In 2016 I had the opportunity to attend a seminar provided by THE360, in São Paulo, with Amir Somoggi and since then, we kept in touch. Amir is a sport professional with more than 20 years of experience in marketing and well known for his studies about the football industries and founder of Sports Value.
Amir is always sharing studies that can help organizations, sports professionals and students in their careers. Today we have the opportunity to share a bit about his experience and understand more about the importance of his studies.
Sports Value is growing and Amir has great plans for it such as volunteered with the Observatory for Racial Discrimination in Football, on the verge of launching a big data startup in sports and health and wellness startup, focused especially on children and teenagers.
Thank you for sharing your experience with us, Amir!
Amir, how long have you been work within the sports industry and what is your area of expertise?
I began my professional activity in 1994, and in 1999 was working in a big bank at the marketing department. I decided to study Sports Management in 1999. At 2000 I made a sports management course in FGV in Brazil and after that went to live in Barcelona to do a master in sports marketing
Since I came back to Brazil, I open my own consultancy firm to work with clubs, sponsors, agencies and investors.
My expertise is: sport marketing projects, sponsorship, branding, clubs´ globalization projects, financial viability and business planning.
I also produced hundreds of surveys, researches, articles and releases about Sports Business.
My focus is the deep knowledge about the Football Industry in Europe, and US Professional Leagues.
Can you give more details about what is Sports Value? What is your methodology?
In 2018, after 18 years I decided to consolidate all my sports marketing and management knowledge in a new brand. So, I crated Sports Value, dedicated to sports marketing, branding, sponsorships, activations, brand valuation and sports properties valuation.
This is how I presented the firm: “The company is born with the purpose of offering a new sports marketing vision to sponsors, clubs, leagues, athletes, federations and media groups. Sports Value is guided by the search for adding positive values to its clients’ projects, always with effective return, both in tangible and intangible terms. Sports Value brand represents 360 degrees vision of sports marketing and is also a target in the constant pursuit of return for its clients.”
Another important thing is about our database, we have the largest financial database in the market, with data from the last three decades of Brazilian and worldwide sports business.
Sports Value evaluations have their own solid methodology, thanks to this extensive database. All strategies for the clients are based on their business, using reliable, tested, and value-based assumptions of their brands and projects.
Projects for clients use the concept of return on investment and return on objectives.
Return on investment (ROI)
During your entire career, you have been doing research in the sports industry. What was the most challenging research and what was about it?
A very important part of my work has always been to develop research and studies. I did this with the intention of disseminating the information, but also positioning my work and creating this unique database in the market.
Surely the most laborious study I’ve had, was also the most recent one, a client hired me to do a deep analysis of the management model of the teams of Portugal, their competitiveness in Europe. In addition, the vision of the Portuguese market as a benchmark for Brazil.
This study allowed me to stop and study each model of football management in each country. European markets have changed the management of their football since the 1990s, and each followed a different path.
How important is the data you provide for your clients?
This is undoubtedly the main point of this whole process. When a client reads the results of the job and sees that Sports Value is the source of the information, this creates enormous credibility for the job.
Before you continue, don’t forget to sign up for our launch — www.sportinglobal.com
You have a lot of relevant data regarding the football industry, correct? What is the main difference between football in Europe and South America? How do you perceive the Major League Soccer?
After studying hard, I realized that European football was to seek inspiration in the American leagues for the creation of domestic leagues, but with adaptations. And that made football has a huge impact.
The football fan is different from the customers who go to the games in the US leagues. That’s the big difference. Another important aspect is the management model of the US leagues, with high professionalism and search mechanisms for balance between teams such as drafts and the division of TV money and products sales.
American leagues are well ahead of Europeans at levels of business development and management.
I did a very interesting study comparing the Brazilian Serie A with MLS.
Know more about this study here — https://www.sportsvalue.com.br/en/estudos/mls-x-brazilian-serie-a-usa-are-coming/
One of your recent studies is “ Biggest global sports matchday revenues”. What was your key learning points from this study?
I made this in-depth study on global matchday revenues and made really fascinating discoveries. For example, I found that MLS already makes more money with matchday than Serie A in Italy and Ligue 1 in France.
Or that an NBA team like the Golden State Warriors playing for 20,000 people, makes more money than many football teams that carry 60.000, 70,000 fans per game.
The US market has shown that to grow the gains with matchday it is crucial to create marketing strategies for the supporter. It is the offering of consumer experiences and entertainment directly to the fan or via sponsors.
The fan experience is that it allows a team to make over US$ 200 million a year with their games in the USA.
Biggest global sports matchday revenues - Sports Value
Sports Value has just completed a study on the leagues and teams with the biggest marchday revenues in global sports…
Another interesting research was “ Champions League economic impact”. What was the outcome?
This study sought to understand the development of the Champions League as a marketing product created by UEFA along with the restructuring of European football in the 1990s.
It showed the evolution of revenues, strategies used and current economic impact.
The total economic impact exceeded 3.6 billion euros.
Champions League economic impact - Sports Value
Sports Value finished a study on the economic impact of the UEFA Champions League. The direct revenue from the…
Can you give 3 pieces of advice for students and professionals who want to conduct research in the sports industry?
Students who are interested in research need to follow some fundamental prerequisites.
The first is to study a lot, to seek the concepts (in my case) in administration, finance, marketing, legal, sports. And do not be restricted to this and seek concrete data on the topics. Numbers show a lot of knowledge and consolidate concepts, or show new horizons when old concepts are worn out.
The second is to know what you want to research and especially its relevance, impact for the Industry and for the world.
And thirdly what will do with the research so that the knowledge is not restricted to few people.
When you are looking for a student or professional to work with you, what are the top skills you look for?
I believe that the professional who will stand out today and in the future is one who can show deep knowledge in various subjects, both related to the area that works and other activities.
Have knowledge in general culture, arts, music, have a wide knowledge and that helps in creativity.
Another aspect is the emotional characteristics, each day more fundamental for professionals.
What is next for Sports Value?
Due to the low level of development and professionalism of Brazilian football, the focus of Sports Value is more directed to serving corporate sponsors and investors. Another aspect is working with international clients. We have already done some things abroad.
We have volunteered with the Observatory for Racial Discrimination in Football.
We are on the verge of launching a big data startup in sports, a partnership between Sports Value with a large sports data company.
Another point we are studying is to create a health and wellness startup, focused especially on children and teenagers.
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