EVENT PREVIEW CELEBRATING EXCELLENCE IN THE BUSINESS OF FOOTBALL - 3rd NOVEMBER - Football Business Awards
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In Association with
3rd NOVEMBER
EMIRATES STADIUM, LONDON
EVENT PREVIEW CELEBRATING EXCELLENCE IN
THE BUSINESS OF FOOTBALL
www.footballbusinessawards.com
PAGE 1
FOOTBALL BUSINESS AWARDS 2016 The Football Business Awards recognise and reward the hard work that takes place to support the success of the game. This is the national event at which all the achievements off the pitch are celebrated at the end of each year. With an illustrious judging panel selected for their particular experience and expertise the FBA’s has grown into a significant annual networking event. The awards are becoming more and more difficult to win every year, and an increasingly valuable marketing badge for those who manage to do so. Now in their 5th year the 2016 ceremony will be held at the Emirates Stadium, one of the world’s most breath-taking sporting arenas, not only as a pioneering football stadium, but also a groundbreaking meetings and events venue. At the ceremony there will also be a Global Football Ambassador award presented which in recent years has been given to Sir Trevor Brooking and Sir Bobby Charlton.
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THE FINALISTS
Best Business Serving Football – up to £2m turnover Best / Most Innovative use of Technology by a Club
CLICK/TAP A FINALIST TO
SEE THEIR SUMMARY
Best Professional Service Business Serving Football
• ATB Games Ltd • Cardiff City FC – Tripleplay platform • Airton Risk Management
• CharityStars • Chelsea FC – interactive 3D stadium seating planner • Charles Russell Speechlys LLP
• FootballCV Academy • Manchester United FC – Envoy Digital • Coutts, UK Private Banking
• Goodform • Middlesbrough FC – adi.tv & Eleven Sports Media • KSS
• Oaks Consultancy Ltd • West Ham United FC – Ricoh 360⁰ video • Pinsent Masons LLP
• Seven League • Wolverhampton Wanderers FC – Chameleon Web • Smith & Williamson
Services • SRi
Best Business Serving Football – over £2m turnover
• adi.tv Best Football Community Scheme – Agency of the Year
• Rippleffect Premier League • Mailman
• StreamAMG • Arsenal FC / The Arsenal Foundation • Mischief
• UCFB • Everton in the Community • Rippleffect
• Manchester City FC/ City in the Community • Seven League
Best Club Marketing Initiative – Premier League Foundation • SportQuake
• Everton FC • Newcastle United Foundation • The Integrity Club
• Leicester City FC • Tottenham Hotspur FC
• Liverpool FC Best Fan Engagement by Club
• Manchester City FC Best Football Community Scheme – • Brighton & Hove Albion
• Stoke City FC non Premier League • Chelsea Football Cub
• Tottenham Hotspur FC • Albion in the Community (Brighton & Hove Albion) • Everton FC
• Charlton Athletic Community Trust • Fulham FC
Best Club Marketing Initiative – non Premier League • Fulham FC Foundation & London United • Manchester City FC
• Birmingham City FC • Hamilton Academical FC • Queens Park Rangers FC
• Brentford FC • Kew Park Rangers FC
• Brighton & Hove Albion FC Sponsorship Deal / Partnership of the Year
• Derby County FC Best Corporate Social Responsibility Scheme • Acacia Mining / Sunderland AFC
• Kew Park Rangers FC • Everton in the Community • Barclays / HSE Cake
• Wolverhampton Wanderers FC • Liverpool FC with Standard Chartered • Middlesbrough FC / Eleven Sports Media
• Sunderland AFC • League Managers Association / Prostate Cancer UK
Best Football Club Hospitality • Manchester City – City Football Group • Liverpool FC / NIVEA MEN
• Arsenal FC • Liverpool FC / Vitality
• Liverpool FC Best Match Day Experience
• Manchester City FC • Cardiff City FC Best Brand Activation Involving Football
• St Johnstone FC • Everton FC • BT Sport / UEFA Champions League
• Fulham FC • Marathonbet / Non-League Challenge (NLC)
Best / Most Innovative use of Technology • Leicester City FC • MBNA / LFC
(non club specific) • Virgin Media / Squawka
• Brandtix Best Non-match Day use of Venue • Vauxhall / LFC
• Kick It Out • Arsenal FC – Emirates Stadium
• SAP • Chelsea FC – Stamford Bridge
• SoccerTutor.com Ltd. • Everton FC – Goodison Park
• STATSports Technologies Ltd • Leicester City FC – King Power Stadium
• Verteda Limited • The SPFL Trust – Various across the UK
• Wolverhampton Wanderers FC – Molineux Stadium
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FBA2016 ATB GAMES CHARITY STARS
BEST BUSINESS ATB Games creates, design and manufactures board games. The three owners are CharityStars is the leading European online charity auction platform. Working with
SERVING passionate about football. We decided to combine our love of board games and football charities and brands, CharityStars auctions and raffles items and experiences to
FOOTBALL - by creating a football board game. The board game market had plenty of games based
on football but none went anywhere near matching the drama and excitement of the
fans, providing innovative fundraising technology. From brands and celebrities such
as Ferrari, Sky Sports, Manchester City FC, Gigi Buffon, Hector Bellerin and Angelo
UP TO £2M real thing. We went away to create one and Socceristic was born. Socceristic features
every rule of football including scoring goals, penalties, free kicks, tackles, red cards,
Ogbonna, Charitystars have raised over £2.5M net for over 400 international charities,
including Saints Foundation, City in the Community and Liverpool FC Foundation.
TURNOVER injuries, substitutions. It’s fast moving and exciting, and players can set length of time to
play themselves.
