UE FA Champions League 2003 –2006 A New Ap p ro

UEFA Champions League 2003 – 2006
A New Ap p ro a c h
Alexander Klosterkemper
Guido Kirchhoff
Marta Rossi
Reto Mattmann
Andrea Lischer
Guido Stoy
Maximilian von Portatius
Richard Worth
Andrea Reber
Guillaume Poisson
Michael Kunzmann
Roland Blättler
Anita Emmenegger-Müller
Heimo Schirgi
Michelle Röthlin
Roland Fähndrich
Arjan van Westerloo
Helmut Bachmann
Miriam Grob
Ruby Kursfeld-Quesada
Arlette Russi
Hendrik Müller
Mirjam Muheim
Sabina Corrado
Caroline Alessandri
Irène Felber
Monika Felix
Sacha Möller
Chris Wilson
Irène Weiss
Myrta Furrer
Sandra Möstl
Christian Zwicky
Irene Wüest
Nadine Mambretti
Sandy Leuenberger
Claudia Sidler
Isabelle Ruckstuhl
Nadja Kaufmann
Sebastian Asler
Cornelia Imfeld
Jacqueline Waser-Gisler
Nathalie Huber
Silvia Wespi
Craig Thompson
Janine Zimmermann
Nicole Hauri
Simon Thomas
Cristina Choppelo
Jay Neuhaus
Nicole Keller
Simone Schwegler
Daniel Fischer
Jeannette Nussbaumer
Oliver Duss
Stefano Saporetti
David Johnson
Joanna Maio
Oliver Vogt
Stephen Dawson
David Sim
Joe Regli
Patrick Murphy
Stephen Margarito
David Tyler
Jolanda Kurmann
Patrick Jost
Sven Schaeffner
Doris Hettinger-Brändli
Juergen Lenz
Patrick Stewart
Thierry De Backer
Douglas Thackrey
Karin Gämperle
Peter Nordenström
Thomas Gurtner
Edith Rossacher-Flores
Karin Seifert
Peter Schmidiger
Thomas Klooz
Esther Jung
Kerstin Lutz
Petra Balmer
Thomas Kreuzer
Eva Hoff
Klaus J. Hempel
Petra Burri
Tom Huston
Eva Portmann
Louise Pugh-Häfliger
Petra Ziltener
Tom Liston
Eva Suarez
Luis Carulla
Pierre Lienhard
Tommaso Marchiaro
Ferdinand von Strantz
Madeleine Evans
Remko van Hoof
Trevor Garwood
Florin Mitu
Manuela Biedermann
Renate Burri
Tyson Henly
Gabriela Bucheli
Marco Caratsch
Renate Henseler
Valentin Meier
Reto Eggenschwiler
Wesley Wernimont
Introduction
TEAM is delighted to present its tender for the marketing of the commercial rights to
the UEFA Champions League 2003 – 2006. We hereby confirm our compliance with
the terms and conditions of the Invitation to Tender.
The UEFA Champions League is a phenomenal success from both a sporting and
commercial pe r s pe ct i ve. We are proud to be part of that success and are pleased to
provide you with our proposal to continue for the future.
Although the market is currently experiencing a pe ri od of volatility, we have full
confidence in the future value of the UEFA Champions League ‘product’.
TEAM’s passion for the UEFA Champions League is as strong as ever. This passion
c h a ra cterises our involvement with the project and underlies the culture of our
company.
Our 110 professional, ex pe ri e n ced and highly motivated management and staff are
dedicated to providing the best possible service to UEFA and its commercial partners
today and in future.
We believe that our proposal for A New Approach provides UEFA with the best
commercial solution for the UEFA Champions League in the future.
On behalf of the management and staff of TEAM
Klaus J. He m pe l
Lu ce rn e, 1 November 2001
Juergen Lenz
2
COMPETITION & CLUB ISSUES
WHY TEAM?
We forecast that adopting the Alternative Format would
result in a 25% reduction in revenues.
