City Football Group
Marketing proposal 2020
‘’City Football Group’’ (CFG)
Established in 2013
Growth business
Own fully or partially 8 football clubs across 5 continents
Flagship club – Manchester City FC (England)
Multimillion partnerships with Etihad, SAP, Nissan, Cisco, PUMA, EA Sports
Aims and Objectives
To find new opportunities that broaden the reach and
expand the range of fan bases of all CFG clubs.
To develop strategies for better understanding of supporter
preferences with data collection that aid fan engagement and
monetization systems.
To create new experiences that will contribute to match day
and non-match day revenue streams.
To employ innovative tech products that will facilitate
operations and data collection.
Design thinking approach
Developed by Stanford University’s Design School
(d.School)
Exceptional innovators and leaders have to be design
thinkers
Catalyst for innovation and bringing new ideas to the world
Helps resolve big issues in a human centered way (Plattner
et. al, 2011)
Mixes an end – user focus with multifaceted collaboration
and constant improvement to create innovative products,
systems or services (Schiele & Chen, 2018)
Pop – up events
Freedom in terms of locations and venue types
Flexibility in terms of decorations and features
Allow businesses to physically be where their target market is
(Eventrbrite, 2017)
72% of millennials prefer spending on experiences than physical
items
Short-term availability of pop-up events can motivate customers
to attend and purchase (EventArchitecture, 2018)
Event merchandise can enhance brand awareness, event
experience and serve as a positive tangible memory (Yeoman et.
al, 2015)
Player video blogs
• Social media platforms contribute towards improvement of
brand awareness, brand recognition, perception and customer
engagement (Barker et. al, 2013)
• Enhancing brand loyalty through SMM is extremely successful,
cost-effective and efficient (Hopwood et. al, 2011)
• Fans worldwide expect more interactive, customized, data-rich
environments to enhance their experience (Intel, 2019)
• Manchester City’s Youtube channel is one of the most followed in
football – over 2m subscribers (Manchester City, 2019)
• Opportunity to activate partnerships with YouTube/ Amazon
SAP innovative software
• SAP - global marketing and technological partners of
City Football Group
• SAP HANA Cloud already implemented
• Expected break even in 9 months and 575% ROI in
five years (SAP, 2019)
Three new technological advancements:
SAP Process Orchestration – 300% less effort in
alerting management of potential issues (Objective-
Partner.de, 2015)
SAP Hybris – marketing and commerce data
collection service
SAP Leonardo IoT Edge – aids both analysis of player
performance and fan match day experience
Return on Investment (ROI)
Pop – up events
• Attendance figures (KPI in event management)
• Merchandise sales revenue (Eventbrite, 2019)
Social media player vlogs
Unique and return views
Number of comments and user-generated content
Number of reblogs
References in other media (Hoffman & Fodor, 2010)
SAP software
Productivity
Field operations time
Reduction of costs and profitability (Kranz, 2019)
Project timeline
Thank You For Your Attention!
Any Questions?
References
•Anon (2015) Optimizing Game-Day Operations with SAP® Process Orchestration. 1st Ed. Objective Partner [Online]. Available from
https://www.objective-partner.de/wp-content/uploads/2016/06/Case_Study_FC_Bayern_Munich_Connected_Stadium.pdf [Accessed: 9 December 2019].
• Anon (2018) [Online]. Available from https://www.mobolutions.com/2018/12/04/sap-s4hana-sap-leonardo-two-leading-technologies-one-amazing-digital-experience/ [Accessed: 7
December 2019].
•Barker, D., Neher, K., Barker, M. & Bormann, N. (2013) Social media marketing - a strategic approach, international edition. 1st Ed. South-Western College Pub.
•Event Architecture (2018) 7 Benefits of a Pop-Up Shop — Event Architecture [Online]. Available from https://www.event-architecture.com/blog/2018/8/21/7-benefits-of-a-pop-up-shop
[Accessed: 5 December 2019].
• Eventbrite UK (2017) Why Pop-Up Events Are The 'In' Thing - Eventbrite UK [Online]. Available from https://www.eventbrite.co.uk/blog/pop-up-events-ds00/ [Accessed: 1 December
2019].
• Eventbrite UK (2019) How to Measure Event ROI | Eventbrite UK [Online]. Available from https://www.eventbrite.co.uk/blog/how-to-measure-event-roi-ds00/ [Accessed: 9 December
2019].
•Hoffman, D. & Fodor, M. (2010) Can You Measure the ROI of Your Social Media Marketing?. MIT Sloan Management Review. 52 (1). [Online]. Available from
https://www.researchgate.net/publication/228237594_Can_You_Measure_the_ROI_of_Your_Social_Media_Marketing [Accessed: 9 December 2019].
•Hopwood, M., Skinner, J. & Kitchin, P. (2011) Sport Public Relations and Communication. Oxford: Elsevier.
•Kranz, M. (2019) ROI for IoT projects [Online]. Available from http://www.maciejkranz.com/roicalculator/ [Accessed: 9 December 2019].
•Plattner, H., Meinel, C. & Leifer, L. (2011) Design Thinking. Berlin: Springer Berlin.
•SAP (2018) [Online]. Available from https://www.youtube.com/watch?v=H64gUQmzLQk [Accessed: 6 December 2019].
• SAP (2019) What is SAP HANA? An unrivaled data platform for the digital age [Online]. Available from https://www.sap.com/uk/products/hana.html [Accessed: 1 December 2019].
•Schiele, K. & Chen, S. (2018) Design Thinking and Digital Marketing Skills in Marketing Education: A Module on Building Mobile Applications. Marketing Education Review. 28 (3). pp. 150-
154. [Online]. DOI: 10.1080/10528008.2018.1448283 [Accessed: 2 December 2019].
•StrategyInSport (2019) [Online]. Available from http://www.strategyinsport.com/sport-corporations-a-temporary-trend-or-a-new-era-cfg-business-development/ [Accessed: 1 December
2019].
• SuperPowerFootball (2019) [Online]. Available from https://twitter.com/SuperpowerFb/status/1200012974326308864 [Accessed: 5 December 2019].
• Wipo.int (2019) Putting sports fans first: insights from Intel [Online]. Available from https://www.wipo.int/wipo_magazine/en/2019/02/article_0007.html [Accessed: 7 December 2019].
•Yeoman, I., Robertson, M., McMahon-Beattie, U., Smith, K. & Backer, E. (2015) The future of events & festivals. 1st Ed. London: Routledge.
• YouTube (2019) Manchester City [Online]. Available from https://www.youtube.com/channel/UCkzCjdRMrW2vXLx8mvPVLdQ [Accessed: 7 December 2019].
