World Football Forum

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WFF-2012

CRONISTAR PRODUCTIONS [email protected]

www.cronistar.com

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INDEX

INDEX 4 1. INTRODUCTION............................................................................................................... 5

1.1. General Considerations ............................................................................................5 2. OUR COMPANIES AND OBJETIVES ........................................................................................ 6

2.1. Introducing the organizers ........................................................................................6 2.2. Objetives.............................................................................................................6 2.3. Mission, Vision and Values.........................................................................................7 2.3. Mission, Vision and Values.........................................................................................8 2.3. Mission, Vision and Values.........................................................................................9 2.3. Mission, Vision and Values....................................................................................... 10 2.3. Mission, Vision and Values....................................................................................... 11 2.3. Mission, Vision and Values....................................................................................... 12

3. CONDICIONANTES DEL PROYECTO......................................................................................13 3.1. Project opportunities ............................................................................................ 13 3.2. Market .............................................................................................................. 13

3.2.1. Some significant economic info .....................................................................13 3.2. Market .............................................................................................................. 15

3.2.2. Sectoral structure: Composition.....................................................................15 3.3. External analysis .................................................................................................. 18 3.4. Internal constrains................................................................................................ 19

4. COMMERCIAL RESEARCH. MARKET AGENTS...........................................................................20 4.1. Final Client......................................................................................................... 20 4.2. PROGRAM- 3 working periods - 4 days duration. ............................................................ 20

4.2.1. Program..................................................................................................20 5. SEGMENTATION AND POSITIONING STRATEGIES.....................................................................24

5.1. Segmentation strategies......................................................................................... 24 5.2. Positioning Strategy .............................................................................................. 24

6. MARKETING STRATEGIES..................................................................................................25 6.1. Marketing plan .................................................................................................... 25 6.2. Action plan......................................................................................................... 25

7. ORGANIZATIONAL STRUCTURE ..........................................................................................26 7.1. Committees........................................................................................................ 26 7.2. Logistical means .................................................................................................. 27

8. FINAL ASSESSMENT.........................................................................................................27 9 APPENDIX......................................................................................................................28

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1. INTRODUCTION

1.1. General Considerations

Football is passion, here and in the whole world. It is

more than a sport, people cry out and praise to his

team, towns, cities and entire countries can be

paralyzed before a match or tournament, no matter

which league level or category.

The football in our country has always been considered

more than just a game, and the latest successes of the

Spanish Soccer teams in the different categories,

specially the recent consecution of the European and

World Championships by La Roja (the Spanish senior

team), has made this sport considered more important,

if it is possible, by Spain’s people.

These particular considerations drive us to think in the

possibility to organize a successful WORLD FOOTBALL

FORUM - WFF in any community of our Country. This

event aims to become a meeting place for Football

Soccer professional at the different technical levels:

coaches, medics (physical training, physical therapy and

medicine), referees, directors and managers and, why

not, sociologist, given the prominent role of soccer in

our society as generator of economic wealth and a true

influence for media, tendencies and education.

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2. OUR COMPANIES AND OBJETIVES

2.1. Introducing the organizers Marca Media Group and Cronistar Productions are two companies with high experience and seniority in the organization of cultural and sporting events. Marca is Spain’s leading brand-system sports media.

2.2. Objetives Football Soccer history and evolution.

Technical and referee aspects of the discipline

Sport management

R & D infrastructure, materials and equipment

Specialized Medicine

Sociology of football

Football Soccer, art and culture

Marketing and markets research

Grassroots Football

Legislation and jurisprudence

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2.3. Mission, Vision and Values

MMiissssiioonn "Bring together the football’s elite with the best scientific program allowing the study and adoption of resolutions that drives progress for the world of football".

VViissiioonn "Turn Spain in to the Football world capital during the three days of this unique and memorable event".

Corporate Values

COMMITMENT. MARCA GROUP AND CRONISTAR PRODUCTIONS compromise their

capacities to the appropriate develop of the project in form to get it succeed.

INNOVATION. MARCA GROUP AND CRONISTAR PRODUCTIONS will bring to the event

organization the latest technologies, media innovations and all advances necessaries

for accomplish of this task.

TEAM SPIRIT. MARCA GROUP AND CRONISTAR PRODUCTIONS offer their service in the

closer possible way, building it’s succeeding in their organizational skills and proper

coordination.

OBJETIVITY. MARCA GROUP AND CRONISTAR PRODUCTIONS will measure the events

in its appropriate importance analyzing the difficulties and limitations from all

points of view.

