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This chapter provides a study of how gambling companies use the cultural and social capital of Newcastle United Football Club, in the English Premier League, to establish a connection with the club's fans to promote gambling. Newcastle United had two gambling sponsors during the period of this study, from 2017 to 2020, including a front of shirt sponsor, FUN88, an online gambling brand with a large following in Asia. Data were gathered from a range of sources, including from the social media platform, Twitter, to identify the methods the company used to engage fans and to encourage betting on the outcome of matches. The data from the study were explored thematically to describe the relationship developed between the football club and its principal gambling sponsor in order to drive business for the latter with the club's followers. The findings showed how FUN88 evoked Newcastle United's cultural tradition to promote gambling and generate business globally whilst the club actively promoted their ‘primary partner’ through its media channels. The lure of free match tickets was used to encourage fan engagement. Corporate practices promote the consumption of unhealthy commodities through their marketing whilst consumers (fans) are responsibilised for any harms engendered by their gambling practices. The ubiquity of gambling brands has enabled gambling to become a normalised part of football culture. The findings from this study show how FUN88 has used all elements of the sponsorship assemblage to create an emotional connection whilst engaging with Newcastle United's fans to increase consumption of its products.

The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League.

The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the 2012/2013 and 2013/2014 Premier League seasons.

The results indicate that Under Armour’s lack of football (soccer) presence in the context of the Premier League offered significant differentiation, as it diminished “common ground” with other fans, offered the opportunity to create personal identities beyond the club and the consumption of kit apparel, and was seen as positive given the articulation that brands such as Nike and Adidas were “forced” onto fans. Additionally, for the first time in the sports sponsorship literature, the findings reveal fans engaging with brands in a utilitarian manner, expressing concerns relating to cost, durability, functionality and value for money.

This study is exploratory in nature and highly contextualised, and a larger-scale study of the phenomenon is desirable. This study extends the literature on fans’ perceptions of sponsoring brands and shows that a new sponsor, without prior league or club associations, can generate significant brand interest and elicit consumption behaviours beyond team apparel.

The findings suggest that there are considerable opportunities for “outside” brands to garner a market share and instigate loyalty through sponsorship. Subsequently, kit manufacturers should consider strategies that encompass entry into new sporting areas.

The study reveals that fans seek uniqueness and differentiation in a sponsoring brand, with brand image paramount in relation to the club and to both social and personal identity.

This introduction provides the methodological framework for the book, approaching the business of football through the lens of its most reliable consumers – the fanbase. Fan cultures necessarily inform the normative understanding of a football club, due to the popularly held belief that it is the fan’s – or some reified idea of the fan – that is the permanent feature of a football club and that provides its identity. Players and owners come and go, but the relationship between the club and the fan is, theoretically, never-ending. In truth, this is never a real fan who could exist, but a constructed image of the fan built out of other narratives and that, at some level, football fans associate themselves. This fan is no one in particular, but is drawn from a close reading of football culture and identifying the directives of the traditional fan. Utilising a combination of critical theory and the existing literature on football club ownership, our goal is to reveal the distinction between how people talk about the social dimension of football clubs, and how they actually relate to their fans and the wider world in the era of late capitalism. A club is not simply the romanticised notions held by those within the games, but, as with all businesses, it is also the product of it conducts itself in a series of other networks of exchange. Often irreconcilable with the aforementioned romantic notions, these networks often get hidden by the prevailing discourse.

Football, or soccer as it is known in the United States, is one area in which managerial positions are hugely volatile with what is often called a ‘merry-go-round’ of managers sacked for poor performance at their club and reemployed by another club. Not only does this practice often not increase performance but it is also very costly. Considering the nature of football, that is, the relatively high impact of chance on the rare events that goals are, and the high correlation between success and the wage bill, the influence of managers on performance is often over-estimated. However, potentially better preparation of future managers might help to increase competitive advantages. In this chapter, we are looking in depth at leadership in the context of football and the lessons we can draw for other contexts.

This paper analyses the effectiveness of UEFA's Financial Fair Play (FFP) under the break-even requirement.

Data was collected from English and French football clubs competing in the English Premier League (EPL) and in Ligue 1 (L1) for the financial years 2008–2018. Our sample includes 395 club-year observations. Relevant statistical tests have been conducted with the aim of analysing the effects of pre (2008–2012) and post (2012–2018) FFP enforcement under both profitability and cost-efficiency assumptions.

