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Posts from the ‘Football Finance’ Category

May 13

Not for tyre kickers (NFTs)

Thought I’d be flippant in titling this article. But double-entendre is to suggest that my path is to embark on the journey – and my musings are for those that want to do same and actually act to join web 3.0 and metaverse.

I first wrote about the meta and metasphere earlier in the Year and was delighted that it was syndicated and shared by my good friend and scholar, Prof.Dr. Sebahattin Devecioğlu.

Every day is a school day as the subject matter is still in its infancy yet some interesting content that I’ll share with readers every time I speak out.

I’m a proud Stockport County supporter – and note that our EPL “Noisy Neighbours” have realised the future possibilities – and scope where virtual and real worlds intertwine. Both City and United are tackling meta-projects and resourcing of personnel has taken place. Also, in the North West, the Merseysiders, Liverpool, have had more recent airtime. It created and auctioned NFTs (non-fungible tokens) and digital assets only last Month. Less than 6% of them were sold yet the Club still generated £1.1M.

Nike is an interesting invader of this space and has with RTFKT, introduced the first RTFKT x NIKE CRYPTOKICKS NFT: The RTFKT X NIKE DUNK GENESIS CRYPTOKICKS Sneaker Powered by DRM OS and Skin Vial Tech. The clothing and footwear giant acquired the 2-year-old agency and nurtured this digital training shoe. This collection of “digital sneakers” were leaked on Discord and Twitter. The shoes, called Nike Cryptokicks, are modelled after the Nike Dunk sneaker and mark the brand’s long-awaited entrance into digital clothing. So far sales are in excess of $11M. 20,000 NFTs are in this initial collection.

Another story that caught my attention was the Bored Ape Yacht Club (BAYC). BAYC is a collection of 10,000 Bored Ape NFTs—unique digital collectibles on the Ethereum platform. The family of Bored Apes increase in value through use of the Yacht Club membership card, and grants access to members-only benefits.  It is the latter that defines the criteria for success in NFTs and especially in the sports applications. 

“The value is not in the imagery itself as a collectible, but the

prescribed or societal value that it is associated with.”

We have taken our first plunge into NFTs at Stockport Volleyball. One of the fastest growing clubs in the UK and Winners of the Men’s National Shield defeating London Aces in the Final this Year. Every day in the metaverse is a learning one – and we have taken our time to choose the correct partner that has synergy and compliments our strategic marketing, sponsorship and fundraising expertise at ACROBAT FCSM. Furthermore, in that our volleyball club is the pilot, we have established the venture with our German partners to offer immersion into the meta-world without any upfront fees. The ‘no risk’ incentive is based on a financial model whereby only a small, single digit percentage of commission is due only on realization and sale of the NFTs. Attractive proposition eh, we certainly think so. So our tried and tested illustrator has been commissioned and we are working on the list of membership benefits to add-significant value to any investment as well as aligning with marketing strategy and collateral for the Club, our sporting clientele and business as a whole. Watch this space, we’re on our way!

Adrian Stores is Director and CEO at strategic marketing, partnerships, sponsorship and fundraising agency, ACROBAT FCSM. Award winning. Established 1995.

Jan 2

Does it ‘meta’?

Meta- verse, Meta-sphere, does it even ‘meta’? See what I did there, ha. One thing is for sure, with the rebranding of Facebook, the meta-philosophy is gaining more attention. It was sometime back that a ‘virtual world’ was discussed, but there appears growing recognition and with technology evolving at pace, us marketers look for the next big thing.

So what is this meta-thing? And what could it mean for those of us involved with sport. I turn to the musings of somr respected ‘scholars’ to discover more facts.

Mara Kottke at Beyond The Match states: “Meta is seen as a “collective project created by people around the world and open to all.” Her same reporting comments: “Rights holders and brands can also use the metaverse and its precursors. Roblox, a platform where users can create and share their own games, is another prototype of the Metaverse. Football clubs such as Barcelona and Liverpool have already worked with Roblox: together they developed in-game content so that users could equip their avatars with jerseys and fan scarves. Since people by nature like to collect, the metaverse offers a “business-to-avatar” approach to showcase one’s own interests to others with items in the virtual world.” At this point we start to realize that meta-thingy is only limited by ones’ imagination. But monetisation or return on investment will be drivers to consider in our commercial activities, after all our careers are more than a gaming experience.