EFFICIENCY by seeking compliance with the objectives at the adequate cost

structure and organization.

CONSISTENCY. MARCA GROUP AND CRONISTAR PRODUCTIONS will act honestly

and responsibly in way to accomplish all their objectives effectively.

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3. CONDICIONANTES DEL PROYECTO

3.1. Project opportunities

Advatages:

Worldwide promotion of your brand. Establishment of the first forum of multidisciplinary scientific study on football. Promotion of football in Spain. Presence of prestigious personalities from the sport field and society.

3.2. Market

3.2.1. Some significant economic info

Football is not just the most popular sport worldwide, it is an economic giant to, it is a show that moves large amounts of money and create jobs for hundreds of thousands on every continent.

The "Soccernomics" figures collected for Simon Kuper and Stefan Szymanski are striking:

Only 25 countries produce more than the annual football GDP, which is 500 billion dollars, making this sport the 17th largest economy of the world.

According to data published by FIFA, there are 1,500,000 football teams in the world, with 240,000,000 athletes. That means a participation no less than 3% of world population.

Meanwhile, 30 million people are engaged in jobs related to the sport. The number of fans increases at an annual rate of nearly 8 million.

South Africa has invested more than 4,3 billions in its World Cup counting to raise its gross domestic product by 0.5%. For the South African people the event has left an important legacy in infrastructure and economic resources.

In Spain the impact of professional football is the 1.7% of Gross Domestic Product (GDP).

Football activities span many sectors, such as tv broadcasting, tickets sales, sponsorships, merchandising, advertising or sports betting. The best evidence of the metamorphosis that is experiencing this sport is the flotation on the stock exchange of some of the most prestigious European teams.

The european leagues have billed,during the 2008/2009 season, an amount in excess of 15,700 million euros.

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Deloitte Annual Review of Football Finance, concludes that the continent's top five leagues (England, France, Germany, Italy and Spain) accounted for a total of 7,900 million euros.

The report divides the information into different sections, clubs and leagues with higher revenues, and different percentages of each compared to last season.

This reveals that the Premier League bill reached 2,000 million euros, becoming the firts european collector, clearly demonstrating that the Premier League has grown triple compared to England economy.

For its part, the German Bundesliga has changed history by defeating Spanish Professional League in this aspect, relegating the iberic country to third place with a total of 1,501 million euros collect.

It should be noted the fact that the two most representative Spanish clubs, Barcelona and Real Madrid, still are the richest in the world, despite the third place of the spanish league in the rank. Both clubs reached an amount of 401.4 and 365.9 million euros, respectively.

The Deloitte's report "Football Money League", sets forth the following classification of the Europe`s biggest clubs in 2009:

CLASIFICATION:

1. REAL MADRID 401.4 2. FC BARCELONA 365.9 3. MANCHESTER UNITED 327.0 4. BAYERN MUNICH 289.5 5. ARSENAL 263.0 6. CHELSEA 242.3 7. LIVERPOOL 217.0 8. JUVENTUS 203.2 9. INTER DE MILÁN 196.5 10. AC MILAN 196.5

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EUROPEAN CLUBS RANKING

365,90

327,00

289,50

263,00

217,00203,20 196,50 196,50

401,40

242,30

0

50

100

150

200

250

300

350

400

450

MIL

LO

NE

S D

E €

3.2. Market

3.2.2. Sectoral structure: Composition

General data: federal licenses

Football players from mInor leagues to a 1º Division:

Amateur 640.000

Professionals 1.400

Indoor Football 111.000

Women’s Football 23.000

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1º DIVISION; 20 2º DIVISION ; 22

2ª DIV B; 130

3ª DIVISION ; 517

0

100

200

300

400

500

600

1º DIVISION 2º DIVISION 2ª DIV B 3ª DIVISION

ARBITROS FUTBOL PROFESIONAL

; 130

500

702

224

556

OTHER PROFESSIONALS

Composition of the arbitral establishment

Football professionals from other areas

Coach: 40.000

Physical Coaches: 556

Sports Physicians: 224

Physiotherapists Sports: 702

Sport Psychologists: 500

Sports Clinics: 130

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Football private organization

Associative structure Business structure

Sport utilities business

Sport anonymous society State level Autonomic level

Autonomic Sports Federations

Different types of association

Spanish Olymmpic

Spanish Sports Federation

Clubs

Professional leagues

Sport and Administrative Organization

Universites services

Local authority service

Regional Athletic Department

Sports Council

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3.3. External analysis Most relevant external conditions factors:

Socio-economic:

The current economic crisis will affect the compromise of the brands and potential

participants, there fore we will put special efforts in make productive all the aspects

of our work. Space-saving, avoid unproductive time, organization improvement,

optimizing the management of recruitment and documentation, etc. The lock of

spending doesn't mean a lock of service.

