Organization: Super League
Project type : Establishment of a new professional sports league
Project name : Super League
Date : Apr 2021
Cost : Unknown

Synopsis :

 

The public announcement of a new project can be a significant milestone. It's an opportunity to draw media attention and generate some buzz about an upcoming product.  When done well it leaves the target stakeholders intrigued and eager for launch day to come.

Sadly, this week's launch of the new European soccer super-league earns it a nomination for the millennium's worst launch. With fanfare, twelve of Europe's top soccer teams announced they were forming a new league. The plan was made public on 18^th Apr 2021, but sinking like the proverbial lead balloon, the idea lasted just 2 days before being kicked to the curb!

According to reporting from the BBC: "The idea was for the clubs to remain in their national leagues, but also to play each other in a new midweek European competition, which would have rivalled the Champions League. The ESL would have had 20 teams, of which 15 founding members would be permanent and never face relegation. Five other sides would qualify each year."

Such a plan triggered concern from fans, governing bodies and even at the highest levels of European governments.  One immediate concern was the teams who can't be relegated to a lower league would result in less competition and chip away at the very heart of the merit based system upon which European soccer has been based for more than a hundred years: Teams that win rise up through the leagues. Teams who lose drop down.

The negative reaction seems to have come as a surprise to those behind the project.  The billionaire owners of the teams were left embarrassed and spurned.  Speaking via video to the fans of Liverpool FC, owner John Henry said

"I want to apologise to all the supporters of Liverpool football club ... it should be said the project was never going to stand a chance without the support of fans ... over the past 48 hours you were very clear it would not stand - we heard you. I heard you. I'm sorry ... I alone am responsible for the unnecessary negativity brought forward over the past couple of days. It's something I won't forget and shows the power the fans have today and will rightly continue to have."

Henry is indeed right and the project should act as a reminder to all those in the executive suit: Oftentimes the most important decision makers aren't in the room - That is the consumers.

Reference link: https://calleam.com/WTPF/?p=9334 

Background Information:

Super League: Why have the plans collapsed?

Published 21 April 2021

Plans for a new football European Super League (ESL) have collapsed, following the withdrawal of most of the teams involved.

 

The decision follows a massive backlash against the league, which had the support of some of the world's biggest clubs.

 

What was the idea behind the Super League?

Six English Premier League teams had signed up to the ESL - Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham.

 

They joined AC Milan, Atletico Madrid, Barcelona, Inter Milan, Juventus and Real Madrid as founder members.

 

The idea was for the clubs to remain in their national leagues, but also to play each other in a new midweek European competition, which would have rivalled the Champions League.

The ESL would have had 20 teams, of which 15 founding members would be permanent and never face relegation. Five other sides would qualify each year.

 

 

What's now happened?

All six English Premier League clubs dropped out of the project on Tuesday night.

They have now been followed by Atletico Madrid in Spain and Italian team Inter Milan.

One of the chief movers behind the ESL, Juventus chairman Andrea Agnelli, has now admitted that the ESL is not likely to go ahead.

 

"I remain convinced of the beauty of that project," he said. "But evidently no, I don't think that project is now still up and running."

• ESL 'cannot now proceed'
• How football's volatile 72 hours unfolded

Why was the plan so controversial?

With 15 teams in the ESL not facing qualification or relegation, critics said it would have devalued the game because it was unfair and uncompetitive.

 

For instance, Arsenal have not qualified for the Champions League since the 2016-17 season, but they would have been guaranteed a place - regardless of how they performed in the domestic league.

 

However, a future winner of the Premier League would not necessarily have qualified for the ESL if they were not a permanent member.

 

If this were the case, that team would miss out on millions of pounds in revenue.

The ESL attracted widespread criticism from pundits, players, MPs and most football bodies not involved.

 

Fans of the clubs involved held several protests outside their grounds.

IMAGE SOURCE,GETTY IMAGES

Image caption: Chelsea fans protest against plans for a European Super League ahead of the club's game against Brighton

Why did the English teams drop out?

