Magazine article Marketing

Footy Is the Game for Any Marketer Who Is on the Ball

Magazine article Marketing

Footy Is the Game for Any Marketer Who Is on the Ball

Article excerpt

I have only one thing to say to marketing types looking for a new opportunity now that telephone kiosk poster sites have finally been discovered - footy.

Football is still the secret marketing opportunity, despite the outbreak of national rejoicing that Manchester United has won nothing this season and the slightly more localised celebrations that QPR, unlike Manchester City, has survived in the first division to play Bolton next season.

There will, of course, be a slight flurry of marketing activity surrounding the World Cup. Not even overtired marketing executives could fail to spot that one.

But I'm talking about something more enduring and fundamental: the mismatch between the dramatic change in the socio-demographics of football, the gentrification of what was once the archetypal working class sport, and the attention paid to it by marketers.

You don't need research into the phenomenon. The social change can be calculated by the rising cost of season ticket sales and the disposable income that must lie behind such purchases.

At QPR you can be driven mad by mobile phones going off in the Upper Loft during the game and be run down by a Rolls driving through the local council estates on the way to Loftus Road.

The imbalance in attention is even more strange because it is partial. Perimeter advertising and shirt sponsorship do very nicely, presumably because of the chance of getting a 'free' ride on the telly.

But newspapers, where real fans go to overdose on their obsession, scarcely get any advertising attention. …

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