Transforming the Commercial Model
The Transforming the Commercial Model work stream seeks to conceive and test new commercial models for football that are in line with the new digital market reality, and it also seeks to evolve our commercial operating models with UEFA and FIFA.
The effects of restrictions on large gatherings have further highlighted the need to promote a more flexible and sustainable business and commercial model, including one that has greater control over costs, across all of football.
This will be achieved via the UCC SA company, our joint venture with UEFA; half of the board members are appointed by ECA and the other half by UEFA, and their objective is to make recommendations for optimising the management and exploitation of the UCC media and commercial rights.
Throughout the 2019/20 season, UCC SA played a key role in agreeing on commercial and brand objectives for the 2021-24 UCC cycle for men’s competitions and welcomed the significant progress that had been made by UEFA on broadcast and sponsorship sales for the cycle, despite highly volatile market conditions. The strength of the UEFA Champions League and the UEFA Europa League, along with the new UEFA Europa Conference League as of the 2021/22 season, continues to shine with their appeals to commercial partners around the world.
ECA Representation on UCC SA Board of Administration
Ed Woodward
Manchester United FC
Michael Verschueren
RSC Anderlecht
Joseph Maria Bartomeu
FC Barcelona
Dariusz Mioduski
Legia Warszawa
Michael Gerlinger
FC Bayern Munchen
Charlie Marshall
ECA
ECA's UCC SA Managing Directors
Stefano Bertola
Juventus
Jose Luis Andrade
ECA
Lasse Wolter
ECA
Feeding into our work in UCC SA are numerous parallel commercial activities, such as the Club Rights Task Force, which comprises commercial experts from six clubs. This body helps us work with UEFA on a number of issues, including club media and sponsorship rights, as well as balancing competition, player and club intellectual property rights to construct optimum commercial outcomes from the agreed-upon commercial concept for all parties.
Achievements for the 2021-24 cycle include reduced embargos and extended durations for club clip and media rights on social media platforms, a new shirt sleeve sponsor position for clubs in UCC matches and a detailed set of IP guidelines to govern competition sponsors’ use of footage and imagery.
Achievements for the 2021-24 Cycle:
Reduced embargos for Club Media Rights
Extended durations for club clip Media rights on social media platforms
Shirt sleeve sponsor position for clubs in UCC matches
Detailed set of IP guidelines to govern use of footage and imagery by competition sponsors.
In consultation with a task force of clubs, we worked with UEFA to develop the principles of a new four-year commercial cycle for the UEFA Women’s Champions League, including media and sponsorship rights.
The commercial concept will reflect the unique opportunity that women’s club football has to leverage the momentum established over recent years.
Fan of the Future:
Defining Modern
Football Fandom
This year, we published Fan of the Future: Defining Modern Football Fandom, a report on how modern football fans engage with and consume the game.
Looking at themes such as club affinity, engagement and consumer behaviour, the report sought to provide a holistic view of what it means to be a football fan in 2020 and what impact evolving trends in these areas have on football clubs.
The wide-ranging report, which surveyed 14,000 respondents across seven different markets globally, has significant implications for clubs, leagues and competitions. Delivering practical recommendations, the report found that the football fanbase can be separated into six distinct groups, which are categorised by their primary routes into the sport. Additional findings will help ECA Member Clubs and clubs worldwide in better understanding the different types of football fans and inspire strategies to increase engagement and help grow the game for the future.
Playing style, club values, and on-pitch success are the three main drivers for supporting a club
A significant number of football fans support more than one club – with 37% of respondents indicating that they support two or more clubs
Interest in football decreases and is at its lowest among those aged 16-24, with two in five of this age group saying they have no interest in it (vs 28% who are fans or huge fans)
66% of fans say football clubs have a responsibility to the wider community and to help make the world a better place
Charlie Marshall
ECA CEO