2nd International Conference on

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November 4-5, 2023 : Konya, Turkey

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Innovations in Football Marketing Strategies for the 21st century, case of

study Albanian Football Association
Ada Gashi
Assistant Lecturer, PhD Student, University Aleksandër Moisiu Durrës, Albania

adagashi21@yahoo.com

Abstract – This paper explores the dynamic landscape of football marketing strategies in the 21st century.
With the advent of the digital age, football clubs and organizations have had to adapt and innovate to engage
fans, drive revenue, and establish a global presence. This research investigates the latest trends and
innovations in football marketing, including the utilization of social media, data analytics, and fan
experience enhancement. Case studies of successful campaigns are analyzed to provide insights into the
strategies that work in this evolving field. Additionally, this paper delves into the ethical considerations
that arise when collecting and using fan data for marketing purposes. The goal is to provide a
comprehensive understanding of how football marketing has evolved and the key strategies that will shape
its future. Other insights include how clubs are using social media to grow their global reach, based on
social media marketing strategy and their understanding of why and how stakeholders use social media.
Keywords: Sports Marketing, Football Management, Brand, Social Media, Communication, Data Analytics, Fan Engagement

Methodology
Introduction
To understand the innovations in football marketing
strategies, this study employed a mixed-method The marketing of sport in general and football in
approach. First, a comprehensive review of the particular, has developed rapidly over the last two
literature on football marketing, digital marketing, decades. The role and importance of marketing has
and related fields was conducted. This laid the been increasingly recognized by many sports,
foundation for understanding the theoretical including football. As such, national associations,
underpinnings and prior research in the area. clubs, international governing bodies and many
Additionally, a series of in-depth case studies were other organisations involved in football take the role
carried out, focusing on successful football of marketing very seriously. Football is not only the
marketing campaigns and strategies. These case world’s most popular sport, but also probably its
studies involved interviews with marketing most globalized industry. It has managed to
professionals from various football clubs, analysis capitalize upon this marketing advantage and utilize
of digital content and social media engagement data, its unique relationship with media in order to both
and surveys of fans to gauge their experiences and cope with marketplace changes and challenges, and
preferences.
more importantly to succeed, often ‘paving the way’
for wider sport marketing management. So it did not
only achieve significant financial profits, but also it
succeeded in gaining wide-ranging increased
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exposure, that has allowed to be broadcasted and There are so many different competitions and
promoted worldwide.[1] product alternatives competing for your attention, it
Sport marketing has several other distinctive is difficult for sport marketers to make their
features that distinguish it from the marketing of products stand out from the crowd.[3]
other products, notably:
Sport is product-led: that is what happens on the Branding and Marketing Communication Mix
field of play is the most important part because it is
where the contests take place. While the needs of Branding is therefore a very important activity for
customers must always play an important role in any sport marketers because it helps to differentiate an
form of marketing, In sport what happens in a game organization’s products from those of rivals. It
is what gives the sport product its strength. creates a point of differentiation and individuality
Sport customers are simultaneously producers and provides a stimulus and motive for people to buy or
consumers. Not only do customers want to attend consume the product, helps customers to trust the
games, watch sport on TV and talk about it with product and therefore eases their decision to choose
their friends, they also help to create the sport that product rather than another product. This means
product. For example a stadium without an excited consumers are more likely to remain loyal to a
crowd does not make for an exciting contest. brand, engaging in repeat purchase decisions, which
Customers are instrumental in helping to create the means that the organization delivering a branded
tension, excitement and atmosphere at a sporting product has a strategic and competitive advantage
contest. [1] over its rivals. Given the importance of branding,
Sport marketers operate within a set of parameters how to create and build a brand is a vital
that are outside their control. In many industries, if consideration for sport marketers. One of the most
a product is unattractive or unsuccessful, then an important outcomes of the successful building of a
organization can change it. In sport this is difficult, brand is that it leads to the generation of brand
for instance in football having bigger goals or fewer equity which is all the benefits that a product can
players on the pitch might enhance the spectacle, but achieve with its brand name compared to what
an individual national association would find this would happen if the same product did not have its
difficult to implement without the permission of the brand name. [3]Brand equity enables organisations
international governing bodies. to boost their brands in the eyes of consumers, and
Sport employs different performance measures to promoting loyalty among customers. Moving
other industries. In most other industries profit is the through the marketing process, having addressed the
ultimate measure of success. However a team’s final needs of the market and the demands of customers,
position in a league or performance in a cup having developed products that address these needs
competition is often a more important measure of and demands, and having created and built a brand
success, especially among fans. This dual set of identity for these products, the next step for the sport
performance measures can prove to be a major marketer is to communicate the existence of its
challenge for sport marketers.[9] branded products to the market place. [2] Marketing
Sport has a symbiotic relationship with the media, communication mix is a combination of techniques
which is very important to sport as it provides through which prospective and actual consumers are
opportunities to market and promote the sport made aware of the existence of branded product
product. Understanding how relations with the offerings. There are several elements like, notably
media help and hinder marketing is therefore an sponsorship, sales promotion, direct marketing,
important challenge for sport marketers. PR and advertising. (Figure1) [9]

