Power of Partnership Presentation

1. The Power Of Partnership

2. The Bairn’s Story

3. Our Club Heritage
•Founded 1876
•Integral part of Scottish football for 140 years
•Scottish Cup Winners 1913
•British Record Transfer fee in 1923
•First ever televised floodlight match in 1953
•Scottish Cup Winners 1957
•Moved to Falkirk Stadium -June 2005
•Promoted to SPL -May 2006
•5 seasons in SPL
•3 national semi finals
•Scottish Cup Final -2009
•2009 Europa League Qualification
•20 International Caps (In the last 5 years)

4. Our Home – The Falkirk Stadium

5. Our Home – The Falkirk Stadium
•Falkirk Football Club play at The Falkirk Stadium
•The Stadium is 8 years old
•Falkirk Stadium attracts 81,000 visitors annually
•Capacity of 9,120
•Average attendance 4,500
•2 Banqueting Suites
•4 Executive Boxes on a Matchday,
• 3 Matchday lounges (400 max corporate capacity)

6. Our Home – ‘The Academy’ at The University of Stirling

7. Our Home – The Academy at Stirling University alongside the Scottish Institute of Sport
Facts
•7 + Development Squads
•Over 25 Youth Internationals
•Production of Club’s Record Sale
•56% of current first team squad Academy graduates
•6 years in succession a top level performance club in
Youth Development
Future Plans
•Recent Development of Scotland’s First School of
Football Partnership with Education
•Continued development of School of Football
•Evolution to any future new tier of increased criteria
•Development of partnerships with local boys clubs

8. Falkirk - Your Futures in Falkirk
•Falkirk Population: 34,071 (2007 estimate)
•Wider Falkirk Area includes Grangemouth, Larbert and Stenhousemuir: Overall Population 97,180
•5th Largest Urban Area in Scotland
The area has an equally high reputation for its new residential, retail,
heritage and leisure developments.
•The Falkirk Steeple: widely regarded as the centre point of the town
•The Falkirk Wheel: The only rotary canal connector in the world
The Falkirk Area occupies a central position in Scotland on the key
motorway, rail and canal routes and within easy reach of Edinburgh and
Glasgow

9. Our Supporters – The Bairns
Our passionate supporters are the lifeblood
of the Club. Following the team far and
wide, there are very few places in the world
you will not find a Falkirk fan.
•2,700 season ticket holders
•Average home attendance of 4,500
•78% male fans & 22% female fans, better
than National Average of 21.6%
•49.6% of attendees are between 24 –44
years old
•Increase of 50% this season in Family
season tickets
•Loyalty to Falkirk FC. i.e., loyalty more
important than the cost of tickets
•15% of fans will attend 6 away matches or
more

10. Falkirk FC – Community Foundation

11. The Community Club – Sport in the Community
Mission Statement
•To provide opportunities
for children and adults to
play and coach football
• To retain their interest
in football
• To keep them involved
in the game as players,
coaches, volunteers and
supporters

12. The Community Club - Pride
Here at Falkirk Football Club we are considered to
have the best Community set up in Scotland, We
are the only professional Club in Scotland to
receive the SFA Community Clubmark Award.
We have also received Local Business of the Year
on a number of occasions, all thanks to the hard
work and effort put in by our staff.
Recently The Community Department went into
partnership with Stirling Albion’s Community
programme which will benefit both clubs in the
long term.
First partnership of its kind in Scotland.

