The aim of the case is to lead participants to define future UEFA Women's Champions League marketing strategies in order to increase the revenue streams. In this case there are the descriptions of the most important revenue streams in Women's Football with a focus on strengths and weaknesses: fans, broadcasters, sponsors, merchandising, eSports, ticketing and betting partners with a special focus on UEFA Women's Champions League (new and old formats and current status of revenue streams). Once the features of UEFA Women's Champions League and all the revenue streams have been described, the participants have a clear idea of how UEFA Women's Champions League and the Women's Football works, especially in Europe. With all the information available on this topic, the participants will be asked to play the role of the UEFA Marketing Manager and her team and design the best Marketing Canvas model to implement in order to grow the revenue streams of the UEFA Women's Champion League. This case is a contemporary one that is based on the decision to change the format of the competition starting from 2021. At this time there is no best practice for the case in question; any development of the revenue streams due to marketing will be evaluated in the coming years.
Scaling up the new format of the UEFA women's Champions League
Reina, Davide
;Antonelli, Luca
2020
Abstract
The aim of the case is to lead participants to define future UEFA Women's Champions League marketing strategies in order to increase the revenue streams. In this case there are the descriptions of the most important revenue streams in Women's Football with a focus on strengths and weaknesses: fans, broadcasters, sponsors, merchandising, eSports, ticketing and betting partners with a special focus on UEFA Women's Champions League (new and old formats and current status of revenue streams). Once the features of UEFA Women's Champions League and all the revenue streams have been described, the participants have a clear idea of how UEFA Women's Champions League and the Women's Football works, especially in Europe. With all the information available on this topic, the participants will be asked to play the role of the UEFA Marketing Manager and her team and design the best Marketing Canvas model to implement in order to grow the revenue streams of the UEFA Women's Champion League. This case is a contemporary one that is based on the decision to change the format of the competition starting from 2021. At this time there is no best practice for the case in question; any development of the revenue streams due to marketing will be evaluated in the coming years.
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