footballers and referees. Such attributes are applicable the Canadian team (“Canada Soccer’s Women’s National Team”). The second one is that this sponsor organizes public events that are aimed at promoting competition. This practice supports the creation of top players and advancement of football.
The third strategy revolves around the ability to broaden exposure and commercialize sporting activities. Nike can deliver this objective by ensuring that there are programs that promote women’s football. It also partners with different nongovernmental organizations and corporations to support women rights and protect them against any form of abuse. The fourth one is the sponsor’s ability to improve gender balance. This organization has been on the frontline to improve women representation and include them in decision-making processes (“Women’s Football Strategy”). The sponsor is also capable of implementing new development programs that will transform the level of professionalism. Finally, Nike is capable of educating more community members through the use of competitions, partnerships, and empowerment campaigns.
SWOT and PESTC Analyses
Strengths
This team has experienced and talented players who have won different medals in the Olympic and CONCACAF champions.
It has an effective and sustainable program for identifying and promoting talent.
It has an effective managerial structure that ensures that decisions are made effectively to promote the outlined goals.
Its coach has adequate experience and guides all players to focus on the outlined goals.
The entire organization has an effective structure, thereby streamlining decision-making and problem-solving strategies.
Weaknesses
Although the team has won a number of cups and medals over the years, some of its emerging players do not have the required experience or skills.
The absence of a female instructor or coach can affect performance to some extent. This gap can make it impossible for this team to succeed (“Canada Soccer’s Women’s National Team”).
Women football is yet to become acceptable or appreciable to the greatest number of fans in different parts of the world.
PESTC Analysis
Political
For the FIFA women’s leagues, the issue of politics is critical since it influences operations and activities in different countries, including Canada. For instance, many governments have powerful regulations and systems that promote a sporting culture (Şener and Karapolatgil 13). This scenario encourages women and leaders to pursue their objectives without fear. However, in emerging economies, gender inequality makes it impossible for such countries to develop systems that have the potential to empower women and encourage them to engage in sporting activities (“Women’s Football Strategy”). Regions with poor government structures make it hard for such leagues to thrive.
Economic
Economic forces dictate the nature, success, and effective of women’s leagues in different countries. For example, such activities have thrived in Canada due to the presence of financial support from sponsors and government institutions (Şener and Karapolatgil 13). This is not the case in many developing countries. Similarly, women who lack resources and capital will only focus on income-generating activities to feed their children.
Social
Social aspects are essential when focusing on the performance and success of women’s soccer events in different parts of the world. For instance, civil unrests, forms of discrimination, and gender imbalances will discourage women from participating in football events (“Women’s Football Strategy”). Efforts aimed at encouraging women to engage in various social activities and empowerment programs will eventually promote women’s soccer leagues.
Technological
The identified industry is not affected significantly by emerging or developing technologies. However, modern innovations are making it possible for pioneers and leaders in this sector to use social media platforms to inform more people about new games and sporting activities (Toscani and Prendergast 429). New technologies have also supported the production of high-quality shoes, balls, and pitches.
Cultural
Finally, the cultural attributes experienced in a given country will influence the decisions many people make regarding the importance and sustainability of women’s football. Fortunately, Canada is one of the countries that have proper mechanisms and initiatives for empowering women (Şener and Karapolatgil 17). Nations planning to record positive results should focus on the best practices and incentives.
Opportunities
From the above analyses and descriptions, it is evident that there are unique opportunities that will continue to make it possible for this team to pursue its objectives and eventually emerge successful.
The global society is presently appreciating and supporting the role of women in the sporting industry.
Modern technologies are supporting or promoting new developments and innovation for women’s soccer leagues.
Cultural practices and behaviors are improving to favor the concept of women empowerment.
More people today are willing to engage in sporting activities than ever before.
Political environments and situations in different regions favor sports activities.
Threats
Some underdeveloped countries and societies are still unwilling to support women’s soccer.
Men’s football has captured attention of almost all sponsors and social groups.
Many women are still experiencing poor living conditions.
Many regions do not have sustainable programs to promote or encourage sporting activities for women.
