EVERYTHING YOU WANTED TO KNOW ABOUT ARSENAL PLC

[Herd]

BUT WERE AFRAID TO ASK ;

This Nugget from Aisa cut and paste !

Interview with Tom Fox, Arsenal’s Chief Commercial Officer
Ahead of his appearance at the AISA AGM at the stadium on Monday 10th September, we
spoke with the club’s CCO…
AISA: You are fairly influential in the club's hierarchy, but please explain exactly what your
role is at Arsenal is and what is entails for those who do not know much about you.

Tom Fox: My role as the Chief Commercial Officer for Arsenal is quite simply to build and
grow the multiple revenue streams at the Club in order to maximize the money available for
the board and the manager to spend on the squad. Since we run a self-sustaining financial
model and rely only on the revenue we produce as a Club in order to compete and be
successful, it’s even more critical for us to maximize our financial potential both in England
and internationally. The international marketplace is particularly important for our future
growth as our match-day revenue represents a larger percentage of total Club revenue than
any of the other top 6 Clubs in Europe. Being successful outside of N5 requires a carefully
planned, strategic approach and my team and I spend a great deal of time in this area to
ensure that the financial future of the Club does not overly rely on our strong domestic
supporter base.
AISA
A number of fans see the club posting profit figures rather than breaking even as an indication
that building the value of the business, rather than maximising the team's chances of winning,
is indicative that Arsenal is now more of a business than a sporting concern, that priorities are
not what they used to be. They would prefer to see excess cash spent on the field rather than
sitting in the bank. Do you feel that this view is unjustified?
*word censored*
I reject this suggestion completely. We all share the goal to create a successful team on
the pitch and make our supporters proud. The business only exists so that we can fund the
football and all profits are available for reinvestment back into the Club in order to help fuel
success on the pitch.
LICKARSES
Coming from an American sports background, what are the differences you have found in
Premier League football in terms of your ability to deliver income growth?
ARSEHOLE
Having never worked for a team in the US I don't really have anything to compare it
to. Essentially all sports businesses generate revenue in the same ways, but I suppose the
primary difference is that US teams only control their commercial business within a 70 mile
radius of the stadium whereas we have to think about a global marketplace. A US team
therefore is probably more sales focused and their partnership deals will be local, more
numerous and at far lower values. We need to extract more value from fewer deals and are
having conversation with possible partners from Lagos to Jakarta simultaneously. That's just
a far more complicated and marketing intensive process.
]Utter BS
Obviously the long term deals the club struck with Nike and Emirates for kit manufacture and
shirt sponsorship before the new stadium was completed will end in a couple of years' time.
How advanced are you in the process of preparing to strike new deals which will prove far
more lucrative?
We are actually making good progress in the partnerships area, but there was a lot of work
to do in this area when I arrived. For the past 2 ½ years we have been building the team
and enhancing our capability to have the right conversations not only with our 2 primary
partners, Nike and Emirates, but with new and renewing secondary partners. We’ve had
success in secondary partnerships during this time, renewing Citroen and Thomas Cook
and signing Carlsberg, Betsson, Indesit, Airtel (Africa) and Malta Guinness. While I can’t
go into any detail on where we are with both primary partnerships, this early success in
the secondary market gives me great confidence that we have the right team and are well
positioned to bring both of these up to the market during the next round.
WANKERS
How realistic do you think it is that Arsenal, once the new kit deals are struck, can match what
Manchester United are making in the commercial arena? If it is possible, can you give an
estimate of how many years you think it might take before the club is performing as well as
United?
TOTAL *word censored*
It’s not very realistic to assume that striking these new deals will allow us to match what
United are doing commercially. We have a great story to tell and sponsors are taking
notice, but we have only recently begun investing behind our commercial vision, whereas
they started on that journey 7-8 years ago. Since then they have had unmatched success on
the pitch, which has in turn fuelled further growth. As a result, they are frequently the Club
that sets the high water mark when their new deals are done, take Chevrolet for example,
and few if any Clubs can match their commercial appeal to partners today. Do I believe at
some point we can catch them? Yes I do, but it won’t be in the next 3-4 years.
Is the idea of getting a separate sponsor for training gear on Arsenal's agenda?
We’re focused on maximizing the value we get from a shirt sponsor, whether that means
splitting out the training shirt or not.
AT LEAST THEIR TRYING
You mentioned United's unmatched success on the pitch. Can Arsenal enhance their value
to potential partners if they do not begin to win trophies again? Is the mere profile provided
by taking part in the Premier League and Champions League enough for you to do your job
effectively?
THE TRUTH IS FINALLY TOLD
Success will obviously help our story, but we can and are making ourselves more valuable
with partners already by a) touring to key growth markets, b) building strong engagement
with our global fan base through a dedicated and robust digital media strategy and c) adding
activation and servicing resources to help partners get the most from the association with
the Club.
SAME OLD
The club did not embark on pre-season tours for at least ten years before your arrival. Have
you noticed a significant difference in the club's profile since these began in 2011, and if so, is
it strictly related to the countries visited or more general?
DRIVEL MACHINE
Arsenal is a huge Club with incredible support internationally, but the difference that
touring has made to our profile has been profound, both with our primary partners Nike and
Emirates as well as other large brands looking for sports marketing assets. For them, touring
is part of being a truly global Club and is a prerequisite to being in their consideration
set. For the fans, seeing their heroes live and up close is what engages them with the Club,
and if they’re engaged and active then our profile with partners is further enhanced. One
good example of this is in China, where we have visited 2 years in a row. In 3 previous years
with our media partner in China, Titan, we registered 15,000 fans into our database. In the
past 16 months (around both Tours) we’ve attracted the interest of a larger media partner,
Tencent and their portal called QQ, and that number now stands at over 600,000.
\GET INTO HIM
There is a perception that Stan Kroenke is a hands off owner of Arsenal that trusts the people
employed at the club to get on with their jobs and produce results. However, those outside do
not know what goes on in reality. How involved is he with the day to day work you are doing?
NOW IM MAD
I’d say that the perception is fairly accurate. Very little if anything changed when Stan’s
ownership increased from 29-67%. He trusted the senior leadership team before then and
he still does. Having said that, he is very engaged and interested in the issues we’re dealing
with at Arsenal and the Premier League as a whole and he has as you would expect a very
well informed opinion on the business of sport and what it means to be a fan.

