LLambias Attempting To Build Global Brand Of Newcastle United


We had mentioned that Wonga is not a global company, and when Mike Ashley came on board five years ago he had said he wanted to build Newcastle United into a well known global brand, so in that context Wonga wasn’t a good choice, although the pay-day loan company are starting to expand into South Africa.

Derek LLambias – will now try to build Newcastle into global brand

We didn’t think the £8M-a-year deal from Wonga was particularly good financially but Derek seems very happy with it, and of course it’s decent money coming into the club over the next four years, and it’s over three times what the club was getting for their sponsorship deal with Northern Rock a couple of years ago.

It seems that LLambias is working on more commercial deals that will be announced over the next few months, and again presumably will bring in new revenues into the club, so we can compete with the big boys in both English and European football.

This is what Derek said about the global brand:

“We’re trying to improve all the time, our next step is to try and improve globally,” “We’re a great national brand. We’ve got a touch overseas, which is great but it’s not global and this whole brand needs to be global. That’s our next target over the next three or four years – to try and get sponsorships in a global environment. Maybe that puts another player on the pitch.”

The summer tour provides a great opportunity for the club to get known on a more International basis and it’s a pity the trip to South Africa last summer had to be called off, almost at the last minute.

And there’s news that Newcastle are looking at touring Brazil next summer, although nothing is certain at the moment, but they can improve their brand and make decent money on these tours too.

But one question we would have – if the goal is to become global, why didn’t we hitch up with a global sponsor for the shirts over the next four years?

There’s no doubt Newcastle need to become a global brand – no doubt about that at all – and the sooner we can do that the better.

What do you think?

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27 comments so far

  • Raj

    Oct 11, 2012 at 9:47 AM

    Comment #1

    Get into Asia, that’s where you should build brand presence..

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  • archaeomag

    Oct 11, 2012 at 9:53 AM

    Comment #2

    Internationally, there are vast untapped markets of desperately poor people that W@nga will be able to help buy NUFC and Sp@rtsDirect merchandise.

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  • Rotonda heights

    Oct 11, 2012 at 9:59 AM

    Comment #3

    So why go with Wonga who are only UK based, aren’t paying very much, have upset the muslims and are morally and ethically suspect? Go figure!!!

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  • Rotonda heights

    Oct 11, 2012 at 10:00 AM

    Comment #4

    Just one asian player would crack it

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  • Bucks mag

    Oct 11, 2012 at 10:01 AM

    Comment #5

    Ashley and Llambias are… not my favourite people in the world, but when it comes to business they’re no mugs. For that reason I’m sure they’ve got a really good deal from wonga

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  • tequilamag

    Oct 11, 2012 at 10:01 AM

    Comment #6

    Interesting article Ed, setting aside the contentious issue of whether or not getting into bed with moneylenders is good or not. I think everyone has stated their views on that and positions have become entrenched. The amount of revenue we are getting is pretty modest compared to other sponsors.

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  • Transfer Sage

    Oct 11, 2012 at 10:05 AM

    Comment #7

    Wonga was obviously the best deal financially we could get. No other reason Ashley would have done the deal.

    I think the only way to expand our ‘brand’ globally is through champions league which is watched worldwide.

    You could also sign players from the Far East or America to increase interest there and do pre season tours to these countries.

    I don’t think the sponsor makes much different to how well know we are.

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  • tequilamag

    Oct 11, 2012 at 10:09 AM

    Comment #8

    TS clearly Wonga was the best he could financially, does that not say more about the abilities of MA and DL which has turned Newcastle into something of a toxic brand? Nobody was interested in securing the naming rights to SJP because it was bound to generate negative publicity.

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  • jesperfuglsang

    Oct 11, 2012 at 10:09 AM

    Comment #9

    Shall we move on now?

    …every thread is Wonga this and Wonga that!

    It is much Wonga about nothing ;D

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  • tequilamag

    Oct 11, 2012 at 10:11 AM

    Comment #10

    Jesper your first posts this morning all included references to Wonga, We are discussing the article Ed put up.

