Marketing Strategy for Celebreak

CC in Global marketing assignments - Prof. Ariel Castillo

Spring 2024: Term A

Lorenzo Peccini and Charles Mosca

Table of contents

1. Introduction.............................................................................................................. 3
2. Background Information...........................................................................................3
3. How Celebreak Works............................................................................................. 4
4. Segmentation, Targeting, and Positioning............................................................... 4
5. Competitive Analysis............................................................................................... 5
6. Customer Dissatisfaction......................................................................................... 5
7. Strategic Solution.....................................................................................................6
8. Benefits....................................................................................................................7
9. Conclusion............................................................................................................... 7
10. Bibliography........................................................................................................... 8

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 1. Introduction

This report aims to focus on the analysis of the marketing strategy of Celebreak, an
innovative platform in the field of amateur football. Firstly, we will begin with a presentation of
the company and an analysis of its segmentation, targeting, and positioning. Consequently,
we will dive into a competitive analysis. Then, we will study Celebreak's struggles and
challenges. We will propose our idea and strategic solution to solve its problems. Our ideas
will aim to benefit Celebreak and help it towards a brighter future.

2. Background Information

CeleBreak is a Catalan company founded on the vision of making football accessible to

everyone, everywhere and at any time, embodies an innovative approach in the world of
amateur football. From its humble beginnings, CeleBreak has quickly grown to become a
leader in the amateur football sector, offering a diverse range of services designed to meet
the varied needs and preferences of football enthusiasts from all walks of life.

The company was founded in 2014 in Barcelona, Spain, with the aim of creating a platform
where football fans can come together to play, train and socialize. Leveraging innovative
technology and a user-centric approach, CeleBreak has rapidly expanded its presence and
operations.

Today, CeleBreak is based in both Spain and Germany, where it has established offices to
coordinate its operations across Europe. With dedicated teams in each office, the company
operates its operations in seven main cities, including Barcelona, Madrid, Malaga, Valencia,
Munich, Frankfurt, and Nuremberg as well as two other cities where it offers its services.

The CeleBreak platform provides access to more than 50 quality courts for its activities,
making it possible to organize a variety of matches, training sessions, and events to meet
the needs of its gaming community. Since its inception, CeleBreak has hosted over 22,000
matches, bringing together a community of over 25,000 players across its various locations.
With more than 315,000 experiences shared by its participants, CeleBreak truly embodies
the spirit of amateur football, where every match, every practice and every event helps
enrich the lives of players and strengthen bonds within the community. Through its strategic
partnerships with renowned institutions such as FC Barcelona and BIHUB (Barça Innovation
Hub, FC Barcelona's innovation center), CeleBreak continues to push the boundaries of
amateur football, making this iconic sport accessible and inclusive for all.

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 3. How Celebreak Works

Celebreak works in a very simple way. The organization rents fields that are available
around the city giving the opportunity to field owners to fill up the empty spots. They then
create games, typically lasting around 60 minutes. Customers then have the possibility to
sign up for games on the app, where they also pay directly.

Prices usually range between €6,50 to €8,00. There are over 20 games per day available to
choose from, in different locations. Games vary from 5v5 to 11v11, allowing players to
choose their preferred format. You may choose between men’s football, women’s football
and mixed football.

4. Segmentation, Targeting, and Positioning

The amateur soccer market is diverse, with players of all ages and skill levels seeking
opportunities to play and socialize. CeleBreak positions itself as an inclusive platform,
offering a gaming experience accessible to everyone, from beginners to experienced
players, in a friendly, pressure-free environment.

CeleBreak's segmentation is based on the diversity of its customer base, encompassing

football enthusiasts of all ages and backgrounds. The platform attracts young professionals
looking for social gatherings and active leisure, passionate football fans looking for
competitive and casual gaming opportunities, and expats and travelers looking for a way to
integrate into a new community of active restaurateurs.

CeleBreak's target market also includes local sports teams, groups of friends looking for
shared hobbies, businesses hosting team-building events, and soccer fans looking for
spontaneous and fun gaming opportunities. By targeting a wide range of audiences,
CeleBreak aims to become the leading destination for football fans seeking varied and
accessible playing opportunities.

In terms of positioning, CeleBreak stands out for its commitment to inclusiveness,

accessibility, and user-friendliness. The platform aims to provide a stress-free gaming
experience, where users can play on their own schedule without long-term commitment.
With a focus on creating a vibrant and welcoming community, CeleBreak seeks to position
itself as the preferred choice for soccer fans looking for a social and entertaining gaming
experience.

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 5. Competitive Analysis

CeleBreak faces robust competition in the football-related activities and platforms market,
where several key players seek to attract and retain users. Notable CeleBreak competitors
include Footy Addicts, Fubles, and local soccer leagues.

Footy Addicts, similar to CeleBreak, focuses specifically on football-related activities in the

UK and offers features for booking pitches and finding spontaneous matches. Its simplified
approach attracts users looking for quick access to soccer opportunities in their area.

Fubles offers a platform to organize and participate in amateur football matches, with
features to create and manage parties with other local players. Less known than some
competitors, Fubles' simplicity and ease of use make it a notable player in the market.

Local soccer leagues, including community organizations and recreational sports leagues,
provide structured competitions and events for amateur soccer enthusiasts. These leagues
provide a traditional, established avenue for organized soccer play, attracting users looking
for regular team competition.

