Fenway Sports Group intends to connect Fulham FC with US markets

November 4, 3:15 PMBoston Pro Soccer ExaminerL.E. Eisenmenger

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Fenway Sports Group (FSG) recently penned a deal with Fulham FC to find a jersey sponsor to replace LG for the London-based EPL team. Seeking an ambitious six million pounds annually, FSG intends to connect Fulham with a US-based corporation with global marketing needs in the United Kingdom, Europe, and particularly Asian markets, where the EPL recently experienced explosive growth.

The lure is the excitement and exposure of the EPL, which broadcasts live in 211 countries and territories. The connection is the several American players that have featured prominently for Fulham. Clint Dempsey has the distinction of being the only US field player currently starting and scoring in the EPL and fellow American Eddie Johnson is also on the roster. Brian McBride, Kasey Keller, Eddie Lewis, and Marcus Hahnemann also played for Fulham, and Keller and McBride play large roles in MLS.

Fulham’s real market jersey value is undetermined. A club like Manchester United can get in the neighborhood of $29 million, but clubs lower down the table normally go for less. US-owned Aston Villa recently gave their jersey sponsorship to Acorn, a children’s hospice charity. The sponsorship for the biggest club in England's second-largest city was estimated to be worth around $3.2 million. 

The surging attendance at international matches in the US this summer no doubt encouraged Fulham to look across the pond for new revenue.

Like many clubs, Fulham is looking for ways to increase their presence in the potentially lucrative US market, which in turn would up the ante for a jersey sponsor. So, separately from the FSG jersey deal Fulham is working with consulting firm Professional Soccer Advisors (PSA) on branding, “revenue opportunities,” and understanding the American market. Steve Gans, the principal of PSA is clear about what that relationship does and doesn't mean.

"Part of the reason EPL teams see opportunity here is they don’t think that MLS teams have captured the fancy of the fans," said Gans.

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