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  • Dannyo

    Oct 11, 2012 at 10:13 AM

    Comment #11

    @Rotonda
    The muslim thing is storm in a teacup, u reckon Ba, HBA, Cisse and Tiote gets their wage in cash every week? No, they use a bank.
    Wonga are also based in South Africa.
    Morally wrong? How about Liverpools sponsor, Blackpool, Hearts and every other club with alchohol, banks and credit companies on their shirt?

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  • beefman13

    Oct 11, 2012 at 10:13 AM

    Comment #12

    Am out getting some debt in..

    al deal with ash out and anybody else who are thinkin of stirring the brown stuff.

    the irons are heating

    so pb and munster if you fancy a fry up get on later this afternoon

    can smell it already!

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  • Mister Tuff

    Oct 11, 2012 at 10:16 AM

    Comment #13

    Trying to go global is a must if we are trying to compete with the so called “big teams” in the future. Somebody has just mentioned Asia and I totally agree. We need to learn to be a bit like Man Utd –get Asian players (Park Ji Sung /Kagawa) into the team to create the interest in their home countries thereby increasing the fan base. To sell the Newcastle brand I don’t know whether we would have to be successful at home/Europe first –ie win something to create the interest overseas. The concept of a global brand is a good idea.

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  • jesperfuglsang

    Oct 11, 2012 at 10:17 AM

    Comment #14

    Tequila…there is nothing new under the horizon (it is just the same being discussed)

    …I can read what Ed has posted, but that doesn’t mean you guys can’t add something new instead of sounding like a broken record?

    Feel free to add a topic; I tried tis morning, but some how everythinh turns to wonga in here.

    Cabaye everyone. He might not be fit for the ‘unwashed’ – stomach pains! Any thoughts on that? And I don’t think it has anything to do with Wonga…

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  • jesperfuglsang

    Oct 11, 2012 at 10:22 AM

    Comment #15

    Is there any news on both Gos and Vuckic?

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  • Widowmaker

    Oct 11, 2012 at 10:23 AM

    Comment #16

    As an Asian based Toon fan for almost 20 years, I must say that sponsors have little impact in determinning ppl which team they support. I have not meet any Asians support a team because they were sponsored by Sony or Samsung anyway!

    In my view, two of the major factors are successes on the field and players. These two factors contribute in different ways and attract different kind of foreign fans.

    For instance, major broadcasting companies usually take games of the Top Four to ensure best hits. Football fans here, thus, naturally watch more games of those winning teams and, at certain point, choose to recongnize themselves as a fan of certain teams. Do they spend a penny supporting? No, I don’t think that is always the case. Nonetheless, those fans can still contribute as they would increase our global presence and enhance our ability in nogothiating future sponsor deals.

    On the other hand, big names and especially players who have ties with those country tend to attract ppl into buying merchandise. I have seen lots Nakata, Nakamura, Messi, Beckam and Ronaldo in Asia but only once or twice a Toon shirt (myself in mirror!). Also, they broadcast every single Celtic games and lots of Bundasliga games in Japan and I assume this would be why many teams prefer to sign Japanese players when their ability are on par with other potential signings.

    Anyway, I don’t care what Wonga does as long as they help us singing some good players to compete. In my view, they can only be as bad as those gambling companies that I don’t see any jonalist and politician have problems with!

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  • Vest

    Oct 11, 2012 at 10:23 AM

    Comment #17

    Think I remember some club having a different sponsor in Asia. You recon the Wonga deal us just for Europe? Might get someone else in for the Brazil tour?

    What do you think?

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  • tequilamag

    Oct 11, 2012 at 10:23 AM

    Comment #18

    Sorry you find the subject boring Jesper, you have pointed out companies like Wonga do not exist in Denmark, perhaps if they did you would understand why this issue is so divisive especially in an area like the NE. I suggest you reread my first post on this thread, I was trying to leave out the morality of the argument and expand the subject to the financial merits of the deal.

