Selling Aston Villa FC- A Case Study Investigation of Marketing Practice in an English Premier League Football Club

Abstract

A study was undertaken upon the marketing of Aston Villa Football Club (AVFC) using a case study approach. Business in football has become a huge industry within the sporting world and marketing has been at the centre of that. This study has looked into the marketing at AVFC and gathered a club’s view and fans view to finish with a final conclusion on how AVFC market to their consumers and how effective it may be. The main aim of this research project was to undertake a case study of AVFC to gain opinions on the effectiveness of the marketing techniques implemented at AVFC and be able to draw a conclusion. The study discusses the marketing techniques used at AVFC including how the marketing mix is considered at AVFC and whether the fans think the 4 P’s are effectively used. It also discusses the relationships between the football club and the fans of the football club and how AVFC aim to strengthen those relationships. Literature produced by other authors was reviewed to identify marketing examples and references. Results were gathered through structured interviews and questionnaires. 48 questionnaires were completed by AVFC fans, 3 interviews from AVFC marketing employees and 2 AVFC fans. The results gained from questionnaires were analysed using SNAP and the interview results were categorized into theme tables. The results from the study proved how AVFC create relationships with fans by keeping in contact with them and keeping to their brand values. The marketing mix has proved to be of a success at AVFC apart from food/ drink and merchandise prices being too high. It has been concluded that AVFC effectively market their product/ services and the fans agree with this. However, because of today’s economy and the importance of marketing improvements can always be made and relationships strengthened to help contribute to a successfully ran football club.