In summary, CharityStars has created change from an idea whereby we believe we can
bring about a measured difference by leveraging the profile of football as a whole and
We had targeted the 2015/16 football season to give sales of Socceristic a 25% boost by utilising our technology and innovation for the greater good. Our funds have helped
gaining more major retailer listings and by getting football fans to purchase the game communities locally to the clubs we support, providing a platform for change. With over
through Amazon. We ran a football stadia concourse ad campaign throughout the season, £2.5M net raised, the key point is not what we have achieved thus far, but rather our
promoted the game on Amazon during the season and targeted specific retailers. goal to work with all football clubs globally to create sustainable, untapped fundraising
We achieved a listing in our principal target of Argos, the largest toys and games retailer solutions that turn collectors and wealthy consumers in to charitable donors.
in the UK and achieved an uplift in sales through Amazon of 38%. www.charitystars.com
atbgames.co.uk
FOOTBALL CV ACADEMY GOODFORM
FootballCV Academy are a friendly, small but high impact, non profit organisation, that In 2015 The EFL recognised a need to provide a more personalised and engaging fan
has the care of the grass roots structure at the heart of their ethos. experience, whilst driving commercial development.
Students have the opportunity to develop their game in an educational environment Goodform was appointed as the EFL’s chosen e-CRM and Data Services partner with a
which gives them the chance to fully expose their talent. brief to implement a comprehensive data and fan insight strategy.
Fully residential or not, all students get the attention they need to nurture skills on and In the last season Goodform has:
off the pitch that will set them up for life. • Created a ground breaking data sharing platform for all 72 EFL clubs
On top of the fulltime courses, FootballCV offer Trail days, Trial Camps and Short course • Improved the quality and quantity of fan data held on 89 EFL digital clubs
(from 1 -12 weeks) for both boys and girls from the ages of 12-25. • Delivered personalised and targeted EFL and club communications campaigns
• Improved fan insight to inform strategy, support commercial partnership opportunities,
The footballCV core values of Care, Value, Helpful, Quality, Trusted and Realist run
and add value to existing EFL sponsors
consistently throughout all courses. FootballCV Academy is a huge part of the UK and
• Engaged member clubs to drive mutually beneficial marketing strategies
International football grass roots purpose
Goodform’s skilled account team take an analytical approach to inform strategy which
www.footballcvacademy.com drives tailored messaging to maximise engagement and provide value to the EFL, its
sponsors and 72 member clubs.
The results saw an impressive uplift in the EFL’s digital marketing performance. With 94%
data field completion, far greater personalisation has led to over 110,300 more fans now
receiving weekly EFL content, up 203% on the prior season. Three times more fans now
access EFL Digital websites via email and over 47,000 fans engaged in EFL research.
www.goodform.info
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FBA2016 OAKS CONSULTANCY SEVEN LEAGUE
BEST BUSINESS Oaks exists to make the business of sport easy. We are business development Seven League is Europe’s leading digital agency specialising in sport.
SERVING specialists, equally adept at working with organisations of all shapes and sizes from Our mission is to help federations, clubs, broadcasters & sponsors to understand and
FOOTBALL - across the football industry – from local community football clubs and charities, to
Premier League football clubs and their award-winning club community schemes. Our
grow valuable audiences, increase commercial value, lead audience engagement and
champion innovation, and also, importantly, futureproof sports businesses in an ever-
UP TO £2M journey over the past year has included: changing digital landscape.
TURNOVER • Leading a comprehensive re-structure of Everton FC’s commercial strategy, resulting
in record performances across season ticket sales, attendances, retail revenue and
The digital services we offer are based around three key areas: business transformation,
content and technology. We provide our clients with analysis, research, digital audits,
annual sponsorship. change management, strategy, content planning and production, and assistance with
• Securing over £1.8m from the Heritage Lottery Enterprise Fund for the Tottenham the procurement of digital services and technology platforms.
Hotspur Foundation for their new Percy House development – placing them at the
Seven League works with a range of world-renowned sporting organisations including
heart of local community regeneration.
the NFL, NBA, UFC, BT Sport, The R&A / The Open, Green Bay Packers, ECB, British
• Generating over £405,000 of revenue funding from grants for Pompey in the
Athletics, ATP and O2.
Community’s award winning community initiatives.
• Design of a three-year business plan and strategy for Everton in the Community to In football, we’ve worked with UEFA, FIFA, the Premier League, as well as top European
meet the Premier League’s Capability Status requirements. football clubs including Juventus, Barcelona FC, Valencia, Arsenal, Tottenham Hotspur
• Creation of a charitable vehicle for Worthing Football Club’s community activities, FC and Leicester, 48 of the 54 UEFA National Associations, and teams and organisations
followed by development of a three-year fundraising strategy. even further afield such as US Soccer, MLS and LA Galaxy.
• Supporting the ongoing fundraising work of the Foundation of Light, Everton in the Our success is measured by doubling revenue, growing from 39 to 64 football clients
Community, Yeovil Town Community Sports Trust, Birmingham City FC Community and broadening our services from marketing & communications across participation,
Trust and Burton Albion Community Trust. CSR and commercial.
www.oaksconsultancy.co.uk www.sevenleague.co.uk
FBA2016
To book your place go to
www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
www.footballbusinessawards.com PAGE 6
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FBA2016 adi.tv
BEST BUSINESS The Premier League commands a global audience of over 5 billion people every season
SERVING and is the most watched domestic league in world football. It physically attracts more
FOOTBALL than 13million fans to stadia across the country every season and ADI has played a huge
role in helping clubs to realise the commercial value of that audience by enhancing the
- OVER £2M experience for fans and creating new partnership platforms for brands.
TURNOVER Our technology is fundamentally changing the way fans experience the sport they love
whilst transforming revenue generating opportunities for clubs and stadium owners.
We act as long term partners - providing end to end solutions that help drive fan
engagement both in the venue and beyond.
13 of 20 Premier League clubs now choose our perimeter technology to deliver their FBA2016
highest value media asset. Cumulatively we’re responsible for helping those clubs
generate more than £30million in advertising and partnership revenue every season. To book your place go to
www.adi.tv www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
RIPPLEFFECT
Rippleffect is a full-service digital agency founded in 1999.
In football, we are partner to some of the most storied clubs in the English game: three
founding members of the football league; five Premier League teams; four English
champions; and two European Cup winners.
Our challenge for 2015/16 was to deliver the best possible service to our clients whilst
reinforcing our reputation as football’s leading agency.
