You cannot afford to rely on history, you have to make it.
Martin O'Neill
Showing posts with label LCFC. Show all posts
Showing posts with label LCFC. Show all posts
Monday, 10 September 2018
Friday, 13 May 2016
Leicester in New Era of Shirt Sponsorship
When Leicester City signed its first apparel deal with Puma four years ago, the team was firmly ensconced in English soccer’s second division. As the Premier League championship seemed less unlikely the ckub executives never even thought to include a bonus clause in its contract with Puma.
The two parties are now in talks about a new contract that would reflect Leicester’s sudden and unexpected status as England’s best soccer team, according to sources.
The terms of the existing arrangement are private, but it is worth a fraction of what the league’s traditional powers earn from their sponsors, and there are several years left on the deal.
Meanwhile, Adidas will part ways with last years ch,apions Chelsea, getting a payoff of at least £50m as the 10-year deal will end in June 2017, six years earlier than planned.
The breakup “comes as a surprise and leads to questions over what really happened behind the scenes,” Zuzanna Pusz, an analyst at Berenberg Bank, said.
“We find the event worrying, raising concerns over the intensifying battle in the European football sponsorship rights,” he said.
This season, in lieu of a bonus payment, Puma will pay for additional marketing for Leicester City, including an open-top bus tour next week and the team’s preseason tour to the US.
The sportswear manufacturer based in Herzogenaurach in Germany, was as surprised as the rest of the world by Leicester’s rise. It made about 25,000 shirts to sell to fans, an inventory that has been sold out for months.
Next season, it will produce as many as 90,000 shirts. Manchester United, the record 20-time English champions, has the UK’s biggest technical equipment agreement, a 10-year £750m (€950.3m) deal with Adidas.
Puma pays Arsenal about £30m a season, similar to Adidas’s arrangement with Chelsea.
Those figures dwarf the amount available to teams like Leicester, which typically get free-kit for the club and discounts on stock to retail to fans.
Until this year Puma’s relationship with Leicester was managed at arm’s length by a company based in Manchester that is responsible for arrangements with lower-tier teams in the Puma stable.
They include Fleetwood Town, where Leicester recruited its top scorer Jamie Vardy from.
Leicester’s unprecedented success has put the Foxes in the global spotlight, and Puma is struggling to put a value on a new deal. Leicester’s TV audiences are up more than 23% across metered markets globally with 29% growth in the UK, according to Repucom, a sports-intelligence company.
As a result, Repucom said, the team’s media value has grown 30% globally and 70% in the US, where the team’s zero-to-hero story has captured viewers’ imaginations. Puma shares rose 2.4% yesterday, while Adidas fell slightly.
| Club | Kit Supplier | Value (€/m) | Value (£/m) | Deal closed | Deal ends |
|---|---|---|---|---|---|
| Man Utd | Adidas | 105 | 75 | 2014 | 2025 |
| Bayern | Adidas | 60 | 43 | 2015 | 2030 |
| Chelsea | Adidas | 42 | 30 | 2013 | 2023 |
| Arsenal | Puma | 42 | 30 | 2013 | 2018 |
| Real Madrid | Adidas | 38 | 27 | 2012 | 2020 |
| Liverpool | New Balance | 35 | 25 | 2012 | 2018 |
| Barcelona | Nike | 33 | 23 | 2008 | 2018 |
| Juventus | Adidas | 23 | 17 | 2013 | 2021 |
| Milan | Adidas | 20 | 14 | 2013 | 2023 |
| PSG | Nike | 20 | 14 | 2013 | 2022 |
Tuesday, 3 May 2016
The Most Fantastic Feeling - Scudamore
 |
| Leicester City FC |
Leicester's unprecedented title triumph "made mugs of all of us", according to Premier League chief Richard Scudamore.
The 5,000-1 outsiders beat bigger rivals Tottenham, Arsenal, Manchester City, Manchester United and Chelsea to land their first top-flight title.
"It's probably the biggest sporting story ever and the biggest sporting achievement ever," Scudamore said.
"Nobody saw it coming and even when it was halfway through the season nobody said it could be sustained."
Scudamore, who negotiated next season's record £5.1bn television rights deal, added in an interview with BBC Sport that "Leicester 2016" would stand as a landmark moment in British sport.
"We don't know what the future holds because we've all become completely hopeless at predicting anything, including the bookmakers and everybody else - because this one nobody saw coming," he said.
"It's made mugs of all of us and that is just the most fantastic feeling.
"If the bookmakers had it as a 5,000-1 event, you would imagine you should achieve these type of things once every 5,000 years. It gives us 10, 20, 30, 40, 50 years of being able to say: 'Leicester 2016. Just remember Leicester 2016.'"
The Foxes were crowned Premier League champions on Monday, when nearest rivals Tottenham drew 2-2 at Chelsea.
It marked the culmination of an incredible run for the East Midlands club, who were only spared relegation last season thanks to a brilliant sequence of results over their final nine games.
"Of course, you can't compare it with other stories," said Scudamore. "You can't compare it with all Sir Alex Ferguson's achievements, you can't compare it with the Sergio Aguero moment, you can't compare it with the Arsenal unbeaten season because they're different things.
"You're comparing apples with pears. But in terms of an overall story, as an overall achievement, it is absolutely the best."
Ferguson won the Premier League 13 times while managing Manchester United, Aguero scored a stoppage-time winner as Manchester City took the title in 2012 while Arsenal were unbeaten in the 2003-04 top-flight season.
"No matter what else happens we've got it to remember, we've got it in the record books," said Scudamore. "Let the statisticians prove that Leicester won the most points, they won the league, they were worthy champions and anybody else can do it."
Leicester's triumph will mean English football is an even more successful global product, says Sheffield Hallam football finance expert Rob Wilson.
The triumph against the odds is a "great advert" for England's top flight, said Wilson.
He added it "creates huge potential to leverage the Premier League even more".
Leicester are set to make £150m next season from prize money, Champions League participation cash, and increased match-day revenues from ticket and hospitality sales.
The Foxes have spent just £57m on their squad - compared with the £320m Manchester United have spent on player transfers in the past three seasons.
Wilson said the story of Leicester, owned by Thai billionaire businessman Vichai Srivaddhanaprabha, would increase the Premier League's popularity in South East Asia.
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