Amidst the much admired beautiful, continental style of football which caters a treat to the eye, a fantastic modern stadium, the club’s age old legacy and of course the esteemed presence of the Premier League’s longest serving manager – Arsene Wenger, there is much more to Arsenal being a major global pull.
The business model:
The club is well known for it’s altruistic ethos, which runs deep down inside everyone connected with the club, be it from Arsene Wenger himself, to the various house old names expanding to the one’s in behind the scenes who might not always get the recognition they deserve.
All this, in a way, is best portrayed by the club’s independent business model on which it functions. In recent years, Arsenal, and Arsene Wenger in particular, were aware of the financial restrictions Arsenal were under due to the stadium debt. This in turn led to excessive cautiousness when spending money on players. That period is now over and was highlighted by Wenger’s firm stance to not surpass the financial limits in order to secure a safe long term future for the club even if this meant fuel to fire for the critics slating the club for lack of success during this period.
“When we win, we will win on the back of our own effort, on the back of our own hard work and revenue that we as a club generate based on our power as a global brand. We won’t win on the back of a wealthy benefactor reaching into his pocket and solving the problem that way.” - Arsenal Football Club chief commercial officer, Tom Fox
Arsenal have always taken the hard way out, but the right way out. While the critics are ever present, this independent business model draws it’s fare share of respect too.
Marketing policy:
Arsenal are in a quest to reach new heights as a global brand. The main aim is to please the fans in a pertinent and satisfying manner.
Here, the focus is mainly directed in three very important areas. Firstly, Arsenal are seizing the international opportunity of engaging fans throughout the world. Secondly, the club is also eminent on the subject of effectively expanding it’s international horizons through a well planned strategy. The other key area is that of communication. A regular communication of Arsenal’s core attributes to the entire world is a decisive factor which Arsenal are well aware of.
Consistency in these key areas is of huge significance in assisting the development of Arsenal’s brand name.
Sponsorships:
Sponsorships are the result of an effective and successful marketing policy. Sponsorships have proved to be an instrumental factor for the all round success of the club. Sponsors also go a long way to determine Arsenal’s global appeal. The most recent one being that of Puma, which evidently serves as a great example.
Being related to; connected with a brand as big as Arsenal is seen as a very captivating concept for interested companies and has proved to be a success for both parties till date.
The Arsenal way stands bold and true not only when it comes to playing a certain brand of football, but also when it comes to going about matters off the pitch and Arsenal’s ever so increasing global appeal is a result of that.