In Football Marketing What Matters is Getting the Basics and Fundamentals Right

I have watched armature teams spending hours on end training day in day out. They do not have holidays, no weekends and no weekdays. Everyday is a football day. When two armature teams meet it is very difficult to see the difference for an untrained eye. Each team stands its ground. But, every time these armature teams meet the professional outfit that is when you see the gulf in abilities. They lick goals in dozens. These armature teams spend equal time some times more time training than the professionals. But why can't armature outfits hold their own when they meet professionals? Why do they get beaten convincingly? Michael Jordan deciphered this mystery for us, he said:

"It comes down to a very simple saying: there is a right way and a wrong way to do things. You can practice shooting eight hours a day, but if your technique is wrong, then all you become is very good at shooting the wrong way.

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Get the fundamentals down and the level of everything you do will rise."

All the armature teams are doing through these hours of training day in day out is practicing the wrong techniques, they get the fundamentals wrong and become experts in doing the wrong things. That is why the get a pasting every time they play professional outfits.

This is true with football marketing as well. I have seen clubs doing TV adverts, setting up street posters, opening supporter branches and doing all kinds of things with little or negligible difference. The stadiums continue to be empty on match days. The support base continues to be lukewarm and the benefits from fans continue to elude these clubs.

These clubs have got the fundamentals and basics wrong. They have simply become experts at doing the wrong things.

In football marketing fundamentals involve getting fan relationships right and putting in place community activities that keep you in the mind of the fans. When you get these fundamental down the level of everything you do will rise vis-à-vis filling your stadium and fan growth.

In Football Marketing What Matters is Getting the Basics and Fundamentals Right

International Friendlies

This gave those teams heading for the World Cup Finals in South Africa later this year the chance to do a little experimentation with formations and tactics before the big event. It also gave the players a chance to stake their claims for positions on the plane to South Africa.

England vs Egypt

England faced a tough test against the Egyptians ranked once place below them as the 10th best team in the world. Having been beaten to World Cup qualification by Algeria, the Egyptians recently won their third African Nations Cup and took shoed their class from the outset dominating England early on before taking a deserved lead through Zidan in the twenty-third minute. Fabio Capello made a few changes at the break, most notably bringing Peter Crouch on for the lackluster Jermaine Defoe. It proved an inspired substitution as Crouch scored twice, one either side of a goal by Shaun Wright-Phillips to ease England to what was eventually a comfortable victory.

France vs Spain

Spain underlined their tag as World Cup favorites with a comfortable 2-0 victory of France in Paris. This was their 22nd win in 23 games since they won the European Championships and their first victory over the French in France since? Goals from Real Madrid's Sergio Ramos and Valencia's David Villa sealed the win. The tough French team turned against their own side with Thierry Henry booed and whistled at throughout following his controversial deliberate handball against the Republic of Ireland to seal qualification for the World Cup Finals. Coach Raymond Domenech wasn't spared either as once again he failed to spark a disjointed French team who were outplayed by the classy Spaniards throughout.
Germany vs Argentina

Argentina put their shaky World Cup qualifying campaign behind them with a strong performance against Germany in Munich, taking victory through a classy goal from Real Madrid's Gonzalo Higuain on the stroke of half-time. Argentina legend and coach Diego Maradona was in a confident mood after the match.

"This game had the character of a World Cup quarter-final and this is the level we were looking for," he said. "Maybe the press in Argentina won't like it, but we are going to play a very good World Cup in South Africa. What we showed is that we have a team who can become world champions for the first time after 24 years," Maradona said.

"But now I have got to reduce my squad from 30 players to 23. That is not going to be easy.

"We showed a lot of courage and the whole of Argentina was looking forward to this game. Germany has great potential and Argentina showed that they are on a par with them."

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