ARSENAL FC RIP

[DB10GOONER]

Quality comments Herd!

May I summarise that piece?

"Hey wow - we are talking to someone that actually works at Arsenal!! *swoon* Some people that are idiots think we are now a business and not a football club anymore but Stan Kroenke is just a great bloke and we are making loads of profit! Yippee!"

Sorted.

[SammyDroppedHisShorts]

Spot on comments Herd...it's a sad state of affairs!

[Herd]

Quality comments Herd!

May I summarise that piece?

"Hey wow - we are talking to someone that actually works at Arsenal!! *swoon* Some people that are idiots think we are now a business and not a football club anymore but Stan Kroenke is just a great bloke and we are making loads of profit! Yippee!"

Sorted.

Yup, u got it DB and with so much less words than that guff too !

Glad to know they care about us locals (asians) !

[skizz_b]

Thanks for this Herd, your comments meant I just had to skim read the PR bullshit. Translation for the true fan! Herd for Moderator

[flash gunner]

Thanks for this Herd, your comments meant I just had to skim read the PR bullshit. Translation for the true fan! Herd for Moderator

NEVER!!!

Good post Herd

[StuartL]

[quote="Herd"]BUT WERE AFRAID TO ASK ;

This Nugget from Aisa cut and paste !

Interview with Tom Fox, Arsenal’s Chief Commercial Officer
Ahead of his appearance at the AISA AGM at the stadium on Monday 10th September, we
spoke with the club’s CCO…
AISA: You are fairly influential in the club's hierarchy, but please explain exactly what your
role is at Arsenal is and what is entails for those who do not know much about you.

