Super League The strategy of restarting and rebranding - - PowerPoint PPT Presentation

Στρατηγικός Σχεδιασμός Super League

Giving Greek football a new boost: The strategy of restarting and rebranding Super League Greece Minas Lysandrou, Super League Greece President

.

The strategy of restarting and rebranding Super League Greece

• Super League Greece was established in 2006 and is the governing body
• f the Greek top professional football category.
• 14 member clubs as of this season, following the restructuring of Super

League Greece.

• Super League Greece is organising the Professional Championship, as well

as Youth Development Championships in 3 different age categories, Under 19, Under 17 and Under 15.

The strategy of restarting and rebranding Super League Greece

• Super League Greece is working closely with its Clubs, the Federation, the

European Leagues, UEFA, FIFA and the Greek government.

• Super League Greece launched a restart strategy in April 2019, following

an unanimous decision of its Board of Directors.

• Super League Greece is reinventing itself in an innovative way, thus

creating more opportunities, attracting interest and developing a strategy to reach out to a wider audience, both in Greece, as well as on a global scale.

The strategy of restarting and rebranding Super League Greece

Developing a new institutional cooperation with the Government is absolutely crucial:

• Renovation of existing facilities, building of new stadiums.
• Coordinated initiatives of the Ministry of Culture and Sports and Super

League Greece to tackle issues, such as safety and security.

• New Sport Law is discussed openly between all involved parties.
• Solutions-oriented approach by the dep. Minister of Sports and Super

League Greece.

The strategy of restarting and rebranding Super League Greece

The main points of this restart strategy include:

• A new, more attractive championship format this season, which means

more high-interest matches, creating a more lucrative “product” for fans, broadcasters, media, commercial partners and sponsors.

• The Champion will be crowned following a Play-Off process, involving the

top 6 Super League Greece Clubs of the regular season.

• A similar approach for relegation, with Play-Out matches for positions 7 to

14 of the regular season.

The strategy of restarting and rebranding Super League Greece

• New Greek Cup format, following an agreement with the Hellenic Football

Federation, ensuring more high interest matches.

• Integrated match calendar, taking into account all different competitions,

both in Greece, as well as international ones, thus safeguarding an

• ptimal organisation and scheduling process.
• New competition, a League Cup, incorporated in the Under 19 Youth

Development League, creating further awareness.

The strategy of restarting and rebranding Super League Greece

Optimal use of technology in a variety of ways, enhances the restart of Super League Greece:

• The official season calendar was created, for the first time ever, with an

electronic draw system, as in other European and U.S. Leagues.

• The implementation of VAR (Video Assistant Referee) in all Super League

Greece matches offers a better environment, with less controversy related to the referees’ judgments and decisions.

• Super League Greece launched a brand new website, www.slgr.gr, with

more features.

• A new application will be out on Play Store and App Store in the coming

days, making it more accessible, remembered adding value to the rebranding strategy of Super League Greece.

The strategy of restarting and rebranding Super League Greece

• Daily interaction, fan engagement, direct

communication and involvement via social media.

• 88% increase in followers on Instagram

(Sept. 2018-Sept. 2019).

• 29% increase in followers on Twitter

(Sept. 2018-Sept. 2019).

The strategy of restarting and rebranding Super League Greece

• A brand new Super League Channel on YouTube, with exclusive content,

including Youth Development matches via live streaming.

• Over 10,000 unique viewers have tuned in on live streamed content.

The strategy of restarting and rebranding Super League Greece

• A brand new official Fantasy Super League web and app game.
• 27,459 new subscribers in less than a month since its launch.
• Offered for free via Play Store, web version and soon via App Store.
• Sponsors have already demonstrated their interest and have invested in

the new digital presence of Super League Greece.

The strategy of restarting and rebranding Super League Greece

• A new, centralised system of LED boards management in Super League

Greece stadiums has been implemented from Matchday 1.

• 9 companies have already participated in this project.
• More partners will be announced soon.

The strategy of restarting and rebranding Super League Greece

• For the first time ever, Super League Greece measures its impact and

market value, via a tailored marketing strategy, with the participation of all Clubs.

• Sponsor value and ROI is closely processed and monitored, already

attracting sponsors that have not been associated with football in Greece before.

• New brand identity developed, offering flexibility and specific products to

sponsors.

The strategy of restarting and rebranding Super League Greece

The strategy of restarting and rebranding Super League Greece

• 2019 marks the 60-year anniversary since the first top division was

initiated in Greece, in 1959.

• Super League Greece is already running a campaign, connecting the past,

the present and the future of football in Greece, as “History continues”.

• Dedicated publications, daily social media quizzes, day-to-day accounts of

what happened over the last 60 years and targeted communication campaigns augment the visibility of Super League Greece and the 60-year anniversary.

• Massive interest from sponsors that wish to associate their brands with

this project.

The strategy of restarting and rebranding Super League Greece

Tangible results to date in a nutshell:

• More spectators, in absolute numbers and on

average in the first three Matchdays.

• More goals scored, thanks to the new

Championship format.

• Up to 88% increase in social media followers.
• New sponsors on board, more to be

announced soon.

• Massive public and sponsor interest in the 60-

year anniversary, interaction soared.

The strategy of restarting and rebranding Super League Greece

Thank you for your attention! For further queries, please contact us at info@superleaguegreece.net