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[THREAD] Why the European Super League was a #marketing disaster.
There are a million ways to analyse this, but I enjoy @markritson's diagnosis, strategy and tactics model. So, let's use that.
![[THREAD] Why the European Super League was a #marketing disaster. There are a million ways to analyse this, but I enjoy @markritson's diagnosis, strategy and tactics model. So, let's use that.](https://pbs.twimg.com/media/Ez436VcWUAMSAPy.jpg "[THREAD] Why the European Super League was a #marketing disaster. There are a million ways to analyse this, but I enjoy @markritson's diagnosis, strategy and tactics model. So, let's use that.")
There are a million ways to analyse this, but I enjoy @markritson's diagnosis, strategy and tactics model. So, let's use that.
Market orientation seemed to be done for show only. Fan Forums were consulted in the days leading up to the announcement and weren't attended by senior execs.
Ultimately this meant the clubs were solving a problem only the owners cared about. https://www.manchestereveningnews.co.uk/sport/football/football-news/man-united-news-fans-forum-20414974
Ultimately this meant the clubs were solving a problem only the owners cared about. https://www.manchestereveningnews.co.uk/sport/football/football-news/man-united-news-fans-forum-20414974
This is marketing suicide because all of a sudden, youâre solving a need for a company rather than the customer.
No one else cared.
Ironically, actually listening to fans could have yielded other solutions that would have also solved the problems of finances.
No one else cared.
Ironically, actually listening to fans could have yielded other solutions that would have also solved the problems of finances.
The #ESL treated the existing fan base with contempt - (4 billion people)
Insiders claimed existing fans has been called 'legacy fans'
Instead, clubs targeted young people and developing markets. Thinking fans would go along with it. They didn't. https://www.football365.com/news/european-super-league-liverpool-manchester-united-legacy-fans
Insiders claimed existing fans has been called 'legacy fans'
Instead, clubs targeted young people and developing markets. Thinking fans would go along with it. They didn't. https://www.football365.com/news/european-super-league-liverpool-manchester-united-legacy-fans
The noise of these existing fans was enough to get billionaire owners to apologise for the mistake they made. https://twitter.com/LFC/status/1384763846557147142
Messaging was terrible too.
The official press release mentioned âfinancesâ, âeconomicsâ, ârevenuesâ or âcommercialsâ seven separate times, and âbetter footballâ twice.
Bad market orientation coming back again here. https://thesuperleague.com/press.html
The official press release mentioned âfinancesâ, âeconomicsâ, ârevenuesâ or âcommercialsâ seven separate times, and âbetter footballâ twice.
Bad market orientation coming back again here. https://thesuperleague.com/press.html
A tactical shambles, too. Let's do the 4Ps
- A product no one wants
- Sold to an audience feeling stretched at current prices
- Promotion limited to a press release with the wrong messages
- An unclear plan for how it could be consumed
- A product no one wants
- Sold to an audience feeling stretched at current prices
- Promotion limited to a press release with the wrong messages
- An unclear plan for how it could be consumed
Finally. Internal comms was not good.
The only people who knew about the plans were owners. Managers and players found out hours before the announcement and were then left out to dry in post-match interviews. These videos get 3M+ view though... Awks.
The only people who knew about the plans were owners. Managers and players found out hours before the announcement and were then left out to dry in post-match interviews. These videos get 3M+ view though... Awks.
From start to finish it was a shambles.
I've written a fuller article, featured in @MarketingWeekEd found at the link below.
Thanks for reading
#europesuperleague #marketingtwitter #Marketing https://www.marketingweek.com/european-super-league-marketing-failure/
I've written a fuller article, featured in @MarketingWeekEd found at the link below.
Thanks for reading
#europesuperleague #marketingtwitter #Marketing https://www.marketingweek.com/european-super-league-marketing-failure/