Tom Fox: My role as the Chief Commercial Officer for Arsenal is quite simply to build and
grow the multiple revenue streams at the Club in order to maximize the money available for
the board and the manager to spend on the squad. Since we run a self-sustaining financial
model and rely only on the revenue we produce as a Club in order to compete and be
successful, it’s even more critical for us to maximize our financial potential both in England
and internationally. The international marketplace is particularly important for our future
growth as our match-day revenue represents a larger percentage of total Club revenue than
any of the other top 6 Clubs in Europe. Being successful outside of N5 requires a carefully
planned, strategic approach and my team and I spend a great deal of time in this area to
ensure that the financial future of the Club does not overly rely on our strong domestic
supporter base.
AISA
A number of fans see the club posting profit figures rather than breaking even as an indication
that building the value of the business, rather than maximising the team's chances of winning,
is indicative that Arsenal is now more of a business than a sporting concern, that priorities are
not what they used to be. They would prefer to see excess cash spent on the field rather than
sitting in the bank. Do you feel that this view is unjustified?
*word censored*
I reject this suggestion completely. We all share the goal to create a successful team on
the pitch and make our supporters proud. The business only exists so that we can fund the
football and all profits are available for reinvestment back into the Club in order to help fuel
success on the pitch.
LICKARSES
Coming from an American sports background, what are the differences you have found in
Premier League football in terms of your ability to deliver income growth?
ARSEHOLE
Having never worked for a team in the US I don't really have anything to compare it
to. Essentially all sports businesses generate revenue in the same ways, but I suppose the
primary difference is that US teams only control their commercial business within a 70 mile
radius of the stadium whereas we have to think about a global marketplace. A US team
therefore is probably more sales focused and their partnership deals will be local, more
numerous and at far lower values. We need to extract more value from fewer deals and are
having conversation with possible partners from Lagos to Jakarta simultaneously. That's just
a far more complicated and marketing intensive process.
]Utter BS
Obviously the long term deals the club struck with Nike and Emirates for kit manufacture and
shirt sponsorship before the new stadium was completed will end in a couple of years' time.
How advanced are you in the process of preparing to strike new deals which will prove far
more lucrative?
We are actually making good progress in the partnerships area, but there was a lot of work
to do in this area when I arrived. For the past 2 ½ years we have been building the team
and enhancing our capability to have the right conversations not only with our 2 primary
partners, Nike and Emirates, but with new and renewing secondary partners. We’ve had
success in secondary partnerships during this time, renewing Citroen and Thomas Cook
and signing Carlsberg, Betsson, Indesit, Airtel (Africa) and Malta Guinness. While I can’t
go into any detail on where we are with both primary partnerships, this early success in
the secondary market gives me great confidence that we have the right team and are well
positioned to bring both of these up to the market during the next round.
WANKERS
How realistic do you think it is that Arsenal, once the new kit deals are struck, can match what
Manchester United are making in the commercial arena? If it is possible, can you give an
estimate of how many years you think it might take before the club is performing as well as
United?
TOTAL *word censored*
It’s not very realistic to assume that striking these new deals will allow us to match what
United are doing commercially. We have a great story to tell and sponsors are taking
notice, but we have only recently begun investing behind our commercial vision, whereas
they started on that journey 7-8 years ago. Since then they have had unmatched success on
the pitch, which has in turn fuelled further growth. As a result, they are frequently the Club
that sets the high water mark when their new deals are done.


Now here's a novel idea - create a better team that will have a knock on effect of companies falling over themselves to be associated with us.

[northbank123]

Favourite part has to be "It’s not very realistic to assume that striking these new deals will allow us to match what
United are doing commercially. We have a great story to tell and sponsors are taking
notice, but we have only recently begun investing behind our commercial vision, whereas
they started on that journey 7-8 years ago."

As if football has only started becoming commercial in that period. United have been paying close attention their commercial revenue in a serious way for two decades, but this clown suggests that even 7-8 years ago when some rich Russian prick came in throwing his roubles around nobody at AFC stood up and thought "hey, we really should try and maximise our revenue streams to allow us to compete". Of course not, that would then prevent us trotting out the trustworthy excuse in the face of failure that we simply can't hope to compete financially with these clubs.

I'm not even saying this because I hate them, but it's a sorry state of affairs when we get in less money in shirt sponsorships than Spurs. We get 60k fans coming through the gates every home game and sell plenty of shirts, have a considerable global fanbase, the highest membership numbers in world football and have been in the CL every season for the best part of two decades, yet some two-bob bunch of clowns from down the Seven Sisters Road manage to negotiate a more lucrative deal than us?

Yes, it's not realistic to expect to match United in this department, in English football they are very much the exception and not the rule regarding commercial revenue and even the nouveau riche like City and Chelsea won't change this. But this interview makes it obvious we're happy to just try and copy clubs like United a few years later. FOR FUCKS SAKE SET SOME FUCKING TRENDS, DON'T FOLLOW THEM.

The glory years of 97-05 were built upon Wenger (& Dein) coming in and completely reinventing AFC in almost every way, and everybody else stood in line and slowly transformed. Now we just tread water and wait for somebody else to come up with a great idea and then try to copy them on a lower budget several years later. Did we dally and let Spurs sign DB10 when he was available? No, we realised we needed a world class player to galvanise the squad and the club and that footballers of his calibre are rarely if ever available, so we went out and smashed our transfer record and Dein fought tooth and nail to bring him in. I shudder to think if DB10 was available nowadays what would happen. Probably we would lose out because we would haggle over half a mil on the fee and 5 grand a week on the wages, and then when he went to a rival club Wenger would make excuses as to why we don't need him because we have Joel Campbell developing very well there and Diaby can also play further forward.

[Herd]

Thanks for this Herd, your comments meant I just had to skim read the PR bullshit. Translation for the true fan! Herd for Moderator

NEVER!!!
Good post Herd

Agreed I have Washington Irving syndrome !