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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Middlesbrough Football Club |
The requirement – Stadium research
Middlesbrough FC is a UK-based premier league football club, boasting a 35,000 seat stadium.
The club commissioned Comperio to undertake an evaluation and review of its commercial revenue streams, encompassing:
Shirt/Associate sponsorships
Naming Rights
Corporate hospitality
Ticketing & admissions
Broadcast rights
The main objectives of the study were to:
- Assess the existing market in terms of size, strength and potential
- Analyse the pricing, packaging and marketing of Middlesbrough FC’s current product offering and establish achievable revenues
- Conduct a gap analysis to provide insight into Middlesbrough FC’s high performing and under performing commercial revenue streams
The solution
Comperio conducted a comprehensive benchmarking exercise to ascertain how Middlesbrough FC’s commercial revenue streams compare with those of the top six UK clubs, and the premier league overall. Comperio also undertook a segmentation of the local business community to determine an appropriate sales strategy for corporate hospitality.
The key results
Looking forward, Comperio provided recommendations on how Middlesbrough could optimise the structure, packaging, marketing and sale of their commercial packages with a view to maximising revenues.
Further to the review, Middlesbrough FC renegotiated the commercial package offered to its shirt sponsor and appointed a full-time Marketing Manager, to focus on ticket sales, CRM management and the loyalty programme.
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