Writing

1. If the negotiation was successful, write a press release from the point of view of either Camden FC or United Media outlining the main points of the agreement and the benefits to the organisation you represent. The tone and style of the message should express pleasure and optimism.

or

2. If the negotiation was unsuccessful, write a letter to your opposite number in the negotiation expressing your regret that you were unable to make a deal. However, you should indicate that you might be willing to reopen negotiations in the future as clearly there could be areas of mutual benefit.

Case study ‘Camden fc’ card 1 Camden fc negotiating team

You have other companies interested in sponsoring the club if the negotiation with United Media fails. However, United Media are an international company with good management and a high profile in the business world. You want:

1. A four-year contract

The contract should have a total value of £40m, with no conditions attached. £20m should be paid within the first year as you need money to enlarge the stadium’s seating capacity.

2. Limited advertising

Advertising of United Media at the club ground should be limited. You want the ground to keep its identity and intimate atmosphere. Too much United Media advertising will upset the fans.

3. Limited promotion by players

Players’ appearances and promotional activities should be limited. Too much time doing promotion work affects performance on the field. If the team is knocked out of the European Cup though, you could increase players’ availability.

4. Paolo Rosetti to stay at the club

You want to keep Paolo Rosetti at the club. Cristos and the head coach think he is a fine player who could play another three years at this level.

5. An additional payment

United Media should pay an additional £8m towards the cost of buying two star players. Cristos says this is essential to Camden’s success in the European Cup.

6. Diversification into other areas

You have contacted baseball clubs in the United States. They are interested in renting the ground during the summer to play exhibition matches and promote baseball.

7. A deal with a football boot manufacturer

You want to make a deal with Sprint plc, a football boot manufacturer. Sprint have offered you £200,000 to be the official sponsor of the players’ boots.

8. Perks

Try to get as many perks as possible from United Media, for example, £10,000 for each goal that a player scores over his individual target of 20 goals. Also, free cars for players, memberships to clubs, etc.

You can offer United Media

• the advantage of being linked to the most exciting young team in English football.

• the opportunity to work with one of the best managers in the Premier League.

• the benefit of working with a brilliant Commercial Director, Sophie Legrange.

• the possibility of becoming well known in China and the Far East.

• the use of a hospitality box with space to seat ten people.

Case study ‘Camden fc’ card 2 United Media negotiating team

Your negotiating objectives are listed below. Keep them in mind when you plan your strategy and tactics. You want:

1. A four-year contract worth £30m

In addition to £30m in sponsorship, you could offer Camden an additional £10m if the club wins the European Cup. Decide how much you wish to pay each year and when payments will be made. If Camden are relegated to Division 1, the sponsorship deal should be renegotiated.

2. Maximum advertising at the football ground

• Four huge posters advertising the company at the sides and ends of the ground.

• The company’s logo on flags at all entrances.

• The main stand to be renamed ‘The United Media Stand’.

3. Maximum promotion by players of United Media

• Players wear the company’s logo on their shirts.

• The team’s shirts and shorts should have a blue strip – United Media’s corporate colour.

• The two top goal scorers should do a minimum of 25 days promotional work a year for United Media (other players 15 days).

4. Discussion of Paolo Rosetti’s behaviour

The player’s behaviour is seriously damaging the club’s reputation. If he continues to behave in this way, he will damage United Media’s reputation too.

5. Approval of Camden’s new ventures

If Camden FC wants to diversify into other businesses, United Media should be consulted. The new ventures must be in keeping with the company’s image.

6. Cancellation of Camden’s deal with Sprint plc

You have learned that Camden FC plan to make a sponsorship deal with Sprint plc, a football boot manufacturer. Sprint would become the official sponsor of the team’s boots. You are against this deal because Sprint is owned by United Media’s chief rival, Euromedia Group.

7. Use of a hospitality box

A hospitality box at the ground should be provided for the exclusive use of United Media staff and guests. There should be space for at least 30 people.

You can offer Camden

• a sponsorship package worth a maximum of £40m.

• perks, for example:

— a car with the company logo on it.

— free travel to holiday destinations.

— cheap loans for apartment / house purchase.

• training courses for players to improve their presenting and interviewing skills.

• financial help for older players to attend coaching courses or obtain academic qualifications.

• a financial contribution towards the cost of a new player to replace Paolo Rosetti - £2m maximum?