“ WE DON’T JUST WANT
TO REACH THE PREMIER LEAGUE, WE WANT TO COMPETE IN IT
“
Matthew Benham, Owner
WITH SUCCESS ON THE PITCH, STABILITY OFF IT AND AMBITIOUS PLANS IN PLACE FOR THE FUTURE, IT’S NO EXAGGERATION TO SAY THIS IS THE MOST EXCITING TIME IN THE CLUB’S HISTORY.
THERE’S NEVER BEEN A BETTER TIME TO TEAM UP WITH BRENTFORD Thanks to significant investment from lifelong fan Matthew Benham, Brentford is a Club transformed. We’re now established in the Championship and have our eyes firmly set on promotion to the Premier League. In 2015 we finished in the Championship Play-Offs, just missing out on promotion but securing our highest League finish since 1947. However, we’re all committed to going further. On and off the field we’re building a Club that’s ready for long-term sustainable success.
A LONG-TERM VISION FOR SUCCESS
NOTHING AND NO-ONE IS MORE IMPORTANT THAN CREATING A SUSTAINABLE FUTURE FOR OUR CLUB. WE’RE BUILDING FOR THE LONG-TERM.
To help us compete better off the field we’re building a new 20,000-seater stadium, investing in the next generation of fans and growing all our management and commercial teams. On the pitch we’re developing our own footballing philosophy and identity — a possession-based, attacking style of play that’s uniquely Brentford. All this is part of our clear, long-term vision. Unlike some of our rivals, we’ll never sacrifice tomorrow for today.
THINKING DIFFERENT IN EVERY AREA
WE’LL NEVER HAVE BUDGETS AS BIG AS SOME OF OUR RIVALS. TO FIND AN EDGE WE HAVE TO THINK DIFFERENTLY. Taking calculated risks is embedded in the culture of Brentford FC. We experiment in the name of progress because it’s the only way for a Club like ours to get ahead. In the past two seasons we’ve experimented with specialist free kick coaches to improve our chance conversion rate from set pieces, restructured our development system by introducing a B Team who now compete regularly with the likes of Liverpool, Villarreal, Man City and Valencia. We’re constantly looking for ways to do things differently. It’s all about finding an edge. We accept that not everything will work, that’s the nature of risk. We can’t outspend the competition, we have to outthink them.
“ WE NEED TO HAVE A
CULTURE WHERE WE HAVE THE COURAGE TO GO DOWN NEW PATHS
“
Rasmus Ankersen, Co-Director of Football
AT THE FOREFRONT OF THE ANALYTICS REVOLUTION IN FOOTBALL DESPITE OUR TRADITIONAL VALUES, WE’RE AMONG THE WORLD’S MOST INNOVATIVE CLUBS WHEN IT COMES TO USING ANALYTICS AND STATISTICAL MODELLING TO IMPROVE PERFORMANCE.
Since Matthew Benham took control of the Club in 2012, we’ve been pioneering the use of analytics in football. He’s one of the world’s leading experts at using advanced statistical modelling and analytics in sport, so he knows how to use data to find an edge. Matthew’s other club FC Midtjylland of Denmark have proven the potential in analytics. In 2015 they won the Danish Superliga for the first time ever and famously beat Manchester United in the Europa League. We regularly share ideas and learnings. Analytics will never replace the human interactions that are at the heart of developing a successful team and culture. But if they can help us find an extra edge in scouting, analysis and performance, we won’t shy away from using them.
A TRULY LOCAL CLUB
IN A CITY OF GLOBAL FOOTBALLING MEGABRANDS, WE’RE PROUD TO BE A PROPER, LOCAL CLUB. We’ve been at the heart of our West London community for over 125 years and today a quarter of our Season Ticket Holders live within walking distance of Griffin Park. But to us, being a local Club isn’t just about location. It’s an attitude. A set of beliefs and a warm, welcoming, down-to-earth approach that has got us to where we are today and will be part of everything we do as we write a new chapter in the Club’s history. The future is brighter than ever. But whatever success comes our way, we’ll always stay true to our local roots.
