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PERSONAL PROJECT
Strategies for the Development and Promotion of Futsalin Europe
MATTIAS KAESTNER
LausanneAugust, 2004
MSA 2004 – AISTS - Personal Project Page 2/58 Mattias Kaestner
STRATEGIES FOR THE DEVELOPMENT ANDPROMOTION OF FUTSAL IN EUROPE
MATTIAS KAESTNER
ONE-PARAGRAPH SUMMARY
Futsal is a relatively young sport in Europe; it is already very popular in some countries such as Italy, Spain orPortugal, but almost unknown in countries like Germany and Sweden. UEFA has launched the first European FutsalChampionship in 1996 and the first European Club competition in 2002, but realises that a lot still needs to be doneon the promotional side of the game to increase the sport’s attractiveness and popularity. The paper developsstrategies to further develop and promote Futsal and in particular the two UEFA Futsal competitions in all parts of Europe. The strategic analysis involves a number of strategic tools such as strategic group mapping, SWOT analysisand the Boston Consulting Matrix, and aims as a means of example to provide a methodology that can also be usedto assess other new emerging sports and find ways to develop the sports further.
SUPERVISOR(s):
Daniel Oyon, Professor HEC Lausanne
MSA 2004 – AISTS - Personal Project Page 3/58 Mattias Kaestner
STRATEGIES FOR THE DEVELOPMENT ANDPROMOTION OF FUTSAL IN EUROPE
MATTIAS KAESTNEREXECUTIVE SUMMARY
Futsal is a relatively young sport in Europe; it is already very popular in some countries such as Italy, Spain orPortugal, but almost unknown in countries like Germany and Sweden. UEFA has launched the first European FutsalChampionship in 1996 and the first European Club Competition in 2002, but realises that a lot still needs to be doneon the promotional side of the game to increase the sport’s attractiveness and popularity. The objective of this paperwas to develop strategies to further develop and promote Futsal and in particular the two UEFA Futsal competitionsin all parts of Europe.Both secondary and primary research was conducted. In the secondary research existing literature was revised,covering literature specifically related to Futsal, literature regarding new emerging sports and professional sports aswell as theoretical literature including the areas of strategic management, marketing and product development. Theprimary research consisted of personal interviews with Futsal experts from UEFA, FIFA and National FutsalAssociations.A framework from Thompson and Strickland was adapted to the sport industry in order to a) conduct a strategicanalysis of the sport as a whole, b) to analyse the UEFA competitions and their competitive environment and c) todevelop strategies and recommend an organisational structure.The strategic analysis of Futsal revealed that Futsal, although still a relative small sport compared to football interms of participants, spectators and TV audience, has a great growth potential and could rejuvenate football, whichis currently in the maturity phase, with a new ‘fun’ variation of the game. The life cycle analysis further revealedthat Futsal is currently in the ‘global spread’ phase, the fourth of six suggested growth phases, and that the nextlogical step of development would be to make Futsal an Olympic sport.The SWOT analysis showed that Futsal has all the right strength to become a successful, modern sport, but needs towork more on the weaknesses, especially the lack of awareness and a weak image in some parts of Europe. Themain opportunities were believed to be the still high growth potential across the European continent and thepossibility of making Futsal an Olympic sport.Looking at the trends and driving forces that influence the emergence of a new sport, on overriding theme or trendin the success of new sports is that people are looking for a modern sport that is fast, exciting, fun and which has aculture that appeals to the youth. Futsal fulfils these criteria but needs to do more to promote the cultural aspect of the game to appeal to younger consumers.The strategic group map showed that the industry seems to be divided into a smaller, but faster growing segment of new fun sports and a bigger segment of competitive, but slower growing sports. Most federations participate now
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Kaestner Project - Promotion of Futsal in Europe
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| Upload Date: | 06/24/2009 |
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