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發表於 2005-12-5 16:04:48
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Money, money, money for Malmö
Thursday, 1 December 2005
by Jan Juhlin
Malmö FF have agreed a long-term sponsorship deal worth up to €12m per year – unprecedented by Swedish standards – with the International Management Group (IMG). The partnership will be aimed at turning Malmö, national champions in 2004, into a top European competitor.
Semi-professionals
For all Sweden's success at national-team level, with regular appearances at FIFA World Cup finals and UEFA European Championships, the domestic game remains something of a continental footballing backwater. The country's bigger clubs might be professional in name, but in terms of off-the-field operations, they often have more in common with the league's semi-professional lesser lights and many struggle financially.
'Historic moment'
Therefore, the Malmö deal represents a watershed for Swedish football, as club chairman Bengt Madsen admitted: "This deal signifies a historic moment in Malmö's history. It is the biggest and longest deal that has been signed in Swedish football - and in Swedish sport - and we are very proud to be part of it."
Guaranteed income
The agreement is a 13-year arrangement which will see IMG handle all marketing and sales aspects for Malmö, while giving the club a guaranteed income every year. The financial package is thought to be worth between €7m and €12m annually. In return, IMG will receive part of any revenue.
Stadium plan
Malmö's new-found financial stability will enable them to go ahead with the construction of a new stadium planned for 2009. Madsen, however, insisted the IMG link-up was not a corollary of the stadium project. "They are separate issues and the building of the stadium is a different matter, but this deal will give us the opportunity to move forward in the knowledge we have a solid financial base."
Stepping up a level
Hasse Borg, managing director of the 1979 European Champion Clubs' Cup finalists, added: "We are convinced that Malmö in co-operation with IMG will see positive effects both from a sports and financial perspective. The agreement strengthens our position as a top Scandinavian club and creates an opportunity to establish the club at a higher level in European football."
Networking
IMG's managing director for Scandinavia, Martin Englund, explained his company's role. "We will not have anything to do with the football side of things," he stressed. "We will use our network to develop Malmö as a brand on the international market, while Malmö will continue to work on a more local market. Malmö sign all the deals, but we'll be in close partnership with them."
Sport v business
Madsen concluded by underlining the reason for the deal. "We had reached the limit of what we were able to do. We needed to find a partner who could help us develop and grow as a company and two months ago IMG contacted us. This a fantastic moment." It may also be the point in time where Swedish football really does become big business.
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發表於 2005-12-3 19:53:37