COMMITTED TO SUPPORTING OUR LOCAL COMMUNITIES Our award winning Community Sports Trust specialises in dealing with local social issues in a systematic and thoughtful manner. They’ve recruited a team of over 100 staff and volunteers to achieve this. In 1987 we were one of the first clubs in Britain to formalise a community programme, in partnership with the London Boroughs of Hounslow and Ealing. Since then our Community Sports Trust has gone from strength to strength. It now delivers 32 sports across four boroughs, working with over 100 schools and delivering over 5,000 sessions each year. The Trust’s outstanding success has earned us the title of Football League Community Club of the Year on four occasions as well as best Football League business partnership. The Trust uses sports activities, blended with supporting programmes in health, education and employability, to create positive measureable outcomes for participants. In 2013 an independent report by the social research co-operative Substance, concluded that it now delivers £8.5 million of social value to the community annually.
TRUST IMPACT
4 BOROUGHS HOUNSLOW / EALING / RICHMOND / HILLINGDON
£1,800,000
ESTIMATED TURNOVER FOR 2017
£8.5M £12M SOCIAL VALUE
(verified in a report by Substance 2013)
TARGET SOCIAL VALUE in year 3 of the new Stadium
5,000+ 100+ SESSIONS P/A
SCHOOLS
32 1
100
SPORTS
STAFF AND VOLUNTEERS
CURRENTLY WE ARE THE ONLY COMMUNITY SPORTS TRUST AND ONE OF ONLY 34 UK COMPANIES WHO HOLD THE COVETED BUSINESS IN THE COMMUNITY, COMMUNITY MARK AWARD WHICH AIMS TO BENCHMARK SOCIAL INVESTMENT. All stats are correct as of October 2016
IDEALLY POSITIONED IN WEST LONDON, BRENTFORD IS A FAST-CHANGING AREA, RICH IN POTENTIAL.
THE GATEWAY TO LONDON Since the 17th century when it served as a coaching stop, Brentford has been known as the ‘gateway to London’. Today the elevated section of the M4 or ‘Golden Mile’ carries more than 97,000 vehicles per day, many coming from nearby Heathrow, the busiest international airport in the world. Multinational brands like GSK, Sky, British Airways, Sega, IBM and Cisco already call the area home, helping ensure the area’s history as a commercial powerhouse continues today. The local community is similarly dynamic. Less than 30 minutes to central London and with a possible connection to Crossrail and HS2 to come, the Borough of Hounslow experienced the biggest increase in demand for housing in 2015 according to the National Hotspots Index.
75 MILLION 97,000 % 12 % 72 PASSENGERS AT HEATHROW IN 2015
VEHICLES TRAVELLING EACH DAY ON THE M4 ELEVATED SECTION
PROJECTED POPULATION GROWTH OF THE BOROUGH OVER THE NEXT 10 YEARS
OF LOCAL RESIDENTS RATE THEIR HAPPINESS AS ‘HIGH’ OR ‘VERY HIGH’ — THE HIGHEST FOR LONDON BOROUGHS
All stats are correct as of October 2016
A NEW HOME AROUND THE CORNER
Our new 20,000-seater stadium is one of the most significant and exciting developments in the history of the Club. The cornerstone of our long-term vision for Brentford FC, our new stadium will help ensure a sustainable future for the Club, and provide a huge range of community benefits. Situated next to Kew Bridge station, less than a mile away from Griffin Park, the vision for the project is to create a vibrant new commercial and community hub, with Brentford Football Club and our Community Sports Trust at its heart. Much more than a stadium, the development includes significant new housing as well as hotel, conferencing and events facilities and community infrastructure. On course to open in 2019, the stadium will give us the capacity and facilities to compete with Premier League teams, where we aim to be playing by the time we move in.
OUR NEW STADIUM IN NUMBERS
20,000 CAPACITY STADIUM
1,800
Apartments at Lionel Road (383 for private rental)
Total matchday hospitality capacity, with 1,072 South Stand top tier (platinum hospitality) capacity
All stats are correct as of October 2016
910
400 260 Cycle parking spaces
Bees Pub capacity
ÂŁ12,000,000 2,208 0.5 Minimum target of social value to be delivered by the Brentford FC Community Sports Trust in year 3 of the new Stadium
Square metres of conference and banqueting space
15
EXECUTIVE SUITES
LESS THAN
8 MILES From Heathrow to the west and Waterloo Station in Central London to the east
Miles distance from Griffin Park to Lionel Road
75 Family homes at Griffin Park
THE BRENTFORD FAN ACROSS SEASON TICKET HOLDERS, HALF SEASON TICKET HOLDERS, MEMBERS AND MATCH DAY TICKET PURCHASERS IN 2015/16 THE DEMOGRAPHIC BREAKDOWNS ARE AS FOLLOWS: GENDER
87
13
%
MALE
%
FEMALE
PROPORTION OF AGE BAND
11 %
Under 16
3% 9% 16–17
18–24
16 %
25–34
17%
35–44
20 %
45–54
14 %
55–64
10 % 65+
LOCATION
62
FANS DISTANCE FROM GRIFFIN PARK
%
Live within 10 miles of Griffin Park, 48% in TW or W postal areas
0–2 MILES 3–5 MILES 6–10 MILES 11–20 MILES 21–30 MILES 31–50 MILES 50+ MILES
24% 15% 23% 13% 6% 6% 13% All stats are correct as of October 2016
OUR YOUNG FANS ARE THE FUTURE OF OUR CLUB. THROUGH OUR PRICING, PRODUCTS AND CONTENT, WE’RE COMMITTED TO GROWING THE NEXT GENERATION OF SUPPORTERS.