Target Segment
The success of the CANWNT depends on this sponsor’s ability to identify a specific target segment and apply a powerful campaign that resonates with FIFA’s strategy. This model is aimed at developing, showcasing, communicating, leading, educating, and empowering different people in order to make women’s football acceptable and enjoyable. The selected segment includes people between 15 and 40 years of age. The sponsor should begin by developing a powerful promotion strategy or campaign that seeks to inform more citizens about the importance of women empowerment and the relevance of sporting activities.
With this segment in mind, the organization will be able to undertake various strategies that can meet the demands and expectations of the identified people. This aspect of demographics means that individuals below the age of 40 appreciate sporting activities, tend to be against traditional or radical practices, and embrace emerging technologies. The sponsor will go further to consider the habits, values, spending habits, and hobbies of these people. The campaign should be developed in such a way that it encourages them to engage in partying and sporting activities, rely on the use of emerging technologies, and communicate to them using social media platforms (Şener and Karapolatgil 16). This model will also encourage more Canadian women to be part of this dialogue.
Marketing Tools
Nike should consider and promote various approaches that will ensure that its campaign resonates with the outlined goals by FIFA. Firstly, it needs to support various activities and events in Canada and across the region. This practice amounts to increased communication and awareness (Toscani and Prendergast 431). Secondly, it can prepare and present various advertisements that will be broadcasted to the greatest number of people. Such an approach will ensure that more people are aware of the campaign, targeted competitions, and attract more stakeholders.
Thirdly, the inclusion of successful women athletes and footballers in its campaigns will create a sense of female leadership in accordance with FIFA goals. Such individuals might become ambassadors for the program and eventually deliver positive results. Fourthly, there is a need for Nike to showcase the game. This means that it will promote several competitive matches in order to maximize awareness and encourage more people to join this conversation. It can improve the strategy by presenting merchandise to winners and prizes to specific fans (Toscani and Prendergast 432. Finally, it can be on the frontline to establish a number of academies and sporting activities in different regions that target girls below the age of 17.
Recommendations
The current performance of this team is acceptable and promising. The partnership with the identified sponsor will deliver timely results and make it more successful. The most appropriate recommendation is for management team to present a detailed report or letter to Nike Corporation’s corporate social responsibility (CSR) department. Being a leader in the sporting business, the company will present further guidelines for signing up the intended sponsorship agreements, terms and conditions, and anticipated outcomes (Keshkar et al. 84). The team will also capitalize on the outlined opportunities, such as positive political situations and the willingness of more women to join different leagues.
The leaders of this team should be keen to follow the company’s requirements throughout the sponsorship period. This aim attainable since Nike sponsors national teams in each of the seven continents. In North America, it is the leading partners for the national men’s football teams of these countries: United States, Canada, Belize, and Martinique (“Women’s Football Strategy”). This information means that it will be willing to sign a new pact with the CANWNT. The end result is that the level of awareness in Canada will increase.
Conclusion
The above discussion has described how companies and teams can pursue the idea of sport marketing to achieve their objectives. The strategies outlined by FIFA can become a powerful model for organizations that want to partner with different sponsors to promote women’s football in different parts of the world. The proposed company can make it possible for the CANWNT to attract more players, improve performance, and record additional outcomes. The sponsor’s use of appropriate marketing tools will ensure that the selected team wins more trophies and medals.
Works Cited
“Canada Soccer’s Women’s National Team.” Canada Soccer, Web.
Keshkar, Sara, et al. “The Role of Culture in Sports Sponsorship: An Update.” Annals of Applied Sport Science, vol. 7, no. 1, 2019, pp. 57-81.
Şener, İrge, and Ahmet Anıl Karapolatgil. “Rules of the Game: Strategy in Football Industry.” Procedia – Social and Behavioral Sciences, vol. 207, no. 1, pp. 10-19.
Toscani, Giulio, and Gerard Prendergast. “Arts Sponsorship versus Sports Sponsorship: Which is better for Marketing Strategy?” Journal of Nonprofit & Public Sector Marketing, vol. 31, no. 4, 2019, pp. 428-450.