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Readership Football’s Business Decision Makers Chairman CEO Directors Managers

Departments Finance Marketing Legal HR Performance Medical Managers

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DISCRIMINATION – RACE

POWER IN THEIR HANDS! between august 2014 and march 2015, discriminatory abuse was used in relation to a premier league player or club once every

156 SECONDS

DISTRIBUTION OF DISCRIMINATORY Gender POSTS BY 25% CATEGORY

Above: Mario Balotelli was subjected to 8000 racist tweets during a 6 month monitoring period. Top Right: Former referee and FIFA Task Force member, Howard Webb believes more can be done to tackle racism. Right: England stars Danny Welbeck and Daniel Sturridge both subject to racial abuse on social media.

Sexual Orientation 19%

Disability 11% Antisemitism 9%

N= 134,400 posts between August 2014 and March 2015

This season has seen technology take the lead in the fight against racism in football - and it is winning the battle. WORDS Marc Webber IMAGES Action Images

A

s the world becomes more app savvy and devours real-time analysis, those out to eradicate discrimination in the sport have seen the development of two digital projects which are already making a difference in dealing with the problems.

“In the past, people have felt too afraid to report incidents of racism in the stands, but our free app allows people to raise a concern anonymously and the fact people can now do that at the scene makes it far easier for authorities to act,” says Roisin Wood, Director of Kick it Out.  Their real-time racism reporting app has been running for almost a year now on all the major mobile phone types, and it has caused a massive rise in reporting of incidents of racism. A rise in reported racism would worry some, but it is actually a sign that people feel comfortable in reporting such issues. “Before the app was launched, some people would be in a crowd using

discriminatory language or chants and would be fearful of going to get a steward to raise their concerns, because it would have been obvious they were reporting it. The app allows them to tap in as much detail as possible during or after the event. “Even if they do it after the event, stadium managers or the police can still use that information in partnership with stadium CCTV footage or other witness reports. In the next year, we are adding audio and video functionality so if people feel safe, they can also capture evidence of their complaint using a camera.” Paul Mortimer is the professional players’ liaison officer at Kick It Out and says the device has been well received amongst the players who are often the target of that abuse. “The players now know we are working to aid the well-behaved football fans to support them in reporting these incidents. Knowing that there are also fans in the stadium reporting the same things that they see gives them more confidence

“There has been a 647% rise in incidents of racism against footballers on social media this season alone, and this is an area that too many people have ignored as an issue for too long,” Roisin Wood something will be done with that information.” And now FIFA has stepped up its reliance on technology as a monitoring tool.  Using staff from the FARE organisation and the latest technology in the capture of audio and video evidence, it has launched a new initiative which will grade the relative danger of international soccer matches as potential flashpoints for racist activity. It will then pass that data onto football associations, the police and stadium managers so they can plan ahead further in advance to deal with the risks that will happen in games.  Referees have been the fire-fighters in the rise of abuse hurled at players. And whilst they want to do what they can to protect people on the pitch, getting evidence about what is happening in the stands around them has been difficult, often impossible. Howard Webb has advised FARE and FIFA on the rollout of the new monitoring system and he

is pleased about the reassurances it offers match officials during a live game. “As a referee, you concentrate on your job,” said Webb. “You may not know the local culture, the language. So we need experts in the stadium, sitting there with their expertise to gather that evidence in real-time.” Although the details of anything they spot is not passed on in real-time at this moment, the FIFA task force Webb is involved in are studying ways that could be shared with officials during the game for them to take any appropriate action. But whilst technology is being used to help spot and deal with racist incidents in the stadium, the biggest challenge facing football’s fight with racism is nowhere near the field of play. “There has been a 647% rise in incidents of racism against footballers on social media this season alone, and this is an area that too many people have ignored as an issue for too long,” adds Roisin Wood. 

fcbusiness.co.uk | JULY 2015

JULY 2015 | fcbusiness.co.uk

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COVER STORY “I didn’t stand for election the first time to make way for others. This election should be about football and not personal ambition. I was not brought up to walk away from a tough fight. This is about right and wrong. We must overcome deepseated corruption and political dealmaking. FIFA will not be run as the personal fiefdom of an all-powerful clique.”

