Mission Statement for Football Clubs: Comparison between England Premier League and J-League

• KUBO Daisuke

  Graduate School of Sport Sciences, Waseda University

Bibliographic Information

Other Title

• サッカークラブのミッションステートメントに関する一考察 : イングランド・プレミアリーグとJリーグの比較研究

Abstract

There is a hypothesis that the English Premier League clubs, whose broadcast rights are over 50% of their total revenue, fail to place importance on individual customers. At the same time, there is another hypothesis that Japanese League clubs, whose broadcast rights are limited - i.e. about 21 billion yen a year is divided among 55 clubs - should consider that individual customers are important with regard to their managerial judgement. This study analyzes football clubs' Mission Statements regarding who is targeted in order to create values or solve the problems they may have on a daily basis. Charters of 20 clubs of Premier League and Creeds of 55 clubs of Japanese League were investigated by utilizing a KH Coder, which is suitable for data analysis of words of Japanese and English. This contributed to the discovery of the fact that it is the Premier League, rather than the Japanese League, that uses a lot of words such as “supporter,” which refer to individual customers. Despite the fact that in the Premier League at least 10 billion yen per club is guaranteed from broadcast rights and revenue from individual customers is under 20% of total revenue, they share their will to promise supporters to provide values that meet their potential needs through mission statements such as Charters. This might be why very high average attendances are realized and an attractive market has been established. On the other hand, the Japanese League - about which it has been pointed out that “there is no awareness of customer's definition in Japanese professional sports management (Machida, 2016)”- should review and rebuild its mission statement by using appropriate words, such as those used by the Premier League. It is argued that this is one of the important factors which will influence the future development of Japanese football.

Journal

• Journal of Japan Society of Sports Industry

  Journal of Japan Society of Sports Industry 30 (3), 3_297-3_314, 2020

  Japan Society of Sports Industry

Keywords

• England Premier League
• J-League
• Supporters
• Mission Statement
• Values
• Problem Solving
• Potential Needs

Details

• CRID: 1390566775154445952
• NII Article ID: 130007879725
• DOI: 10.5997/sposun.30.3_297
• ISSN: 18842534
• ISSN: 13430688
• Web Site: https://www.jstage.jst.go.jp/article/sposun/30/3/30_3_297/_pdf
• Text Lang: en
• Data Source:
  • JaLC
  • Crossref
  • CiNii Articles
• Abstract License Flag: Disallowed