The American Dream

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With the current global financial crisis even multi-million pound industries such as professional football are not invulnerable to a degree of cost cutting. Over in Govan we have struggled to come to terms with the facts that the likes of the Sky TV deal south of the border ensure that we struggle to compete with much less vaunted neighbours who previously could only dream of attracting the superstars that graced the Ibrox turf. With our own revenue streams greatly constricted by the fact that we play in the relatively poorer SPL it is essential that we maximise any and every revenue opportunity open to us.

 

In the two horse race that is the SPL, Celtic�s attempts to steal a march on us in foreign markets by signing Asian footballers irrespective of their ability to augment their side has further highlighted our inability to maximise these potentially fruitful markets. Rangers were trailblazers in attempting to cultivate potentially lucrative relationships with foreign sides such as Shenzhen Jianlibao and Northern Spirit, the latter probably a more realistic option but more of that later.

 

The demise of these relationships begs the question of whether or not these opportunities are a potential gravy train for most teams. Celtic often talk of spreading their brand in Asia, with limited success due to former and current players signed from the continent. But in actuality it is more likely merely the fact that Nike are there kit manufacturer that sees Celtic strips available in Sports shops abroad. It is the Nike brand and nothing else that enables this. All the likes of Nakamura did was perhaps boost sales of SPL broadcasting rights in Asia, profits of which were split amongst all member clubs.

 

Out with a few of the World�s biggest clubs; the likes of Man Utd, Real Madrid and Barcelona, there is barely any kind of market in which teams from smaller nations can enrich themselves. Poor uptake of tickets in Celtic�s tours have demonstrated this in recent travels to the US and Australia.

 

It is, however, our English speaking cousins who perhaps offer the most likely source of spreading a global brand. I would not suggest that your average American cares much for football, sorry soccer, over their own national sports. Much less Scottish football. But, in these anglicised countries there is a reasonable ex-pat community with NARSA in the Americas and supporters clubs in Australasia which Rangers could attempt to target with reasonable success.

 

The British citizens in these countries and those within their social circles could perhaps provide a significant fan base with which we could maximise foreign revenue streams boosting broadcasting deals abroad and sales of replica gear. Their families and friends are also more likely to be converted to the cause than football fans from foreign climes who are already heavily invested in the English Premier League supporting Man Utd, Arsenal, Liverpool and the rest, with no connection with Scotland, the SPL and either of the Old Firm.

 

There is often bleating about Celtic�s ability to utilise and exploit their commercial appeal in Asia, but there doesn�t appear to be any evidence in the teams� financial results to suggest they are developing any amount significant income.

 

With the realisation that countries with large ex-pat communities are the only potential revenue stream for clubs who do not compete within the marketing machine of the EPL or its rival leagues, more awareness and perhaps more praise should be forthcoming for Rangers attempts to target these realistic markets. Following on from the signing of Da Marcus Beasley and Maurice Edu (of course still at the club), both American internationals, we have this summer added Alejandro Bedoya and stars and stripes captain Carlos Bocanegra. In addition we have taken on our first Australian player since Craig Moore, in midfielder Matt McKay.

 

Ali Russel highlighted a specific strategy of targeting such players, which makes far more commercial, business and footballing sense than trying to break into what appears to be a closed market to SPL teams.

 

The fruits of this transfer policy are as yet unproven, but logically the strategy looks far more sound than poaching Asian players who realistically should not be granted permits in the hopes of contesting an already saturated market.