Our achievements included:
• Everton contract extension to 2019 to • Two ‘Best in Class’ international
establish the longest digital partnership Interactive Media Awards for Everton
in football (17 years) (Sport) and Liverpool (Ecommerce)
• Helped Everton grow traffic by 39% and • Won Best Sport Website for Arsenal.com
retail traffic by 26% • Launched a new Arsenal Player that led
• Retained by Liverpool following 37% to a 71% increase in video views
increase in conversion rate • Appointed by Swansea City to create a
• Won the Sport category at the national new club website
Online Retail Awards for Liverpool FC store • Appointed by another Premier League
• Launched AVTV HD and avfc.co.uk club to create a new club website and
receiving excellent fan feedback via club online retail store
survey
www.rippleffect.com
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FBA2016 STREAMAMG UCFB
BEST BUSINESS StreamAMG is the leader in online video for UK football. The company provides football UCFB is a world first in higher education, offering university degrees and executive
SERVING video platforms to more than 95% of football clubs in the UK. This is through the PlayerHD education in the football, sport and events industries.
FOOTBALL product – a joint initiative with the newly rebranded EFL (English Football League).
2016 has been a busy year for StreamAMG. After its biggest year of growth yet (2015),
UCFB provides an exceptional environment to live and learn in, with award-winning
facilities in three inspiring campuses: the iconic Wembley Stadium, the state-of-the-art
- OVER £2M the company has retained or won contracts with the following football clubs in 2016: Etihad Stadium, and the historic Turf Moor.
TURNOVER • Liverpool F.C.
• Tottenham Hotspur F.C.
• Sunderland A.F.C.
• Watford F.C.
UCFB is dedicated to the delivery of ground-breaking undergraduate and postgraduate
degree programmes across business, media, marketing and law, providing students an
• Aston Villa FC • The EFL (English Football League) unrivalled learning experience in the heart of the game with unprecedented access to
• Everton F.C. • Leeds United F.C. industry professionals and work experience opportunities thanks to unique partnerships
These clubs and leagues choose StreamAMG thanks to a combination of the technical with, among others, The FA and Real Madrid Graduate School – Universidad Europea.
ability of its UK-based team, the robustness of its delivery networks, and the speed with 91% of UCFB graduates are in full time work, with two thirds of them working in the
which they were able to implement change, alongside its experience of delivering high- professional sport industry – double the rate of sport degree graduates at other
profile global events to sizeable audiences with a zero-percent failure rate. institutions. Graduates currently work across a number of Premier League and Football
League clubs, The FA and the SPFL, as well as at football institutions in the US.
https://www.streamamg.com UCFB is dedicated to training and educating highly educated and motivated individuals
with the knowhow, expertise and aptitude to succeed in the world of football in years to
come.
www.ucfb.com
FBA2016
To book your place go to
www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
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FBA2016 EVERTON FC - LEICESTER CITY FC/
BEST CLUB ‘NOTHING WILL BE THE SAME’ In September 2015 Compass Group UK held a “Dine Around The Stadium” event at
MARKETING 2016/17 SEASON TICKET CAMPAIGN King Power Stadium, with the evening being designed to highlight the facilities available
INITIATIVE - to hire, whilst giving attendees the opportunity to sample the catering offered at King
Power Stadium.
PREMIER Everton Football Club’s ‘Nothing Will Be The Same’ 2016/17 Season Ticket Campaign
captures the essence of what it means to be an Evertonian, from both a fan and player Our “Dine Around The Stadium” evening gave delegates an exclusive opportunity to
LEAGUE perspective, whilst reinforcing the magic of a matchday.
From the creative execution of the campaign; spearheaded by a powerful and emotive
dine in areas of King Power Stadium and behind the scenes access to areas which are
normally “off limits” to the public.
film which all Evertonians are able to identify with and has been viewed almost 44,500 The success of our “Dine Around The Stadium” event saw an increase in enquiries and
times, to the extensive and detailed customer and market analysis, through to the clear confirmed bookings, while the success of inaugural “Dine Around The Stadium” event
and strong messaging, the campaign resulted in record sales of Season Tickets. also resulted in a second event taking place during April 2016.
The campaign made fans feel proud of their Club and reiterates their importance. All http://www.lcfcevents.co.uk
feedback has been positive, which has ultimately been demonstrated in the 14% increase
in sales on the 2015/16 season.
Extensive acclaim has come from the wider football fanbase, sports/marketing
professionals from across the globe.
www.evertonfc.com
LIVERPOOL FC MANCHESTER CITY FC
With the support of Liverpool FC, Standard Chartered packaged their partnership assets City in the City Express was a fantastic initiative that allowed southern-based
to create a once in a lifetime trip for the winning teams travelling to Liverpool. The final Manchester City supporters the chance to watch their team in action at the Etihad
was an exclusive four day event, during which time guests had the opportunity to: Stadium for midweek Champions League fixtures. By chartering an exclusive MCFC
• Participate in the final tournament on the pitch at Anfield Stadium straight after the train, supporters were given the opportunity to travel from London Euston to Manchester
Liverpool FC v Newcastle United game, under the flood lights and home in the same day – a journey that was previously impossible due to the last
• Watch Liverpool FC’s Premier League fixture against Newcastle United at Anfield public train returning to London before the end of the game.
• Visit Melwood, Liverpool FC’s First Team Training ground The unique and immersive experience allowed fans to be at the heart of the action
• Participate in a training session at Liverpool FC’s Academy for every step of their team’s journey; legendary players from the Club’s past greeted
• Complete a Stadium Tour of Anfield Stadium supporters on-board and this season’s Capital One Cup silverware was also proudly
• Engage with Liverpool FC former players showcased through the carriages. In-keeping with Manchester City’s ethos of offering
• Visit Liverpool’s tourist attractions the cheapest and most accessible match-day experiences, return travel tickets were
As this was the fourth year of the campaign, it was important to maintain the momentum priced cheaper than the cost of a standard travel ticket and a host of hospitality
by adding new elements to the competition. Former LFC Players flew out to compete in packages also offered to cater for a wide range of dedicated fans.
regional tournaments, as well as joining teams in the final tournament at Anfield, granting
participants a once in a life time opportunity to play alongside them. www.mancity.com
Solution
The event demonstrated the reach of both Liverpool FC and of Standard Chartered and
was an incredible feat to host an event of this scale in eight countries across Europe, Asia,
Africa and the Middle-East.
http://www.liverpoolfc.com
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FBA2016 STOKE CITY FC
BEST BUSINESS The brief was to secure the highest ever amount of Stoke City Season Card purchasers
SERVING during the Early Bird Season Card campaign for the 2016/17 season. “Join us for the next
FOOTBALL chapter” explored the progress and reinvention Stoke City are currently experiencing with
a simple message talking about how the fans and Club are on a ‘journey’.