WORDS Andrew Warshaw IMAGES Getty & Action Images

PRINCE ALI:

THE GLOVES ARE OFF!

I

t’s a massive risk to his credibility but one the 39-yearold Jordanian believes is worth taking because of FIFA’s desperate need for a new beginning.

others that Prince Ali did as well as could be expected given his lack of experience and preparation time, and Blatter’s loyal support base across much of the globe especially in Africa and Asia. Either way, few expected Prince Ali, who had lost both his FIFA Vice-Presidency and his Executive Committee place in the weeks leading up to the ballot, to stage an immediate comeback. At least not for a while. But Blatter’s decision, four days after his re-election, to step down amidst almost unbearable pressure changed the landscape completely. No longer ►

It is only a few months since Prince Ali walked dejectedly out of that cavernous Zurich auditorium on the back on a 133-73 defeat to Sepp Blatter. Some saw it as a victory of sorts, exposing the fact that one third of FIFA’s electorate had lost faith in the old ways, given the explosion of corruption allegations under Blatter’s watch;

He’s the royal reformer who simply won’t give up but if things don’t go his way on 26 February next year, Prince Ali Bin al-Hussein will go down in history not as the youngest ever President of FIFA, but as the only candidate ever to lose twice.

OCTOBER 2015 | fcbusiness.co.uk

fcbusiness.co.uk | OCTOBER 2015

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THE BUSINESS MAGAZINE FOR THE FOOTBALL INDUSTRY

FOOTBALL TRANSFERS

FIFA TMS REPORTS INCREASED SUMMER SPENDING The latest edition of the FIFA TMS Big 5 Transfer Window Analysis report has revealed that the amount being spent on international transfers by the Big 5 countries (England, France, Germany, Italy and Spain) is continuing to grow – despite a decline in spending on foreign players by English clubs, the most active in the market.

WORDS Jonathan Dyson IMAGES FIFA TMS

T

he FIFA TMS Big 5 Transfer Window Analysis report is published twice each year by FIFA Transfer Matching System GmbH (FIFA TMS), a subsidiary of FIFA, following the conclusion of the winter and summer transfer windows.

September 2015), an increase of 4% on the same period last year, while the total spend on international transfers by the Big 5 reached USD 2,396 million, an increase of 2% on the 2014 summer window. The report also stated that average transfer fees reached USD 5.7 million per transfer, an increase of 4% from USD 5.5 million during last summer’s window. “New records have been set on the international transfer market each summer since 2012,” said FIFA TMS. “This year, the trend has continued.” The report also noted that, globally, the total spend on international transfers reached USD 3,128 million, meaning that the Big 5 accounted for 77% of the amount spent on international transfers worldwide. However, the report also revealed a significant variation in trends across each of the different Big 5 countries: while England remained the top spender, followed by Spain, Italy, France and Germany, spending on international transfers only►

The report examines official international transfer figures for the Big 5 countries, and provides a comprehensive analysis of the Big 5’s international transfer activity over the previous three months. Based on individual transaction data inputted into the International Transfer Matching System (ITMS) by more than 6,500 professional football clubs, the report highlights key trends and provides peer-to-peer comparisons for the Big 5 countries. According to the September 2015 edition of the report, clubs from the Big 5 completed 1,340 incoming international transfers during this summer’s transfer window (1 June - 1

