Universidad de Navarra Marketing Research

Business Case - C.A Osasuna

Students:
- Laniado, Jose Alfredo
- Obando Rodriguez, Francisco Alejandro
- Rodriguez Valencia, Mateo

CHALLENGE 1:
Currently there is one asset that is being monetized a lot in the world of football: the
naming of the stadium. Taking advantage of the good competition situation, the club has
decided to run a go-to-market strategy to sell this main asset.
To do so, we need to carry out a market analysis and benchmarking prior to the
market exit. The purpose of this analysis is the following:
- Gather as much information as possible in order to develop a sales proposal that is
attractive to market conditions.
- Develop a suitable list of prospects to reach.
- Describe and list the differential values of the club.

In terms of Market Analysis C.A Osasuna should identify market trends and research
recent naming rights deals in football and identify emerging trends and analyze the financial
terms and duration of these deals to establish benchmarks. Also, evaluate local and global
appeal of Club Atlético Osasuna. Consider the team's fanbase, social media presence, and
international recognition. In addition, examine fan engagement levels, both online and
offline. High fan engagement can be a valuable selling point for potential sponsors.
C.A Osasuna must highlight the club's historical significance and its role in Spanish
football, emphasizing the tradition and legacy associated with the name. Furthermore, it
should showcase the dedicated and passionate fanbase that provides an engaged audience
for sponsors, emphasize the club's involvement in community and social initiatives, and
showcase a positive image for potential sponsors and describe the unique atmosphere and
experience that the stadium offers, making it an attractive platform for brand exposure.
When defining and looking for potential sponsors, C.A Osasuna should highlight the
naming rights opportunity such as unique stadium experience as the stadium provides an
unparalleled platform for brand exposure. Secondly, Osasuna enjoys a strong local presence
in Navarre and Spain, but their global fanbase extends far beyond borders. Sponsor’s brand
will have the opportunity to reach audiences on a local and international scale, enhancing its
visibility and market impact. Finally, Osasuna is committed to crafting a customized
sponsorship package that aligns with the sponsor’s marketing objectives and maximizes the
return on their investment.

CHALLENGE 2:
Another priority objective for the Club is to increase its global fanbase. The growth of
our fanbase has a direct positive correlation with several of our revenue streams. We need
to develop a strategy for targeting international markets, but first we need to focus our efforts
and analyze latent opportunities.
We need to carry out an analysis of possible strategic markets for the club along with
a penetration strategy to attract fans:

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Universidad de Navarra Marketing Research

- Which are the best markets to focus on?

Identifying the best markets to focus on is a pivotal step in expanding Club Atletico
Osasuna's global fanbase. The club should consider targeting emerging football markets,
such as Asia and North America, where the sport is gaining popularity rapidly. These regions
present untapped potential for fan engagement and brand recognition. Additionally,
leveraging the sizable Spanish and Basque diaspora communities around the world could
prove highly effective. Tapping into these communities creates an opportunity to connect
with fans on a cultural level, fostering loyalty and interest in the club. Moreover, focusing on
existing football hotspots in Europe and South America allows Osasuna to build on the
already established football culture, aiming to become a prominent and preferred choice
among football enthusiasts in these regions. By strategically choosing these markets, the
club can lay a solid foundation for global expansion, setting the stage for increased revenue
and international visibility.

- What kind of actions or agreements can we carry out in these markets to achieve our
objective?

Implementing a robust penetration strategy is essential for Club Atletico Osasuna to

successfully attract and retain fans in the chosen markets. Localized content creation,
including translated materials and region-specific social media campaigns, ensures that the
club's message resonates with diverse audiences. Engaging fans through player
interactions, international tours, and friendly matches brings a personal touch and builds a
global community of supporters. Collaborations and partnerships further enhance the club's
reach and impact. Securing broadcasting rights in target markets broadens the audience
base, while sponsorship deals with international brands amplify the club's visibility. By
establishing youth academies or training camps in strategic locations, Osasuna not only
contributes to the bases of football development but also strengthens its connection with
local communities. These collaborative efforts contribute to the club's overall growth,
creating a symbiotic relationship between international expansion and revenue generation.

- What positive impacts can such actions and market growth have on our revenue
share?

The positive impacts stemming from the strategic initiatives outlined in are pivotal for
Club Atletico Osasuna's overall success and financial prosperity. As the global fan base
expands, merchandise sales are poised to experience a notable surge. Offering
region-specific merchandise tailored to the diverse preferences of international fans not only
boosts sales but also solidifies the club's presence in various markets. Securing
broadcasting rights in newly targeted regions is expected to result in increased revenue,
given the heightened demand for access to Osasuna content. Furthermore, the growing
fanbase opens up new sponsorship opportunities, as global brands seek to align themselves
with the club's expanding reach. The potential for international friendlies and tournaments
creates additional revenue streams through heightened ticket sales and increased fan
engagement. Altogether, the positive impacts on revenue share underscore the symbiotic
relationship between a thriving global fanbase and the financial success of Club Atletico
Osasuna.