Globalization of the Premier League: A debate worth having.
Dr Susan Bridgewater, Warwick Business School.
Football is certainly a “beautiful game” but, over time, it has also developed into a
global and highly visible business. In 2005-2006 the total income of the “Big 5”
European football leagues stood at ￡12.6 billion ($18.54 billion) (Deloitte and
Touche 2007), of which the English Premier League was the largest single
contributor generating � 2 billion or $2.9 billion.
Whilst it may be emotive to view fans of football as the customers of this
business, the revenues from the business are intrinsic to bringing in the best
players and making Premier League football attractive. Fans, as customers, are
intensely loyal to their chosen club and football stars. Increasingly these clubs
and football stars are referred to by media, analysts and researchers as brands.
If football clubs are to be viewed as brands, however, the key questions are how
these brands differ from brands in other sectors, what values of these brands
matter to fans, and whether all fans value football brands in the same way?
These questions have been pushed to the forefront in recent weeks with the
debate as to whether and, if so, how these brands might be brought to a broader
sub-set of their global fan base. In any other global business, it would be without
question that a global brand is predicated on making the product, or service,
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