Greenock Morton released their new home kit for the 2016/17 season yesterday. If you aren’t quite sure of how Morton kits are supposed to look, here’s a snapshot of the club’s most recent efforts on the home kit.
Making his Sports Marketing Scotland debut is Duncan McKay, a lifelong Scottish football fan. Duncan works in communications and is talking about SPFL branding and opportunities. You can hear Duncan regularly on Terrace Podcast or read his blog where he visited every SPFL ground in one season, 42 Grounds.
eSports is coming to Edinburgh, with the Insomnia Gaming event taking place this weekend (29th April – 2nd May) at the Edinburgh International Conference Centre. Ahead of the event, we wanted to take an in-depth look at the business of eSports and the eSports scene in Scotland. Can eSports be classified as a sport alongside the likes of football, tennis or golf, and should we be sitting up and taking more notice of eSports in Scotland?
While the end of the season isn’t the same for all sports across the country, the end of the Scottish football season is almost upon us, which means it’s almost time to find out who’s winning the awards for player, young player and manager of the season. While this site takes a keen interest in what’s happening on pitches, dugouts, courts and courses, we’re just as interested as what is happening behind the scenes. What the marketing, media, PR and commercial managers, executives and interns have been working on over the last year or so. With this in mind, we’re looking for you to answer the following question.
Even if you don’t fall into the ‘Millennial’ category, you’ve probably heard of Snapchat. It’s not new in the slightest, but brands, and more relevantly for here, sports organisations, are still in the infancy of adopting the platform as part of their regular social media activity.
— Dunfermline Athletic (@officialdafc) May 8, 2015
If you aren’t quite sure of what Snapchat is all about yet, it’s a messaging app that focuses on moments. Users can take a photo or a video, add a caption or emoji to it, and choose what friends to send it to, or upload it to their ‘story’ to share it with all of them. You can choose for each individual photo or video to appear for a maximum of 10 seconds, but once your selected time frame is over, that snap disappears (that is, if you haven’t taken a screenshot of it). Snapchat is the epitome of the current short form video trend sweeping through marketing.
Scottish football clubs are falling foul of an ancient, heraldic law relating to their crests. A number of clubs have been forced to change their crest in the last couple of seasons, and now the same issue is facing League 1 club, Ayr United.
Ayr’s current club crest has been in use since the 1950’s and if they were forced to change it, costing the club thousands in having to switch to a new badge on all merchandise. Crests are a huge part of the identity of a club and undoubtedly so, fans feel protective over their club and it’s crest. However, out of every perceived negative, a few positives can also be found. A change of crest can be one of those positives.
The UK Christmas retail market contributed around £70bn of sales last year. The month countdown is on and so begins the most important period of trading for retail businesses across the country. It also gives football clubs the opportunity to fight head on against these retailers for their fans hard-earned money. Celtic have gone down the John Lewis route in producing their own advert, aside from featuring Scott Brown as a young Celtic fans imaginary friend (or ghost of Christmas present depending on your opinion of Brown and Celtics season so far!), it very cleverly showcases a vast range of Celtic merchandise. We take a look at a selection of clubs and investigate what they’re doing to capitalise on the Christmas retail rush. The three main things we’re looking out for here are:
- Christmas jumpers – sales of these previously embarrasing-to-wear jumpers started to rise in the early 2000s, and they’re now as much of a Christmas tradition as leaving carrots out for Rudolph. They’re also a piece of merchandise that can be easily customised with any clubs colours or crest. Instant profit is really a no brainer.
- a retro or vintage collection of merchandise – it was recommended in the October issue of FC Business magazine that introducing a vintage range near to Christmas would really drive sales and give fans the ideal thing to put on their Christmas list.
- all products can be easily purchased and delivered – improving fans experiences shouldn’t just be happening in the stadium on a matchday. If the online and ordering experience isn’t of the standard fans (/consumers) expect these days, they won’t buy.
You’ve all seen the photos. You know what I’m talking about, right?
It’s these almost weekly images we see appear on Twitter, Facebook and in our daily newspapers that I’m questioning here. [Insert player or manager here] poses with a bit of cardboard promoting [insert Scottish football match here]. These pieces of printed cardboard more often than not contain information on them regarding tickets to attend the match. My question is, have you been indecisive about whether to attend your clubs match and then been swayed to go because you open up the paper on a Friday or a Saturday and see your promising young left back posing for pictures with a piece of cardboard? I know that this enables the papers to fill their pages with a big image (maybe they could devote more inches to other clubs or the lower leagues, but that’s for a different day) and it gives the clubs free ‘advertising’ space, which businesses in other sectors would potentially pay thousands of pounds for. My question following on from that point is, how do the clubs know that this method of promoting Scottish football works?
With the English Premier League having struck up a new £5billion deal that will see matches continue to be broadcast on Sky and BT Sports, it’s now more imperative than ever that Scottish football ensures its fans are put first or it may run the risk of losing them altogether. Improving the overall experience for football fans when they go to matches in Scotland is vital, and making attending more affordable to the average fan is one method of doing so.
The notion of pay what you can isn’t all that new. As is so often the case with football, it has been slow to adopt different or new techniques and ways of marketing the game to fans.
The price paid for a particular good or service is very often the single most important factor in a consumers decision-making process. There is often a limit as to what consumers will tolerate in regards to the price they are willing to pay, and I believe it is this that has led to the emergence of pay what you can initiatives in football. Particularly so in Scottish football.
Inverness Caledonian Thistle became the first top flight club in the country to offer a pay what you can initiative for their January home match on a Tuesday night against St. Johnstone. Inverness fans also benefited from Hamilton charging just 10p to get in to their match against the highland side just days later plus Dundee United making it £5 to attend their rescheduled match played in February.