The SFA should merge the men and women to cash in on success
The SFA is just two games away from banking in excess of £12 million for qualifying for Euro 2020.
After more than two decades of missing out on the lucrative money that comes with being involved with the major countries at the sharp end, our game’s hierarchy would welcome a much-needed cash injection. Indeed, with the Scotland women’s national team already qualified for the 2019 World Cup Finals – and Hampden Park hosting three Euro Finals matches – our game stands on the verge of its most exciting period for many years.
There are already financial guarantees from FIFA and
UEFA. But there is also an opportunity for the SFA to maximise the revenue stream. Sports marketing and sponsorship guru, Alan Ferguson (right), has been involved in doing deals for the SFA and the Old Firm for four decades, and played a significant role for the game’s governing body in previous tie-ins with the likes of Tennent’s, Scottish Gas and Carling.
He sees the present set of circumstances as the ideal opportunity for a multinational brand to step in and sponsor both the men’s and women’s national teams as they pursue their respective goals. Ferguson told The Sunday Post: “The country is feeling good about itself just now after the win against Israel at Hampden, and the feeling that we are just 180 minutes away from a Finals.
“People inside and outside of Scottish football will be taking note. “Because of the length of time the national team has been away from a major tournament, there is a great narrative to go along with all of this.
“Of course, qualification isn’t a certainty – but let’s remain positive and believe it can be achieved.
“So, if you add that into the mix with the brilliant success of the women’s national team, there is an exciting opportunity for a sponsor.
“Listen, I’m well aware that the landscape for sponsorship has changed in the past few years. A lot of it is all centralised through the main channels.
“However, looking at the current situation, I believe there is a great opportunity for a national business to get involved.
“The way I’d do it is to go for a package of the men’s and women’s national squads together.
“Of course, if you become a sponsor of the SFA, then you’d get everything under the organisation’s umbrella.
“But the chance to be involved with the men and women should be extremely appealing, an opportunity to really make the most of it. “The women are already in the World Cup Finals, and will be going to France for the tournament next summer.
“Alex Mcleish and his players are just 180 minutes from the 2020 Euros – the first major Finals for 22 years.
“There is an opportunity for a sponsor to grab both and back, let’s say, ‘The Dark Blue Jerseys’.
“There will be tremendous support for the women and men during the whole of next year, and hopefully into the summer of2020.
“It’s a chance for a very good, two-year deal to be struck.
“What would the level of income be on such a deal? It wouldn’t be fair to speculate. But I know the SFA will be diligent and explore all avenues.
“Of course, we are all unsure, at this minute, of the exact ramifications of Brexit.
“But the Scotland national football teams stand alone and, from a business point of view, there can be no political accusations on any level for backing them. “Indeed, it ticks many boxes.” Ferguson, through his companies Proscot and The Sports Business, was involved in many deals with the national team, the management and players, and recalled: “I was with the Scotland squads for the World Cups in 1982 in Spain, 1986 in Mexico and 1990 in Italy.
“We helped bring in some good deals. “Don’t get me wrong, but by the time the pot was split between the players, management and backroom staff, it wasn’t life-changing money for them. But there was a nice sum for all of them.
“On a personal note, the deal I got most satisfaction from was the 1982 World Cup song, ‘We Have A Dream’, with the Scottish actor, John Gordon Sinclair, and all the players.
“I remember a record executive coming up from London to see me with this cassette tape, and playing this song for me.
“I told him it was a waste of time for everyone as the song was no good. “But he was persistent and assured me that if I listened to the song all weekend, it would grow on me, and then I’d ring him back on the Monday morning.
“He was right. It soared in the pop charts and was just shy of a silver disc. I think it sold 239,000 copies and the squad even appeared on Top of the Pops to sing it.
“I’m not for one minute saying that the Scotland teams should record a song in the next year or so. I wouldn’t put that kind of pressure on Alex Mcleish, Shelley Kerr and all the players.
“But it was a great fit back in 1982 and everyone thoroughly enjoyed the whole experience.”