5 club and sponsor relationships you may not know about
Football clubs today have commercial enterprises that not only need to provide positive results on the pitch but also need to adopt a business model that makes them a sustainable business unit in the long run. Globally football clubs and governing authorities have identified that corporate sponsorship is an avenue that still holds a lot of potential upside in terms of revenue that can be generated and that has led to several sponsorship deals being rolled out every year.
As per a report from Deloitte, an analysis of the top 20 revenue generating clubs in the world reveals that earnings from Commercial deals stands at 43% of the total revenues and is believed to be the driving force behind improved numbers going forward.
The enormity of deals, financially as well as reputation wise ensures that they are often put forth in every possible way by the club. However, sometimes, people need a reminder as to what club a particular brand is associated with and in this segment, we take a look at 5 sponsors which you might not be aware of.
#1 Liverpool – Chaokoh
One of the positive things that FSG - current owners of Liverpool – have done is that they have brought in several sponsors that have yielded better results financially. However, with the club still amongst those that have a higher percentage of earning from match day broadcast revenues than from corporate deals, it looks like the hierarchy at the club wants to bring onboard several other players.
In February of 2016, the club entered into a particular deal with a certain Thailand Coconut water brand Chaokoh. While Chaokoh is a global brand, with its products being sold in more than 40 countries, their decision to be associated with Liverpool seemed to be underutilised at the moment and could be termed hasty since very few fans outside of Thailand actually associate Liverpool with the brand.
Needlessly to say, while the deal remains active at least until the end of 2018, Chaokoh have failed to be associated with the club in ways that would catch the eye of several prospective customers and it has come to a point where we need to remind you they are the official partners of the Merseysiders.