66-702156-SEM2-D International Sports Marketing and the Media Assignment Sample
Module code and Title: 66-702156-SEM2-D International Sports Marketing and the Media Assignment Sample
5. Relocation of the resources in the specific business segments
Tottenham Hotspur FC is a football club in the English premier league in the UK. The main motto of the football club is “To dare is to do”. This is a well-established football club in the history of football. The club has so many records and has so many great players. This football club also has a structural foundation of the stadium and has a large seating capacity in it. Therefore, the organization earns revenue from the football match.
It also has several sponsorships as the club joined with Hummel, Strips, Adidas, Umbro, Kappa, and Puma in the past, and at present, Getir, named as title sponsor of the football club. The study aims to discuss the resources of the organization and monitor the organizational goal. This study also reviews the organization’s targets, evaluates the marketing strategy of Tottenham Hotspur FC, and discusses some business strategies on some targets and resources of the football club.
The football club may involve in the development of their business with the help of some different parameters. Tottenham Hotspur enlists itself in the name of the other big clubs in the world. The club can grow the business with the help of some local sponsors and title sponsors to support the team (Parchment, 2021).
This also relocates the resources by involving some professional agents to find some great players and help the club to buy the players in the transfer market. The club uses its resources in the business to improve the stadium, accommodation system, flooding department, gym center, training ground, and training equipment (Toma & Catana, 2021). This may attract both the players and the visitors to the field and therefore, this business segment may improve the fan base and may improve the revenue of the club.
Tottenham Hotspur FC is an English premier league that is considered for business purposes due to it taking players for their annual profit. Beyond the field, a football club is creating media and companies to flow their business process (Martínez et al. 2018). It has an outlook to develop the club and they follow many ways to allow the business value and make more scope for the future generation (Robin et al. 2019).
Therefore some resources of football clubs are minority rights, match day and distribution of the ticket, trading activities, and convey in the market. According to the previous suggestion, there is a policy of broadcasting the football premier league through the fees and it gave 2.3 billion pounds in the year 2019 to 2020 season. However, there are 1.6 million pounds of sponsorship produced every year and it helps to make a fund and spend according to their balance (Kandan et al. 2019). Football clubs are now a larger business sector and the Government gets a huge benefit from the outdoor games.
A football club depends on some strategy to expand its business is an investment that includes the players, stadium, and public attraction (Fotakis, Krysta, and Ventre, 2020). The other one is returning, it includes ticket budget, advertising, and sponsorship to lead their business procedure. In the UK there was a higher amount of loss during the pandemic and it affects the economy of the country. The premier league is a private firm that is owned through 20 members of the club and it is surveyed at one time (MacKay et al. 2018).
The premier league produces 1.5 billion pounds from their all partners every year. It provides some benefits which are profitable for the country; it makes a political relation, communication between the people, advertising, and global ownership. Therefore it is now the major and largest game in the sports world; nowadays it gives a great impact worldwide.
Every club has the organizational goal to compete for the club in the market. The goal represents the organization’s motto. Tottenham Hotspur has the aim to evaluate the club’s performance and the club focused on the academic player to perform well in the competition (Pooley et al. 2020).
The club has several people from different countries and therefore, the club wants to organize the player to compete with the seniors and to make future assets. The club wants to follow the “classical theory of the organization” to represent the club on the big stage (Han, 2020). In addition, the goal of the club includes including some different types of players in their academy through the transfer market.
There are a large number of clubs present in the UK and 20 top football clubs represent themselves to play in the English Premier League 1st division. Therefore, the club authority wants to follow “ the theory of modern system” to represent the club as best and for this, the authority may include some required structure in terms of Stadium, club managers, club supporting staff, and special training facility (Panton & Walters, 2018). This may improve the club’s strength for the upcoming event and train the overall training of the players in a modern way.
The academy wants to provide a joyful learning environment by training through a modern audiovisual system and wants to include some extra events for refreshing the players (Poli, Ravenel & Besson, 2019). The club will focus on implementing a standard coaching team if required and will provide all required parameters in the training.
Moreover, the club wants to develop the ground structure and wants to modify the training equipment, and wants to set up a modern gym facility for the players. The club may focus on the feedback of the players to rectify the error in the system (Alipourlangouri et al. 2021). In addition, the academy plans to provide a good medical facility to the players and all staff and take care of the player’s health by giving the proper diet chart for the players.
The club aims to enlist some extra staff to overlook the error in every player’s performance with the help of some modern technologies. This may help the players to find their errors and to correct their errors while performing in the match (Choi & Lee, 2020). The study includes the overall goal of the organization to improve the future of the club.
Sponsorship market strategy
Every football club has some market target in the business module to develop the club day by day. The authority may try to meet the target in terms of some financial business. This target contains some business strategies and some player transfer systems in the summer transfer and winter transfer.
Every club has different numbers of sponsors for building the club structure. Tottenham Hotspur plans to have more sponsorship to enlarge its club resources. Recently, the club signed an agreement with “pan-Asian life insurer AIA” for a five years tenure to sponsor the club’s jersey (AL MUNDIRI & WIDODO, 2019). “Get, a grocery delivery sector” joined the club as the official training partner of Tottenham Hotspurs FC.