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First of all it is important that sport marketers have
a clear sense of who their target market is. Secondly, Football PR
they need to know what are the product benefits PR is aimed at having an impact on targeted
features that they want to accentuate? Third the stakeholders cognition, emotions and behaviour
sport marketer needs to decide how best to convey related to the organization and its actions.
the message. Fourth establishing a budget is
Considering these dimensions, three kinds of
imperative. (Figure 2) [9]
objective can be identified: informative, emotional,
and behavioural. [5]
Informative: To increase awareness if the national
association or one of its programmes;
To enhance the national association’s image by
reinforcing existing partnerships or by integrating
others, develop the national association’s perceived
quality.
Emotional: Developing an emotional bond with the
national association, creating an attachment to the
national association and its mission.
Behavioural: Get involved in a program, contact the
national association for specific information,
promote the national association and its
Communication is that glue that holds an
programmes.
organization and its stakeholders together.
Key objectives of Football PR [5]
Managing the communication flow is challenging. To raise awareness- audiences need to know you
National associations interact with their exist, inform- audiences need to be told what you
stakeholders through numerous channels: [4] are doing and why you need to create understanding
Inside-outside (from national association to its and acceptance, build trust- relationships only work
external stakeholders), events, press conferences if they are based on trust goodwill and mutually
and publications; beneficial relationships are also key.
Outside-inside (from external stakeholders to the To give people a reason to support their teams-
national association) football programmes on football is nothing without supporters, also create
television and reports by third parties; fan buy-in- particularly important during times of
Two-way, personal contact, email, interactive crisis and change.
website and forums, and social media. Developing a Media Strategy in the Digital Age

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 1 ticket provided for official and friendly matches
The new media available to football organization outside Albanian territory, in the Fans area.
represents a challenge and an opportunity to harness Preferential pricing by taking advantage of a 10%
a new mode of communication and take a more discount in the official FSHF store on selected
direct and participative approach to building items.
relationships.[6] Gold Membership
• Integrate the social media strategy into the Registration in the FSHF database
current web strategy and ensure that the Receiving e-mail notifications and regular
primary website and other associated newsletters on news about the National Team,
websites are linked in order to support Albanian football, offers in the official store, etc.
implementation; Device with personal Barcode Gold membership.
• Understand the relationship between social Free benefit of an official National Team jersey,
media and traditional media and how to personalized with name and/or number.
reinforce and leverage it; 2 tickets secured for official qualifying matches
• Implement the plan and monitor valid European Qualifiers 2024.
performance, ensuring that there is full 2 secured Vip Gold tickets for friendly matches.
commitment to implementation 1 guaranteed Cat1 ticket for official and friendly
• Create a goal in the short and medium term matches outside Albanian territory.
that acts as a definition of success. Exclusive access to training sessions of the National
• Review the implementation based on Team, having the opportunity to get to know the
feedback and the reactions of key audiences; players.
• Find out who your audience thinks is most Preferential pricing by taking advantage of a 10%
influential; discount in the official FSHF store on selected
items.
A marketing strategy of the Football Association of Possibility of access to a planned visit to the FSHF
Albania [7] museum.
Possibility of having a tour inside the stadium a few
For all the Albanian National Team fans FSHF days before the match.
offers the opportunity of buying a membership This marketing strategy resulted very effective, it
reached a lot of new members and increased the
package on their official website Basic Membership
sales in the official store of the National Team in
which is free, Silver Membership, and Gold
FSHF with 28 %. [7]
Membership with an affordable price including:[10] The analysis of the case studies revealed several key
Basic Membership innovations in football marketing:
Registration in the FSHF database. Football clubs have embraced social media
Receiving email notifications and regular platforms to engage with fans on a global scale.
newsletters on news about the National Team, Platforms such as Twitter, Facebook, and Instagram
Albanian football, offers in the official store, etc. have become essential tools for creating fan
Silver Membership communities and providing real-time updates.
Registration in the FSHF database. The use of data analytics tools has enabled clubs to
Receiving e-mail notifications and regular gain insights into fan behavior and preferences. This
newsletters on news about the National Team, data-driven approach allows for more personalized
Albanian football, offers in the official store, etc. marketing strategies, including tailoring content and
Device with personal Barcode Silver membership. promotions to individual fans.
2 tickets secured for official qualifying matches Innovations in fan experience, both in-stadium and
online, have created deeper connections between
valid European Qualifiers 2024.
fans and their clubs. Virtual reality experiences,
2 tickets secured for friendly matches.
augmented reality apps, and interactive online