It appears they were taken aback by the strength of criticism.

 

Arsenal apologised in an open letter to their fans and said they had "made a mistake", adding they were withdrawing after listening to supporters and the "wider football community".

 

Tottenham chairman Daniel Levy said the club regretted the "anxiety and upset" caused by the proposal.

 

Manchester United said they had "listened carefully to the reaction from our fans, the UK government and other key stakeholders," in making their decision.

Why did the teams want a Super League?

 

Real Madrid president Florentino Perez had claimed it would "save football", at a time when young people are "no longer interested" because of "a lot of poor quality games".

 

The founding clubs were promised a share of a €3.5bn (£3bn) grant, provided by investment bank JP Morgan.

 

Most are in considerable debt, made worse by the Covid pandemic, due to disrupted fixtures and a lack of spectators.

 

Big clubs also have superstar players with multi-million pound salaries.

 

If they could guarantee taking part in a major European football competition every year, they would have become more valuable and stable businesses.

 

• Super League makes financial sense for top clubs

How would it have worked?

 

The 20-team league would have been split into two groups of 10, playing each other at home and away.

The top three in each group would have qualified for the quarter-finals, with the fourth and fifth-placed teams competing in a two-legged play-off for the two remaining spots.

 

It would then have the same two-leg knockout format used in the Champions League, with a final in May.

What have football's ruling bodies said?

 

The president of Uefa (the Union of European Football Associations), Aleksander Ceferin, had warned that participating clubs could be banned from European competition, and their players prevented from appearing at the Euros and the World Cup.

 

Mr Ceferin welcomed the English clubs' reversal, saying, "the important thing now is that we move on, rebuild the unity that the game enjoyed before this, and move forward together".

 

Reference link: Super League: Why have the plans collapsed?

European Super League: All six Premier League teams withdraw from competition

Last updated on 21 April 2021

Chelsea fans protested against their involvement in the European Super League outside Stamford Bridge

All six Premier League teams involved in the European Super League (ESL) have now withdrawn from the competition.

Manchester City were the first club to pull out after Chelsea had signalled their intent to do so by preparing documentation to withdraw.

The other four sides - Arsenal, Liverpool, Manchester United and Tottenham - have all now followed suit.

Italian side Inter Milan are also set to withdraw as they no longer wish to be involved with the project.

BBC Sport understands bosses at the Serie A club are preparing for their exit following Tuesday night's dramatic developments.

• How football's volatile 48 hours unfolded

The 12-team Super League, set up by the seven afore-mentioned teams and Spain's Atletico Madrid, Barcelona and Real Madrid and Italy's AC Milan and Juventus was announced on Sunday to widespread condemnation.

"Despite the announced departure of the English clubs, forced to take such decisions due to the pressure put on them, we are convinced our proposal is fully aligned with European law and regulations," the ESL said on Wednesday, adding it was "convinced that the current status quo of European football needs to change".

In an interview with Italian newspaper la Repubblica, Juventus chairman Andrea Agnelli said the remaining clubs will "press ahead" and the project still had "a 100% chance of being a success".,

"Real Madrid president Florentino Perez is insisting on the idea of keeping the group together to push for change," says Spanish football expert Guillem Balague.

Liverpool owner John W Henry apologises in message to fans

"Barcelona say they agreed to the ESL, but only if the Season Ticket Holders Assembly approve it, which could be their way out."

Balague also says Atletico Madrid are meeting on Wednesday morning to review their position.

• 'Owners of big six must beg for forgiveness'
• Super League unravels; Woodward to resign - how dramatic evening unfolded

Manchester City confirmed they have "formally enacted the procedures to withdraw" from the Super League.

Liverpool said their involvement in the proposed breakaway league "has been discontinued".

Manchester United said they had "listened carefully to the reaction from our fans, the UK government and other key stakeholders" in making their decision to not take part.