[See: https://beyond-the-match.com/en/insights/metaverse-new-opportunities-for-sports-marketing/]

Yesterday, we spoke to a household name brand and blue chip company about its intentions. The response: “what is it?” tells us much. The rules of this game are yet to be established as the wonders of technological platforms are tested, but be sure of one thing, in one version or another, it is coming.

LaSource published a quote that: “Real-time 3D content— will account for almost half of all visual digital content by the end of the decade”. With a predicted three percent currently, this is somewhat a tsunami of change. But it doesn’t need to be an alternative from the norm for sports marketers, more added value and additional complementary opportunities where ‘virtual’ drives ‘real’ world behaviour and engagement. Fans merchandise can help personalize avatars, yet with currency income streams can follow. Noteable content can mimic desired out comes from traditional marketing spend. Early adopters of e-sports sponsorship included: Coca Cola, Red Bull and BMW. Teams and players have been beneficiaries of expenditure. Why not? It creates more channels and tactics to explore partnerships and collaborative, joined-up promotions.

The pandemic has been an accelerator. The potential echoed here: “Today, nearly every company has a webpage. And soon, they will all have a real-time presence in the metaverse.”

[See: https://www.lasource.io/news/why-the-sport-industry-must-be-aware-and-understand-the-metaverse]

Manchester City is recruiting additional staff with a meta-focus. The job descriptions read as a terms of reference to other corporates that might be considering a first step in to the unknown. At ACROBAT FCSM, we are evaluating tactics, strategy and returns for brands in sportswear and a high-profile team.

This is all so exciting, but calculated risks will avoid wastage or another contribtuon to that failed fad corner.

LaSource shares other decisions: “In 2021, the NBA announced the creation of the “crossover event” with NBA outfit skins, tournaments, creative mode, personal players lockers, etc”

Early adopters included sports marketing giants like IMG which has signed deals with 23 football clubs globally to be part of the addiction that is Fortnite.

So Fortnite and other mega brands are at it. Facebook and Microsoft too. The philosophy that we are embarking towards is shared in this recent quote:

“Every brand will need a metaverse strategy in the future and the ones that have them now are at the forefront.”

Christina Wootton, Vice President, Brand Partnerships, Roblox

[See: https://www.sportspromedia.com/from-the-magazine/metaverse-sports-industry-tech-ar-vr-unity-roblox-facebook-peter-moore/]

Sport Business recently predicted: “Indeed, if the expectations of Mark Zuckerberg et al materialise, the metaverse will revolutionise the way people consume sport and raise the bar for fan engagement to unprecedented heights.”

[See: https://www.sportbusiness.com/2021/11/what-does-the-metaverse-mean-for-sport/]

There in growing interest in non-fungible tokens (NFTs) across the digital world and could be catalyst to activations in the metaverse.

________________________________________________________________________

Adrian Stores is CEO at ACROBAT FCSM. More of a strategic consultancy, but with firm finger on the pulse of digital technologies in marketing. A specialist in the sports and leisure sectors with clients globally, it works with trusted partners to ensure maximum exposure on realistic budgets, delivering ROI.

Jul 12

It’s not coming HOME!

Well I prepared my English, war-cry equivalent, video clip, to celebrate victory. The Win didn’t come, but the footage is here anyway – it would be a shame to go to waste. 

So football isn’t coming home and like many with the benefit of hindsight we ‘post mortem’ the Tournament and Finale.

England got to a Tournament final. Probably unexpected and nevertheless a great achievement by a Team showing superb togetherness. For me it never was “football coming home” – as only the World Cup means that ultimate accolade to mirror 1966.  But a step in the right direction, nevertheless.

The statistics show we were the second best team and I don’t begrudge the Italians being crowned Champions. They were the better Team in the Euros and Final and deserving.

It is a shame racism raises its ugly head again, as I like many never even thought of the colour of the players’ skin, before or after any of the failing penalties. It all seemed so orchestrated, that we put on.our best ‘pen’ takers and lift that Trophy. Well sorry to say it, but those penalty misses were poor. Didn’t see any signs of practice makes perfect there.

Hopefully the younger players including those who missed penalties will benefit from Tournament experience and take the better aspects of performances in to Qatar 2022. Blending with experience is a must – the defence was a credit throughput and the combination of blue, Stones and red, Maguire awesome.  Shaw was a candidate for England player of the Euros (though no doubt Mourinho will still try and undermine!). 

