‘The Griffin’ thrust on brand development

Article posted by Coliseum, September 17^th, 2021

Image: Genoa CFC

The top-notch Serie A Genoa Football Club (Italy) has done a pretty neat job as far as brand development in their stadium is concerned. The exquisite pictures speak a million words.

The Genoa Football Club, commonly referred to as Genoa, is a professional football club based in Genoa, Liguria, Italy, that competes in the Serie A. Established on September 7^th, 1893, it is Italy’s oldest football team, and the oldest Italian football team still active to this day, with over 125 years of history. During their long history, Genoa has won the Italian Championship nine times.

The 36,599-capacity Stadio Comunale Luigi Ferraris, also known as Marassi from the name of the neighborhood where it is located, is a multiuse stadium in Genoa, Italy. It serves as the residence of Genoa C.F.C.

A LinkedIn post of the club on brand development in their stadium prior to the new season goes as such, “Strengthening one’s identity is a goal of primary importance for a company. Its achievement passes through the ability to exploit every marketing lever with consistency. The brand identity in this sense becomes a performing tool to obtain the expected returns in terms of brand image.”

Over the years, branding has become one of the key focuses of most businesses and plays a pivotal role in marketing and business development. In the field of stadium business, it is not just the stadium alone that needs brand development. In fact, much of the branding strategy involves the sports clubs that the stadiums represent. As clubs go about hunting for international investors, they equally give import on brand visibility which has come to the fore.

Most clubs these days employ a strong squad of international business development professionals in their initiative to come up with out-of-the-box and neoteric branding solutions. After all, branding could be the key difference between striking a deal or losing one, a make or break factor. Ultimately, the stadium business sector reaps the rewards of such branding exercise. The new funding and revenues which flows in through brand development is eventually ploughed back into building training grounds and new stadia.

The 2021-2022 Serie A (top of the Italian football league system) seasons began on August 21^st, 2021 and will end on May 22^nd, 2022.

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