Football is not just a matter of life or death. It is far more important!
The famous quote from Liverpool legend Bill Shankly fits well on the sponsor situation, which many Danish best clubs are in on the back edge of the coronakrisen.
Peter Froulund, branding and communication director in the Works Landsbank, is the man with the finger on the sponsor-pulse.
Via hovedsponsoratet in Brøndby and FC Midtjylland as well as major sponsorships in the AGF and FC Nordsjælland have a great interface in the Danish’s best clubs.
He predicts that many League clubs are challenged with hive sponsoraftalerne in the country of the many companies that have been hit hard by the coronakrisen.
– For some clubs it may here be a matter of life or death, says Peter Froulund.
Peter Froulund branding and communication director in the Works Landsbank. Photo: Jacob Jærgensen
He believes, however, that it can be a little bit easier for the clubs now, where they are in the process of redrawing the egeblad on the sponsorships.
he does, because it will have a big effect, that the sponsors can get in the stadium again. Good enough in the smaller scale.
– When now can get sponsors in the stadium, it will mean that more sponsors will redraw the sponsorship. They can see, there are brighter prospects.
– But the economic situation is far from stable for many businesses. And it does still sponsor the market very uncertain.
– the Challenge is little, to the clubs right now can’t explain, what product sponsors get. They may not love them all, they are inside for the matches from the new season. And it is a big problem, says Peter Froulund.
He believes many clubs will give priority to get as many sponsors at the stadium in the current situation, where it is about to get shut the agreements, so there will be money in the klubkasserne.
– My position has always been that football is for the fans. But right now it hurts, if you lose your sponsors.
Therefore, the clubs may in the short term, save much on sponsorfronten by giving priority to the sponsors of this special situation, we find ourselves in, he says.
Arbejdernes Landsbank stands on the chest of the Brøndby-shirt until the end of 2020. Photo: Ernst van Norde/Ritzau Scanpix
In Brøndby, where the Arbejdernes Landsbank is the main sponsor for the year, priority club fans. Out of the 225 that can be closed against the AGF, is expected to 160-170 to be fans. Therefore, only 55-65 sponsors.
With a view to a bit of life in sponsorlogerne around in football-Denmark expects Peter Froulund to put a lid on the debate on the compensation to the sponsors:
– I know several clubs have been in time to talk compensation with the sponsors. But it will probably die out now.
– For our part in Arbejdernes Landsbank we have from the beginning of the coronakrisen said that we are not after financial compensation. Here we would like to show the community spirit.
You can read much more about the Superliga clubs will battle for the sponsorkroner in this article (+)
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——— SPLIT ELEMENT ———
Can neither sting or confess
FC Midtjylland had to settle for to invite to the drive-in-football in the first match after the coronapausen. Photo: Jens Dresling
At FC Midtjylland are in the process of redrawing the egeblad on the sponsorships.
Commercial director Jacob Jørgensen recognize that it is a very difficult situation, as the Danish best clubs currently find themselves in.
– the Exercise about compensation of the lack of benefits to sponsors and partners will be further hampered by the insecurity.
– We really don’t know how many guests we may have, and we possibly may serve food and other refreshments in our lounges, if we comply with government guidelines for canteens, says Jacob Jørgensen.
The commercial director at mesterskabsfavoritterne believe football clubs actually becomes a kind of hostage, because the reports from authorities do not always provide the particular good sense:
– When we’re currently talking with our customers, so we can unfortunately not sting or confess in the context. Fortunately, we find that most often the solutions of spite, but I think we are left in a vacuum, which makes no sense.
– Why is our lounges is not one-to-one with the other canteens? Why must man be of 1000 in in a Costco or 15,000 for a demonstration, but only 500 outside of a stadium?
– How should my colleagues to explain it to our sponsors, sæsonkortholdere and fans?
Clubs are struggling through the crisis
Coronakrisen has challenged the Superliga clubs to the extreme, but according to a sponsorekspert can also lead something positive with themselves.
There will be sponsors, who have so big financial woes, that they do not extend their agreement, but others will attach themselves even closer to the club.
It assesses the sponsorekspert Thomas Badura from Sponsorpeople.
He lives to advise companies on sponsorship and have a fine touch with what it going on in the premier League within the commercial areas.
– And I sense that it has been a really nice loyalty from the sponsors. They still want to be engaged, and it fits them and is of course gratifying for the clubs, ” says Badura.
He believes that the Danish clubs, and a wide comb to be commended for having worked well through the crisis.
They have according to Badura attacked the task with creativity and professionalism, and corona-the experience can get the business for good.
– In such a crisis you can either sit in the couch and be passive or to work more innovatively. Many League clubs have made it last and tried to develop the product – often in cooperation with sponsors.
– the Combination of that the sponsors have had the patience, and that the clubs have managed to develop and rethink the content, is that something positive out of it here. The partnership is strengthened, ” says Thomas Badura.
According to the sponsoreksperten have the clubs been able to use the knowledge they received in connection with the financial crisis.
The past decade, there has been an enormous focus on the effect of sponsorship. Companies want proof that a sponsorship is worth the investment.
It is measured carefully, and it also gives the clubs a better idea of what their product is worth.
They can for companies to demonstrate the value of a sponsorship, and it is a strong argument that when an agreement is renegotiated.
– if you Know not the value, can an agreement be easier to terminate. Now that the clubs may demonstrate the value of sponsorship and on the way show, that it makes no sense for the company to withdraw, says Thomas Badura.
A part of a sponsorship, tickets and hospitality in connection with the matches, and it has great importance for the sponsors, that they and their guests now have access to the stadium again.
– It has always been an important element, but it was something we took for granted a few months ago. The clubs can offer to businesses to create relationships. To come together and meet again, everything we have missed.
– So there is no doubt that the sponsors are first in line when that opens up. It is absolutely critical for their business that they can resume partnerdelen with everything that comes with the, says Thomas Badura.
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