2018年职业足球合作趋势与机遇（英文版）_20页_1mb

2018 Partnership Trends and Opportunities in Professional Football

Introduction

The financial landscape of professional football is evolving rapidly, with rising operational costs and stagnant revenue streams. Clubs are under pressure to adapt and explore new, diverse commercial partnerships to ensure long-term sustainability and success. This report highlights strategic opportunities in various sectors, emphasizing the need for clubs to align with evolving consumer preferences and embrace disruptive innovations.

Key Trends and Opportunities

1. Men's Grooming: A Growing Opportunity

• Overview: Men's grooming is emerging as a significant area for global partnerships due to the increasing focus on personal appearance and health.
• Market Growth:
  • Global men's grooming market grew significantly from 2012 to 2017.
  • Asia Pacific represented a substantial portion of the market, with China being the largest market.
• Trends:
  • Men's skincare is gaining traction, with anti-ageing and anti-pollution products becoming popular.
  • Beard care products are experiencing rapid growth, driven by changing grooming habits.
  • Subscription razor blade services are becoming more prevalent, especially in internet retailing.
• Partnership Potential:
  • European clubs can leverage partnerships with brands like Head & Shoulders, Gillette, and Nivea Men.
  • Diversifying partnerships across multiple countries may yield greater value than focusing on a single market.

2. Beer in Focus: European Opportunity from APAC Partners

• Overview: Beer remains a major category for football partnerships, particularly in the Asia Pacific region.
• Market Context:
  • Asia Pacific accounted for 35% of global beer consumption in 2017.
  • Europe and the Americas consumed 25% and 30% respectively, but growth was constrained by mature markets.
• Growth Drivers:
  • Lager dominates the region, especially in countries like Thailand.
  • China's beer market is growing, though with a shift towards premium variants.
• Key Players:
  • Regional breweries such as China Resources Holdings, Tsingtao Brewery, and Sabeco are key players.
  • International brands like Coca-Cola and PepsiCo are also present.
• Opportunities:
  • Football clubs can benefit from partnerships with both regional and international beer brands.
  • The demographic overlap between beer consumers and football fans presents a unique chance for engagement.

3. Sports and Energy Drinks: Opportunities in Asia Pacific

• Overview: Sports and energy drinks are becoming increasingly relevant in the football partnership space.
• Market Growth:
  • Asia Pacific saw an 8% CAGR in sports and energy drinks from 2012 to 2017.
  • China and Vietnam are notable for their strong growth rates.
• Trends:
  • Health-conscious consumers are driving demand for healthier variants of these products.
  • Sports drinks are the largest category, followed by energy drinks.
• Partnership Potential:
  • Brands like Gatorade and Red Bull have extensive partnerships in football.
  • Football clubs can align with local and international brands to meet consumer demands for healthy, on-the-go options.

4. Disruptive Partnerships

• Overview: Disruptive trends are reshaping the football industry, offering new avenues for partnerships.
• Megatrends:
  • Health and wellness, cryptocurrency and blockchain, and the sharing economy are among the key trends.
• Applications in Football:
  • Health and Wellness: Brands like PepsiCo are promoting healthier snack options in stadiums.
  • Cryptocurrency and Blockchain: Clubs like Arsenal are exploring partnerships with blockchain-based platforms.
  • Sharing Economy: Collaborations with services like Uber and Airbnb can enhance fan engagement and sustainability efforts.

Final Recommendations

• Strategic Assessment:
  • Clubs should assess partnership potential beyond revenue, considering global footprint, brand alignment, and activation opportunities.
  • A three-step process includes looking beyond revenue, understanding evolving consumer preferences, and being open to disruption.
• Consumer Engagement:
  • Fans increasingly value social responsibility and ethical practices.
  • Partners with strong CSR records and innovative approaches can enhance a club's image and commercial value.
• Proactive Approach:
  • The future of football partnerships will be shaped by cross-industry megatrends and niche innovations.
  • Football clubs must move from reactive to proactive strategies to stay ahead in the market.

How Euromonitor International Can Help

• Euromonitor International provides strategic insights and data to help football clubs identify and capitalize on global partnership opportunities.
• Their analysis covers various sectors, including packaged food, non-alcoholic drinks, and emerging technologies, offering a comprehensive view of market dynamics and consumer behavior.

Conclusion

The football industry is at a pivotal moment, with clubs needing to adapt to new financial realities and consumer expectations. By leveraging opportunities in men's grooming, beer, sports and energy drinks, and embracing disruptive trends, football clubs can enhance their commercial sustainability and global reach. Euromonitor International's research supports a data-driven, proactive approach to partnership development, ensuring clubs remain competitive in an evolving market.