I’d obviously have preferred a Stockport County return to the EFL over a Euros win this time. But I’ll dream again in 2022 that both that and a World Cup victory could result. This adaptation of the England and Stockport crests hits it home for me (@OTCountyCulture) and the message of us ‘dreamers’. What is spectating, following and supporting without hope? Some countries and so called fans have branded us arrogant, with our singing ‘football’s coming home’. Clearly, they can’t understand the lyrics.

So what else isn’t coming home? Thinking maybe any future World Cup hosting with deficiencies in security. Not only a safety concern but a serious concern with potential terrorism targeting. Media coverage also does us no favours with fans being tarred with same brush, yet a minority of a minority are the culprits.

What is coming home? Likely more COVID19 cases with uncontrolled or at best, inadequate, major events. And the usual suspects jump on the bandwagon for self-publicity or politics to state the bleeding obvious.

Isn’t it amazing that something that brings so much togetherness – also can be so divisive.

Jun 18

Turkey: Foreign players rule

So our friends at the Turkish Football Federation (TFF) has brought in the new foreign player rule. The new laws stipulate that any Club can only have a maximum of eight ‘foreign’ players on the pitch at any given time and no more than fourteen in the squad.

We checked with some of our esteemed contacts and former clients and the instant feedback was:

“It is scandalous that the decision was taken on the night of match which was played badly and said goodbye to the Euro2020.”

KILAVUZ GÖRSEL ÇÖZÜMLERİ VE REKLAMCILIK SAN. TİC. A.Ş.

 “This is going back to old rule which local players worth more then their ability. At the moment there are players who started their career in Turkey and play in teams like Leicester, Juventus, Liverpool, Lille, Frankfurt because they have to develop themselves to ger better contract, but if it is obligatory to start with locals, you either pay more than worth or play with lower class players. We will see what will happen in future.”

KOC SISTEM BILGI VE ILETISIM HIZMETLERI

“The number of foreign football players is a long term problem in Turkey. There is a high population of young people living in Turkey and many young football players play football in the lower leagues and amateur leagues. There aren’t many football players who are foreign immigrants and Turkish citizens in Turkey. The laws do not allow this. Turkey is not a country of immigrants. Turkey is not multi-cultural like England, France, Germany or Spain. There are not many football players who are Turkish citizens of African origin. In addition, if the number of foreign football players is high, it reflects negatively on the formation of the National Team and prevents young Turkish football players playing in the lower leagues and amateur leagues and progressing to professional football players in the upper leagues. Also, if the number of foreign players is high, it negatively affects the competition between the 4 big clubs (Fenerbahce, Galatasaray, Fenerbahce, Trabzonspor) with the clubs in Anatolia in terms of budgets and transfers. Since Anatolian clubs and lower leagues have insufficient budgets and cannot transfer good foreign players, they cannot compete with the upper leagues with the big 4 clubs. But, if the number of foreign players is low, it reduces the competitiveness of Turkish teams in the Champions League and European Leagues. The Turkish Football Federation sometimes reduces or increases the number of foreign players in order to maintain these balances. My opinion is that Turkish Teams can compete in Europe with no-limit to the number of foreign players in the Super League and lower professional leagues. “

FIRAT UNIVERSITY

🙈

BACHESEHIR UNIVERSITY

Through, UEFA, the TFF has commented:

“Our primary target is to transform Turkish football, into a better structure that educates and develops elite football players and make Turkey a leading power in Europe and the world.”

It needs to do something after the shambolic showing in Euro 2020!

In a statement, the TFF released the spending limits for the 20 clubs competing in the Super Lig. Not one size fits all however, and the limits, can be exceeded for some up to by twenty five percent. For example, Galatasaray will be able to spend the most, with a TL 546 million ($63 million) limit. This takes the full excess allowance into account.

Other restrictions include regulations to prohibit foreign players signing if in excess of 32 years’ old. Guess that rules me out then! Much of this is catalysed by the crazy transfer fees and remuneration packages trying to woo international elite to Turkey. The trend has been under investigation with penalties shown to leading clubs and bans from European competitions. 

Clearly the above is aimed at the Turkish trying to get their own house in order and make a solid future where more opportunities for the indigenous population to thrive.

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