We are proud to say that our focus is solely on UEFA.Our work
together has established an integrity that is widely admired
and unmatched anywhere else in top level sport.
There are, however, other significant competition issues
that have a major impact on the overall ‘product’ and its
commercial value. Whichever competition format is chosen,
we believe that the following elements must be retained:
- Tuesday/Wednesday split of matches
Independence, creativity, quality, attention to detail and the
flexibility to meet new challenges will remain our guiding
principles as we continue our dedication to the development
and success of the UEFA Champions League in the future.
- the current entry and qualification system
✔ UEFA control
✔ Service and delivery
- a commercial approach to draws and match
scheduling
✔ Independence
✔ Passion and excellence
✔ Dedication
✔ Creativity
- 20:45 CET as the standard kick-off time for all matches
✔ Market know-how
✔ Reliability
✔ Sales expertise
✔ Respect and trust
We strongly recommend that split kick-offs should not b e
considered.
We propose that certain commercial rights are granted
to the clubs for their direct exploitation,and also suggest
a review of the structural framework of the UEFA Champions
League for the long term.
CONTENTS
Page
Executive Summary
2
The UEFA Champions League
6
Broadcast Rights
10
Sponsorship & Merchandising
36
Financial Proposal
46
Competition & Club Issues
50
Why TEAM?
56
A New Ap p ro a c h
5
6
The UEFA Champions League
TEAM will provide UEFA with a comprehensive marketing approach from concept
development through to the final delivery of the event.
The standard that has been set in marketing and managing
the UEFA Champions League project is widely admired.
THE TRIANGLE OF MUTUAL BENEFIT
We believe that UEFA must continue to have control over
the UEFA Champions League ‘product’ in order to protect and
promote its future value.
Commercial interests and sport can work in harmony together
– indeed, they can be ideal partners and mutually beneficial
to each other – if the relationship is properly managed. This
is one of the many areas where the UEFA/TEAM partnership
excels – balancing the interests of football and the market
in an environment otherwise full of vested interests.
PARTNERSHIP
The network of interdependence and mutual benefit makes
the UEFA Champions League a true partnership between
clubs, broadcasters and sponsors.
However, the key relationship is the central partnership between
UEFA and TEAM that ‘brings it all together’ to create a single
unified whole – a whole that has a value and a status way
beyond the sum of its parts.
TEAM recognises that UEFA has the leadership role with full
control and authority over all aspects of the competition.
TEAM’s role is to develop, sell and deliver the commercial
rights on UEFA’s behalf.
A New Ap p ro a c h
7
BRAND
UEFA/TEAM WORKS
The UEFA Champions League ‘product’ has been created and
developed by UEFA and TEAM through a process of careful
brand building.
UEFA’s vision and objectives are respec ted and supported
by TEAM,and we aim to provide long term value creation
whilst demonstrating respect for the sport.
In the space of just ten years the brand has achieved a
signifiance beyond its immediate context and today the
term ‘Champions League’ is synonymous with excellence.
The ‘TEAM Team’ consists of 110 professional, experienced
and highly motivated management and staff, and we are
100 % focused on UEFA and the projects that we manage
on UEFA’s behalf.
Ultimately the priority audience for the UEFA Champions
League brand is the fan either at home or in the stadium,
and we must consider how this relatively young yet mature
brand should be developed in the future to maximise its
appeal to the fans.
Just as important as the initial period of brand building is
the subsequent phase of careful nurturing and protection.
We propose to work together with UEFA to continue to
develop, enhance and protect the UEFA Champions League
brand in the future.
TEAM’s stru ct u re reflects the needs of the UEFA
Champions League, and we have grown and evolved in
line with the competition and its commercialisation.
