Identifying Best Practice in Women's Football - FIFA/CIES ...

sponsorship categories to attract regional and some national sponsors and have created asystem where smaller companies get the opportunity to build a connection with the club in away that is affordable as well as beneficial for them. It is important to note, that those are notto be considered donations because the companies do obtain direct and indirect benefits fromthe co-operation. This is an important aspect that is sometimes lacking in other clubs.4.6.5 Importance of Sponsorship StrategySome clubs researched have gained short-term benefit from getting as many piece-mealsponsorships as possible. However, for the long-term financial health of the team, the mostsuccessful have developed clear sponsorship strategies and concepts, systems and categoriesthat will cater to different needs of different sponsors, to avoid cluttering as well as diffusionof brand. They have put themselves into the shoes of potential sponsors and develop theirsystems in cooperation with the sponsor. Only when the sponsors see the return oninvestment will they be willing to engage on a long-term basis.4.7 Match dayIt is important to fully understand best practice within the match day context. In order to dothis, attendance figures of the selected clubs and leagues were analyzed in relation to theticketing scheme. Table 1 illustrates the various prices per club for a single match, referringto only regular season matches.Table 1: Club Match Day Ticket Prices – Regular SeasonSingle Match Season ticketArsenal LFC £3 (approx. !3,6) £20Everton Ladies £2-£3 (btwn !2,4–3,6) N/AOlympique Lyonnais N/A N/AFCR Duisburg !8 - 12 !80 - 110FC Bayern Munich !4 - 6 N/A*Turbine Potsdam !4 - 7AZ Alkmaar Free FreeRøa IL 50 NOK (! 6, 50)Umeå IK N/A N/A*Season ticket holders of men’s team can attend for free"%7"