- OVER £2M With an increase in messaging and engagement over social media we were able to
TURNOVER communicate with fans, allowing them to believe that more is still to come from this team
as we convince and excite them that we can go further.
www.stokecityfc.com
TOTTENHAM HOTSPUR FC
Tottenham Hotspur Football Club - #TogetherTHFC
Our organic campaign driven by the natural togetherness of fans, players, coaches and
Club during the 2015/2016 Season. #TogetherTHFC took off organically following the
last-gasp 2-1 victory at Watford in December, where photos emerged of the players and
fans celebrating as one. globally. #TogetherTHFC was used over 71,000 times between
1 April and the end of the season showing how well the hashtag was adopted and its
extensive use in a short space of time. Videos and posts on social media between
players, manager, staff and fans where used to unite Spurs fans across the globe and
FBA2016 get behind the team. Plus made our supporters feel closer to the Club than ever before.
Picked up globally using localised social media channels – not only English but the
To book your place go to phrase, hashtag and everything it embodied translated globally..
http://www.tottenhamhotspur.com
www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
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FBA2016 BIRMINGHAM CITY FC BRENTFORD FC
BEST CLUB Birmingham City Football Club took their fan engagement strategy to the next level Brentford has traditionally been overshadowed by bigger, wealthier London clubs.
MARKETING with the launch of the Blues Loyalty Scheme. Blues Loyalty was developed after wide But with an ambitious owner and a bold vision, we’re now enjoying unprecedented
INITIATIVE - consultation with fans, aiming to reward Season Ticket Holders and Blues Loyalty
Members.
success – the Club is unashamedly ambitious about the future. In September 2014 we
set out to define the Brentford brand, in particular what position we wanted to take. The
NON PREMIER Fans can earn Blues Loyalty Points for their ticketing and merchandise purchases and underlying objective was to drive sustainable growth and get Premier League ready.
Our research confirmed that Brentford is a club like no other. It’s a true community club
LEAGUE redeem them in exchange for ‘money-can’t-buy’ experiences and club rewards. The
scheme includes an engaging digital platform via The Blues Loyalty Portal where fans in an age of footballing corporate giants, and to set us apart from our rivals our solution
needed to reflect this down-to-earth, local, community-focused DNA. We believe that
can redeem their points and view the latest offers from Blues Loyalty Partners. There are
dedicated Blues Loyalty communication channels through e-communications and social the brand we created is flexible enough to have a lifetime through to and beyond the
media channels to keep fans updated. opening of our Community Stadium in 2019. We truly feel we’re distinct in relation to our
competition as ‘London’s local club’.
The programme has been a huge success:
• Blues Membership numbers increased by 600% since the Loyalty scheme was www.brentfordfc.co.uk
launched.
• Overall revenue from the scheme increased by 500%
• Overall spend by members increased by 66% per Loyalty Member.
• There were 32,066 fan visits to the Blues Loyalty portal in 2015/16 season.
One fan who enjoyed an upgraded hospitality offer commented:
“The day was brilliant; the lunch and the seats were lovely. I would have no hesitation in
doing this again in the future and I look forward to receiving more exclusive loyalty offers”
http://www.bcfc.com/
BRIGHTON & HOVE ALBION - DERBY COUNTY FC
#TOGETHERATCHRISTMAS Each year season ticket renewals are mailed to supporters; we wanted to reduce the
environmental impact of the print production whilst maintaining a key touch point with
Overall the #TogetheratChristmas campaign was incredibly successful. We generated loyal supporters and improving the personalised content they receive.
just under 1,500 half season ticket sales which was not only, over 800% increase on the The 2016/17 Season Ticket campaign was based upon a phrase used by fans
previous seasons half season ticket sales but also a record number for the club. We also “We All Derby Aren’t We?” The fans, the staff, the players, are all Derby – hence
generated an increase on the previous year’s record retail budget by 16%. During this “WE ARE DERBY”.
time our database increased by 2.5% and to top it all off, we made over 50 Christmas
Powerful text and the vernacular language, positioned with emotive images of player
wishes come true.
and fan celebration shots style with a confetti overlay, proved to be a strong execution.
http://www.albionadvent.co.uk/ Stage one; a letter from the Club Chairman and Owner which detailed his thanks to
supporters for their continued commitment, including a personalised URL where fans
could visit an online platform which was fully customized.
Emails were sent to 2015/16 Season Ticket holders with their name and renewal price,
simple and clear, as well as a click through to their Personalized URL (PURL).
We created personalised microsites for each Season Ticket holder. All information in
one place, tailored to each fan. The websites consisted of a personalised video from first
team player Bradley Johnson.
www.dcfc.co.uk www.WeAreDerby.com
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FBA2016 KEW PARK RANGERS FC
BEST CLUB Kew Park Rangers was established in 1999 by two local dads, Rob Sheldon and J-F
MARKETING Burford. The club started with 12 children and now coaches over 800 girls, boys, youth,
INITIATIVE - adult, disabled, veterans and Walking Football. KPR is a family run community club. Over
the past 17 years Kew Park Rangers has been instrumental in bringing all aspects of a
NON PREMIER community together, but has,more-importantly, given the chance to many children to
make friends from different ethnic, social and economic backgrounds. Friendships that
LEAGUE will stay with them for ever. Kew Park Rangers saw a demand for pre-school football, to
give children from 18 months to 4 yrs a positive and fun introduction to football.
