EASM Presentation

JasperMichielsen(BEL)JulesRobijns(BEL)EveliinaPöllänen(FIN)MarkusBuser(GER)SariannaManselius(FIN)

StrategicanalysisoftheissuebetweenRicohArenaandCCFC

10/09/2014

TABLEOFCONTENTS•  ResearchBackground

•  Theissue

•  Public-Private-Partnership

•  ThesoluGon

•  Conclusion

Background

•  Startbuilt:1999•  TargetedcompleGon:August2001•  RelegaGonF.C.CoventryCity•  Sponsorswithdrawals•  FailureofEngland'sbid2006WorldCup•  Opened2006•  OwnedbyArenaCoventryLimited(50%citycouncil,50%AlanHiggsChildren’sCharity)

Background

•  OpGonincontracttorebuyfor£6.5m•  2004Jaguararena;pulledout•  ànewdeal,sponsoringtheexhibiGonhalls•  2012JaguarClub:hospitality•  CCFCownedsince2007bySISU(privatehedgefund)

Theissue

•  Rentandfinancialproblems•  CCFCmovedtoNorthamptonTownFootballClub•  RicohArenaisaviablebusinesswithoutCCFCplayingthere

•  Fansboyco`edCCFC•  CCFCcamebackthisseason•  2yeardealwithanopGonfor2moreyears•  SocialandfinancialseparaGon

NolegacyoftheOlympics

SportparJcipaJon 2012-13 2013-14

NATIONAL 35.7% 35.5%

WESTMIDLANDS 33.3% 33.0%

COVENTRY 35.8% 34.9%

AveragedecreaseinsportparGcipaGonintheUK

PublicSectorPrivateInvestorClub

OperaJngCompany

ConsulJng/MarkeJng

NamingRight

Sport Events OtherUsage

OwningCompanyLeaseContract

MarkeJngRightRentReturn

Source:OwnFiguremodelledaherRebeggiani/Wi`e(2007)

Public-Private-Partnership

Owner

ClubCity

SoluGon

•  1)SISUhastosellCCFC

•  2)JaguarbuysCCFCandthesharesoftheAlanHiggsChildren’sCharity

•  3)RecommendaGons

ReasonsSISUhastosellCCFC

•  Non-profitable•  Hugedebt(£60m)•  FanswantSISUout•  Boyco`s•  “Justwakeupandgo,thefansarenotwithyou”(JohnSmith,fan)

•  “SISUispreparedtodestroyachildren’scharitytomakemoney”(BobAinsworth,MP)

•  BrandImage•  JaguarAcadamyofSports•  FootballClubaddingvalue•  SupporGngemployment•  Economicalimpact•  PosiGveimage•  StrongerconnecGonwithcommunity

ReasonsforJaguartobuy

RecommendaGons

•  Newfacebehindtheownership•  Toinvolvefootballfansinredevelopment•  Being‘onebighappyfamily’•  Sideeventsdevelopment•  Be`errevenuecontract•  Economicalimpactforthecity•  Citybranding•  Governmentalsupporttotheclubs

Conclusion

Win

WinWin

Sources•  Rebeggiani,LucaandWiWe,SebasJan(2007):DieFinanzierungvonSportarenen–

Op3onenfürgroßeundmi9elgroßeProjekte.Forthcomingin:NeuesArchivfürNiedersachsenNo.2/2007

•  www.jaguar.com•  www.bbc.co.uk•  www.telegraph.co.uk•  www.theguardian.com•  www.gov.uk