TECHNOLOGY:

The technology to implement (hardware, software) and the media deployment could

be an important and determinant factor in both technical and economic aspects.

LEGISLATIVE:

Should analyze the possible influence of legislative issues affecting the development of

the aspects to consider in the program

1. Potential competitors interest

This is an important market segment with a very attractive potential that only big

companies can access with the implementation of important resources and

capabilities such the required infrastructure and a know-how demanding.

2. The rivalry among competitors

It is important to explote the lock of competitors in this field. This situation will serve

us in a way to difficult the posibilities for hose that may arise in this escenario. Not

positioned and with implementation difficulties they will not be an important

adversaries in the developing and pricing of the act, advertising campaigns,

promotions or entry of new alternatives.

3. Organizares negotiation power

MARCA GROUP and CRONISTAR PRODUCTIONS negotiation power is out of any doubt,

this allows us to the optimal compliance of all necessary steps to achieve all the WFF

goals, agreements and transactions dealing with the best cast of actors related to the

sector and activity.

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4. Customers negotiation power

There is a threat in the potential stakeholders position because we are facing groups

with different features and structure organization. This event may not have substitute

in their level of projects implemented so there are no alternatives to guide the

prospects for low cost substitutions. This scenario may change with large companies

with national and international presence.

5. Alternative meetings threats

3.4. Internal constrains

Experience or expertise

Financial

Organizational structure

Strengths

Spain high legitimacy to host the initiative.

Community broad social and institutional support.

Locations and adequate infrastructure for the event.

Management team's experience in organizing events of all types and their ability to

convince.

Oportunities

Promoter’s image enhancing.

Spanish Football’s image enhancing.

Creation of a scientific forum.

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4. COMMERCIAL RESEARCH. MARKET AGENTS

4.1. Final Client Conference attendees:

Media

Football clubs and professional.

Technical and managerial bodies.

Health professionals, academics, collegue students, adults and children, fans in

general.

Industries manufacturing facilities and commercial firms.

Public Institutions.

4.2. PROGRAM- 3 working periods - 4 days duration.

4.2.1. Program First day- Thursday

INAUGURATION - OPENING CONFERENCE

Topic: “Football as a mass phenomenon. Evolution and changes in global society” Speaker: Premio Nobel o Premio Príncipe de Asturias de las Ciencias Sociales.

FORMAL CEREMONY

WFF Official presentation with autorities “Music and Football” special concert (30 minutes).

TRADE FAIR OPENING AND PRESENTATIONS

Manufacturers of sports equipment Football soccer engineering firms Playground manufacturers Sports Medicine brands Physical Fitness manufacturers Nutrition, diet and health food Business Marketing – Legal brands Product trading firms

Second day - Friday

ROUNDTABLE-PRESENTATION-COMMUNICATIONS

Team Management - Coaches

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Management Systems - Executives Innovation in Marketing - Marketing and Event Organization Professionals New methods in the physical training - Trainers Methodology for Grassroots – Football schools

WORKSHOPS

Tactical aspects-New Systems Training Systems in injury prevention Preparation of the porters Phases of rehabilitation of injured

TRADE FAIR – EXHIBITORS AND PRESENTATIONS

Manufacturers of sports equipment Football soccer engineering firms Football fields constructors Engineering for football stadiums Sports Medicine brands Physical Fitness manufacturers Nutrition, diet and health food Business Marketing – Legal brands Product trading firms

RECREATION ACTIVITIES

Collectors Fair: football matches, sports publications, Insignia, Sticker and T-shirt collectors. Indoor Football 3 Video games consoles, online playing Interaction with the players: Stick a goal to Casillas, Dribbling Pujol, etc. Photo Contest-professional and amateur Drawing Contest Toy Library Film Screening-"11 Pair of Boots" 1954, starring Di Stefano and Zarra

Third day- Saturday

ROUNDTABLE-PRESENTATION-COMMUNICATIONS Legislación y fútbol- Legislación comparada Refereeing- Arbitration models Medical advances and diagnostic evaluation Media and Football - Football and its message Women's Football Soccer

