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Lusetian Autonomous

Small is beautiful: Energie Cottbus is in the marketing to independence. Other clubs continue to trust external support. "SPONSORS" editor Michael Weilguny but a new development coming - are part of autonomy.

One reason for the increasingly difficult negotiations with the marketer to the football clubs are the changing financial conditions in the Bundesliga. Philipp Grothe, CEO of Kentaro and marketer in the nineties significantly in the construction of the Ufa Sports (today: Sportfive) involved: "Not a few marketing deals were closed at a time when the economic associations with their backs to the wall stood. By the marketers guaranteed annual guarantee amounts, a stake in the stadium or high Signingfees for many clubs provided the decisive arguments to the full rights to an agency to sell. "

DPA
Cottbuser Sörensen (left): self-important

Meanwhile, the financial situation of many clubs have significantly improved. "This overall positive development of course makes the business of marketing agencies do not easier," says Reinhardt also Weinberger, Infront managing director Germany, which for months with FC Schalke 04 on an extension of the marketing contract negotiation.
addition to the better economic conditions in the League comes for the agencies aggravated that clubs now also own expertise in the marketing business gathered. Klaus Drach, many years, marketing manager at FSV Mainz 05 and now in the same position in Wolfsburg: "Just a lot of smaller clubs have only in recent years to improve its infrastructure. Previously, the human resources for a successful self-marketing often do not exist" so Drach, whose club since 2001, total existing marketing contract with IMG at the end of March
terminated.

Meanwhile, many clubs but even professional sales and marketing departments set up, taking account of the marketers not rare examples of successful convictions have been made available. Ralf Lempke, marketing manager at Energie Cottbus, will find further arguments for a self-marketing: "Here in the Lausitz were already all marketers, and I have all returned. We have a regional structure and the sponsors could not care agency as well as our own club "
Lempke believes therefore that the Cottbuser marketing sales in the event of a Fremdvermarktung much as 20 to 25 percent decline. Sportfive CEO Thomas Röttgermann so will not leave. "I am convinced that with our sales structure and the resulting sponsorship revenues hardly a club in the equity market can keep up."

For the reasoning of the marketing professionals certainly speaks the performance of the agency in recent years. There is hardly a jersey or a breast Naming Right, the Hamburg with its sales force would not get sold. For Thomas Treß, Chief Financial for Borussia Dortmund, however, this is not a decisive argument: "If I get the right people einkaufe, can I make a mark as the Borussia similarly marketed nationally as a marketing agency."
Also Jochen A. Rott house, formerly at VfB Stuttgart and now the Premier League newcomer TSG Hoffenheim responsible for the distribution, marketing argues per own: "Sponsors want to regional proximity to customers. Moreover, it is for a young club simply important as soon as possible its own know-how in this core business. "
many clubs could therefore marketers in the future have to live with only partial rights to market. This Klaus Fuchs, manager of the VfL Wolfsburg: "Of course we are also a number of agencies nationwide customers with us einbuchen. A complete marketing comes for us but no longer in question."

Other club representatives expressed SPONSORS to demand similar. A tendency, among other things, Global Sportnet take advantage of. "We want no marketing in total, since many clubs in some segments themselves well. Our strategy is rather a part of marketing rights," says Frederick Ness, new Vice-Global Sportnet.
But Sportfive, IMG and Infront will certainly try to adapt to the changed market situation and to new added value to the clubs. An example of how this might look like, provides Treß. "As a club we can not all international markets in sponsorship to cover acquisition. One agency, which brings us international sponsors, we also like to pay a reasonable fee."