A Euro 2024 win by England would undoubtedly open up a whole new world for English soccer, while surging the value of the team's brand and catering to the thirst of sponsors. "The whole situation would become extremely tempting." Martin commented. Success stories, like the commercial take-off of the England women's soccer team after winning the title in 2022, are at the vanguard of this new era.
Martin points out that there will be a lot of interest from existing sponsors eager to renew their contracts as well as new sponsors looking to come on board. Sports marketing contracts often come with additional incentive clauses or bonuses if the player achieves something.
Mishaa Sher, Global Head of Sports, Entertainment, and Culture at Essence Mediacom, emphasized that rebranding the team's public image is also a key factor from a branding perspective.
He further elaborated, "It's a good time for the English soccer team. For a long time, England fans have had mixed emotions about the national team, a mixture of love and hate. However, this team does have a deep connection with the public, and as a result the English soccer team has always been able to mobilize the enthusiasm of its fans and sustain their support."
"The EFL can show existing partners that they have to pay more to maintain the relationship. They will be more interested in the marketing prospects of being an EFL partner because the team will be able to demonstrate its success."
Tim Crow echoed this view. "It really elevates the English team brand." The era led by Southgate will have a positive impact on the team brand in terms of sponsorship and beyond.
"At the moment, there are only two roles in the market - those who set the prices and those who are forced to accept them. There is no doubt that winning the title will make England more likely to be the price takers. They will be in a good position for Sunday's final."
England's journey to Berlin has sparked widespread debate and highlighted the unlimited potential and wide appeal of the national team.
Sports marketing planner Rich Johnson said, "I can't imagine any other sport affecting a country so profoundly... The Killers interrupted their live broadcast to allow viewers to watch England v Holland; Jimmy Carr paused his show to allow viewers to witness the England v Switzerland penalty shootout; James Corden started the shootout after the end of his show; Louis Tomlinson of the famous British group One Direction installed a special big screen at Glastonbury for fans to watch the England v Slovakia match. All of these moments highlighted the team's sensationalism. It was unprecedented."
"The players have built the brand in one of the most impactful ways we've ever seen. If they win on Sunday, the brand value will undoubtedly increase even further."
In terms of Euro 2024 prize money, each team receives €9.25m (£7.7m), with €1m (£840,000) per game in the group stage and €500,000 (£420,000) for a draw. €1.5m (£1.2m) for the last 16, €2.5m (£2.1m) for the last eight and €4m (£3.3m) for the semi-finals. Runners-up €5m (£4.2m) and €8m (£6.7m).
As a result, England will receive at least €19.25 million (£16.1 million) regardless of the result, with a win bringing even more prize money.
The FA will keep 60% of the prize money and the remaining 40% will be distributed to the players as bonuses. The head coach, who earns around £3 million a year, will also receive a generous bonus.
Every time an England player takes to the field, they will receive £2,000, which will be donated to charity as a flat fee. They can also receive additional appearance fees by working with the FA's official sponsors. The Professional Footballers' Association of England (PFA) handles these matters since England parted ways with Terry Bourne (Southgate's former agent).
If they manage to win the title on Sunday, they will make history as one of the most highly recognized teams in the history of English soccer. England's women's football team did it in 2003, and England's soccer team in 1966. can England's men's football team of 2024 be the next legends?
