Arsenal
We visited the English Premier League
football team Arsenal on 13th January, after arriving at the stadium
we were greeted by Angus Kinnear, Arsenal’s Marketing Manager, and walked took
the overpass at which point we first laid eyes on the truly impressive home
ground to Arsenal July 2006. Angus spoke
with us about how they engaged with their membership in order to show the
greatest Arsenal players and also, used the land on which their old stadium
stood to sell to Arsenal supporters and create revenue and further engagement
with their membership base.
Once out of the London cold we were shown
to the Diamond Club section in the members section of the stadium. The Diamond Club is one of the most sought
after tickets in Arsenals membership offering.
To join the Diamond Club one must commit to 35 years of membership (roughly
1 million pounds) and must be invited.
At this point, Angus spoke with us about how Arsenal segments its
membership to maximize the return on investment through the stadium and
differing levels of membership.
We were subsequently taken through the
player’s, coach’s and media areas to see how each area has been branded to
intimidate opposition but also to add to the prestige of the Arsenal
brand. Angus also spoke further on additional
revenue streams such as guided tours and their impressive souvenir shop. Arsenal attract sponsorship, but restrict the
number of sponsors in order to provide existing sponsors with the impact they
require.
Finally, Angus spoke about community involvement,
helping local groups and supporters in order foster better relations, but also
to convert kids to the Arsenal brand, but also the many opportunities available
come the Olympics.
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