“New records have been set on the international transfer market each summer since 2012” fcbusiness.co.uk | OCTOBER 2015

fcbusiness

Premier League Football League The National League The FA The SFA UEFA FIFA FAW

Age 2% Gender Reassignemnt 1%

Kick It Out has been trying to highlight for a while that some of the worst incidents of racism are being applied under the anonymous cloak of Twitter and Facebook. Those concerns largely fell on deaf ears until this season when their landmark report on the issue, using Temporal, showed some worrying statistics.  “We monitored the social media accounts of Mario Balotelli, Daniel Sturridge and Danny Welbeck between August and March and it was an eye-opener in terms of the direct abuse players were receiving.  “Mario alone had 8000 racist tweets sent to him in that period. Can you imagine what it is like to open your Twitter feed and seeing that volume of abuse?” added Roisin.  For many people, the ‘punishment’ needs to fit the crime, and whilst technology is really helping in the fight against racism, there is a feeling more needs to be done to make people believe their complaints are being acted on.  “When incidents happen at the top level, there is increasing evidence that punishments are correct and sanctions are correct,” suggests Kick it Out’s Paul Mortimer. “People can see there is a result to their reporting. What we all need to ensure now is that a similar feeling passes down through all levels of football and those involved in the grassroots game feel it’s worthwhile to report a racist incident.” ■

OCTOBER 2015 | fcbusiness.co.uk

Leagues & Governing Bodies

Race 28%

Islamophobia 5%

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KIT LAUNCHES

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Images: Puma, Swansea City FC, ACTION IMAGES AND ADIDAS

We take a look at kit launch strategies by clubs and discuss the great ideas… and the unusual. ALEX MILLER reports

W

hen Arsenal launched their Puma home kit for the 2015-16 season, they did so amid great pomp and ceremony, even calling on help from club legend Thierry Henry, as well as current stars at the Emirates Stadium. The red and white strip was unveiled outside the club’s home ground. The kit is Puma’s second with the Gunners after the German manufacturers started a £30million-a-year kit deal with The FA Cup holders last year. Players including Santi Cazorla, Tomas Rosicky and Danny Welbeck joined Henry to help reveal the new kit. But perhaps the most striking element of the launch was that the atmosphere outside the stadium was very similar to that on a match day. Spectators queued up outside the Emirates Stadium long before the event started at around 9.30pm, while fans from around the world were able to watch the launch via a Puma live stream. Supporters sang Arsenal chants as the countdown started on a stage before fireworks and confetti greeted the players donning the new kit. The event highlights how football kit itself has become more than just one of the components of a football club’s identity - it has evolved into an integral part of a football club’s business strategy. It has become increasingly obvious to clubs, sponsors and kit manufacturers that the bigger the splash and buzz around a kit launch, the better the mutual benefits of sales, revenue and

exposure will be. So eagerly have clubs and affiliated sponsors wanted to tap into their fanbase for merchandising dollars that they have begun creating hype cycles out of kit launches to boost profits and increase circulation among their followers. Just days after Arsenal’s new home shirt was released, leaked images of their away shirt for this season also began to emerge. At the time of writing, the Puma shirt looks set to be the Gunners' first gold shirt since the 2002-03 season. Generally speaking, clubs have been quick to adopt social media and so these channels have become part of the marketing mix for most. Sports sponsorship consultant, Nigel Currie tells fcbusiness, “There is increased interest in kit launches and manufacturers, clubs and sponsors have worked out ways to increase revenues, opportunities and returns from staggering the release of different kits to leaking images of the new kits ahead of official release dates. “With the advent of social media there are many different routes to reach fans and to drip-feed information ahead of official embargoes. Clubs have become

much better at accumulating data and information on fans to be able to target and directly market to people who are well disposed to buy the kit, in order to increase shirt sales. One popular method is to make fans feel special through offers and discounts.” Swansea City adopted something of a ‘Hollywood style’ launch for their new home shirt, including a locally produced trailer, which was filmed at the Liberty Stadium and Bay Studios in Swansea. When the club launched the kit alongside the trailer it received 150,000 views within the first two weeks. Swansea City PR & Marketing Co-ordinator, James Snaith, said, “The fans' thirst for the new kit was huge - hype and expectation only grew once an image leaked. “Kit launch day is a huge marketing opportunity where we can push the focus of fans and social media on the Swans brand and our sponsors. Why pass on a marketing opportunity? “Our marketing team has researched reaction from our kit launches here and at other clubs over the past few seasons. We realised that very few did anything like this - we wanted to make a statement

With the advent of social media there are many different routes to reach fans and to drip-feed information ahead of official embargoes.”

