We have an inherent understanding of the disruptive forces reshaping the football industry. COVID-19 has not only amplified some weaknesses but has also been an accelerator for new solutions. The disruption caused by the pandemic has been a good time to rethink the conventional football commercial models and to redefine the core business.The Austrian Bundesliga appointed us to help them assess the impact of COVID-19 on the football industry. They wanted to focus on not only the short-term effects on the football eco system due to the pandemic but also to start devising the medium and long-term impact on the “established” football model.
A significant risk assessment and risk profile was completed for OFB Bundesliga. Specifically, we concentrated our analytical skills on the following fundamental areas:
The Austrian football economy was significantly exposed and affected by the impact of COVID-19. The difference between the impact in Austria and in Europe in general could be explained by the fact that the country’s revenue mix has a very large proportion skewed to sponsorship and commercial activities and a lower proportion of media rights.In the case of the Austrian Bundesliga, it means that its clubs could be impacted slightly more than the continent-wide baseline due to the closed-door approach, and significantly less than the baseline in case of a decision to postpone or cancel fixtures altogether.
Our findings presented to the Top Executives of the OFB Bundesliga:
The overarching aim was to assist Athletic Club to better understand how the values-driven culture propels the club forward – even in times of mass negativity affecting the football industry overall.
Athletic Club has a deep sense of purpose and prides itself on its value driven culture and approach. With some broad and challenging negative sentiments effecting the football industry, Athletic Club appointed LTT Sports to validate their strong and dedicated approach. Their belief was that it would distinguish them and set them apart as a football club for the future, for the fans and the community it serves.
A series of interviews with various representatives of middle and senior management of Athletic Club. These interviews pursued several objectives:
1. To gain an overview of how Athletic Club functions on an operational level.
2. To establish how different departments work with each other, and what are the most important operational connections and relationships.
3. To get an understanding of the individual values and philosophy of various representatives of the club’s middle and senior management.
4. To correlate the above with existing structural values defined by Athletic Club and find out in an empirical way whether the values that have been defined are actually present and thriving within the organisation.
5. To analyse the operational functioning of the club from the point of view of effectiveness and to propose ways to optimise operations.
As part of the report and project conclusion, questions were posed to prompt the club to consider some key issues that could arise from the context, the reality, and the operational practice of the club. These questions reflect issues that are already clearly present, could become relevant or are generally considered important for the future of the club as an organisation.
The last part of the process was to map these internal findings with external football markets, the broader industry and wider global customer base.
A series of analytical tools, models and metrics were deployed and distilled to show Athletic Club their performance against industry leaders within and outside of the football industry.
Statistical Analysis of the players called up for their respective national teams participating in the UEFA Euro 2020.
Understanding the great contribution of clubs and provenance of players competing in the final tournament, it has proved to be an important exercise to analyse how many clubs and from what leagues players are being released for tournaments such as UEFA’s Euro competition.
This valuable exercise helps stakeholders understand the most represented leagues and which clubs are releasing the most players. We undertook the research and analysis one step further and assessed what the benefits and impacts are for these clubs fuelling the UEFA Euro stage.
We created a database of the 24 National Association squad lists participating in the tournament. We included factors such as: club, position, age, National Association of the club, confederation of the club, division of the club, and player value.
Our research and analysis show some concurrent trends and key insights for clubs, leagues, and federations to assess.
An example of the outcome of the result may be that most players competing in UEFA Euro 2020 play, on a regular basis, for clubs in England (146), Germany (91) and Italy (75)
As a result of our work in this space, we have been tasked to create a series of communications to display our findings to a wider audience.