Fernando Zuchetto M

Work-based project at Liverpool FC and final paper (dissertation) for the Football Industries MBA.

In November 2012, the International Digital Development team launched the global digital fan engagement programme to extend Liverpool FC’s international reach by introducing regionalised digital platforms to engage with overseas fans. Since then, more than 20 digital channels were launched on 12 different platforms. Despite the efforts, impacts of the digital programme remained unclear as… Show more

Work-based project at Liverpool FC and final paper (dissertation) for the Football Industries MBA.

In November 2012, the International Digital Development team launched the global digital fan engagement programme to extend Liverpool FC’s international reach by introducing regionalised digital platforms to engage with overseas fans. Since then, more than 20 digital channels were launched on 12 different platforms. Despite the efforts, impacts of the digital programme remained unclear as well as the extent to which the club could be benefiting from it in tangible terms. This management report was the result of a project developed by the author in order to address this problem, whose aims and objectives were to:
• Demonstrate impacts of the digital programme;
• Show values of the programme, either monetary or not;
• Make recommendations about how Liverpool FC could leverage and harness the programme to help business areas on their international operations, boost international commercial activities and revenues and take the relationship with international fans to a higher level. Show less

The purpose of this paper is to identify what steps FIFA has taken to provide greater freedom of movement for professional footballers and to assess the extent to which these steps make the football transfer system compliant with EU law.

The purpose of this report is to identify probable trends in revenues, costs and the distribution of income in the Brazilian National League (Campeonato Brasileiro) over the next five years with focus on mid-table clubs which will be playing in the top division in 2013. In order to outline an accurate examination of tendencies, financial data of the clubs which played in the first division from 2007 to 2012 were collected and scrutinised in addition to the consideration of some relevant events… Show more

The purpose of this report is to identify probable trends in revenues, costs and the distribution of income in the Brazilian National League (Campeonato Brasileiro) over the next five years with focus on mid-table clubs which will be playing in the top division in 2013. In order to outline an accurate examination of tendencies, financial data of the clubs which played in the first division from 2007 to 2012 were collected and scrutinised in addition to the consideration of some relevant events which are likely to affect the finance of clubs in the short and medium terms. A conclusion with some recommendations centred at mid-table clubs is provided. Show less

Celtic is a football club from Glasgow founded in 1887 which have a rich history in football. They were the first British club to win former European Cup and they are one of the greatest champions of all times in Scotland along with Rangers FC – their known rivals who recently have been shoved into Scottish football’s Third Division after entering administration. The purpose of this report is to appraise Celtic’s recent financial performance and their current financial position to identify key… Show more

Celtic is a football club from Glasgow founded in 1887 which have a rich history in football. They were the first British club to win former European Cup and they are one of the greatest champions of all times in Scotland along with Rangers FC – their known rivals who recently have been shoved into Scottish football’s Third Division after entering administration. The purpose of this report is to appraise Celtic’s recent financial performance and their current financial position to identify key trends and analyse CFC’s potential for business expansion. Show less

This report is intended to advise Real Sociedad de Fútbol (RSF) on the facilities and accommodations required at Estádio Municipal de Anoeta in order to host UEFA Champions League (UCL) group stage matches. By finishing at the current position in the Spanish La Liga – fourth place with 47 points, two ahead of Valencia CF and thirteen behind Club Atlético de Madrid (LFP, 2013) –, RSF will be guaranteed a place in the next UCL as Spain is to be awarded four places in accordance with UEFA’s… Show more

This report is intended to advise Real Sociedad de Fútbol (RSF) on the facilities and accommodations required at Estádio Municipal de Anoeta in order to host UEFA Champions League (UCL) group stage matches. By finishing at the current position in the Spanish La Liga – fourth place with 47 points, two ahead of Valencia CF and thirteen behind Club Atlético de Madrid (LFP, 2013) –, RSF will be guaranteed a place in the next UCL as Spain is to be awarded four places in accordance with UEFA’s association coefficient ranking. As part of the present competition’s regulations, UEFA demands participating clubs to take a series of strict measures to comply with the minimal requirements required to keep UCL at its highest level. These rules have been recently revised and they are to be enforced until 2014-15 Season. In 2012-13 Season, a club (Gyori of Hungary) were refused access for the first time due to UEFA compliance visit which strengthens the need of conformity for the clubs. Show less

As defined by the American Marketing Association, Marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders. Products in Marketing combine different benefits to satisfy customers. Sport may span products similar to any other product in marketing although it can also have products with specific features which can be sold using… Show more

As defined by the American Marketing Association, Marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders. Products in Marketing combine different benefits to satisfy customers. Sport may span products similar to any other product in marketing although it can also have products with specific features which can be sold using distinct marketing strategies. Similarly, football products are a particular type of sport product embedding further properties that demand specific marketing strategies to be sold. The objective of this paper is to discuss whether or not marketing football products is different to marketing any other type of product. For the purpose of this discussion, the football products are defined as the game itself, the clubs that play the game and the competitions in which the clubs participate. Show less

