Word: chadwick
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...Crosstown rivals United, meanwhile, flush with the proceeds of Ronaldo's sale, are unlikely to squirrel the cash in the bank. The result? "It may well be the total level of expenditure this summer will break records," says Simon Chadwick, a professor of sport business strategy and marketing at Coventry Business School, but he adds that spending could be "heavily, heavily skewed toward a small number of clubs...
...Spain - rose 2% in the season just finished. And German and English clubs will all enjoy new and improved broadcast deals in the coming two seasons. But that's not to say the downturn doesn't throw up stiff opposition. "Beyond that very affluent, élite core," says Chadwick, "the mood of austerity is still very, very strong...
...Then there's the fact that an executive's normally sound judgment can quickly cloud over when it comes to sports. "A lot of [sponsors] have been involved in football on the basis of someone's hobby," says Simon Chadwick, a professor of Sport Business Strategy and Marketing at Coventry Business School. When the boss of one leading British firm opted to back a poorly performing English cricket team in recent years, "people were asking 'Why?'" Chadwick says. "The fact was [the boss] was a big cricket fan. That was the only reason." At the least, such vanity can leave...
...Companies are actually a lot smarter about sponsoring things than they used to be, says Chadwick. Rather than treat a deal like a one-time transaction and stepping back as soon as a logo is sewn into a jersey, big firms - not to mention big clubs - are more likely to "carefully select a partner to build a strategic relationship with," he says. With more than half of Manchester United's estimated 75 million fans worldwide now based in Asia, the investment by AIG - keen to build their business in the region - made good business sense. When quizzed by a shareholder...
...More attractive to ADUG, perhaps: the United Arab Emirates (UAE), including Abu Dhabi, are eager to raise their sporting profile, says Simon Chadwick, a professor of sport business strategy and marketing at Coventry Business School. Abu Dhabi will host its first ever Formula One motor race next year, and Dubai even considered bidding to host the 2016 Summer Olympics. Snapping up Manchester City, then, is another way of "announcing your presence to the world," Chadwick says, of "establishing relationships with key decision makers in football, demonstrating they have the confidence and expertise and have the money to spend." ADUG...