and be different. “This year we used a film style trailer to take fans on a journey that reminded them of our city’s copper making history - tying copper in with this year’s shirt design. The theme and launch has so far worked, fans have reacted well to the promotion and publicity. The kit is selling well and we believe people recognise and know our brand.” Clubs see kit launch as one day of the year where the whole focus can be on the kit, the club brand, sponsors and manufacturers - even if the buzz lasts for only 24 hours, clubs know they have got the attention of people and what they are capable of from a marketing perspective. The bottom line though, is to sell the product. “Rather than just launching in store or through a poster, we packaged it in a different way this season, with a ‘Hollywood style’ trailer and digital marketing campaign, letting fans know the product was something special and a one off. People will always want to buy something that is presented in the right way,” adds Snaith. “Swansea City’s marketing department invested heavily in this year’s kit launch to develop the trailer with local film makers. From an idea in a meeting, we took a storyboard of what we wanted to producers (who also helped us make a film about our club - Jack to a King) and from there the ball was rolling to bring it to life and make it happen.” The campaign process can be extremely lengthy - from idea, start to finish they can take six months - mainly from a planning side of things, because ►

JULY 2015 | fcbusiness.co.uk

fcbusiness.co.uk | JULY 2015

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FOOTBALL TRANSFERS

H

e’s dressed in a smart dark suit and as he sips a glass of champagne, looks every inch the affluent football impressario.

But don’t let that fool you. A generation on from changing the face of European football, Jean-Marc Bosman, whose name has become synonymous with end-of-contract freedom of movement (“on a Bosman”, “a Bosman deal” etc) is unemployed, divorced, lives in an unprepossessing village outside Liege and spends much of his time caring for his elderly mother. Fame, despite his name being mentioned in bars and boardrooms up and down the country, has not been kind to the one-time Belgian journeyman footballer whose pursuit of justice made sporting and legal history but who has had to tackle all manner of demons including depression and alcoholism. The reason he’s being feted as we meet in a plush Amsterdam hotel is that Bosman has been invited by FIFPro, the international players’ union, as a guest to celebrate the organisation’s 50th anniversary which just happens to coincide with the 20th anniversary of his own landmark achievement when he famously took his case to the European Court of Justice and won. It was a turning point in the history of the game and while he insists he has no regrets about going to court, Bosman is clearly still uncomfortable that so few of his peers – apart from a handful of Dutch players - came forward to help him financially even though scores of them benefitted afterwards from his action. His lawyer thought the case would take two weeks. It took five years - a period that should have been the best of his career. “Nowadays certain players earn tens of thousands of euros each week and me; I got

effectively over as he briefly played in the French and Belgian lower leagues after finally securing his release. Bosman may have changed most things but not himself. He received a mere 350,000 Swiss francs in compensation, barely enough to cover his legal fees and lost earnings. He lost his way, needed psychiatric treatment and has been trying to play catch up ever since. He has two young boys from his second marriage to add to a grown-up daughter from his first. Both marriages ended in emotional turmoil.

stop at nothing to do that. The result is that all the smaller clubs are being dragged behind. The football authorities are supported by political powers. What FIFPro is doing to look after the rights of players is important. We’ve won a battle but we haven’t won the war.” Another consequence of the Bosman ruling was the removal of quotas, with clubs now free to field as many foreign players as they like. Some national associations are keen to re-introduce limits on imports, many of them described as money-grabbing mercenaries, but Bosman says that’s no longer possible given the widening of Europe’s borders. “Impossible, impossible” he says forcefully. “Not now that footballers are treated like any other workers. Europe can never go back to quotas. Now it will never change.” Bosman talks with such authority it is surprising he has not gone into football administration. “I was offered a job in Qatar for 10 million Euros but when I arrived they took away my passport.” It’s a joke of course. Bosman has not lost his humorous side. But seriously? He orders another glass of champagne before answering with a mixture, you feel, of frankness and resentment. It’s clear there are certain standards he won’t dip below. It is also clear he has not fully put his mind to considering an alternative career postfootball, a struggle many in his profession have had to contend with, before and since the Bosman ruling. “A man known all over the world and who has done good things for his fellow professionals shouldn’t surely just end up washing dishes,” Bosman argues, not altogether convincingly. “I do that at home and for my mother. But quite honestly, even at 51 you are virtually

