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Sharjah Football Club (UAE): still kings?

Nnamdi O. Madichie (University of Sharjah, Sharjah, United Arab Emirates)

Publication date: 1 October 2011

Issue publication date: 1 October 2011


Subject area

Business & Management

Study level/applicability

This case is suitable for senior students taking marketing courses from marketing communications, marketing research and consumer behavior. Other students including postgraduate students on international business, strategic management and CSR courses may also benefit and/or partake in the discussions. Last and most importantly sports marketing students would find this case useful. The case study can be taken from a range of angles from consumer behavior, through researching of the same (i.e. consumer behavior); to marketing communications strategies by the football clubs themselves.

Case overview

The case study documents the growth and development of the UAE Professional Football League using the particular case of one of the oldest teams, Sharjah Football Club (also known as Sharjah FC) founded in 1966 – five long years before the Football Association was conceived.

Sports marketers have long sought to better understand the factors that influence attendance at sporting events. This is couched upon the expectations that an understanding of such factors will improve the efficiency of marketing communication between service providers and consumers, and, as Cunningham and Kwon put it, possibly influence the entire marketing program of a sport organisation. Attracting people to the stadium not only increases ticket revenues but also increases supplementary revenue sources, such as parking, concessions and merchandising.

Expected learning outcomes

To understand key aspects of the consumption of sports (i.e. consumer perceptions, attitudes and influences). Readers would also understand the changing aspects of marketing of sports vis-à-vis sports marketing.



This case was written by Nnamdi O. Madichie at the University of Sharjah. It was prepared using company information and interviews with key informants at Sharjah Football Club with the sole intension of providing material for class discussion through publication. The author does not intend to illustrate either effective or ineffective handling of a managerial situation. The author may have disguised certain names and other identifying information to protect confidentiality.


Madichie, N.O. (2011), "Sharjah Football Club (UAE): still kings?", , Vol. 1 No. 4.



Emerald Group Publishing Limited

Copyright © Madichie (2012)

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