SBD Global/October 19, 2012/Marketing and Sponsorship

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  • BBC Study: Arsenal Has Most-Expensive EPL Tickets, Newcastle The Cheapest

    The average cost of the cheapest adult ticket in the top-four divisions of English football has risen by 11.7% -- "more than five times the rate of inflation," according to the BBC. The BBC Sport Price of Football survey, released Thursday, found that the "average price of the most-affordable ticket" in league football has gone from £19.01 ($31) to £21.24 ($34) in the past 12 months. The survey looked at 166 clubs in 10 divisions across British football, including the Blue Square Bet Premier and Women's Super League. The BBC has "recorded the most-expensive and cheapest season tickets and adult match-day tickets as well as the cost of a cup of tea, a pie and a program, to calculate the cheapest day out at a football match." The BBC's findings:

    • Only two out of 92 English league clubs offer a day out for less than £20 ($32) this season. Last year it was 12.
    • In Scotland, 21 of the 42 teams across four divisions offer a day out for less than £20.
    • The most-expensive adult match-day ticket is Arsenal at £126 ($203) and the cheapest £6 ($10) at Scottish Third Division Montrose.
    • Arsenal also has the most-expensive season ticket at £1,955 ($3,220), while Montrose's was the lowest at £90 ($145).
    Football Supporters' Federation Chair Malcolm Clarke said, "Despite the difficult economic times we live in, prices at some clubs and at some levels of the game are still exceedingly high. It is quite shocking that at Arsenal, for example, the cheapest season ticket is only £15 ($24) short of £1,000 ($1,600)" (BBC, 10/18).

    Premier League            
    Club Cheapest
    match-day ticket
    Most expensive
    match-day ticket
    Cheapest
    day out
    Program Pie
    Tea
    Arsenal £26 £126 £34.3 £3 £3.3
    £2
    Aston Villa
    £20 £45 £28.3
    £3
    £3.2
    £2.1
    Chelsea £41 £87 £49.6
    £3 £3.6
    £2
    Everton £31 £43 £38.9
    £3  £2.8
    £2.1
    Fulham £20 £75 £29.3
    £3.5
    £3.9
    £1.9
    Liverpool £39 £48 £47.3
    £3
    £3.1
    £2.2
    Man City
    £26 £58 £35
    £3  £3.5
    £2.5
    ManU
    £30
    £52 £38.6
    £3
    £3.1
    £2.5
    Newcastle United
    £15 £70 £23
    £3  £2.8
    £2.2
    Norwich £30 £50 £38
    £3.5
    £2.5
    £2
    QPR
    £25 £55 £33 £3
    £3
    £2
    Reading
    £37 £50 £45
    £3  £3.2
    £1.8
    Southampton £28 £48 £36.2
    £3
    £3.2
    £2
    Stoke £25 £50 £33.1
    £3.5
    £2.6
    £2
    Sunderland £25 £40 £33 £3 £2.9
    £2.1
    Swansea £35 £45 £42.8 £3
    £3 £1.8
    Tottenham
    £32
    £81
    £41.2
    £3.5
    £3.7
    £2
    West Brom
    £25
    £39
    £33.1
    £3
    £2.9
    £2.2
    West Ham
    £36
    £67
    £44.5
    £3.5
    £3
    £2
    Wigan
    £20
     N/A £27.1
    £3
    £2.3*
    £1.8*
    *pie and hot drink meal £3.9

    Scottish Premier League          
    Club Cheapest
    match-day ticket
    Most expensive
    match-day ticket
    Cheapest
    day out
    Program Pie
    Tea
    Aberdeen £18 £28 £24.6 £3 £1.8
    £1.8
    Celtic
    £23 £29 £30.3
    £3
    £2.2
    £2.1
    Dundee £20 £20 £27.5
    £2.5 £3
    £2
    Dundee United
    £19 £25 £26.4
    £3  £2.2
    £2.2
    Heart of Midlothian
    £18 £28 £24.8
    £3
    £2
    £1.8
    Hibernian Did not respond
    Inverness CT
    £16 £30 £20.5
    £0.5 £2
    £2
    Kilmarnock
    £17
    £26 £22.7
    £2.5
    £1.6
    £1.6
    Motherwell
    £18 £25 £24.6
    £3  £1.9
    £1.7
    Ross County
    £20 £26 £25.6
    £2
    £2
    £1.6
    St. Johnstone
    £22 £25 £27.7 £2
    £1.8
    £1.9
    St. Mirren
    £20 £22 £26.5
    £2.5
    £2.1
    £1.9

    Click here to see all leagues of BBC's Sport Price of Football survey 2012.