Arsenal apologised in an open letter to their fans and said they had "made a mistake", adding they were withdrawing after listening to them and the "wider football community".

Tottenham chairman Daniel Levy said the club regretted the "anxiety and upset" caused by the proposal.

Chelsea confirmed they have "begun the formal procedures for withdrawal from the group" that they only joined "late last week".

'Admirable to admit a mistake ' - Uefa

Uefa president Aleksander Ceferin welcomed the reversal, adding: "I said yesterday that it is admirable to admit a mistake and these clubs made a big mistake.

"But they are back in the fold now and I know they have a lot to offer not just to our competitions but to the whole of the European game.

"The important thing now is that we move on, rebuild the unity that the game enjoyed before this and move forward together."

UK Prime Minister Boris Johnson posted on Twitter: "I welcome last night's announcement. This is the right result for football fans, clubs, and communities across the country. We must continue to protect our cherished national game."

Labour leader Keir Starmer added that this "must be a watershed moment, where we change our game to put fans first again", while Liberal Democrats leader Ed Davey tweeted: "This must be the start of a fans-led football revolution."

In a statement, the European Super League said: "Given the current circumstances we shall reconsider the most appropriate steps to reshape the project, always having in mind our goals of offering fans the best experience possible while enhancing solidarity payments for the entire football community."

English football's 'big six' were part of a group that announced plans to form the breakaway league, which they hoped to establish as a new midweek competition.

It was condemned by fans, football authorities and government ministers in the UK and across Europe by Uefa and league associations.

Around 1,000 fans gathered outside Chelsea's Stamford Bridge ground before their game against Brighton on Tuesday to protest at their club's involvement.

Chelsea legend Petr Cech pleaded with fans to disperse outside the ground before their match against Brighton

 

Manchester United executive vice-chairman Ed Woodward, who was involved in the Super League discussions, has announced he will step down from his role at the end of 2021.

Leading players at some of the six clubs signalled their disapproval of the planned breakaway league.

Liverpool captain Jordan Henderson said on social media his side's "collective position" is they do not want the Super League to take place.

"We don't like it and we don't want it to happen," read a message that was also posted by many fellow Liverpool players.

After City confirmed their withdrawal, England winger Raheem Sterling posted: "Ok bye."

Uefa had hoped to stave off the threat of a European Super League with a new 36-team Champions League, which was agreed on Monday.

In announcing their proposals for a Super League that would eventually comprise of 20 teams, the 12-club group said the Champions League reforms did not go far enough.

Real Madrid president Florentino Perez, who was named as the ESL's chairman, said the competition was set up "to save football" because young people are "no longer interested" in the game because of "a lot of poor quality games".

None of the Spanish and Italian sides have yet released a statement after the six Premier League teams pulled out.

What did each club say?

The Arsenal board said they did not intend to "cause such distress" and that they joined the Super League because they "did not want to be left behind" and wanted to ensure the club's future.

"Our aim is always to make the right decisions for this great football club, to protect it for the future and to take us forward," they added.

"We didn't make the right decision here, which we fully accept."

Manchester United said that they "remain committed to working with others across the football community to come up with sustainable solutions to the long-term challenges facing the game".

Liverpool said the club had "received representations from various key stakeholders, both internally and externally" before reaching their decision and thanked them for their "valuable contributions".

Levy said that Tottenham felt it was "important" to take part in "a possible new structure that sought to better ensure financial fair play and financial sustainability whilst delivering significantly increased support for the wider football pyramid".

He added: "We should like to thank all those supporters who presented their considered opinions."

Chelsea said that after having had "time to consider the matter fully" they had decided that their "continued participation in these plans would not be in the best interests of the club, our supporters or the wider football community".

Manchester City said they have "formally enacted the procedures to withdraw from the group developing plans for a European Super League".

 

Questions:

 

1. Briefly describe a stakeholder engagement plan that addresses the issues you have identified and would set up a project such as this one to effectively meet the project objectives. (5 points)