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A Study of the English Premier League’s Current Globalisation Strategy

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A Study of The English Premier League’s Current Globalisation Strategy The English Premier League (EPL) is the fourth most lucrative sporting league in the world, behind America’s NFL, NBA and Major League Baseball. It is a corporation owned by the 20 participating football clubs and currently has revenues of £1.8billion a year and television rights deals worth over £2.7 billion. It is already one of the UK’s most successful and recognisable international brands. The EPL’s top four clubs, Manchester United, Chelsea, Liverpool and Arsenal are global brands in themselves, occupying four of the top eight of Deloitte’s football money league places and commanding combined revenues of £714.1 million last year. (Deloitte Sports Business Group, …show more content…

Larger clubs undoubtedly oppose Game 39 because currently they have the monopoly on lucrative foreign tours and are unwilling to share a market potentially worth £billions. The games themselves would be staggered so it would be possible to watch all ten on television, increasing potential television revenue for each club. Game 39 amounts to capitalising on the product that the EPL already offers. The same match will take place regardless of how many fans watch it, so maximising the number of fans makes logical business sense. The commodity, the match itself, can be distributed around the world by satellite television, meaning there is no increase in manufacturing or shipping cost of a physical product. 10,000 Americans travelled to London for the October game, leaving over 80,000 seats free for potential ‘new’ fans, or customers, of NFL at Wembley. Once generated, these fans can watch their team via satellite television regardless of where they are in the world, like boxing or F1. The UK was chosen to host the game due to its affluent population who would make the trip financially feasible. The NFL’s stated target markets are Mexico, China, Japan, Germany, Canada and the UK. All have populations capable of making foreign games financially

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