    PREMIER LEAGUE:
    Newcastle United offers the "cheapest day out for adults fans" in the EPL, with tickets starting at £15. Newcastle, Aston Villa, Fulham and Wigan all offer a ticket, program, pie and cup of tea for less than £30 ($48), with Newcastle the cheapest at £23 ($37) (BBC, 10/18).

    CHAMPIONSHIP:
    Huddersfield is the "cheapest place to watch Championship football." The lowest-priced adult ticket is £10 ($16), with the cost of a program, cup of tea and pie adding another £7.8 ($12.5) to a visit to the John Smith's Stadium. Championship leaders Cardiff City and Derby "made history in June when they became the first football clubs in the U.K. to launch dynamic-pricing across a stadium" (BBC, 10/18).

    LEAGUE ONE:
    Sheffield United provides the cheapest match-day experience in League One, with a total of £17.20 ($28). Bournemouth offers the most-expensive match-day experience in the league. A program, pie and cup of tea "adds up to £34.3 ($55)." Last season's League Two champions Swindon has frozen its ticket prices, with its cheapest ticket at £19 ($31) and most expensive £25 ($40), while the cost of a program and a pie also costs the same as it did while it was in the lower division (BBC, 10/18).

    LEAGUE TWO:
    Burton Albion is the "cheapest place to watch League Two football." The "least-expensive adult ticket at the Staffordshire club is £14 ($23), although that is £4 ($6) more expensive than the cheapest ticket in the Championship." Port Vale is the only club in League Two to lower its cheapest adult match-day ticket prices. In '10-11, it would cost £20.50. Now it is £20 (BBC, 10/18).

    WOMEN'S SUPER LEAGUE: Arsenal is the "cheapest team to watch in the Women's Super League." The title winners get average crowds of more than 500 at home games, meaning it is one of the best-supported female clubs in the country. A day out consisting of the lowest priced match-day ticket, a program and a cup of tea with the Gunners costs £7.50 ($12) -- with no pies available (BBC, 18/10).

    SCOTTISH PREMIER LEAGUE: Celtic is the "most-expensive match-day experience" in the SPL. The cheapest adult ticket, program, pie and cup of tea costs £30.3 ($49) at Celtic Park. The "cheapest day out in the top flight" is Inverness Caledonian Thistle, at £20.5. Celtic's cheapest season ticket option is still £112 ($181) more expensive than the equivalent ticket at EPL champions Man City. But, while Celtic's cheapest ticket has risen £1 ($1.6) from last season to £23, "its most expensive has dropped" from £40 ($65) to £29 ($47) (BBC, 10/18).

    SCOTTISH FIRST DIVISION: Morton's Cappielow Stadium is the "cheapest place to watch Scottish First Division." The total price of a program, pie, cup of tea and cheapest adult ticket costs £19. At £23.7 ($38), Falkirk is the division's most expensive in the cheapest-day-out category. Following relegation from the SPL at the end of the '11-12 season, Dunfermline Athletic is "one of the most-expensive sides to watch in Scottish First Division" (BBC, 10/18).

    SCOTTISH SECOND DIVISION: Forfar Athletic is the "lowest-priced club to watch Scottish Second Division football." The club's cheapest day out, including one adult match-day ticket, program, pie and cup of tea, costs £15.1 ($24). However, Brechin has the least-expensive cup of tea in the whole of English and Scottish professional football, with a tea costing £0.5 ($0.8) (BBC, 10/18).

