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.

Chelsea Fanclub

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

Chelsea Football Shirts Worn With Pride

As the Manchester United players awoke from their slumber the morning after the Champions League final and looked down at the medal still probably glistening around their neck they will have wondered, if only a little, just how lucky they were.

Football is a cruel game and this final was no different, for me Chelsea should have won as they had been the more likely to score. Drogba was first denied by the post and then Lampard's nifty turn and shot was met by the crossbar. United themselves could have been 2-0 up had a Tevez connected with Ronaldo's cross after the Portuguese winger had risen to head them in front.

Chelsea Football Club

It was lady luck that played a big part in the build up to Chelsea's equalizer as an Essien shot took not one but two wicked deflections before landing in the path of Lampard who slid a shot into the net. Looking skyward no doubt to his Mum rather than the gods.

Chelsea Football Shirts Worn With Pride

Then came a moment of stupidity as Drogba saw red for slapping Vidic in the face after an altercation involving Tevez knocking the ball out for a innocuous throw in after Chelsea had put it out in response to a United player down injured.

Chelsea only had themselves to blame, Untied couldn't make much of the numerical advantage and so the tension rose another level as both teams headed for spot kicks.

Ronaldo surprisingly was the first player to miss, his now trademarked pause during run up let him down as Cech stayed firm to palm the ball away. Now it was Chelsea who had the upper hand. Then stepped John Terry, Mr. Chelsea the man who suffered heart ache in three previous semi finals was about to have a fourth as he saw his spot kick hit the post. There were signs that he slipped but whether that had anything to do with it is anyone's guess.

And so they traded punches again before Anleka stepped up and saw his spot kick saved by Van Der Sar. It will be debated long after as to whether or not the best team won on the night but you couldn't deny United their glory. They have been an expceptional team this season orchestrated by an exceptional manager who etched his name in the history books as only the third British manager to win two champions league trophies.

For Chelsea this will be hard to take having come some close, yet they and the many fans decked out in Chelsea football shirts can only reflect on what might have been and pray that the team will have enough spirit to make it all the way next season.

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