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  • Vest

    Oct 11, 2012 at 10:23 AM

    Comment #19

    Think I remember some club having a different sponsor in Asia. You think the W@nga deal us just for Europe? Might get someone else in for the Brazil tour?

    What do you think?

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  • Vest

    Oct 11, 2012 at 10:24 AM

    Comment #20

    Think I remember some club having a different sponsor in Asia. You think the W@nga deal is just for Europe? Might get someone else in for the Brazil tour?

    What do you think?

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  • tequilamag

    Oct 11, 2012 at 10:26 AM

    Comment #21

    Interesting perspective Widowmaker. Clearly if we want to make some money in Asia we need to sign some Asian players and start winning things. Any ideas of players we should be looking at ?

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  • stuart no9

    Oct 11, 2012 at 10:38 AM

    Comment #22

    who says ash and co are doing everything for NUFC. ? in football terms they are doing nothing, business ? now thats different.they are looking at every possible angle to make a few quid, some even think the fans will benefit from that – i dont and never will. getting a dodgy company in to sponsor our great club, so that we can venture off to south africa in summer for jollys and make a few quid in the meantime. now lets get back to reality- to what its all about something that seems to be passing over everybodys head – the team. on sunday we couldnt even put a side out capable of beating anybody, 2 players out and we are clueless .so instead of plotting their next millions , and the fact that we are a football club ???? would it make sense to get the players needed to make us a global brand? i think it would , but no not – not pinky and perky, they want to make us a global brand before we can put a decent side out. As they know very little about football, is there anyone who could explain to them man-u didnt become worldwide icons by dealing with dodgy companys they became global because of the european cups , the fa cups , the league titles they won , and not because a couple of cockneys dealers decided to buy a club and try to make as much out of them as they could.

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  • wynsleap

    Oct 11, 2012 at 11:02 AM

    Comment #23

    “Our next target over the next three or four years – to try and get sponsorships in a global environment. MAYBE that puts another player on the pitch”.
    Dear me, we have so much to look forward to. I’m so excited.

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  • bemba da

    Oct 11, 2012 at 11:11 AM

    Comment #24

    People who are saying we need to get into Asia, I couldnt agree with you more. I’ve been working with predominantly Asians for the past three years and the majority of them are mad about their football, all of which supported an English team, and owned the teams football strips, polo tops, jackets etc, unfortunately they mostly top 4 fans, few Everton and Newcastle supporters though.
    As for Wonga sponsoring us, at the end of the day its more money into the club than if Wonga werent sponsoring us, and who’s to say we could have found a better deal? I don’t think the heritage of the club is being mocked or anything, we’re owned by Sports Direct ffs, possibly the worst clothing store in the U.K other than (R.I.P) Woolworths clothing department, and I remember not long ago being sponsored by a bank who managed to disgrace itself by going bankrupt, in the process giving Nufc some brilliant press, being sponsored by a company than can actually afford to lend people money isn’t such a bad thing

    Keep up the good work Ed!

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  • Number9

    Oct 11, 2012 at 9:33 PM

    Comment #25

    It takes more than a couple of pre season tours in foreign lands in order to go global, sure it will help but what makes a team global is winning trophys! How are we supposed to gain more supporters when we roll over at home at Manchester united when the world is watching! Those are the matches that we need to win to go global.

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  • ASTORIA

    Oct 11, 2012 at 11:00 PM

    Comment #26

    1 extra player eh??? Wow, the future is so bright Derek…THANK YOU!!! Can we have some more money in the bank please, that’s really important to us all, we’re really not bothered about ambition on the pitch you know. Oh and please tell us some more lies so half of the sheep will believe every single word you say. Gottle of Gear Mike!!! Still you can be nasty so I’d best be scared!!!

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  • ASTORIA

    Oct 11, 2012 at 11:04 PM

    Comment #27

    Totally agree Stuart No 9 @ 22.

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