13. Falkirk FC – Learning Centre

14. The Learning Centre
For the past 4 years we have worked with the following...
* Long term unemployed people
* Lone parents
* Disengaged youths & school leavers
* Ex-offenders
To assist them into any of the following....
* Work
* Further education
* Apprenticeships
* Work placements
* Volunteering

15. The Learning Centre
We use sport to engage those hardest to reach and
focus on building confidence, motivation, self esteem
and ability.
We have a 95% success rate ( pre recession )
76% rate ( during recession )
We have trained Chelsea FC, Portsmouth FC,
Sunderland FC and Everton FC to deliver our unique
programmes and won numerous awards.
We have engaged with nearly 1000 people locally and
helped those individuals to find work and reduce child
poverty

16. The Irn Bru Scottish Football League 1st Div
An organisation which supports
the game through…
•Loyalty
•Integrity Strength in Scottish Football
•Passion Over 3,000,000 fans attend SFL & SPL games
•Purpose each season
•Freedom to Succeed
Over 250,000 attend League Cup ties
1/55 of population regularly attends games. The
highest attendance per head of any population in
Europe
Over 2.7 million daily reach of newspapers

17. Why a Falkirk FC Partnership?
A sporting partnership will amplify your current marketing efforts through the
following characteristics - Become synonymous in
the region thanks to the
strongest show of support
Increase brand for Falkirk Football Club Create a tangible point-
awareness and recall of-difference from
through football’s heavy competition through a
media exposure and it’s high profile association
permanency throughout with a 134 year old
the year Football Club
Associate your brand
with the positive values
of the game and its
athletes such as
dedication, enthusiasm,
respect, commitment
and performance

18. Falkirk FC – Sponsorship Continuum
A sporting partnership will amplify your current marketing efforts through the
following characteristics -
Corporate
FFC Hospitality
Marketing
Legends
Football New
Academy Media
Football Public
Operations Relations
Community
Relations

19. Brand Awareness - Shirt Sponsor
Shirt Sponsorship - with logo emblazoned on all 1st team Home, Away and limited edition
replica shirts.

20. Brand Awareness
Presenting Sponsor Assets
•Permanent ground signage throughout the pitchside area, both inside and outside TV arcs
•Presence on all corporate literature, mail outs and brochures (including corporate
brochures, headed paper, season ticket mail outs, email footers)
•Adverts in every home matchday programme, logo on front of every home matchday
programme, each matchday programme is viewed by 3 people on average
•Branding on tickets, season tickets, hospitality passes and team sheet branding

21. Brand Awareness - Presenting Sponsor Assets

22. Brand Awareness – New Media
Presenting Sponsor Assets
•Key placement on website header throughout
the season
•Key placement on email headers for all email
campaigns, with link to your company website.
•One online feature/competition hosted on the
official Falkirk Football Club website
•Website story and shirt sponsorship press
release to all media outlets and official club
website

23. Brand Awareness – New Media
Online
www.falkirkfc.co.uk
•1,023,923 Visits each season
•251,895 Unique Visitors each season
•3,042,782 Page Views each season
•4,000+ Members registered on mailing list
•400 – 600 subscribers to Falkirk TV
www.bbc.co.uk
•Prominent coverage on leading website
•Online highlights of league games
•100,000+ users watch clips across the league
each week

24. Brand Awareness – Local & National Press
Locally
•Falkirk Herald -Scotland’s largest local newspaper, 28,000 circulation, 150,000
readership
•Official Media Partner of Falkirk FC
Nationally
•Wall-to-wall coverage of Scottish football across national titles
•Coverage via weekly preview and post match press conferences

25. Case Study
Budvar-Aim was to build visibility and
profile within Scotland
Initiatives included:
•Falkirk on Tap – series of meet the Fans
events
•The Budvar Club – pre/post match social club
facility
•Trip to Ceske Budejovice – 500 strong fan visit
to the Budvar Brewery

26. Case Study
Results
•Increase in Trade Sales + 48%
•Increase in Take Home Sales +35%
•Advertising Spend Equivalent -£646,984.72
•Commendation Award at the Scottish Business
in Sport Awards

27. Rights
Designation as the ‘Official Shirt Sponsor of
Falkirk Football Club’
Falkirk FC brand intellectual property rights –
Use of brand and logos with prior Club
approval
Opportunity to cross promote with Falkirk FC
partners