Based primarily on the 2005/06 season and the clubs’ relative success on the pitch, research and communications agency Sport & Market recently reported that Manchester United lost five million fans over the period, while the claim that Barcelona enhanced their global supporter base by six times that number clearly reflects a great and definite correlation between performance and appeal. Of course, these numbers are not about visitors to the stadium but reflect the larger universe of fans that clubs attract through their television performances and general media perception. An increase in fans means an upturn in merchandise, which can prompt added value in sponsorship and corporate endorsement.

A good percentage of the aforementioned universe are floating fans, and while they may not change their allegiances from season-to-season, they certainly revise their spending habits, so the ability of clubs to harness their marketable potential continues to prove vital.

Anderlecht is a name that travels only a short distance from Belgium at the moment, but the club is working hard to build its brand. In the absence of immediate answers to its problem of stadium expansion, its management are constantly sourcing methods of revenue optimisation in the stadium and beyond, by developing and reworking the club’s brand image through TV, new media, and loyalty schemes. Belgium’s number one side are overseen both on and off the pitch by General Manager Herman Van Holsbeeck, who has brought together under one umbrella a blanket of corporate opportunities in order to create an energy and efficiency not previously associated with the club.

The soccer business and other commercial entities – such as the club shop and range of food services inside and outside the ground – are all privately owned by brewery tycoon Constant Vanden Stock, whose name adorns the stadium. Like many inner city stadiums in Europe, the building is very closely integrated with its environment – the Brussels suburb in which it sits might have been lifted straight out of a tourist brochure, with narrow tree-lined streets and cobbled squares. The separation of a few bushes and steel fences serve as a gentle yet unassuming

reminder that this is a big club that wants to remain as undivided from its support base as possible.

But whereas multi-purpose or newlydesigned arenas have design mechanisms that ensure the commercial teams can exploit their usage in any number of other areas, the club’s immediate geographical situation implies that officials have to be smarter and more respectful over how they generate revenue. Away from the hustle of league or Cup action, the standard is set by a separate restaurant, Saint Guidon, which is open for lunches and dinners all week. This catering element can be extended to the stadium’s hosting of the obligatory business meetings, conferences and product launches, while corporate boxes running along one side of the ground provide generous dining areas, not to mention comfortable spectator seating behind glass. In total the club can entertain up to 1,600 business attendees. While these facilities may feature in stadia design around the world, what enhances the Constant Vanden Stock Arena is that it retains all of the links and social synergy with its neighbouring community – a corporate bond to a target market that is not only flattering but respectful.

On matchday, sound from the stadium is filtered into the boxes to ensure that none of the atmosphere is lost, while flat screens relay and replay the action as well as report back results from elsewhere in both Belgium and further afield. In-stadium screen content is broadcast by Belgacom, who operate a number of representatives both at Anderlecht and across the league’s other live fixtures.

While there is a deep responsibility for clubs to retain their community feel, it is clear that in modern football terms, corporate and marketing initiatives such as these are crucial in the pursuit of brand improvement and enhancement.

The city’s central positioning allows a flow of fans from all over Belgium and from each of the country’s language groups – Flemish, French and German.

The club has also worked hard to secure the faith and trust of select sponsors Fortis, Belgacom and Coca Cola, whose longevity of association surpasses most others at rival sides.

Anderlecht’s commercial department recently launched a new media business operation, overseen by chief Coordinator Johan Ceuppens, and which sees the club working closely with Belgacom, the main broadcasters of soccer in Belgium with content distributed via digital TV and ADSL and to mobile phone subscribers.

Customers have the option of purchasing live games, highlight packages, club announcements and interviews, while the club supplements this media range with the publication of a print magazine, which is produced externally but editorially managed from the stadium.

They also introduced a fan card two years ago, and have used this mechanism to capture extensive data about supporters, from match preferences to spending habits. This information is now being turned outwards to inform fans about special offers at retail and other corporate outlets around the club.