paris saint-germainticket sales – trends year attendance md per player win md revenues euro...
TRANSCRIPT
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PARIS SAINT-GERMAIN
Odette School of Business
Ryan Donally
Evgeni Gentchev
Taylor Laporte
Bilal Rammo
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DRIVING QUESTION
How do we become a
dominant global brand?
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RECOMMENDATION
Dream Big! Locally
Nationally
Internationally
Globally
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AGENDA Internal & External Analysis
Key Success Factors
Financials
Attendance
Sponsorships & Partnerships
Consumer Profiles
Implementation
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INTERNAL & EXTERNAL ANALYSIS
Strengths
• Financial Position • Newly Purchased
Opportunities
• Willing Investors • Hospitality
Suites
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INTERNAL & EXTERNAL ANALYSIS
Weaknesses
• Mismanagement • History of Losses
Threats
• Continual Team Losses
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KEY SUCCESS FACTORS
Winning Team
Ticket Sales
Merchandise & Broadcasting Revenues
Quality Assets
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TICKET SALES – TRENDS Year Attendance MD per
player Win MD revenues
Euro Millions Capacity
2001 42717 618 Y 26.4 90%
2002 40500 618 25 85%
2003 38000 618 23.5 80%
2004 39000 618 Y 24.1 82%
2005 35000 618 21.63 73%
2006 42000 618 Y 26 89%
2007 36500 618 22.56 77%
2008 37000 618 22.9 78%
2009 40902 618 Y 25.2 86%
2010 35000 618 Y 21.63 74%
2011 29317 618 18.1 62%
When a tournament is Won: 1) Ave. Match Day Revenues: 24.6 Euro (m) When a tournament is Lost: 2) Ave. Match Day Revenue: 22.2 Euro (m) MD Gains if tournament is won: 2.4 Euro (m)
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EXTRA REVENUES � 22.67 Euro (m) / 618 Euro per fan = 40000 fans -> 85% capacity
� Increased attendance raises MD revenues
Spin off effect on MD Revenues:
- Increased Broadcasting Revenues
- Increased ad and commercial revenues
- Increased Hospitality Revenues
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COMPETITIVE LANDSCAPE
Real Madrid Manchester United PSG Rest
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CASH FLOW STATEMENT 2011 2012 2013 2014 2015 2016
Revenues
Ticketing Inc. 24.70 27.42 30.43 33.78 37.50 41.62 Sponsorship 29.25 32.47 36.04 40.00 44.40 49.29 Broadcasting 43.30 48.06 53.35 59.22 65.73 72.96 Total Rev. 101.45 107.95 119.82 133.00 147.63 163.87
Costs
Wages 70.00 72.10 74.26 76.49 78.79 81.15
Net Cash 31.45 35.85 45.56 56.51 68.85 87.72
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INCREASING ATTENDANCE
Single game purchase • Merchandise available to first 100 ticket buyers
5-game package purhase
Season ticket purchase • Offer advanced ticket buying options • Range ticket prices
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FAN ENGAGEMENT
� Experiential experience – Fan focus
� Increase player engagement with fans
� Exclusive player meet and greet offered to
seasonal ticket holders
� Inspire fans to Dream Big
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SPONSORSHIPS & PARTNERSHIPS
� Parc des Prince
� Kit Sponsorships
� Global Brands
� Prestigious Brand
� Quality over Quantity
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BRAND AWARENESS
� Online Marketing
� Social Media
� Crowdsourcing Youtube Campaign
� Gamification
� Online Community
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CONSUMER PROFILES
Core Fan
Mid Income Local Parisian Lifestyle Likely played
football Male 20s to
50s
Significant Purchaser of Merchandise
Mid Range Seats
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CONSUMER PROFILES
Executive
Luxury Suites
Not necessarily
season ticket holder
Business Professional ages 25 to
40
Experiential Growth Potential Partnerships Value
Added
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CONSUMER PROFILES
Global Fan
Watches from home
country
Likely Parisian Descent Loyal Some
Merchandise Follow Online Die-hard Football fan
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CONSUMER PROFILES
Future Global Fan
Bandwagon
Cheers for Chamption
Brand Association Global Star Appeal Follow
Online Die-hard
Football fan
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IMPLEMENTATION
� 3.5 Months
� Ticket Sales
� Merchandise
� Marketing
� International Development
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TICKET SALES
� Tiered Pricing
� Packages
� Corporate Sales
� Goal of 40,000 up from 30,000
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MERCHANDISE
� Day 1
� Highlight New Players
� Refresh Offerings
� Limited Edition
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MARKETING
� 3 Month Lead
� 2 Week Launch
� Dream Big Campaign
� Four Consumer Profiles
� Four Target Markets
� Online Presence
� 10 million dollar allocation
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INTERNATIONAL DEVELOPMENT
� Team Partnerships
� Sponsorships and Partners
� SportFive
� Target USA, Middle East, Asia, India
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THANK YOU
� Any Questions?