KPR had to reach the wider local community. KPR decided that conventional advertising
methods would not reach the needed demographic. Instead KPR decided to use an
innovative approach. ‘Parent Power.’ KPR used the pre-school parent members to
spread the word in all the local primary schools. This method gave the KPR pre-school
football classes instant credibility.
The judges said that this entry was ‘A great example of a grass roots local campaign
that added value to the local community. Empowering the Parent to spread the word
amongst the local primary schools, with the ‘Parent Power’ initiative was great work.’
www.kewparkrangers.co.uk
WOLVERHAMPTON WANDERERS
- PASS THE PARCEL
After a disappointing season on the pitch, Wolves were looking to generate some
excitement around the launch of their new home kit for the 16/17 through gamification,
as well as harvest additional high quality data to enhance the Club’s database. An online
“Pass the Parcel” game was created with the end result being a fan revealing the kit
and launching it on their own social media platforms to help increase engagement with
the Club and the campaign. The game delivered over 50,000 plays in 9 days and of the
5,378 players 51% were new data records. Engagement levels significantly increased
over social media (85% on Twitter and 45% on Facebook) and email channels with the
end of goal of pre-order sales reaching 158% of target.
www.wolveskitlaunch.co.uk
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FBA2016 ARSENAL FC LIVERPOOL FC HOSPITALITY
BEST In the event of your submission being shortlisted we will publish a 200 word summary of TOURISM & EVENTS
FOOTBALL your submission on our website. Please write the summary below keeping in mind that
CLUB any results or other sensitive information may end up in the public domain.
Emirates Stadium caters for every hospitality need through its breadth of hospitality
Liverpool Management of Hospitality tourism and events team have doubled the size of
their team in 2016 to 2800 staff on match day, but the team have managed to improve
HOSPITALITY packages from an entry level package on Club Level, to a luxurious 24 seater Superbox
or a seat in the exquisite Diamond Club led by two-star Michelin Chef Raymond Blanc.
interview and selection process, improve quality of food and service, improve training
and development, improve management skills, Improve the desire to work for the club
Arsenal’s hospitality offering is unrivalled throughout the Premier League. This sentiment and instilled pride and confidence into the whole team.
has never been truer than our home fixture Arsenal v FC Barcelona in the UEFA They have delivered and multi million pound product and feed into the most innovative
Champions League last 16 in 2016. This fixture provided a perfect platform for us to football hospitality offer in Europe.
cater to over 370 Matchday Hospitality clients by providing an unforgettable evening of
Becoming number one club in the Visit football audit this year for hospitality ad match
Spanish themed cuisine, drink and entertainment.
day experience which has great significance on their efforts as a team.
The hospitality operation at Emirates stadium consistently provides a ‘best in class’
The new found confidence n direction and knowledge will bode well in delivering a
experience at home match day’s which in turn ensures that the cuisine and guests
football first in innovative hospitality this month.
experience, like the setting, is always truly unforgettable.
The team have come through a hard year of self assessment and improvements this
https://premiumconcierge.arsenal.com/matchday- year and have clear direction not only n what they want to achieve but who they want to
hospitality/ bring along with them on this great journey of self discovery and innovation.
We are proud to be apart of such a great new offer and a great old but new team.
http://hospitality.liverpoolfc.com/
MANCHESTER CITY ST JOHNSTONE FC
Manchester City Football Club continues to honour its commitment of bringing the best St Johnstone are a Scottish Premiership Football Club from the City of Perth, playing
and most accessible hospitality offerings to its supporters with the introduction of two out of McDiarmid Park. The club structure is such that the football and commercial
new hospitality experiences. Never before seen in the Premier League, our Access departments operate independently of each other but work together in the best
all Areas initiative allows supporters to get closer to the action than ever before, with interests of the club, team and supporters. The Commercial department within the
an exclusive look into the business operations of Manchester City on a matchday. club is paramount to providing income to offset the expense of the football operation.
Furthermore, the all-new Legends restaurant invites fans to enjoy the game in fine Income streams within this department include revenue from hiring out our all weather
surroundings and the company of Club Legends from years gone by. facility, stadium and online shop sales, hosting conferences and functions, our restaurant
which trades daily and income from Match Day Hospitality.
Two new premium seating options, 93:20 and Joe’s, were also introduced for the
2015/16 season to offer a hybrid hospitality/general admission option for those looking For a 3pm kick off our members are expected to arrive at the stadium for 12.30am, they
for a slightly more superior, yet traditional, matchday experience. are served a 5 course meal and complimentary drinks, between the first and second
course the First team manager visits each room and welcomes the guests and gives
These immersive and innovative additions to the already extensive list of hospitality
them an insight to that day’s game. They then enjoy the game from a padded seat in our
options and unique experience concept boxes on offer at the Etihad Stadium showcase
main stand, refreshments at half time, then at full time complimentary refreshments for
Manchester City’s dedication to catering to the desire and requirements of each and
an hour after the final whistle. During the post match hour the entire first team visit the
every matchday attendee.
lounges chatting and getting photos taken with the lounge attendees.
www.mancity.com www.perthstjohnstone.co.uk
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FBA2016 BRANDTIX
BEST/MOST Brandtix is the sports industry’s first comprehensive global index platform for real-
INNOVATIVE time athlete brand value analytics. Forged by uniting the expertise of the world’s
USE OF most respected sporting performance data providers with its own, unparalleled social
media monitoring knowledge, the pioneering Brandtix Sports Index provides industry
TECHNOLOGY professionals, from franchise owners and agents to sponsors and broadcasters, with
powerful insights into how athlete brands from the world’s most popular sports are
performing on and off the field.
The judges described it as ‘An Interesting concept to offer a platform of information
combining performance data and media monitoring. The technology looks great and it
will be interesting to see how brands etc utilise this platform going forward’. FBA2016
http://brandtix.com To book your place go to
www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
KICK IT OUT SAP
Kick It Out is football’s equality and inclusion organisation. The charity organisation is The fans are what make a football match...but how do you keep thousands happy all at
core funded by The FA, the PFA, Premier League and the English Football League. once?
