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THE GRAND TOUR

4:00pm Thursday, 23rd July 2009

This is the peak time in those 'gap years' - when there is no World Cup or European Championships - for many of the bigger clubs from western Europe to 'tour the world'. During the summer of those years which end in odd numbers, we've grown used to reading about Barcelona in Japan; Man Utd and Real Madrid in China; Bayern Munich in India; Liverpool in Malaysia; Ajax in Korea; Chelsea in the US etc etc.

In 2009, it remains the same. The clubs with 'global reach' themselves reach-out to the many millions of distant fans who count themselves as supporters of big European clubs, although just how many millions there actually are is difficult to establish - and just what they mean when they say they are a 'Real Madrid fan' (for example) is often not clear.

However, given the global exposure of the big Clubs, especially those in the globally televised Premier League, there must be many millions. The key question for the clubs is: how can we 'reach out' and begin to make money from these distant hordes?

This topic will be discussed again at Leaders in Football on 7th and 8th October however, it's fair to say, the so-called 'monetization' of the relationship between the global brand clubs and their supporters across the world is yet to really happen. Of course, clubs can make money fairly easily from playing matches abroad (sometimes between themselves) and collect up to $3 million a game. But when it comes to selling products and services to those international fans (often through 'membership schemes'; club TV and web-based marketing), it's much more difficult to make a worthwhile, regular buck.

So much of what drives money-making membership schemes at clubs within UK is the prospect for those who join of getting into a match one day. That prospect is hardly available to those who live 8,000 miles away, so what can you deliver that makes paying for it worthwhile? Club TV and website profits will undoubtedly grow but the world of internet piracy grows with it.

And in countries like China, where the internal politics of the regions make political relationships essential for real business prospects, can you expect to prosper on the back of infrequent, brief visits to a city in one region?

Here's a good pub quiz question:

Q. Which UK club has been watched playing live matches in China by more people than for any other club?

A. Stockport County FC

It ain't what you do, it's the way that you do it.

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