Football League ‘must embrace marketing to survive’ says study

A report released by management consultancy Deloitte Touche suggests the Football League must become a marketing-led body to ensure its survival.

The report stresses that the 109-year-old organisation should change from an administrative body to a marketing one and should employ a marketing director.

An insider from the consultancy says: “There is a need to bring commercial know-how to the highest levels of the League. There needs to be someone at director level responsible for marketing.”

The League, which comprises 72 clubs from the First to the Third Division, has no overall marketing or commercial director.

The report also proposes that the Coca-Cola Cup becomes a one-game knockout. This is to cut down on a crowded fixture list and to keep Premiership clubs interested in the competition since the winner no longer qualifies for the UEFA cup.

Both Coke and BSkyB are understood to back the proposal.

The report also advocates expanding the League to 88 clubs by including Vauxhall conference clubs and turning Division Three into a regional North/South division.

Club chairmen will decide on the proposals at the AGM in June, but some are already saying that the regionalisation proposal will limit the scope of the League. But an insider at Deloitte Touche says: “We see these proposals as a package, not a list to pick and choose from.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here