We recognise the framework within which UEFA’s marketing
agency must operate:
- compliance with all UEFA instructions
- compliance with all applicable national and European
legislation
- observation of all statutory and competition related
provisions of UEFA and FIFA
BRAND VALUES
To ensure the best possible service to UEFA for the future,
we will enhance certain aspects of our service:
- consultancy services to UEFA
- enhanced television account management on a
country-by-country basis
- expanded television production unit
- development of a dedicated Mobile Services
department
- specific and dedicated brand management
We will also continue to adapt our structure and services
to reflect the evolving needs of UEFA and the UEFA
Champions League in the future. In particular, we will
continue to work with UEFA to ensure that TEAM’s services
are focused to complement UEFA’s new structure.
Source: Sport & Markt
8
SERVICES
The approach of having one agency responsible for
the development, selling and delivery of integrated
rights packages has been one of the cornerstones of
the success of the UEFA Champions League commercial
concept.
■ Event Management
- Event management expertise
- Proven capability to deliver 156 regular season matches
■ Finals Event Management
TEAM’s approach to every aspect of the servicing of the
UEFA Champions League is to add value to the project.
We extend our services beyond what is contracted in order
to improve the product, enhance value for UEFA and
UEFA’s partners and encourage contractual renewal by
the commercial partners. It has proven to be a successful
model and one that we propose to continue.
TEAM's specialist services match the needs of the UEFA
Champions League:
■ Television
- Dedicated Finals event management unit
- Expertise to deliver the world's biggest annual
football event
■ Media and Research
- Dedicated media booking resource
- Co-ordination,management and monitoring
- Specialist research unit
■ Other Specialist Services
- Market knowledge
- Contract negotiation and other legal services
- Sales expertise
- Production support
- Accounting, payment collection and financial
reporting services
- Account management
- Brand management and protection
- Service and delivery
■ New Media
There is no other centrally organised sports event in the
world that has the scale, complexity and geographical
scope of the UEFA Champions League:
- Sales and account management
- total of 157 matches per season
- Project management
- up to 16 venues per matchweek,separated by
as much as 4,000 kms
■ Sponsorship
- Market know-how
- Sales expertise
- Account management
- Service and delivery
■ Merchandising
- venues as culturally diverse as Dortmund and Donetsk,
Rosenborg and Roma
We are proud to have successfully managed 806 UEFA
Champions League matches, 7 UEFA Champions League
Finals and 45 other UEFA matches since 1992 on behalf
of UEFA.
Our services to UEFA and UEFA’s partners are further detailed
in the accompanying document ‘The Services’.
- Sales and account management
A New Ap p ro a c h
9
10
Why TEAM?
■ Independence
■ Passion and Excellence
- no conflicts of interest
- passion for the UEFA Champions League project
- no links with media companies or advertising agencies
- highly motivated management and staff
- no consultancy representation of buyers
- standards match those of UEFA and the UEFA
Champions League
- no representation of other federations, clubs or
individuals
- guaranteed to represent fully the interests of UEFA
■ Creativity
- creative marketing solutions
■ Dedication
- creative development of ’added value propositions’
- UEFA is our focus
- TEAM management and staff are 100% dedicated to
UEFA and UEFA's partners
■ Reliability
- reliable service and delivery
- attention to detail
■ Market Know-how
- football marketing specialists
- in-depth knowledge of European and worldwide
TV markets
- sponsorship market knowledge
■ Sales Expertise
- proven sales expertise
- revenue maximisation within the framework set
by UEFA
■ Respect and Trust
- respect and support for UEFA’s objectives
- respect for football and its traditions
- respect for the clubs and for the fans
- trusted and respected in the market
■ UEFA Control
- UEFA control over selection of partners
- UEFA is the contractual party for all agreements
■ Service and Delivery
- full transparency
- excellence in after-sales service and account
management
- experience of working under the control and
leadership of UEFA
- event management expertise
- full compliance with UEFA's sporting and commercial
principles
Grundtext
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AS Monaco
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atmosphere of the Final.
Amstel developed its sponsorship further by establishing
the officialfan.com website, which was also promoted pitchside on advertising boards. Its website gave fans the opportunity to play the «Hat Hunt» game and also win tickets to
the Final 2001 in Milan.