The sadness of his failed personal life is matched by his frustration at how he perceives the current footballing landscape and the disparity between rich and poor. It wasn’t meant to be like that which is why Bosman so passionately supports FIFPro’s complaint to the European Commission to get the transfer system amended, if not overhauled completely. Some argue the power has now swung inexorably from clubs to players, a shift Bosman reluctantly acknowledges. “The Bosman ruling has been twisted. It was hoped that the ruling would lead to a redistribution of wages and money around the game,” he tells me, “but in fact what we see is the 25 top clubs accumulating more and more. “What’s important for these clubs is to gain entry to the Champions League and they will

unemployable in Belgium. There’s very little work in my country.” It doesn’t seem a very plausible explanation but he warms to the theme. He looks around where we are sitting. “If every player since 1995 had forked out five Euros for me, I could own this hotel. But I’m not bitter. There are many rich people in the world who have no happiness. I have my friends and my family.” He also has his legacy even though some countries still do not respect the law when it comes to freedom of contract, especially in Eastern Europe. Marketa Haindlova, who runs the players’ union in the Czech Republic, for instance, says some of the standards there are totally outdated. “Even after contracts are terminated, the buying club has to pay a kind of training

Bosman winner. Steve McManaman joined Real Madrid from Liverpool in 1999 on a free transfer. He would go on to win the Champions League with the Spanish giants in 2002

BOSMAN

nothing in return except for a few thank-yous,” lamented the 51-year-old. “It is difficult to explain to young footballers what the case means.” Before 1995, an out-of-contract player could not just simply leave his club. Either a free transfer had to be granted or the buying club’s fee accepted. Bosman challenged that. Five years previously he had reached the end of his contract at Liege and wanted to join USL Dunkerque. But the French club refused to meet Liege’s asking price so the Belgians blocked his transfer. As he was no longer a first team player, Liege offered him a new deal worth four times less than the previous one. The player himself believed this was a breach of his rights. Although he took Liege, the Belgian federation and UEFA to court for restraint of trade and won, it came at a price. Bosman’s career was

FIFPro’s four key proposals ■ That a player who is unpaid for more than 30 days can elect to terminate his contract if he has given his club at at least 10 days written notice to pay what is owed ■ That if a player contract is terminated by a club without just cause or by the player for non-payment, the player will be entitled to be financially compensated by having the contract paid out by the club ■ That such a player be able to find work without restriction including outside of any transfer window ■ The reforms apply both internationally and domestically.

The football transfer landscape took a seismic shift when one man challenged the way clubs handled out of contract players. 20 years on we look at how the system has progressed and the challenges it’s yet to face. WORDS Andrew Warshaw IMAGES Action Images/Stephane Saint-Reymond/FIFPro

compensation,” she explains. “It only applies to national law so what happens is that if a Czech club doesn’t have the money for this special compensation, it sells the Czech player to a Slovak club across the border and loans him back. It’s a ridiculous state of affairs. Even after the Bosman ruling, many countries simply don’t respect the court decision. We are a member of the EU but our players do not have employment status with the clubs. They are so-called self-employed. It’s only a matter of time before someone challenges this legally.” It’s a classic illustration of why FIFPro are so keen to rip up the current transfer system and replace it with something fairer to make sure players are not exploited by their clubs. FIFPro’s highly detailed and complicated package of measures to the European Commission has the

JANUARY 2016 | fcbusiness.co.uk

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potential to create the biggest challenge to the status quo since Bosman.  The organisation, which represents players in 68 countries, argues their members are often harshly punished for breaking contracts - sometimes forced upon them because they simply haven’t been paid compared to clubs who often get away virtually scot-free when they do the same. “We have to create minimum standards in all players’ contracts,” says FIFPro General-Secretary, Theo van Seggelen. “It’s totally insane this hasn’t happened so far. You can say whatever you want about the current transfer system but the fact is its 100 years old and the game has changed. Seventy-five percent of the transfers are done in five countries. That’s completely uncompetitive. In England, for instance, salaries are guaranteed. Come with me to some countries in Eastern