The organisation has raised awareness of and challenged discrimination across the From a beer being empty to not spending hours in queues getting out of the parking
professional, non-league and grassroots levels of the game for over 20 years. With the lot...it’s a dilemma that SAP software can manage.
support of English football authorities, the organisation has been able to help clubs The stadium is not just a place where fans go to watch their favorite teams play. Rather,
become a more inclusive and welcoming place for supporters from all backgrounds. it’s an integrated, data-rich hub where people park, walk around, socialize, shop, and
Through the development of the Kick It Out reporting app, individuals can report any more. By leveraging the internet of things and the real-time computing power of SAP
incident of discrimination that takes place within football, across all levels of the game. HANA, Live Stadium streamlines stadium operations and turns live data into a unique
and incredibly personalized fan experience.
This innovative app, which launched its second version in August 2015, has focused on
gathering more conclusive evidence for investigations with new functionality allowing The judges commented ‘The Fan experience of the future is very important and this use
media to supplement incident reports. of technology is very exciting.’
The updated version of the app also allows complainants to shield their identifying http://go.sap.com
information from professional clubs and the football authorities by selecting the ‘remain
anonymous’ option contained within the reporting form.
This initiative has been supported across football and beyond, with the app providing
football the opportunity to eradicate discrimination from the game.
www.kickitout.org
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EMIRATES STADIUM, LONDON
FBA2016 SOCCERTUTOR.COM LTD STATSPORTS TECHNOLOGIES LTD
BEST/MOST SoccerTutor.com based in London, UK and established since 2001 specialising in STATSports was founded by Alan Clarke and Sean O’Connor in 2008 and has since
INNOVATIVE Football Coaching products for coaches, such as coaching books, eBooks, Software / changed the way sport is analysed, coached and viewed, by combining cutting edge
USE OF Apps, DVDs / Videos.
In 2012 we searched for a viable and affordable solution for our business needs, which
technology and sports science.
Their innovative Viper Pod is the world’s leading performance monitoring device for
TECHNOLOGY was to sell book and DVD publications securely as digital formats; eBooks and Videos
via our own website.
elite sports teams. It is worn by athletes during training sessions and in matches to
collect intricate data on their performance and physical wellbeing. This allows managers
After months of researching we discovered there wasn’t a viable solution, not and coaches to make decisions to adjust player or team workloads based on the data
even close to what was required. What did exist didn’t even meet half of the above provided by the Viper system.
requirements and the cost for these limited services was at minimum of ten thousand Originally based in Ireland, STATSports count hundreds of the world’s leading
pounds per year. sporting organisations as clients including: 15/20 Premier League teams such as
We had no choice but to develop a system from scratch to solve the problem and Manchester United, Manchester City, Arsenal as well as FC Barcelona, Juventus,
meet our requirements. The judges said ‘This product is a great initiative for grassroots English FA and the FAI.
coaches to access much needed resources.’
STATSports expanded to North America in 2014 and opened their American
www.SoccerTutor.com Headquarters in Chicago in 2015. They have since signed deals with over 30 teams
across the NFL, NBA and MLS with teams including: Carolina Panthers, Cincinnati
Bengals, Chicago Bulls and LA Galaxy.
www.statsports.com
VERTEDA
The Vantage labour management product launched to the UK stadia and entertainment
sector in 2015. Designed to improve staff efficiency and productivity through real-
time targeting and deployment, and enabling stadia to reduce costs through smarter
scheduling, it is helping owners, operators and caterers to ensure an improved fan
experience, more streamlined operations and additional revenue opportunities,
especially during peak periods like half-time.
www.verteda.com
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EMIRATES STADIUM, LONDON
FBA2016 CARDIFF CITY FC - CHELSEA FC - INTERACTIVE 3D
BEST / MOST TRIPLEPLAY PLATFORM STADIUM SEATING PLANNER
INNOVATIVE Stamford Bridge, home to Chelsea Football Club, has been running award-winning
USE OF As part of its ongoing commitment to supporters, Cardiff City FC wanted to enhance its
match day experience, improve fan engagement and generate revenue through the use hospitality for more than 40 years. As part of an ongoing effort to enhance the
TECHNOLOGY - of technology including its existing in-stadium TVs. hospitality experience, Stamford Bridge launched a brand new interactive 3D stadium
seating planner – the first of its kind to be introduced by a sporting venue – which went
CLUB Working alongside Cardiff City’s Stadium tenants and partners, Ricoh, Tripleplay
designed a solution that could fit the budgets of the club and match the experience fans
live earlier this year. In addition, the stadium continues to develop the Hospitality Mobile
App, year on year, ensuring it remains not only current but accessible for all Annual
at world-renowned clubs like Chelsea and Manchester City have. Hospitality Members and match-by-match clients. The App continues to be a top priority
Delivering content to over 150 screens around the stadium, the Tripleplay platform for the venue and is still a fundamental element of their strategic business agenda.
has proven invaluable in displaying advertising, information, entertainment and The stadium plan to implement 12 digital screens around the venue benefiting both
communications to supporters, while its flexibility has allowed Cardiff City to add new matchday and non-match day visitors. Sponsors will also be able to capitalise on this
facilities and features around the stadium quickly and effectively. Having a high quality new venture, with a built in mobile mechanism to collect data.
IPTV and Digital Signage solution has also helped Cardiff City schedule post-match
events at their Stadium. As such, they are able to entice fans into staying behind after http://hospitality.chelseafc.com
a game to watch televised live sports events, thus maximising the revenue generation
opportunity a match day can offer.
www.cardiffcityfc.co.uk
MANCHESTER UNITED FC -
ENVOY DIGITAL
On a Man Utd match day, thousands of visitors gather at the same time to enjoy
dining and hospitality at Old Trafford’s 29 dining suites, making guest check-in a
demanding task.
Before being able to direct guests to their seats, suite staff had to manually check-
off every guest’s name, party size, table number and any guest notes by referencing
long, printed guest lists. With each check-in taking some time, queues for larger suites,
could become long, whilst guests were keen to get to their table asap to enjoy their
experience. Catering to all guests in a timely manner was a customer experience
challenge for the club.