Closer to the pitch,the UEFA Champions League Photo
Award organized by Amstel gave professional photographers
the opportunity to win a trip for two to the Olympic Games
in Sydney while highlighting exciting moments of «friendship, fun and freedom».
1994/95
1995/96
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AFC Ajax
Casino Salzburg
FC Barcelona
FC Bayern München
FC Dynamo Kyiv
Galatasaray SK
HNK Hajduk Split
IFK Göteborg
Manchester United FC
Milan AC
Paris Saint-Germain FC
RSC Anderlecht
SL Benfica
Spartak Moscow
Steaua Bucuresti
Aalborg BK
AFC Ajax
Blackburn Rovers
BV Borussia Dortmund
FC Nantes-Atlantique
FC Porto
Ferencváros TC
Grasshopper-Club
Juventus FC
Legia Warsawa
Panathinaikos FC
Rangers FC
Real Madrid CF
Rosenborg BK
Spartak Moscow
Steaua Bucuresti
AFC Ajax
AJ Auxerre
Atlético Madrid
BV Borussia Dortmund
FC Porto
Fenerbahçe SK
Grasshopper-Club
IFK Göteborg
Juventus FC
Manchester United FC
Milan AC
Rangers FC
Rosenborg BK
SK Rapid Wien
Steaua Bucuresti
Widzew Lodz
1999/00
2000/01
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AC Fiorentina
AC Sparta Praha
AIK Solna
Arsenal FC
Bayer 04 Leverkusen
Boavista FC
BV Borussia Dortmund
Chelsea FC
FC Barcelona
FC Bayern München
FC Dynamo Kyiv
FC Girondins de Bordeaux
FC Porto
Feyenoord
Galatasaray SK
Hertha BSC Berlin
Manchester United FC
Milan AC
Molde FK
NK Croatia Zagreb
NK Maribor
Olympique de Marseille
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PSV Eindhoven
Rangers FC
Real Madrid CF
Rosenborg BK
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Spartak Moscow
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Valencia FC
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AC Sparta Praha
Arsenal FC
AS Monaco
Bayer 04 Leverkusen
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FC Barcelona
FC Bayern München
FC Dynamo Kyiv
FC Shakhtar Donetsk
Galatasaray SK
Hamburger SV
Helsingborgs IF
Juventus FC
Leeds United AFC
Manchester United FC
Milan AC
Olympiakos Piraeus FC
Olympique Lyonnais
Panathinaikos FC
Paris Saint-Germain FC
PSV Eindhoven
Rangers FC
Real Madrid CF
Rosenborg BK
RSC Anderlecht
SK Sturm Graz
Spartak Moscow
Sporting Clube de Portugal
SC Heerenveen
S.S.Lazio
Valencia FC
AC Sparta Praha
Arsenal FC
AS Roma
Bayer 04 Leverkusen
Boavista FC
BV Borussia Dortmund
Celtic FC
Deportivo La Coruña
FC Barcelona
FC Bayern München
FC Dynamo Kyiv
FC Lokomotiv Moscow
FC Nantes Atlantique
FC Porto
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Liverpool FC
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PSV Eindhoven
RCD Mallorca
Real Madrid CF
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Closer to the pitch,the UEFA Champions League Photo
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TO THE PITCH,THE UEFA CHAMPIONS
LEAGUE
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Feyenoord
HJK Helsinki
Galatasaray SK
Internazionale FC
IFK Göteborg
Juventus FC
Juventus FC
Manchester United FC
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Manchester United FC
Olympiakos Piraeus FC
Newcastle United FC
Panathinaikos FC
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PSV Eindhoven
Paris Saint-Germain FC
RC Lens
Parma AC
Real Madrid CF
PSV Eindhoven
Rosenborg BK
Real Madrid CF
SK Sturm Graz
Rosenborg BK
SL Benfica
Sporting Clube de Portugal
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The Best Match
2
Alpenquai 30
CH-6000 Lu ce rne 12
Sw i t ze rl a n d