Benchmarking Best Practices and Strategies regarding Revenue Generation from Korean Football Association (KFA) and Applying to Football Federation of Cambodia (FFC)

Abstract

Financial resource is one of the main pillars for elite sport development. Without sufficient financial resources, it is quite hard for every football association or federation to enhance proper organizational functioning and operation. Therefore, my research aimed to explore the best practices and strategies in revenue generation by benchmarking from Korean Football Association (KFA) and applying to Football Federation of Cambodia (FFC). In order to carry on the research, the benchmarking method was applied, whereby six persons from marketing departments of KFA and FFC were thoroughly interviewed with 60 semi-structured interview questions, respectively. The information collected was transcribed and analyzed based on three-step analysis. As a result from the perspective of KFA, the factors influencing sponsorship are quality of the game, fans, exclusivity, marketing plan, good relationship or influence of leaders while the broadcasting companies eye on new story, number of matches, TV viewership, commercial advertisement and partnership. Meanwhile, merchandising category was found related to intellectual property right, manufacturer, consumer behavior, team popularity, exposers to fans. Finally, the gate receipt was relatively involved with local government supervision, economic condition, ticketing, limitation to exclusive rights and sport category itself. The findings revealed the core ample elements, namely game development, marketing plan, partnerships with sponsors, broadcasters, merchandise manufacturers, stadium owners (the government), protection of exclusivities and maintaining good relationship/partnership for mutual benefits are relatively recommended in order to enhance revenue generation from sponsorship, broadcasting rights, merchandising and gate receipt.