Learning to “Make Champions”
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When Stephen Margarito published his book “Making Champions” recounting the story of commercialising the UEFA Champions League, I was thrilled to receive a signed copy. It brought back many memories of a unique experience that taught me so much in the early days of my career.
As an Account Director with SPORT+MARKT, my client demanded the best while pushing the envelope. It demanded quick thinking, a determination to innovate and the ability to keep a close eye on the detail.
The lessons I learned in developing a strong and unique brand have never left me. Indeed, they continue to shape my approach to business.
Choosing commercial partners
The role of SPORT+MARKT was to determine the most effective combination of partners for individual and collective returns on investment. Contrary to expectations “Less is more!” was our response.
Exclusivity and premium exposure proved that it was the quality of partners that triumphed over quantity. Extensive research provided great granularity to inform the concept and execution. History has shown how well this approach has worked since.
The exclusive panel of sponsors has been a key feature of the commercial success of the UEFA Champions League. It has defined not only the sponsorship programme, but has presented an instantly recognisable visual component of the entire competition.
Exploiting ongoing research
SPORT+MARKT conducted regular market research studies for UEFA/TEAM and their partners. This enabled us to understand the target group; assess the image and positioning of the event; track trends and developments; and evaluate the platforms.
Keeping the established brand fresh was a constant theme. From the very first introduction of the Starball logo, and its associated imagery, all elements were constantly tracked. This helped us remain true to the original concept while keeping it relevant and modern.
The look of the Starball was balanced with the need to keep up with the growing stature of the competition. Every design decision was made by careful consultation of the data and insights drawn from it.
Upscaling Commercial Auditing
Creating such a prestigious opportunity for sponsors and the media was only half the battle. A globally consistent execution was vital to build brand equity. Our role was to make sure that the guidelines were followed by everyone … everywhere!
As a result Commercial Auditing was born on a new scale and level of detail. Featured image, audio and video recognition could detect infringements anywhere in the world to protect the integrity of the brand and the rights of all stakeholders.
Video footage and stills also highlighted the positives and best practice from almost 200 territories around the world. This offered UEFA and TEAM unique insights to help evolve the brand and format.