The Barclays Premier League is fast becoming more than just a group of 20 football teams, but a brand viewed by billions of people worldwide. Football is now the most popular sport in the world and the Barclays Premier League is arguably the largest football league in the world. There are examples of the globalisation of the Premier League in countries such as China, India and many Arab, Asian and African nations. Supporters of clubs such as Chelsea, Manchester United, Liverpool and Arsenal are found in all of these countries and many more. In fact you could go to any country in the world and they’ll be someone willing to talk about English Football (I remember once finding an Aston Villa fan in the small settlement of Resolute, northern Canada in the Arctic Circle). Stories abound of people watching football on small screens in deserts or jungles and Premier League teams are starting to cash in on this lucrative fortune.
I was recently watched Chelsea vs. Fulham at Stamford Bridge. During a stoppage in play, probably because Didier Drogba was receiving treatment from the medical team, I noticed an advert for an online shopping sale at chelseafc.com flash up on the advertising boards. Suddenly the same advert included Chinese lettering instead of English. So why was there a Chinese advert in London, 5000 miles from Beijing? The reason comes from what I mentioned earlier. The Chelsea fanatics in China probably have the match streamed to them live or would watch highlights and see the adverts during the game. The same goes for an advert about the Chelsea Megastore USA during the same match and probably many other adverts across the Premier League.

Ji-Sung Park attracts equal advertising pulling power as Tiger Woods and co.
However, English football clubs are using other techniques to unlock the potential in foreign markets. For example, most clubs have pre-season tours overseas, e.g. Chelsea have toured the USA for the last three summers and Liverpool were in Asia this summer, though most profits come from club merchandise and TV rights. During the 2007/08 season, Premier League clubs generated the greatest revenue of any other league in the world (£1.9 billion) followed by Germany, Spain and Italy (£1.1 billion). It also regained the title of the most profitable league in the world.
Manchester United have probably made the most marketable and profitable transfer in recent history by signing Park Ji Sung. Park is a household name in Korea and many parts of Asia (and not a bad footballer either). Manchester United signed him for the measly sum of £4 million in 2005. However, his transfer is likely to have produced a large revenue for the club, because Asia now has a rapidly growing fan base (partly owing to Park’s transfer and also a recent tour to the continent). There are many other Premier League clubs that have signed foreign players and most clubs have more overseas players than ‘home-grown’ ones. An extreme example of this was in the recent Premier League match between Portsmouth and Arsenal where the 22 players who started the match represented 16 different countries, but none of them were English.
But who else has benefited from the popularity of the Barclays Premier League? Well Barclays Bank, the sponsor, has described the deal as ‘very successful’ and has subsequently renewed the sponsorship until the 2012/13 season for an estimated £82.25 million. The greatest gainers have been the players. In 2007/08, Premier League wages increased by 23% to reach a total of £1.2 billion.
To conclude, you can understand why the fight for promotion to the Premier League is so important and competitive, all clubs which are part of it are in the position to exploit the global football market and create large profits. Many of the larger clubs have succeeded in doing so already and it’s only a matter of time until other established clubs start to realise their potential.
By Hugh Wolton
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