Superliga, criticized by fans, experts, football players and politicians, suddenly announced that it closed down two days later, despite the fact that the idea it created was created in the 90s, and the president’s last 3.5 years devoted himself to perfecting its biggest club. The most powerful football player, serious businessman, millionaire, through the image of the agency, helped Wen Cuishan and Boris Johnson win the election, and arranged a mess. Finally, they issued a statement that best summarized the entire Superliga project: an unreasonable Word written on the knee with a typo.
How can it be? We invite experts in communications, new media, sports PR and image building to discuss the mistakes made when announcing the Super League.
-The organizers of the Super League may decide to implement the concept of “quick jump”, “bank robbery”, that is, to put everyone in front of the established facts: they outline the vision and hope they can get many supporters or support By. Dr. Seweryn Dmowski said that in just a few hours, Superliga collected 100,000 followers on Twitter, but from a communication point of view, this is an absolutely backward phenomenon from at least three aspects. , Sports public relations consultant, crisis communication expert, contemporary football researcher at the University of Warsaw.
There are no details in the introduction of the Super League. The fans searched for information on the Internet themselves, and no one provided them. Later, Florentino Perez complained that nonsense was being copied, for example about a closed league. The project failed, and we didn’t even find a way to complete the Super League: we met 12 of the 15 founding fathers and thought that the next three clubs were Bayern Munich, PSG and Dortmund Football Club, but the other five Where’s the club? ? Perez said Naples, Rome or Seville could be replaced. But how, how long can it last? I wonder if no one has managed to explain how the original plan of solidarity will work. Despite hiring a well-known British public relations company, these clubs set an example of how not to promote revolutionary products. Its creation was announced on Sunday night, when most Europeans were sleeping, and the announcement was not shown on the club’s accounts until noon on Monday (Barcelona, Atletico). There is no common communication, no unity.
-If we are to make lasting social change, it is worth preparing for it. There may be backstage negotiations between the clubs, but it is difficult for me to imagine that with so much money and so many professionals participating in the program, no one would have thought of a soft public relations campaign a few months ago to explain the situation of these clubs. Educate fans. Many of the arguments that have been made have not been answered before. Ordinary fans do not know how much damage the epidemic has caused to the club and how UEFA will share the profits with them. If proposed earlier to lay the foundation for the Super League, then the choice may be different. According to Mateusz Sabat, an economist at the leading agency of big data and an expert in communications and new media, this will not bring about surprises, surprises, and complete misunderstandings.
-The founder of the Chinese Super League did not foresee such strong social dissatisfaction. The level of cooperation between them is also poor: Andrea Agnelli said his own words, Florentino Perez said, and the others remained silent. It’s a mess. They also clearly underestimated the role of tradition. Especially in English clubs. The presidents missed that football clubs remain the last bastion of a clear collective identity: heraldry, color, history and sense of community. But this is the result of alienation. The club is separated from the environment in which it operates. Sometimes they are more interested in fans outside the UK than in local fans. Sometimes there will be more, so they bought more T-shirts, hats and various souvenirs. They also buy tickets for games and fly into planes from time to time, but they pay for TV licenses every day to watch their favorite bands. The English clubs are losing contact with their bases. They have the illusion that the fan from Jakarta or Washington is more important because he spends money and has not complained that “it is not what it used to be.” Dr. Dmowski said this is related to greed and money competition, which is the main reason for the rise of the Super League.
-The performance of the Super League is not good. Fans are accustomed to UEFA, FIFA and other sports federations to communicate at different levels at important moments. There are events, stars, videos, and slides. If you are announcing a revolutionary project, it pays to visualize it very carefully. Tell me what will happen. No one said that. A lot of speculation, understatement and over-understanding basically killed the initiative in the first 24 hours. When Steve Jobs showed the iPhone for the first time, we had only huge bricks in our pockets, and these bricks could only be used to make calls. Jobs proposed a microcomputer that will start to perform more functions. If he said: “Look at what I have a good idea. I put the computer in my pocket.” He would be laughed at. His iPhone demo lasted dozens of minutes. He explained how it should work and why it is a better solution than regular phones. In this way, he successfully changed the market-Sabat believes.
-We can explain this epidemic, it is dangerous to gather everyone at one table. But this can of course be done remotely, and online meetings have become everyone’s blood. In addition to the obvious advantages and better explanation of the project, it also has important psychological effects. If twelve club representatives show up together, they will be held hostage to this idea. If they all show up in front of the camera together, exchanging smiles, and signing documents in front of fans, it may be more difficult for them to leave the Super League. The force will be completely different.
-But please note that all circumstances-announced at night, without much specificity, without trying to answer difficult questions-make us feel that this is some kind of coup. These tones were immediately hit by opponents in the Super League, and fans and commentators accepted their narrative. It’s about feeling. Dr. Dmowski said, if I want to create something good, then I must draw the curtain.
-We need to adapt to a new world as soon as possible. In this new world, 40% of people aged 6 to 24 are not interested in football. Young people have better things to do. Football must also be more attractive to the younger generation, and we know that a game between Real Madrid and Manchester or Barcelona and Milan is much more interesting than a game between more moderate teams. We need to let children give up mobile phones and tablets and watch games. Moreover, the better the team, the more successful, the greater our chance of success. And if young people say that the game is too long, then you either need to make the game more attractive or shorten it-Florentino Perez speaks in an interview with “El Chiringuito”.
-The creators of the Super League ignore too much content they talk about. They pointed out that society is changing and young people are participating as club communities on the Internet. They want to participate in discipline, be influential, and have conversations with their beloved clubs. At the same time, the football giant proposed a new project, as if imposing a surprise from above. Paradoxically, Florentino Perez himself talked about people immersed in the online world. The entire world has been transferred to the Internet. At the same time, Superliga’s presentation is like this. The diagnosis has been forgotten. These trends have been completely ignored. Mateusz Sabat said: “Some men in suits came out and they announced that they were revolutionizing and were not interested in any other solutions.”