太长了,...慢慢来.
Arsenal may have signed the second biggest sponsorship deal in the history of English football, but Arsene Wenger could have been given even more money to strengthen his stellar squad.
Some industry experts believe Emirates has secured the naming rights to Ashburton Grove and a shirt sponsorship deal on the cheap. The Dubaibased international airline will pay £100million over 15 years to have its logo emblazoned all over the Emirates Stadium and it will also appear on Arsenal's shirt for eight years from the 2006-07 season.
While a return of more than £6m-a-year is more than double the club's £3m-a-year shirt deal with 02, sport sponsorship specialists Sport+Markt AG claim Arsenal could have brought in £5m-a-year for naming rights and £6m-a-year in shirt sponsorship if they had conducted negotiations separately.
Unlike on the pitch, where Wenger's side continue to reach new levels of excellence, the Gunners may have undersold themselves.
Sport+Markt's Andrew Walsh said: "Our research has shown that Arsenal, through regular participation in the Champions League, have built up a fan base of more than 11 million in the key five EU countries: UK, France, Germany, Italy and Spain. All these fans will represent a target group for Emirates so to get a deal for both the jersey and naming rights at around £6million-a-year represents a good business deal for the airline."
Emirates's pleasure at linking up with Arsenal more than makes up for the fact it no longer has a deal with Chelsea, who announced last week that their £20m, five-year contract with the airline will not be renewed when it expires next summer-Chelsea have privately claimed Emirates could not afford to maintain links with a club that are now one of the most glamorous in Europe following Roman Abramovich's takeover, but there is little doubt the airline will get more value for money at Highbury.
For a major sponsor to move between rival clubs in the same marketplace is unheard of, but Emirates is aware of the risks involved.
Oliver Butler, of Sport+Markt, said: "It's a very unusual deal as companies rarely work with different clubs in the same market, but should provide good value for Emirates. In the past kit suppliers have changed clubs but not shirt sponsors.
"It's not a risk as it's a long-term deal, but for the first couple of years it will be hard for Emirates to be associated with Arsenal because of the Chelsea link.
"These things happen which is why Emirates is in it for the long haul. It can achieve recognition in the next five years and after that it has a platform to build on."
Butler's research has found that a year after Manchester United announced their new shirt sponsorship deal with Vodafone, 20 per cent of fans thought they were still sponsored by Sharp.
However, Mike Cordwell, who worked on the United deal for Vodafone in 1999, insists the company achieved brand recognition relatively quickly. Vodafone struck a new £9m-a-year deal with United last summer so something must have gone right. Cordwell said: "The association happened reasonably quickly and we were very pleased with the return. United hadn't changed their sponsor for 16 years and fans like to keep up with their team. It was a very easy transfer, possibly helped by the fact both our colours are red and white.
"We felt we were getting a very good return as United are still the superstars of the English game, with even Arsenal lagging behind. There may be some confusion to start with but that will not last long."
Mike Flynn, chief executive of FastWeb Media and the man responsible for Carling's sponsorship of the Premiership, goes even further.
He said: "It's a good deal for everyone-and a win-win situation. Arsenal have secured cash up front and a long-term commitment, while Emirates has got a great association at a good price.
"Emirates was slightly peeved at the noises coming out of Chelsea and has gone to a bigger and better club. It's a positive move for the company. There's always a danger that a brand remains associated with its previous partner, but Emirates should be okay as it has effectively upgraded."
If Chelsea succeed in obtaining the £7m-a-year deal they are seeking, then everyone will be happy.
[此贴子已经被作者于2004-10-6 16:29:48编辑过]
