Post on 10-Aug-2020
Στρατηγικός Σχεδιασμός Super League Giving Greek football a new boost: The strategy of restarting and rebranding Super League Greece Minas Lysandrou, Super League Greece President
.
The strategy of restarting and rebranding Super League Greece
● Super League Greece was established in 2006 and is the governing body
of the Greek top professional football category.
● 14 member clubs as of this season, following the restructuring of Super
League Greece.
● Super League Greece is organising the Professional Championship, as well
as Youth Development Championships in 3 different age categories,
Under 19, Under 17 and Under 15.
The strategy of restarting and rebranding Super League Greece
● Super League Greece is working closely with its Clubs, the Federation, the
European Leagues, UEFA, FIFA and the Greek government.
● Super League Greece launched a restart strategy in April 2019, following
an unanimous decision of its Board of Directors.
● Super League Greece is reinventing itself in an innovative way, thus
creating more opportunities, attracting interest and developing a strategy
to reach out to a wider audience, both in Greece, as well as on a global
scale.
The strategy of restarting and rebranding Super League Greece
Developing a new institutional cooperation with the Government is
absolutely crucial:
● Renovation of existing facilities, building of new stadiums.
● Coordinated initiatives of the Ministry of Culture and Sports and Super
League Greece to tackle issues, such as safety and security.
● New Sport Law is discussed openly between all involved parties.
● Solutions-oriented approach by the dep. Minister of Sports and Super
League Greece.
The strategy of restarting and rebranding Super League Greece
The main points of this restart strategy include:
● A new, more attractive championship format this season, which means
more high-interest matches, creating a more lucrative “product” for fans,
broadcasters, media, commercial partners and sponsors.
● The Champion will be crowned following a Play-Off process, involving the
top 6 Super League Greece Clubs of the regular season.
● A similar approach for relegation, with Play-Out matches for positions 7 to
14 of the regular season.
The strategy of restarting and rebranding Super League Greece
● New Greek Cup format, following an agreement with the Hellenic Football
Federation, ensuring more high interest matches.
● Integrated match calendar, taking into account all different competitions,
both in Greece, as well as international ones, thus safeguarding an
optimal organisation and scheduling process.
● New competition, a League Cup, incorporated in the Under 19 Youth
Development League, creating further awareness.
The strategy of restarting and rebranding Super League Greece
Optimal use of technology in a variety of ways, enhances the restart of Super
League Greece:
● The official season calendar was created, for the first time ever, with an
electronic draw system, as in other European and U.S. Leagues.
● The implementation of VAR (Video Assistant Referee) in all Super League
Greece matches offers a better environment, with less controversy
related to the referees’ judgments and decisions.
● Super League Greece launched a brand new website, www.slgr.gr, with
more features.
● A new application will be out on Play Store and App Store in the coming
days, making it more accessible, remembered adding value to the
rebranding strategy of Super League Greece.
The strategy of restarting and rebranding Super League Greece
● Daily interaction, fan engagement, direct
communication and involvement via social
media.
● 88% increase in followers on Instagram
(Sept. 2018-Sept. 2019).
● 29% increase in followers on Twitter
(Sept. 2018-Sept. 2019).
The strategy of restarting and rebranding Super League Greece
● A brand new Super League Channel on YouTube, with exclusive content,
including Youth Development matches via live streaming.
● Over 10,000 unique viewers have tuned in on live streamed content.
The strategy of restarting and rebranding Super League Greece
● A brand new official Fantasy Super League web and app game.
● 27,459 new subscribers in less than a month since its launch.
● Offered for free via Play Store, web version and soon via App Store.
● Sponsors have already demonstrated their interest and have invested in
the new digital presence of Super League Greece.
The strategy of restarting and rebranding Super League Greece
● A new, centralised system of LED boards management in Super League
Greece stadiums has been implemented from Matchday 1.
● 9 companies have already participated in this project.
● More partners will be announced soon.
The strategy of restarting and rebranding Super League Greece
● For the first time ever, Super League Greece measures its impact and
market value, via a tailored marketing strategy, with the participation of
all Clubs.
● Sponsor value and ROI is closely processed and monitored, already
attracting sponsors that have not been associated with football in Greece
before.
● New brand identity developed, offering flexibility and specific products to
sponsors.
The strategy of restarting and rebranding Super League Greece
The strategy of restarting and rebranding Super League Greece
● 2019 marks the 60-year anniversary since the first top division was
initiated in Greece, in 1959.
● Super League Greece is already running a campaign, connecting the past,
the present and the future of football in Greece, as “History continues”.
● Dedicated publications, daily social media quizzes, day-to-day accounts of
what happened over the last 60 years and targeted communication
campaigns augment the visibility of Super League Greece and the 60-year
anniversary.
● Massive interest from sponsors that wish to associate their brands with
this project.
The strategy of restarting and rebranding Super League Greece
Tangible results to date in a nutshell:
● More spectators, in absolute numbers and on
average in the first three Matchdays.
● More goals scored, thanks to the new
Championship format.
● Up to 88% increase in social media followers.
● New sponsors on board, more to be
announced soon.
● Massive public and sponsor interest in the 60-
year anniversary, interaction soared.
The strategy of restarting and rebranding Super League Greece
Thank you for your attention! For further queries, please contact us at info@superleaguegreece.net