Manchester City is an English football club based in the City of Manchester and is currently the champion of the English Premier League, one of the top domestic football leagues in the world. Founded in 1880, the club has been passing through a significant transformation since Abu Dhabi United Group and its owner – Sheikh Mansour bin Zayed Al Nahyan – decided to buy it in September 2008. Formerly at the verge of a financial ruin, the acquisition triggered a new period of substantial investments… Show more

Manchester City is an English football club based in the City of Manchester and is currently the champion of the English Premier League, one of the top domestic football leagues in the world. Founded in 1880, the club has been passing through a significant transformation since Abu Dhabi United Group and its owner – Sheikh Mansour bin Zayed Al Nahyan – decided to buy it in September 2008. Formerly at the verge of a financial ruin, the acquisition triggered a new period of substantial investments at the club by the new owner. At the time of the acquisition, Sheikh Mansour unveiled to the fans his intention to make a club capable of sustaining a prominent position both in the Premier League and at European level. Manchester City was bought by the Group as part of an audacious strategy to enhance the image of Abu Dhabi through a club member of “one of the best entertainment products in the world”. Show less

In last December eighth, Grêmio has moved to its new ground-breaking Arena. The kick-off match of the new stadium finished with a 2-1 victory against German side Hamburger SV, with an attendance of more than 60,000 people (full capacity). The massive positive reaction of fans on social media after the match makes easy to notice that the Arena will be a crucial factor to improve fan engagement although purely having a better stadium is no guarantee of success. Some issues have been, and will… Show more

In last December eighth, Grêmio has moved to its new ground-breaking Arena. The kick-off match of the new stadium finished with a 2-1 victory against German side Hamburger SV, with an attendance of more than 60,000 people (full capacity). The massive positive reaction of fans on social media after the match makes easy to notice that the Arena will be a crucial factor to improve fan engagement although purely having a better stadium is no guarantee of success. Some issues have been, and will increasingly be, affecting the commitment of fans to the club. Show less

Since the takeover of Manchester City Football Club (MCFC) by Sheikh Mansour bin Zayed through the Abu Dhabi United Group, the club’s two-pronged strategy of embedding itself in the community and focusing on developing relationships with their local supporters, while aggressively targeting and recruiting some of the world’s best footballing talent has been rewarded with footballing and commercial success.
However, this report concludes that, while this approach has brought great rewards in… Show more

Since the takeover of Manchester City Football Club (MCFC) by Sheikh Mansour bin Zayed through the Abu Dhabi United Group, the club’s two-pronged strategy of embedding itself in the community and focusing on developing relationships with their local supporters, while aggressively targeting and recruiting some of the world’s best footballing talent has been rewarded with footballing and commercial success.
However, this report concludes that, while this approach has brought great rewards in the short term, the opportunities for further engagement and revenue growth in the local community beyond the Etihad Campus development are limited, particularly at a at a time when the local and national economy is struggling, and the overspending strategy is questionable in the context of UEFA’s Financial Fair Play regulations and any future domestic implementation of wage restraint.
To this degree, it is recommended that MCFC be more diverse in its approach, utilising the experience gained from the innovative digital-first, heavily-segmented marketing strategy which has proven so successful, and apply it to the international marketplace. Furthermore, MCFC should continually be aware and ready to adapt to challenges posed to its position by internal and external factors in a quickly evolving, dynamic business. Show less

The purpose of this report is to identify any restrictions operating in the domestic league of Spain, and mainly to examine the influence of the UEFA home grown players rule upon the top clubs from the Spanish National Football League (commonly referred as ‘La Liga’). An accurate description of the rule will be presented along with some issues related to its existence within the European Union (EU). These will be followed by a short explanation of the methodology used within football academies… Show more

The purpose of this report is to identify any restrictions operating in the domestic league of Spain, and mainly to examine the influence of the UEFA home grown players rule upon the top clubs from the Spanish National Football League (commonly referred as ‘La Liga’). An accurate description of the rule will be presented along with some issues related to its existence within the European Union (EU). These will be followed by a short explanation of the methodology used within football academies in Spain plus an analysis of some demographic data concerning footballers in Europe. An evaluation of all these aspects will enable a brief discussion of the effectiveness of the rule in pushing the top clubs from Spain into an increasing tendency of investments in developing and training young players, for what a conclusion will be offered. Show less

Publication in Portuguese.
The Brazilian Football faces the need of professionalization of the clubs starting from the new “Lei Pelé” and the recent transmission rights’ contracts, which constitute the highest revenues sources of the Brazilian football teams nowadays. These facts and the international events that the country is preparing stimulate the formation of new sport managers. However, the Brazilian clubs face difficulties that reside on their historic relationships and from a still… Show more

Publication in Portuguese.
The Brazilian Football faces the need of professionalization of the clubs starting from the new “Lei Pelé” and the recent transmission rights’ contracts, which constitute the highest revenues sources of the Brazilian football teams nowadays. These facts and the international events that the country is preparing stimulate the formation of new sport managers. However, the Brazilian clubs face difficulties that reside on their historic relationships and from a still non-existent professionalization in the sport. The economic scenario in Europe and volleyball in Brazil shall inspire the adoption of professional practices inside the football teams. Show less