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Volume 7 No. 149

Marketing and Sponsorship

Martin Glenn stressed that the FA has learned from other sports.
Photo: GETTY IMAGES

FA CEO Martin Glenn said that tackling the "deep-seated" challenges facing the England national team has "required a total rejection of sacred cows and established ways of doing things," according to Simon Gwynn of CAMPAIGN LIVE. Speaking at the Marketing Society’s Braver Conference in London, Glenn outlined what he referred to as the "doom cycle" of England’s experiences in recent tournaments before '18. He said that it consisted of six stages: hyper expectations, dawning realization, bitter recrimination, inquest, forget and repeat. Glenn: "What English football was guilty of was always looking for a messiah -- some kind of inspirational leader to take the team to the next level, rather than a reboot of the whole way that we organized things." The former Walkers marketer said that his challenge at the FA was "not so far away from his former life." He said, "I don't care whether you're a football team or a crisp company -- you need to have ambition and purpose, great people, and you need to be open to outside influences. I've always said that all business failures are marketing failures, and I think that's been true of English football." Changing things had to "start with a degree of humility." Glenn added, "Guess what, you can learn from other sports." Rather than assuming that football's popularity "meant it had a monopoly on knowledge, he looked to sports including Australian rules and rugby union." Embracing social media as a way to "disintermediate the way the players are projected" has also been key to overhauling the image of the team. This "ultimately helps them perform," according to Glenn. He said, "We thought, if these players were going to be authentic, they had to be able to express themselves personally" (CAMPAIGN LIVE, 11/15).

Sponsors are "lining up to back the expanded second edition of the T10 League" which will be held from Nov. 21-Dec. 2 at the Sharjah Cricket Stadium in the UAE, according to K.R. Nayar of GULF NEWS. The new title sponsor of the event will be Ghalia Group, a UAE-based conglomerate that has "ventured into" oil and gas, aviation, information technology and financial technology sectors. The T10 League will be shown live by Sony ESPN and Sony ESPN HD in India, Ten Sports in Pakistan and Ten Cricket in the Middle East and North Africa and also be streamed on the SonyLIV app. T10 League Chair Shaji ul Mulk said, "More eye balls means more commercial value to the teams. The fact that we have tripled the size of the league from four days to 12 days, now we expect to reach three times the audience or even more" (GULF NEWS, 11/16). UAE NEWS reported the T10 League is the world's first 10-over int'l professional cricket league approved by the Int'l Cricket Council and licensed by the Emirates Cricket Board (UAE NEWS, 11/17).

The NBA and McDonald's "joined forces to engage fans in India." The league will offer NBA-themed promotions and interactive NBA Experience Zones in select McDonald's locations in 39 cities across India. McDonald's will give away an NBA-branded basketball with every family meal purchase at any McDonald's restaurant in the West and South region (THE DRUM, 11/15).

The Formula 1 Australian Grand Prix 2019 revealed Rolex as its title sponsor, marking the seventh consecutive year the Swiss watch manufacturer has supported the event in such a capacity (Australian Grand Prix).

A campaign in Shanghai has been promoting the FIBA World Cup 2019 qualifier between China and Syria, which will take place at Shanghai Baoshan Sports Center on Nov. 29. The Shanghai subway Line 3 carriages have been fully decorated as basketball courts since Tuesday (YUTANG SPORTS, 11/16).

The Confederation of African Football and its 54 member countries will be supplied with Catapult Sports' athlete-monitoring technology to advance performance. The partnership will result in 2,650 of Catapult's PLAYERTEK units being supplied to CAF teams (Catapult Sports).