407
communities have all played a role in this that happens in football; wether it is the format of
enhancement. the competition, what consumers want from
football, how media rights are sold to TV companies
Conclusions or what forms of merchandise are created, good
marketing underpins all the decisions made. The
Overall bringing more people into the game is the essence of marketing in a national association is to
primary mission of the Football Association of match and reconcile the demands of marketplace
Albania (FSHF), which is striving to improve local with the resources and skills of the organization.[9]
infrastructure with plans to lay 100 pitches all over
the country, in association with local clubs and In conclusion, football marketing strategies have
evolved significantly in the 21st century, driven by
municipal authorities.
digital innovation. The use of social media, data
Progress remains positive; there were 12,455
analytics, and fan experience enhancement has
children – from the youngest youth groups to Under-
proven to be highly effective in engaging fans,
18 – playing for FSHF-registered teams in the increasing revenue, and expanding global presence.
2019/20 season, and more like 17,500 more However, it is essential to navigate the ethical
recently. Coaching standards are also improving, the considerations surrounding fan data use carefully.
FSHF now boasting well over 2,000 UEFA-licensed To stay competitive, football clubs must continue to
coaches all over Albania.[11] adapt and innovate their marketing strategies,
The association directly finances all the nation's top- leveraging digital tools and engaging fans in
league women's teams, paying players and coaching meaningful ways. The ever-changing landscape of
staff, travel fees, and is providing support for football marketing presents both challenges and
women's football at youth level too, as well as opportunities, and it is up to clubs to remain at the
supplying free equipment to teams all over Albania. forefront of these innovations. This paper provides
In a matter of two years, the number of girls a snapshot of the innovations that have shaped
registered with FSHF-backed teams has risen from football marketing in the 21st century, but it is clear
that the field will continue to evolve, presenting new
800 to nearly 2,000, with a target to bring that
challenges and opportunities for the football
number to 4,000 by 2025, where the marketing role
industry.
is an important key strategy to achieve their
objective and goals.[11] Reccomandations
Communication strategy remains a crucial aspect in 1.Football clubs and organizations should continue
the running of a national association. The media and to invest in digital technology and tools to stay
media operations are of course also central to relevant in the ever-changing digital landscape. This
includes staying updated with the latest social media
communication remit and require dedicated and
platforms and emerging technologies.
specialized attention focus at all times. A clear
2. Make data analytics an integral part of marketing
strategic vision of what the various media new strategies. Collect and analyze fan data ethically to
platforms will be used for is necessary, as in gain insights into fan behavior, preferences, and
understanding of the constantly changing media demographics. This data should inform
marketplace, technological change means that a personalized marketing campaigns and content.
broad yet flexible strategy is required. The current 3. Prioritize fan engagement by creating immersive
dominant player in the market may not be so and interactive experiences both in-stadium and
important in few years time. The Football online. Leverage virtual reality, augmented reality,
Associations have developed creative ways to keep and interactive communities to enhance the fan
up with new trends while using new channel to experience and foster a sense of belonging.
communicate effectively and efficiently without 4. Maintain strict ethical standards when collecting
missing opportunities to enhance reputation and and using fan data. Prioritize transparency, privacy,
and fan consent in all data-related activities.
recognition. Marketing is at the heart of everything
408
Compliance with data protection regulations is marketing. Successful strategies should be based on
essential. data, fan engagement, and a commitment to
5. Develop a content strategy that is engaging, providing value to the fan base.
shareable, and aligned with the club's brand and
values. Regularly produce high-quality content to
keep fans informed and entertained. References:
6. Explore opportunities for expanding the club's
global presence. This can include international [1] Chadwick, S. (2017) Football Marketing and Sponsorship,
marketing campaigns, partnerships, and reaching University of Salford, Manchester, UK
out to fans in different regions. [2] Desbordes, M, & Chadwick, S. (2007) Marketing and
7. Football clubs should collaborate with other clubs
and marketing professionals to share insights and football; An international prespective
best practices. The rapidly changing landscape of [3] Boyle, R. & Haynes, R. (2012) Sport, the media and
digital marketing benefits from collective strategic communications management
knowledge. [4] Griggs, I. (2016). The big brand challenge, PRWeek
8. Given the fast-paced nature of digital marketing,
football clubs should remain agile and open to [5] Hopwood, M., Kitchin, P.& Skinner, J. (2010). Sport
adapting to new trends and technologies. Flexibility Public Relations and Communication
and the ability to pivot marketing strategies are [6] Pedersen, P.M., Miloch, K.S.& Laucella, P.C (2007).
crucial. Strategic Sport Communication
9. Regularly evaluate the effectiveness of marketing
campaigns. Use key performance indicators (KPIs) [7] Knight, M. &Cook, C. (2013) Social Media for Journalists
to measure success and make necessary adjustments [8] Nicholson, M. (2007), Sport and the Media Managing,
to strategies. Oxford
10. Focus on building a strong online and offline [9] UEFA (2016) National Association Guide to Marketing.
community of fans. Engage with fans not just as
consumers but as valued members of the club's Nyon, Switzerland
community. Foster a sense of loyalty and belonging. [10] www.fshf.org.al
These recommendations emphasize the importance [11] https://www.uefa.com/insideuefa/national-
of staying up-to-date with the latest innovations associations/alb/
while maintaining ethical standards in football

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