We take a look at the implications of reaching the promised land for Cardiff City from a marketing perspective as they join their rivals Swansea City in the Premier League.
Benefits of Reaching the Premier League
Experts suggest that reaching the top flight of the English league is worth around 90 million pounds to any given club, taking in to account the potential parachute payment the clubs receive should they get relegated.
The sum may be even greater when you consider how marketable clubs become to outside parties when they reach the Premier League.
Impact on the City
Promotion not only benefits the club itself but the city surrounding it, the city of Cardiff will receive a windfall in tourism with thousands (more) football fans visiting the city on a weekly basis.
“It’s fantastic advertising you could not pay for because it’s a completely new market of people”
- Tony McGetrick, Tourism Chairman for Swansea Bay
With a Premier League Football Club in the city of Cardiff, the city itself becomes more marketable which will certainly provide a significant boost to the Welsh economy.
In the last decade Cardiff City football club have racked up more searches in total than Swansea City, until Swansea reached the Premier League in 2011. Searches for the two clubs spike towards the end of each season, particularly when they approach promotion.
As you can see tee teams become more marketable as they approach the top flight, interest also spiked in the teams as they both reached the Carling Cup final respectively.
Marketing and Cardiff City
If you want to take a look at the effect the marketing industry can have on a football club then Cardiff City is a prime example, after all the club controversially re-branded itself this season to be more appealing to the ever-expanding Asian market.
Much to the dismay of the fans, the club re-branded this year as a result of the choices made by its Malaysian owner Vincent Tan. The chairman sought to make the club marketable to the Asian market by re-branding the club, redesigning the crest and the team’s kit in the process.
The club had previously worn blue since 1908, red was chosen as a more appealing colour to the Asian Market. In exchange Cardiff’s owners settled their debt, built a new training facility and improved their transfer budget.
Cardiff fans may have become more open to the idea this week, as the re-branding of the club has allowed them to reach the Premier League for the first time.
“There has been a lot of disappoint in that time and the backroom staff and directors here have been through some tough times. Obviously the players and especially the people of Cardiff have been waiting a long time to be back in the top division and we’ve never been in the Premier League.” – Cardiff Manager Malky Mackay