Manchester United and Envoy Digital have collaborated to develop an electronic guest
check-in system. When guests arrive to check in, staff scan their tickets or membership
cards to instantly identify the guests, their party size, table number and any notes such
as dietary requirements.
The electronic check-in has been a great success since its implementation, having a
significant positive impact on customer satisfaction as it gets guests spend much less
time queuing, get to their tables faster and helps to ensure visitors feel that they are
getting the most out of their experience.
www.envoydigital.com
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EMIRATES STADIUM, LONDON
FBA2016 MIDDLESBOROUGH FC - WEST HAM UNITED FC -
BEST / MOST ADI.TV & ELEVEN SPORTS MEDIA RICOH 3600 VIDEO
INNOVATIVE
USE OF ADI, together with Eleven Sports Media, worked with Middlesbrough Football Club
to deliver a stadium-wide digital platform that completely transformed the club’s
To mark West Ham United’s Boleyn Ground farewell, we collaborated with Official
Technology partner Ricoh, to create a 360⁰ degree video experience that would help
TECHNOLOGY - commercial proposition - creating a platform that added huge value for brand partners
on a national and local scale, and enhanced the experience for fans within the stadium.
immortalise the Club’s famous, old home.
CLUB At the heart of the digital transformation, ADI installed a new 360 degree perimeter LED
This unique piece of content allowed supporters to enjoy an immersive Boleyn Ground
experience in the dramatic moments leading up to kick off.
digiBOARD system, with integrated crowd facing display - the first of its kind in world
football. The #ImagineBoleyn video was produced by Ricoh, West Ham United’s official Information
Technology Partner, in collaboration with virtual reality specialists Immersive VR.
Integrating with a stadium wide digital platform the technology allowed the club to move
from the traditional commercial model for monetising perimeter LED in sport. ADI and Narrated by star of film and television Ray Winstone, a lifelong Hammers fan, the three-
Eleven worked with Middlesbrough to devise a completely new partnership structure. minute long feature incorporates high quality visuals, while capturing the iconic ground
in a way never before seen.
The new model, structured around a new a multi-tier partnership platform, offers digital
partnership opportunities for both national and locl advertisers. Responsibility for West Ham successfully achieved the objective to be the first Premier League club to
commercialising the platform is shared between Eleven Sports Media and the club, ADI produce fully moving, dynamic 360 immersive content, with a truly compelling narrative.
managing content delivered across every digital platform via the company’s remote Live
Venue connected operations centre.
www.whufc.com
The platform delivered a 47% increase in partnership Income for the club, 16% increase
in profit margin and Middlesbrough FC doubled their number of commercial partners.
www.adi.tv www.eleven.tv
WOLVERHAMPTON
WANDERERS FC -
CHAMELEON WEB SERVICES
Google virtual tours are a fantastic marketing tool for smaller sized businesses.
Unfortunately for larger premises the product is limited by a maximum of 200 views
which is not enough to properly showcase a sports stadium.
In 2013 Chameleon Web Services produced a virtual tour for Wolverhampton Wanderers
FBA2016 football club. It used Google virtual tours and featured over 750 views. In 2014 Google
were duly impressed by the project and created a new category of award “Best Use Of
Google Maps API” to recognise its innovative approaches.
To book your place go to www.chameleonwebservices.co.uk
www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
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3rd NOVEMBER
EMIRATES STADIUM, LONDON
FBA2016 ARSENAL FOOTBALL CLUB/
BEST THE ARSENAL FOUNDATION
FOOTBALL The Arsenal Foundation uses the Arsenal name to inspire young people and change lives.
COMMUNITY This year, the Arsenal Foundation, through its collaboration with global charity partner,
SCHEME Save the Children, funded for two artificial football pitches to be built in camps for
internally displaced people in Khanaqeen, Iraq.
- PREMIER Since 2014, more than 2.4 million Iraqis have been forced to flee their homes as a result
LEAGUE of ongoing fighting across their home country. There are over 250,000 refugees in Iraq,
46% of whom are children.
Combining our expertise of pitch development and inclusive football projects - working
in partnership with Save the Children - our aim was to build a safe space to play for
these children, to engage them in structured activities that focus on strengthening
positive coping skills and resilience building, creating a more positive community
environment.
It was a project developed and delivered in the true spirit of partnership, which saw
a football programme that gives children living in the camp a safe place to play, the
chance to be children again, and a window to escape the reality of their difficult life.
This ground-breaking project has reached more than 2,500 children across the two
camps so far.
http://www.arsenal.com/thearsenalfoundation
EVERTON IN THE COMMUNITY MANCHESTER CITY FOOTBALL CLUB/
Everton in the Community is one of the UK’s top sporting charity’s and is firmly
CITY IN THE COMMUNITY FOUNDATION
established on the world stage of community sports development. As the official charity Manchester City FC has been delivering work in the local community since 1880
of Everton Football Club it is considered one of the Premier League’s leading community and with CITC now in position, the desire to bring positive change to communities in
schemes due to the quality and reach of its various programmes. Manchester and further afield through football is stronger than ever.