Digital market strategy:
The business module depends on some digital representation of the club with the help of some different companies such as “Adobe commerce, Microsoft 365, Shopify plus, Big commerce and salesforce” (Whitaker, Silva & Edwards, 2018). This can improve the market value and brand value of the club by promoting the club kits, and stadiums, or promoting some videos by some players in the club.
Global market strategy
The club needs a large fan base to earn revenue and to enlarge the club’s promotion in the market. As there are several clubs present and every club has a large fan base, therefore the club should develop their game to capture some other club fan base to spread the business. The club has three million fans in the UK and more than 180 million fans in the world (Dutta & Raizada, 2020). ENIC International Ltd. is the owner of the club and this organization holds an 85.55 % share of the English Premier League.
Fan base system
Every team needs to include a fan base medium to know the interest of their fans. Tottenham Hotspur includes several fan bases around the world. The club has covered a large fanbase in England to earn more attention and to know the feedback of the fans (Raval, 2020). The fan base event includes some performances of the club’s iconic players to promote the brand value and to encourage the fans.
These strategies may help the club to grow its position in the EPL and help the club to compete at large levels (Tottenhamhotspur.com, 2022). This will also help the club to strengthen in finance by getting more sponsors and this can help the club to have more resources in terms of players in the transfer market.
International tour for promoting the club
Figure 1: Revenue of Tottenham Hotspur (Source: Gravdal, 2021)
The club wants to capture the large markets in the UK and wants to include some great players in the team. This may help the club to gather a large fan base and help the club to win some great tournaments such as EPL, F.A Cup, and UEFA Champions League (Parchment, 2021). Therefore, the club needs to organize the market strategy with a proper plan to meet the goal. The club makes 361.9 million euros in 2021 and makes a profit of 97.1 million euros.
The international promotion may include all big clubs to promote the organization’s brand. Therefore, Tottenham Hotspur also promotes the club in many places in the world during summer and winter vacations and includes a friendly match in the tour to encourage the fans more (Richardson & Fletcher, 2020). This tour may help the club to find a new fan base and help to make revenue by increasing the sales of the club kits.
Effect of increase in global market
The club may make great revenue by increasing its global market of the club. This may fulfill by developing the club’s model by signing some good players in the transfer market and playing a good strategy in the field (Gravdal, 2021). In addition, this may include some modern technology in club formation to improve the player’s performance.
The environment in the stadium
Every stadium has a different type of scenario while conducting a match. This scenario makes a great impact on the business of a club. Therefore, the club includes some extracurricular activities in the stadium such as playing some music and showing some videos to attract the visitors (McHale & Relton, 2018). Tottenham Hotspur also plays some songs such as “glory Tottenham Hotspur”, and “when the spurs go marching in” to encourage the fans so that the team can perform well.
Perform well in the transfer
Every club wants to focus on the transfer window and the fanbase of the club also focuses on the event. This transfer may make a difference in the upcoming season for the club. Therefore, the club needs expert management to perform well in the transfer market (Panton & Walters, 2018). Tottenham Hotspur is great in the transfer market by signing great players in the team in every transfer market.
The entire football management decision helps the clubs to uplift the business procedures to a certain level. It is too popular and simple; therefore the young generation is influenced through this game. The EPL, F.A CUP, CHAMPIONS LEAGUE may generate through the Tottenham Hotspur FC football club. In this context, it is the sole of the game and it creates excitement for the future generation.
Football is played according to its set of rules and laws. According to history, footballs make people smile and gather people on the ground. It is a successful business club to get a high-rated business transaction with the broadcasting and the sponsorship. Tournaments are released monthly to have a higher preference in the country and systematically expand their business transaction. The study concludes that several different strategies in terms of business development may include in the study.
The study enlists different scenarios of the business which may help to grow the business in the future. This may include the orientation of the stadium, organizing a better management team, and also performing well in the transfer market in the future to make good revenue for the club.
Reference
Journals
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Alipourlangouri, M., Mansfield, A., Chiang, F., & Wu, Y. (2021). Temporal Graph Functional Dependencies–Technical Report. arXiv preprint arXiv:2108.08719. Retrieved from: https://arxiv.org/pdf/2108.08719
Choi, Y. H., & Lee, K. H. (2020). Analysis of football fans’ uniform consumption: Before and after Son Heung-Min’s transfer to Tottenham Hotspur FC. Journal of Intelligence and Information Systems, 26(3), 91-108. Retrieved from: https://www.koreascience.or.kr/article/JAKO202029565518810.pdf
Dutta, A., & Raizada, S. (2020). Has the home advantage in the English premier league vanished due to Covid-19. Annals of Tropical Medicine and Health, 23(23), 232-3142. Retrieved from: https://scholar.archive.org/work/i2ozvva7rzbdhgae3bqtfpursm/access/wayback/https://www.journal.atmph-specialissues.org/uploads/179/8984_pdf.pdf
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Websites
Tottenhamhotspur.com, 2022. Tottenham Hotspur: Official Spurs Website Available from: https://www.tottenhamhotspur.com/ [Accessed on: 30th April 2022]
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