However, according to Tracxn data, CeleBreak also faces new competitors in the field of
sports apps. These competitors include Rovo, Sportsside, Sports Thread, The Post, DUPR,
Grintafy Technologies and BeSport. These companies also offer dating and sports services
but with different features and functionalities.

For example, Rovo is a sports court booking and meeting platform for sports fans, while
Sportide and Sports Thread are dating and networking apps for sports fans. The Post is a
social media app for sports fans, and DUPR is a rankings and dating platform for tennis
players. These new competitors add dimension to the competition in the market for
organized sports applications and platforms.

Despite this varied competition, CeleBreak stands out for its comprehensive platform
offering, including a diverse range of football-related activities such as spontaneous
matches, training sessions, tournaments, and private events. Its focus on building a vibrant
community of soccer fans, combined with its intuitive user interface and seamless social
integration, positions CeleBreak as a leading player in the Spanish and German markets.

6. Customer Dissatisfaction

For CeleBreak, inconsistent user engagement is a major challenge. Many players, although
interested in the application, fail to use it regularly. Some prefer casual matches for fun,
while others are looking for a more serious and competitive gaming experience. This
diversity creates an imbalance in the user experience, leaving some dissatisfied and
unmotivated to continue using the application.

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Additionally, from personal experience and from talking to other players, we have found
various consistent issues the platform faces. Recurring customer dissatisfactions that
happen on a daily basis are often heard of.

These include players being unhappy about the skill level gap. There can be a mix of very
experienced players and beginners. This makes both players unhappy as they are unable to
enjoy the game.

Moreover, regular players who seek to play multiple times a week are forced to play the full
price for each game. This makes them unhappy in the long run as they are obliged to pay a
high price weekly. This high price also blocks possible customers from playing weekly as
they are unable to afford the cost.

Celebreak also faces other issues with players arriving late, forcing games to start with
uneven numbers. Players are sometimes forced to play unwanted positions resulting to
dissatisfaction. Occasional unwanted arguments sometimes start during games also leading
to dissatisfaction.

Lastly, Celebreak also faces unhappy customers due to the poor quality football pitches.
Celebreak does not own any pitches and plays where they are available.

7. Strategic Solution

To solve this problem, we propose adopting a freemium business model, offering

personalized options based on each user's level of engagement.

First, a base tier, known as Celebreak Free, would be available for casual players who
simply want to participate in matches without a long-term commitment. These users would
pay the standard price for each match they participate in, without receiving any additional
benefits. Players will only be allowed to register three days before the game.

Then, an intermediate level, known as Celebreak Pro which would cost €4,99/month, could
be offered for less regular players but still interested in the CeleBreak experience. This tier
would offer perks like match discounts of 20% on matches and training sessions, and priority
registrations, without the premium perks of the higher tier. These players are the ones
looking to play once or twice a week, the benefit of this tier is to give these players a
discount on their games. On top of this, players will be allowed to register seven days before
the game, giving them exclusive access to games before the Celebreak Free players.

Finally, CeleBreak could present a premium level, known as Celebreak Premium which
would cost €14,99, intended for the most committed players. They could benefit from
exclusive perks such as discounts of 50% on matches and training sessions, priority access
to match registration, and one free training session. This allows the engagement of the most
loyal players to be recognized and rewarded. We would also like to offer our Celebreak
Premium players exclusive games offered to only premium players. We recognize that the
most experienced football players are also the ones playing frequently and willing to pay for

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the premium membership. Therefore, premium games will ensure the skill level gap is
reduced and offering skilled players higher and more competitive games.

On top of this, we would like to implement a new feature on the application where players
can select the position they want to play in. This would happen during registration and would
allow players to choose the position they want to play in.

By combining these subscription tiers and features, CeleBreak could provide a more
balanced and personalized experience to its gaming community, while encouraging
long-term engagement and loyalty. This freemium model helps meet the diverse needs of
users while generating additional revenue to support the growth and development of the
platform.

8. Benefits

Through this business proposal, Celebreak will first be able to generate higher revenues.
The freemium business model ensures the company receives a fixed income each month.
This will help them increase their monthly revenue giving them the possibility to grow in the
long run.

Furthermore, this proposal will ensure that Celebreak solves customer dissatisfaction issues.
They will be able to give users a better and more personalized experience, increasing
customer engagement. This will help the overall reputation of the brand.

Moreover, Celebreak will also show its most loyal customers that they are valued. They
recognize that they are at the core of the company’s business and they understand they
must be valued. The perks offered will ensure that they are satisfied and appreciated.
Additionally, it also opens the possibility of increasing loyal customers as users who only
play occasionally will be more inclined to upgrade to the premium features.

9. Conclusion

In conclusion, we value Celebreak as a leading company in what they do and with the
opportunity of further growing. Through our proposed model we believe they will generate
higher incomes and help them grow and expand in our cities and countries around the world.

We also recommend that Celebreak should have a big vision and consider purchasing their
own fields. They would have better control over the quality of fields, they would be able to
play games all day, and have more competitive prices. In addition, they could also create a
Celebreak Sports Club with events, and bars and improve the overall experience.

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10. Bibliography

- CeleBreak - 419 Competitors and Alternatives - Tracxn

- CeleBreak. (2023, December 11). Homepage | CeleBreak.

https://celebreak.com/

- Barça Innovation Hub. (2024, March 12). CeleBreak - Barça Innovation Hub.
https://barcainnovationhub.fcbarcelona.com/es/projects/celebreak/