Text size:

  • Small
  • Normal
  • Large

Sharjah sign German deal to increase merchandising revenue

Faced with the challenge of generating their own revenue, some Pro League clubs have turned to Germany to learn how to maximise their merchandising income.

SHARJAH // Faced with the challenge of generating their own revenue, some Pro League clubs have turned to Germany to learn how to maximise their merchandising income. Georg Grove, who supplies the official merchandise to several Bundesliga teams and the German national side, has signed a deal with Sharjah, and other UAE clubs may follow. Grove, who travelled to the Emirates last week, met with officials of various teams and the UAE Football Association, and a delegation will travel to Germany next month to get some first-hand experience of football marketing and how clubs can profit from branded merchandise such as caps, scarves, mugs and watches.

"The idea is to develop a marketing strategy for the clubs here," said Grove. "So probably a delegation of club representatives and some officials from the UAE Football Association will go to Germany in December to see things for themselves. "They have been invited by Hamburg [where Grove used to be merchandising manager] to see the club play against Rapid Vienna in a Europa League match on December 2. So they will see how things work on a match day.

"We will show them how merchandising, marketing, ticketing and television rights work. Experts will give them presentations. When we come back, we will sit down and discuss how we can transfer these ideas to the UAE. "It is just the beginning of marketing, merchandising and ticketing here. If we go step by step, and make filling up the stadiums our primary focus, use better communication and encourage emotions, success will come sooner than later."

Grove has already delivered his first batch of Sharjah-branded products, which include caps and scarves, and the merchandise was well received by club officials. He said: "I met with officials of the club and discussed the kind of products that would be the best for this market. Hopefully, on my next visit we will have some unique products for Sharjah. Official merchandise is really important for the fans. It gives them an identity, an opportunity to say 'this is my club' and show their loyalty."

@Email:arizvi@thenational.ae

Back to the top

More articles


Editor's Picks

 Glenn Maxwell's knock that followed ensured Brendon McCullum's knock went in vain after his explosive half-century took Chennai Super Kings past the 200-mark. Ravindranath K / The National

All is well with Punjab as Maxwell and Miller seal win against Chennai

The Australian missed out on a century but his 95 runs, along with Miller's unbeaten half-century, ensured Kings XI scaled a mighty peak of a target in a hot first game of Abu Dhabi's double-header.

 Sunderland manager Gus Poyet protests during the Premier League match against Crystal Palace at The Stadium of Light in Sunderland, northeast England, on March 15, 2014. Ian MacNicol / AFP

Sunderland going out of Premier League with a grumble

Northeast club have underwhelmed during seven-year stay in the top flight

 Hamburg players leave the field after the match against Borussia Moenchengladbach on March 30, 2014. AFP

Hamburg the dinosaur’s time may be up in Bundesliga

Ever-present for 51 years in the German top-flight, Hamburg face the prospect of relegation, writes Ian Hawkey.

 At 105 kg, Gabrielle Garcia has dominated the world circuit and loves many things about being in Abu Dhabi. Ravindranath K / The National

Garcia seeks fresh challenge in MMA after her jiu-jitsu domination

Brazilian prides being a lioness in the sport but feels she can shed 25kg weight to pursue her MMA debut aspirations.

 England's Jonathan Trott hits out during the ICC Champions Trophy semi final match against South Africa at The Oval cricket ground, London June 19, 2013. REUTERS/Philip Brown

England’s Jonathan Trott sidelined with stress-related illness again

Jonathan Trott is to take a second break from professional cricket because of his stress-related illness as England and Wales Cricket Board and Warwickshire confirmed he will stop playing with immediate effect.

 Chelsea manager Jose Mourinho looks on during the Premier League match between Swansea City and Chelsea at the Liberty Stadium on April 13, 2014 in Swansea, Wales. Chris Brunskill/Getty Images

‘That’s why we are a top club’ says Chelsea goalkeeper Petr Cech

Jose Mourinho’s men will temporarily claim the Premier League top spot if they beat Sunderland, leaving them in control of their own destiny in the title race ahead of a crucial trip to face Liverpool at Anfield on April 27.

Events

To add your event to The National listings, click here

Get the most from The National