Imagine you go to a store to purchase some chips. You are certain you want the best in the market. Instead, you notice only a cheap brand wafers is on the shelf.
You ask the shopkeeper if he has the best. He gives you two packets of the inferior brand and tells you “quantity over quality.”
This is the problem with football (or soccer) right now. To address the failure of the sport to appeal to new markets and younger audiences, administrators in FIFA and other major bodies have instead decided to fill the calendar with more games.
UEFA has launched a demo version! A new Champions League format, more teams, more matches, and most importantly – more clashes between big teams!
Wait a minute…isn’t that just the European Super League (ESL), minus the huge sponsorships?
This is a similar format to what was suggested by the Florentino Perez led ESL. While that format only included the rich teams, the current UCL format is based on where teams finish in leagues. But the thought is still the same.
And there lies the problem.
While more clashes between big teams is definitely exciting, more matches also leads to severe burnout among players. There is also the law of diminishing returns where more football will lead to fatigue among fans.
These issues can easily be resolved through regulations demanding strict monitoring and management of a footballer’s playing minutes. However, it still doesn’t address the core issue – Football is struggling to attract new audiences.
Now, I am a hardcore football fan from a country that loves cricket. I love watching footballers play with their bodies on the line, scoring incredible goals, or even tidy tactical battles among coaches.
As a result, I have to detach myself from my identity as a football fanatic and think like an average sports viewer. What truly makes a sport exciting in a fast paced world?
The answer to that lies in the core rules. Football is a sport of 90 minutes played across two halves. Matches can go on for long periods where teams are just passing the ball around, while goal scoring moments are far and few in between. The refereeing is heavily flawed in an era of technology. Fan engagement during the matches is not quite upto the mark. Not at all exciting.
In contrast, other sports like basketball, T20 cricket, and American Football. The rules are designed to ensure an impact moment every few minutes or so. Fan engagement is top notch. The use of technology to aid referees/umpires is cutting edge. In business terms, these sports have improved on the product before releasing and marketing it to the world.
And there lies the problem. While being the greatest sport (in my opinion), football as a product is no longer suited for a world with shorter attention spans. If I had to compare, football is like ODI cricket. It is fun, but it desperately needs a T20 format.
Someday, I will talk about some of the rules football can implement to regain its standing at the top of the pile. But for now, I will just leave you with this – It is not about product vs marketing. It is product and marketing. A great product with poor marketing will fail to sell and a poor product with great marketing is doomed to fail eventually.
