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1、Intellectual Property and Financing,Ronald Crawford - IP and Brand Protection Manager,NIKE FOOTBALL BRAND OVERVIEW,Its all about the football!,Contents,Brief Introduction to Arsenal Football ClubIndustry ContextArsenal IP FinancingChallengesQ&A,Contents,Brief Introduction to Arsenal Football ClubInd
2、ustry ContextIP Financing at Arsenal FCChallengesQ&A,Mission Statement,Arsenal Objectives and Values,History of innovation and firsts in footballIntroduction of shirt numbersIntroduction of white ballMost technologically advanced football Club stadium in Europe,Founded in 1886Highbury stadium - 1913
3、 2006Emirates Stadium Opened 2006/07 seasonClub built on stability 19 Managers in 122 years,Key Facts,Fan profile,Demographic 54% of Arsenal season ticket holders drawn from the AB Professional and Managerial social classes,Customer spend potential 9,000 premium seats at Emirates, delivering more re
4、venue than our entire old stadium each game,Luxury surroundings Diamond Club, invite only with 84 members each spending 25,000 per year,Revenue Highest revenue generating stadium in world football with the fans to match,168 Diamond Club Seats Waiting list in operation150 Box holders Waiting list in
5、operation7,000 Club level members Waiting list in operation27 Million Fans worldwide,Fan base,35,000 Season Ticket holders (Gold members) Waiting list in operation23,000 Silver members Waiting list in operation100,000 Red membersActive database of 400,00040,000 Junior Gunners,INDEX,Brief Introductio
6、n to Arsenal Football ClubIndustry ContextArsenal IP FinancingChallengesQ&A,Source: Deloitte Annual Review of Football Finance May 2oo8,m,Premier League (England),Serie A (Italy),Bundesliga (Germany),La Liga (Spain),Ligue 1 (France),THE LEAGUES TABLE,Revenue growth in top 5 leagues 1996-2008 (Source
7、: Deloitte),11,Page,WHY ARE THEY TOP?,The Barclays Premier League is broadcast in 204 countries 533m homes receive the channels which broadcast Barclays Premier League Average cumulative audience of 75m each week throughout the season Total global cumulative audience across the season as a whole of
8、2.95bn,Revenue Breakdown By League,Big 5 League Revenue Sources 2006/07,Brief Introduction to Arsenal Football ClubIndustry ContextArsenal IP FinancingChallengesQ&A,Arsenal Revenue Sources and Totals,Source: Deloitte Annual Review of Football Finance February 2009,IP REVENUE BREAKDOWN,Media,Sponsors
9、hip,Licensing-Retail,Partnerships,Naming Rights,Corporate Partners Retail Partners Soccer School Partners,Television Radio New media Mobile Internet,Kit Shirt,Trademark Licensing Retail Stores,Stadium,Intellectual Property Revenue A closer look,Media,Sponsorship,Official Kit Sponsor,Official Sponsor
10、,Licensing-Retail,Online Shop,Partnerships,Naming Rights,PARTNERSHIPS,Technical partnerships Arsenal develops local on-field talent through local Clubs such as BEC Tero Sasana in Thailand and Ho anh Gia Lia in Vietnam. Project also includes commercial and marketing initiatives to aid these Clubs,Clu
11、b partnerships have included investment in Academies in Vietnam, and Thailand to help develop local talent,Local media platforms local websites mobile services and publishing partners - provide channels to leverage value and target millions of Arsenal fans.,Naming Rights,NAMING RIGHTS,Naming Rights,
12、Factors for evaluating a sports brand future,INDEX,Brief Introduction to Arsenal Football ClubIndustry ContextArsenal IP FinancingChallengesQ&A,Sponsorship,Naming Rights,Challenges,INDEX,How I help?,Brand Protection,IP TEAM,IP SUPPORT WHEEL,Registration,Enforcement,Monitoring,Usage,IP SUPPORT : Challenges,Registration,Enforcement,Monitoring,Brand architecture vs. trademark strategy,Quick wins vs. legal proceedings,Usage,Quality vs. quantity,Quality vs. quantity, 2008 Guardian online,QUESTIONS,