Since 1988 Everton in the Community has been at the forefront of social intervention Annually, City in the Community works with more than 35,000 people, delivering more
across Merseyside, tackling issues which are prevalent on the streets of its local than 7,800 sessions and 13,000 hours of football opportunities to help shape the lives
communities. of local people. However, the story for us isn’t about the numbers, it’s about the lives we
Through its 120 dedicated full-time staff, 72 casual staff and 144 volunteers, the charity change and the people we affect in a positive way. People like Connor are why we do
offers 60 programmes covering a range of social issues including health, employability, the work we do:
anti-social behaviour, crime, education, dementia, poverty, youth engagement, youth “The City Pathways programme improved my social skills and without this course, I
justice and disability. wouldn’t be attending college or be working towards the qualifications I need that will
Operating 7 days a week, 365 days a year, Everton in the Community supports the most help me start university or find employment. It changed my life and made me who I am
vulnerable and underprivileged members of local communities. today” (Connor 17, previous participant and now CITC Volunteer)
The vision of Everton in the Community is “to be the most effective charity, both With the club entering a new, global era, innovative projects are being initiated to further
nationally and internationally, that uses sport as a tool to identify and support vulnerable engage our passionate fans, and use the ‘football effect’ to have a positive social impact
people and help change lives for the better.” on three key areas: Health, Education, and Inclusion.
www.evertonfc.com/community We are very proud of our Community heritage and are excited to be celebrating our
30th anniversary during the 2016/17 season.
www.mancity.com
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FBA2016 NEWCASTLE UNITED TOTTENHAM HOTSPUR
BEST FOUNDATION FOUNDATION
FOOTBALL Tottenham Hotspur Foundation (THF), the charitable arm of Tottenham Hotspur, uses the
COMMUNITY Newcastle United Foundation was established to harness football’s power to deliver
positive change in our area. Since launching in 2008 the commitment, dedication and unique appeal of the football club to create life changing opportunities for people within
SCHEME enthusiasm of our staff and stakeholders has seen the Foundation become a pillar of
the community, working with almost 50,000 disadvantaged young people and families
its local community.
Tottenham Hotspur’s home of White Hart Lane is situated in one of the most deprived
- PREMIER across Newcastle, Gateshead, Northumberland and North Tyneside. areas of north London, Haringey.
LEAGUE We work in some of the most deprived areas in the North East and our key objective is
to use football as a means of engaging people in projects and activities that can help
The judges said this was ‘A program that has delivered a benefit through jobs back to
the local community through the opportunity that has arisen through the building of
raise their aspirations and support positive change in their lives. tottenham’s new stadium. Great work to help and offer opportunity of employment for
local community along with the regeneration of the area.’
We need to raise around £2 million each year to do this. The importance of nurturing the
relationships we establish with stakeholders is vital to our success. We’re proud that 92p www.tottenhamhotspur.com/foundation
of every £1 that is raised by the Foundation is reinvested in charitable activity.
Our Schools, Disability, Youth and Community, Football Development and Health teams
deliver to tens of thousands of people each year, using the Newcastle United brand.
www.nufoundation.org.uk
FBA2016
To book your place go to
www.footballbusinessawards.com
For information on sponsorship
contact Marc D’Azzo
marc@footballbusinessawards.com
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3rd NOVEMBER
EMIRATES STADIUM, LONDON
FBA2016 ALBION IN THE COMMUNITY CHARLTON ATHLETIC
BEST (BRIGHTON & HOVE ALBION) COMMUNITY TRUST
FOOTBALL Albion in the Community (AITC) celebrated 25 years of Brighton & Hove Albion’s Charlton Athletic Community Trust works in South East London and Kent to improve
COMMUNITY community work last season, helping more than 36,000 people from across Sussex opportunities and raise aspirations at a grassroots level. We strive for better futures and
SCHEME through 61 different programmes.
To mark the anniversary, AITC embarked on a year-long campaign to increase
a more equal society through the use of the power of football, working in partnership
with local communities to empower individuals to improve their lives and their
participation across its many projects, with focus on improving the number of women environment. Delivering across Education, Health, Social, Inclusion, Sports Participation
and girls who play football, widening the reach of its inclusion projects and expanding and Development.
the number of disability football sessions. We submitted our Greenwich focused Health Programme which has successfully
The results were significant. More than 500 girls took part in AITC’s female football increased peoples physical activity awareness, increased peoples participation in
programme, with many more benefiting from the charity’s after school clubs. AITC also physical activity, increased female engagement with physical activity, increased male
launched a new football-based fitness programme, with sessions now running across engagement with physical activity, increased BAME engagement with physical activity
the region. and promoted opportunities to be physically active.
More than 500 unemployed people took part in AITC’s adult inclusion programme, with Charlton Athletic Community Trust has engaged approximately 20% of the population
274 finding employment and more than 200 completing qualifications, while more than of Greenwich through this project alone; 74% of GAA customers were female and 25%
2,500 young people in the most-deprived parts of Sussex now play free weekly football were male. We are engaging with broad demographics as 40% of respondents identified
thanks to AITC. as Black or Black British and 6% of respondents identified as Asian or Asian British. We
AITC is now the largest provider of disability sport in the area, with more than 30 disability promoted 1,235 activity sessions, comprised of 106 different types of activities delivered
football sessions and a host of teams competing locally, regionally and nationally, by 201 different providers on our GAA website.
including new cerebral palsy and amputee teams. It has been a fantastic year for AITC. www.cact.org.uk
www.albioninthecommunity.org.uk
FULHAM FOOTBALL CLUB
FOUNDATION & LONDON UNITED
fanActiv #ItsYourMove
Delivered under the umbrella of London United, Fulham FC Foundation, Brentford
FCCST and Tottenham Hotspur Foundation, used digital technology to transform
the rivalry between football fans into healthy competition, engaging men in physical
interventions, community challenges, and health messaging.
Working with local partners, including: Fulham FC; GB Boxing; Badminton England;
Jags in the Community (Jacksonville Jaguars, NFL); Nuffield Health; Park Run, and
British Cycling, FFCF delivered a 12-week physical activity and nutrition intervention FBA2016
from Craven Cottage, with outstanding results. More than 118 cms (waist) and 107 kgs
were shed. 29.9 BMI points were lost, and 20 participants averaged more than 210
active minutes per day. Achievements were tracked on participants’ Fitbit devices, and
To book your place go to
a bespoke fanActiv app. Public Health messaging on match days had a potential reach
of 59,645 and verified exposure to 19,314. 352 FFC fans completed health messaging
www.footballbusinessawards.com
surveys on match days at Craven Cottage, and were contacted six weeks after: 41.8%
remembered messaging, 38% said it made them think about their habits, and 20%
For information on sponsorship
reported changing their lifestyle as a result. 3,862 people were likely to have made
positive lifestyle changes.
contact Marc D’Azzo
www.fulhamfc.com/foundation marc@footballbusinessawards.com
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