In the EPL, an increase is observed in clubs' profitability through both operating and break-even results. In L1, this improvement is only significant for break-even results of clubs not participating regularly in European competitions (non Euro-oriented clubs). Player expenditures, measured through two wage-to-revenue ratios excluding trading activity for one and including it for the other, have significantly decreased in the EPL except for the Euro-oriented clubs for this latter. Conversely, in L1, this decrease is only significant in both wage-to-revenue ratios for non Euro-oriented clubs and for the whole sample when trading is included.

In addition to evidencing contrasting results in FFP effectiveness across countries, our results suggest it is not the sole cause of such an improvement in clubs' finances. We suggest that UEFA should pursue its efforts to scrutinise the level of clubs' player expenditures and that there is a need for a wider look at the FFP regulations.

This article provides further contribution to empirical studies on FFP effectiveness that have often been focused on a single country.

The purpose of this paper is to highlight and encourage consideration of the ethical and in some instances legal implications of managerial change in the English Premier League (EPL) which often gets overlooked and sidestepped by clubs.

Extant literature relating to managerial change is identified and discussed to provide the foundations of the discussion of whether managerial change in the EPL which is primarily focused on performance outcome, is neglecting ethical and legal issues.

The loophole that exists in the Employment Rights Act (1996) allows clubs to instantly dismiss a manager and consequently not see out their notice period as agreed in their contract or the statutory notice period. Whilst legally clubs are at will to act in this manner, the instability of EPL management evident today appears to have taken away the rights of an employee.

Greater consideration of the current managerial change practices in EPL from an ethical and legal perspective appears warranted. The incomparable rights that a player and a manger have relating to their tenure at a club seem somewhat unfair.

Presents thought-provoking information relating to managerial change in the EPL which appears to have been overlooked in the literature to date which primarily focuses on the impact of change on performance.

The purpose of this study is to use design thinking principles to understand the failure of the ‘new’ European Super League, and also understand how it could be redesigned.

This case has been developed from secondary sources, including news reports, social media sites, annual reports and websites of the Union of European Football Associations and the European football clubs. This case was classroom-tested with post-graduate management students in a design thinking course in May 2021 at an Indian business school, S.P. Jain Institute of Management & Research, in Mumbai, India.

In April 2021, a new football league – the European Super League, is announced as a breakaway rebel league, in direct competition with United European Footballers Association's Champions League. It is backed by the top 12 European clubs and officials in European football, besides the US investment bank, JP Morgan. The new league is touted as one intended to save football. It is, however, denounced by fans and shunned almost universally. The league, which has been planned for the past three and half years, faces collapse. Why did the European Super League fail? How could the founders design a new league?

This case could be used in an undergraduate or MBA classroom or an executive education programme in a design thinking course. It can also be used to teach marketing courses such as marketing strategy, new product development and consumer behaviour.

This study examines professional soccer sponsorship as a business-to-business relationship and explores key dimensions of sponsorship success in the context of the English Premier League and the German Bundesliga. The findings suggest that commitment, satisfaction and cooperation positively influence the success of sponsorships; trust and effective communication do not emerge as significant variables. The implications for soccer clubs and sponsors are discussed and avenues for further research are suggested.

The purpose of this research was to investigate the attendance range of spectators at an English Football Association Premier League club. The numbers of spectators in both percentage and absolute terms were calculated and allocated to three segments (heavy, medium, light attendance). The findings were compared to an earlier reported study in the United States and marketing recommendations based on related studies and industry expertise were proposed for those involved in live spectator sports.

Despite being a widely used management technique, cumulative sum (CUSUM) analysis remains almost unheard of in professional sport. To address this, CUSUM analysis of soccer match data from the English Premier League (EPL) was performed. The primary objective of the study was to evaluate CUSUM as a tool for assessing “on-field” team performance. As a secondary objective, the association between managerial change and team performance was evaluated.

CUSUM was applied retrospectively to goal difference data for six EPL teams (Arsenal, Chelsea, Everton, Liverpool, Manchester United and Tottenham) over 23 consecutive seasons from 1995 to 2018. This was supplemented with change point analysis to identify structural changes in mean goal difference. Succession was evaluated by mapping historical managerial changes onto the CUSUM plots for the respective clubs.

CUSUM analysis revealed the presence of structural changes in four clubs. Two structural change points were identified for both Chelsea and Everton, one for Manchester United and Tottenham and none for Arsenal and Liverpool. Relatively few managerial changes coincided temporally with structural changes in “on-field” performance, with most appointments having minimal impact on long-term team performance. Other factors (e.g. changes in ownership) appear to have been influential.

The study was limited by the fact that only successful teams were investigated.

CUSUM analysis appears to have potential as a tool for executive decision-makers to evaluate performance outcomes in professional soccer.

The study is the first of its kind to use CUSUM analysis to evaluate team performance in professional soccer.