Europe and you’ll see a different state of affairs. All we want are standard rules to protect our members.” FIFPro also wants the summer transfer window to shut before the start of each league season, a popular concept, and to scrap the winter window entirely. “We need to get back to what the real objectives are,” says van Seggelen. “The winter window is being abused by clubs who use it to reinforce their squads if results haven’t been good. It must be clear that it is not possible for a player to play for one club and after a couple of weeks go to another. The fans should know at the beginning of each competition who is playing for them throughout. “As for the soap opera that goes on in the last few weeks of the summer window, it gives the big clubs an unbelievable advantage. Anything is better▸ fcbusiness.co.uk | JANUARY 2016

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Simply put, fcbusiness is the magazine the football industry wants to read. The Generate ROI 12-24 months quality of its coverage makes it a key contributor to industry thinking with its accurate analysis and credible insight. Great people to do business with. Affordable LED display solution



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system which has contributed to an Deliver live content - stats, social increase commercial and media, live odds fcbusiness is compulsory reading for in anyone in therevenue football commercial or have, within the first season, already operations industry. Every relevant set of eyes in the game reads each issue and Synchronise the content across all delivered a return on the investment.

displays up to date and current content Nic onHeslop, industry trends, technology and issues provides a- Total Stadium Takeover Head of Commercial & Hospitality, Cardiff City FC great summary of the industry. Typical lifespan 8-10 years

Damian Irvine Head of Commercial Activities at Wycombe Wanderers FC It’s rare to find an industry magazine (in any sector) that has the editorial quality and integrity that fcbusiness is recognised for. The magazine has established itself as the leading commentator on the commercial world of football – sharing insight, news and opinion of real value to the market. Our solutions are often wide ranging and of high value; combining stadium LED display technology, stadium connectivity, and content delivery. fcbusiness has played a crucial role, over many years, in helping us to deliver that message to an audience that matters. www.adi.tv/sport [email protected] +44 (0)800 346 TV Daniel Gray Marketing Manager at592ADI

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We have worked closely with fcbusiness since the inception of the FMA back in 2010. During this time we have enjoyed close links, provided advice and shared feature ideas on numerous occasions. fcbusiness has been and continues to be a valuable partner to the FMA.

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Features list Football is a fast-paced and fluid industry where anything can happen. To ensure we’re covering the topics that are ‘of the moment’ and relevant to our audience our features list acts only as a loose framework and we keep it open to what’s happening in the industry at any given time. There are however, specific periods throughout the year that we can plan for such as transfer windows, or summer or winter travel, whenever you feel the time is right to promote your product or service then don’t hesitate to get in touch with our commercial team. ISSUE

SALES DEADLINE FEATURES

EVENTS

91 12TH FEB Stadium Redevelopment, Ecommerce (p2), Facilities Management Hospitality, Digital Media, Overseas Markets, FIFA Elections 92 24TH MAR Ecommerce (p3), Hospitality, Social Media & SEAT (London) Fan Engagement, Groundcare, UEFA

93 6TH MAY End Of Season Focus, Wealth And Financial Stadium Events & Management, Pre-Season Training Camps, Hospitality Awards, Hospitality, EURO 2016 Elite Sports Performance Expo 94 17TH JUN Performance, IT & Technology, SEAT (Las Vegas), Player Relocation, Football Governance World Football Forum (Paris) 95 29th JUL Player Performance, Stadium Technology, Fan Engagement, Overseas Markets 96 9TH SEPT Groundcare, Broadcasting, Legal Focus, Soccerex Global Technology Convention 97 21st OCT Awards Focus, Merchandising, Winter Training Camps, Player Agents and Transfer Market

Football Business Awards, North West Football Awards, Chelsea Merchandise Expo, SALTEX

98 9TH DEC Winter Groundcare, Awards Review, Wealth & Finance

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