Making Champions

Stephen Margarito is a living legend. We go back a long way and I was delighted recently – pre-social distancing! – to be reunited.

We had barely sat down when he surprised me with a signed copy of his newest creation, “Making Champions”, a handsome tome about one of the most famous brands in world sport, how it came to be and it has evolved ever since.

Humbled and flattered by being recognised as “part of the team”, we went back in time and reminisced about the beginnings of arguably, the most iconic and best branded sports event in history:

The UEFA Champions League

Stephen has been involved since very early in the development of the UCL, as we now know it. And he also remembered a young Andrew Walsh, early in his sport business career, full of ideas and ideals. Not shy to speak up to all the experienced executives around him.

He reminded me, how exciting those times were and how SPORT+MARKT, my former employer helped shape the commercial side of the concept, with me as Account Director!

Since the initial meeting back in 1996, a lot of research, consultancy and testing was undertaken in order to shape and improve the commercialisation of the UEFA Champions League, as well ensure the rights of the sponsors were monitored and respected across the globe. It all began with developing a strong and unique brand.

Some projects over the years

Commercial Partners

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.

We were commissioned to investigate the different possible scenarios and to determine the most effective combination of partners in terms of individual and collective returns on investment. “Less is more!” became the key phrase with the exclusivity and premium setting/exposure proving that quality triumphs over quantity. The research provided great granularity to inform the concept and execution and history has shown how well it all subsequently worked.

Market Research

Regular market research studies were conducted for UEFA/TEAM and their partners, to understand the target group, assess the image and positioning of the event, track trends and developments and of course, to evaluate the platform(s).

The brand itself was also a constant theme, with the evolution of the starball logo and associated imagery, constantly tracked. As UEFA and TEAM sought to remain true to the original concept while keeping it fresh and modern. Fans’ attachment to the familiar was balanced with the need to keep up with the success and growing stature of the competition.

Certainly nothing happened by accident and each decision was made by careful consultation of the data and insight.

Commercial Auditing

The conception of such a prestigious brand and opportunity for sponsor and media partners alike is of course, only half the battle. Ensuring its consistent execution, globally was critical to the building of brand equity and establishing its position and value. We played a significant role in monitoring and ensuring instructions were followed by EVERYONE. EVERYWHERE.

Commercial Auditing was born on a new scale and level of detail, featuring image, audio and video recognition to detect infringements all around the world and to protect the integrity of the brand and the rights of all stakeholders.

Policing the brand implementation however, was not only a defensive measure but we were also in a position to provide UEFA and TEAM with still and video footage from all around the world, highlighting the positives and best practice from almost 200 territories around the world, which in turn offered considerable food for thought for the subsequent evolution of the brand and format.

THANK YOU

My extensive and varied experiences with UEFA and the UEFA Champions League in particular offered me an incredible insight into the very best in class in world sport. With a client that pushed the envelope and demanded the best, our company and myself individually of course, always had to think on our feet, innovate and at the same time, keep a close eye on the detail. It was a great challenge, a steep learning curve, very rewarding but also, always a lot of fun!

Stephen’s book – of course – lives up to the lofty standards that were set back then! It provided a great prop and prompt for our catch up and a chance to reminisce on a lot of common memories.

Thank you Stephen, for your faith and your kind words.

To the next chapter of building fantastic concepts together!

Making Champions. Andrews Story 06.2020