Serie A’s Next Move Comes Down To Strategy!

3. Serie A and growing the business of a league or team:

I feel like I’ve covered the Italian football league a decent amount over the last year. They’ve been in talks to have sell part of their media rights to a private equity firm and the deal has been going on for a long time. 

And, I love soccer. 

The ways that global football is changing due to the influence of American private equity firms has been a big topic this week

But what all of these different scenarios have in common is that they show the importance of strategy.

If you remember, strategy is about two important questions:

  • Where will you compete?
  • How will you win? 

When you are making decisions on partners and the direction of your organization, you need to be aware of the answers to the questions. 

Last week, I talked about the Big Bash League. (BTW, I’m still open to becoming their new CEO. Call me.) The BBL’s story is similar to Serie A in that both of them are looking to bring on new partners and expand into new markets. 

This week, Serie A sold their TV rights to Paramount+. (So many streaming services now. I seem to have most of them.) 

The top article points to the challenge of having a clear vision and direction for the league as being one of the big issues that they are dealing with. That’s not an Italian football challenge because the pandemic has shown that’s just a global problem. 

But it is a challenge that I am able to tackle because it really comes down to marketing and growth. 

If I’m advising Serie A, I’m starting out by taking a step back to get a good look at the situation. I follow that up by looking at the research. Then, I’m working my way through a solid strategy session so that I can go into every deal with a clear understanding of what I’m attempting to win in the long-term for the league. 

SMART Objectives: 

  • Specific
  • Measurable
  • Ambitious
  • Realistic
  • Time-Bound

All of this drives into your tactics which is where all of this comes to life. 

That’s what is kind of cool about watching Manchester United do their business. This week they signed up a new shirt sponsor, TeamViewer. 

What is interesting here is that Man U is Market Oriented. Having researched the organization for a brand study I’m working on and a talk I gave a few years ago, they know their market. And, by being customer-driven, they didn’t take the biggest deal but they took the one that was likely to have the biggest impact. 

This all came together for me this week when I saw a video from Canada about the potential for a CFL/XFL merger.

Strategy and the marketing mix eventually add up to Brand and brand equity. 

The video from the Canadian journalist is interesting because it lays out the history of Canadian football and some of the past dances they’ve had with American football. 

The big argument here is that without the three downs and the shape of the field and some of the specifically Canadian aspects of the game, what is the CFL? 

That’s Brand. 

I tie them all together because they all go hand-in-hand. 

You start with your strategy and all the pieces that go into that like STP, funnels, and objectives. 

From there you build up your marketing mix to make the strategy come to life: product, price, place, and promotion. 

And, in the end, that all adds up to your brand.

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