    IT'S ALL ABOUT THE PIE: Blue Square Bet Premier, England's fifth division, Kidderminster Harriers' pies "are the most-expensive in the U.K." Pies cost £4 ($6). Club Catering Manager Brian Murdoch said that its "cottage pies cost more because they are made of meat, vegetables and potatoes rather than the usual pastry pie sold at other grounds." Fan Steve Ellis said they were "by far the tastiest" in any league ground (BBC, 10/18).

    Print | Tags: United Kingdom, Marketing and Sponsorship
  • Report Reveals Brazilian Sports Sponsorship Industry Worth $1B Per Year

    Rio de Janeiro's Maracana stadium is undergoing renovations to host the 2014 World Cup and the 2016 Olympics.

    The Brazilian sports sponsorship industry is now worth $1B per year, according to a new report from Sponsorship Today. The report examined more than 300 national deals and found that the market had grown by more than 200% since '05. The rate of growth, however, is now slowing having seen a major surge in the past three years with domestic deals for the 2014 World Cup and the 2016 Rio de Janeiro Olympics. Report author Simon Rines said, "The major deals for 2014 are now pretty much complete, and it is difficult to see many more tier one deals for Rio 2016. There are still options in food, energy and oil, but in the latter categories the big domestic brands are state-owned, which isn’t necessarily a problem given that it is in the political interests of the country to fund the Games." He added, "State-owned companies do have significant sponsorship portfolios used for business reasons. Certainly Petrobras would be a candidate for an oil deal, but it has a significant domestic portfolio already." The report also shows that two of the country’s leading football clubs, Corinthians and Flamengo, are currently without primary sponsors. Both are holding out for major deals, but no club has matched Corinthians’ $23M deal, signed two years ago, with pharmaceutical group Hypermarcas. However, the findings do suggest that one of the legacies of hosting the world’s biggest sporting events will be a much more mature market in which brands are more likely to understand the value of sponsorship, and rights holders will be more professional in helping them achieve it (Sponsorship Today).

    Print | Tags: Brazil, Marketing and Sponsorship
  • International Ski Federation Agrees To Extend Partnership With Viessmann

    The Int'l Ski Federation (FIS) and heating systems manufacturer Viessmann have extended their six-year partnership. The deal will see an expansion and continuation of their partnership in support of Nordic skiing. Viessmann will become the presenting sponsor of all the FIS Nordic disciplines from the upcoming '12-13 season onward. As presenting partner, the company will be partnering with the FIS World Cup series in cross-country skiing, women's and men's ski jumping and Nordic combined for the '13, '15 and '17 editions (FIS).

    Print | Tags: Marketing and Sponsorship, Europe
  • Marketplace Roundup: Total Sports Asia Partners With iGATE For U.S. Tournament

    Sports and branding solutions company Total Sports Asia revealed a sponsorship with integrated technology and operations company iGATE. The deal will see Total Sports Asia manage golf's annual iGATE CEO Cup in the U.S. (iGATE). ... After a 12-year partnership, Spanish cycling team Ciclista Adi and Navarra construction company Azysa have ended their relationship. The decision was due to Spain's economic recession (BICICICLISMO.com, 10/16). ... Italian basketball club Virtus Bologna has agreed to a sponsorship deal with mineral water company San Benedetto. The company will be the official mineral water of the club. Terms of the deal were not disclosed (MAQUINADOESPORTE.com.br, 10/18). ... Swiss watch manufacturer Tissot will be the primary sponsor on Nascar driver Danica Patrick's No. 7 Tissot/GoDaddy.com Chevrolet in Saturday's Nascar Nationwide Series race at Kansas Speedway. It will mark the third time in as many years that Patrick will drive the No. 7 Chevrolet for JR Motorsports with Tissot as the main sponsor (Tissot). ... Puma is the official merchandise partner of the Buddh Int'l Circuit in India. The brand launched an exclusive range of BIC merchandise ahead of the Grand Prix of India, which began this week and runs through Oct. 28 (THE HINDU, 10/18).

    Print | Tags: Marketing and Sponsorship
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