FOCUSING ON THE NEXT GENERATION
When it comes to young fans, our number one priority is making watching The Bees affordable for all. Our Junior Season Tickets are amongst the cheapest in London, and we recently introduced a new reduced price band for all young fans between the ages of 18–21 — in recognition of the fact that they’re likely to be taking their first steps on the career ladder. We also work hard to build on the great work our Community Trust do, offering discounted tickets and special events for local youngsters. We have also tailored our offer for young fans by introducing three targeted sub-brands. Our Babees, Bee Team and Junior segmentation enables us to build deeper relationships with fans of all ages, as their passion for Brentford grows.
Juniors (11–17 years old)
Kids (3–10 years old)
Babies (0–2 years old)
Proportion of Junior Season Ticket Holders
2013/14
2014/15
2015/16
16 17 24 440 out of 2,800
%
%
917 out of 5,468
1,426 out of 6,005
%
OUR DIGITAL CHANNELS OUR DIGITAL CHANNELS HAVE EXPERIENCED RAPID GROWTH IN RECENT SEASONS. WITH A GROWING TEAM AND INCREASING DIGITAL OUTLOOK, WE’RE BUILDING A CLUB THAT’S READY FOR THE FUTURE.
Since launching our new digital strategy in 2014, all our channels have been growing at an impressive rate. Facebook and Twitter have both grown by over 40 percent year on year, and our mobile audience grew 58 percent in 2015/16. A huge amount of work is going on behind the scenes to make sure we’re a Premier League ready digital outfit. To capitalise on the growth in mobile we’re launching the Brentford app in 2016, and are also overhauling our Club website to bring it up to a world-class standard.
FACEBOOK AND TWITTER 2013/14 HAVE SEEN GROWTH IN 95,897 EXCESS OF 40% YOY 2014/15 143,604 (+50%) 2015/16 220,958 (+54%) Social Media combined growth:
OPTED IN MARKETING OPEN RATE DATABASE OF 60K 32% MONTHLY NEWSLETTER OPEN RATE (2015/16), TARGET % 41 OF 144K Email engagement:
(26% industry standard)
MOBILE AUDIENCE GREW 2014/15 BY 58% IN 2015/16 1,147,977 2015/16 1,130,500
Website (Desktop and Mobile) combined growth:
*Play Off Season
All stats are correct as of October 2016
OPPORTUNITIES WITH BRENTFORD FC
MAIN PARTNER
OFFICIAL PARTNERS
Sample package: Front of shirt branding Player Tunnel & Media Backdrop advertising LED Platinum or Platinum+* Website Advertising Social Media Impressions Activation Match tickets and/or advertising
Sample package: Main asset (e.g. stand naming, training kit sponsorship etc.) LED Platinum or Platinum+* Website Advertising Social Media Impressions Activation Match tickets and/or advertising
OFFICIAL SUPPLIERS
DIGITAL ADVERTISERS
Sample package: Perimeter LED Concourse Advertising Programme Adverts Website Advertising Activation
Sample package: Perimeter LED Concourse Advertising Programme Adverts Website Advertising Activation
THE LOCAL BUSINESS CLUB Sample package LED Business Club* Matchday sponsorship Programme Adverts E-mail newsletter Match Tickets and/or Merchandise
*If LED boards not in place you will receive a static board in the TV arc
“WE CAN’T OUTSPEND THE COMPETITI
— Matthew Benham, Owner
ION, SO WE HAVE TO OUTTHINK THEM.
“