Sport Club: Defining the Brand Identity
Soccer Clubs have four sources of income:
Source of money out of ticketing and merchandizing are so called fans, admiring viewers of the games. TV money depends in its amount on the ranking in the league, the years in the league and – if qualified -international tournaments. Sponsorship, in turn, depends on the visibility of the means of communication (e.g., logos) and thus the visibility of the games and the degree of interest of the media.
The amount of media money can not be influenced by an agency; they are dependent on the league positions (over several years).
Ticketing is also largely dependent on the strength of the club (and, of course, on the opponents). By improving the image around the club, e.g. In the stadium, however, ticketing can be positively influenced within limits.
The leverage for a brand agency lies in sponsoring: the more valuable the image transfer for a sponsoring partner is, the higher the revenue from this area.
In order to increase revenues permanently, the leverage achievable for the brand agency is to increase the attractiveness for sponsors and then subsequently higher endowed sponsorship contracts.
The image of the club is not ideal; old corruption allegations are still in the minds of some sponsors, the economic situation is never ideal (= uncertainty regarding the sustainability of a sponsorship engagement) and also the reputation of the elevator team is not for maximum stability.
In view of these background associations, what could be a common, positive brand core?
At Arminia Bielefeld, the brand consultants were faced with the task of linking the existing associations with the most positive possible association of potential sponsors in order to define a core of the brand.
The existing values on the side of the fans (“stubborn”, “passionate”, “combative”) are not desirable for supra-regional sponsors image properties. They do, however, contain aspects of dynamics.
Dynamic features are also appreciated by sponsors.
In coordination with the decision-making levels of the club, we develop the defining value of “movement” on this basis.
"MOVEMENT" AS CORE OF THE BRAND
There are obvious possibilities (thru the external image to be managed by the club) and the complicated possibilities (by influencing the published opinion). Here we show only the obvious possibility.
Movement and agility characterize the motivation of all employees and players, the forward thrust of the members and the innovative idea pursuit of the club leadership. You can see, feel and experience that. Throughout the ages, through highs and lows, Arminia has never rested on the laurels of the past or clung to ancient structures. Whenever it was necessary to bravely shape the future and break into new shores, the entire club has taken on the task – and has always maintained its identity. Arminia is committed to its tradition and roots.
Forward-thinking movement has shaped and shaped the club, distinguishing it from other clubs. Its flexibility makes it strong in times of change and points the way for future success.
The jumping dots on the logo logo become an integral part of the brand design.
As a consistent element, they translate the brand content “movement” into tangible visuality.
An own typefont for the club
The trailer-master is opener for all messages of the club and used in the stadium and website-tv.