Harry Kane is a top-rated athlete. He is a footballer who commands a very high salary, and he is not alone. Footballers’ salaries have grown on average by more than 1,000 per cent in the past 20 years. Football clubs finance these high salaries through matchday revenue (approximately 13 per cent), broadcasting (approximately 60 per cent) and other commercial activities (approximately 27 per cent). Premier League club revenue is increasing in line with the massive wage bills and financial demands of the player transfer market. While football is a commercial market worth billions of pounds, the Football Association Limited (FA) (the governing body that sets the rules and regulations for the game in England and Wales) is a not-for-profit charity. 

With such high stakes and volumes of money changing hands, the FA has to provide, monitor and manage standards and discipline for the game, provide safeguarding standards for young players coming through training academies, ensure opportunities for all and limit discrimination, manage anti-doping through education, testing and application of legal regulations, and protect the game, its players, supporters and many other stakeholders from betting irregularities, match fixing and insider information. The FA must ensure the viability of Club Wembley as a venue and centrepiece of the game of football. This is an almost impossible task.......

Questions: 

Imagine you are the Strategy and Communications Director for the FA and you are responsible for providing the strategic focus for the charity’s next sustainable marketing strategy. 

1. Review the extent to which the FA is achieving a balance in its application of sustainable marketing contexts. 

2. Using the output of your review, suggest changes for the FA’s next sustainable marketing strategy, which will help the charity deliver on its priorities.

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