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WORKSHOPS New technologies applied to football Football and disability Psychological work in elite football Fitness work Systems

TRADE FAIR – EXHIBITORS AND PRESENTATIONS

Manufacturers of sports equipment Football soccer engineering firms Football fields constructors Engineering for football stadiums Sports Medicine brands Physical Fitness manufacturers Nutrition, diet and health food Business Marketing – Legal brands Product trading firms

RECREATION ACTIVITIES

Collectors Fair: football matches, sports publications, Insignia, Sticker and T-shirt collectors. Indoor Football 3 Video games consoles, online playing Interaction with the players: Stick a goal to Casillas, Dribbling Pujol, etc. Photo Contest-professional and amateur Drawing Contest Toy Library Film Screening-"The Dammed United” (2009)

Fourth day- Sunday

TRADE FAIR – EXHIBITORS AND PRESENTATIONS

Manufacturers of sports equipment Football soccer engineering firms Football fields constructors Engineering for football stadiums Sports Medicine brands Physical Fitness manufacturers Nutrition, diet and health food Business Marketing – Legal brands Product trading firms

RECREATION ACTIVITIES

Collectors Fair: football matches, sports publications, Insignia, Sticker and T-shirt collectors.

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Indoor Football 3 Video games consoles, online playing Interacting with the players: Stick a goal to Casillas, Dribbling Pujol, etc. Photo Contest-professional and amateur Drawing Contest Toy Library Film Screening-"Victory”. John Huston (1981)

CLOSING

The organization may invite organizations and associations for disabled people to integrated them in the professional football community: Aspaym, Down Syndrome Association, amomg others.

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5. SEGMENTATION AND POSITIONING STRATEGIES

5.1. Segmentation strategies.

Identify the most attractive segments for the activity planned to develop.

Adapt the service offered to different segments.

Segmentation will be performed considering, as is clear from the Business Research,

potential customers or corporate buyers:

Coaches of prestige

Directors and executives of organizations and football clubs

Famous an respected football players

Media according diffusion and aportation

First Class medical professionals

Football Legends

Children favoured with values through activities and encounters with their idols

5.2. Positioning Strategy Identify the best attributes of our service.

o Ability to organize

o Experience and enthusiasm

o Full certainty in this opportunity

Know the position of competitors in terms of these attributes.

Strategy plan in terms of competitive advantage.

Communication of the market position through advertising.

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6. MARKETING STRATEGIES

Would have three phases:

Project presentation for evaluation and approval by the Royal Spanish Football

Federation.

Project presentation to public institutions.

Presentation of the project to commercial brands.

6.1. Marketing plan Actions will be based on conventional action with traditional media (newspaper,

radio, tv, etc.) and unconventional actions with special activities (leisure activities,

street marketing, etc.).

There will be concluded greements with media partners and sponsors

6.2. Action plan A continuación se describen las acciones de MARKETING-MIX proyectadas:

Presentación del proyecto para su valoración y aprobación de la Real Federación

Española de fútbol.

Elaboración de programa- Primer cierre

Presentación del proyecto a instituciones públicas

Presentación del proyecto a firmas comerciales

Recruitment of speakers and partners

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7. ORGANIZATIONAL STRUCTURE

7.1. Committees Honorary Committee –

o HRH The Prince and Princess of Asturias

o Spain Goberment

o RFEF

o UEFA

o FIFA

o CSD

o RFAF

o Regional Goberment

o City Counsils

Comité Organizing Committee. Executive group composed of five people

responsible for the following areas:

o Financial Dept.

o Technical Dept

o Commercial and Marketing Dept

o Social Dept.

o Media

o Technical Secretariat and Infrastructure

Associates

o National Coaches Committee

o National Referee Committee

o AFE

o National Association of Sports Press

o Physicians Coaches Collegue

Sponsors

o Commercial Brands and firms

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7.2. Logistical means The headquarters of the WFF’s administrative offices will be located in Oviedo and

Madrid.

The work will be developed by a multidisciplinary team of 20 people.

The central office is equipped with the necessary furniture, computer equipment,

office equipment, telephone and internet.

8. FINAL ASSESSMENT

The strengths of the project are:

The timing of implementation.

Innovation.

The differentiation.

The confluence of sport, social and cultural aspects in the Spanish football

phenomem assure the participation of the national institutions in the sports

promotion and the athletic education of the people.

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9 APPENDIX

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