KPL bosses can learn from LaLiga

The intrigues surrounding Neymar's move to FC Barcelona and then to PSG is a big lesson in branding and management for football leagues.
Kenya Premier League can learn so much from it, one being that there is more to running a league, than just the number of participating teams.

Towards the end of July, the football world had its eyes on Spain, and specifically the city of Barcelona, home to FC Barcelona, one of the world's most successful football clubs.

The club can as well pass as the most successful, and even the best in the world, all because of the kind of players it has, how much they are worth and the kind of business deals it pens to ensure that its brand does not lose value or increase.

The reason Barcelona became the focus of the sporting world was because one of its best players, Brazil's Neymar Junior wanted out, and what followed was not just a protracted battle of wits but a lesson in sports marketing and brand management.

First, FC Barcelona's move of signing Neymar in 2013, and making his exit clause so "expensive" was not based on his footballing skills only, but on his brand value. Yes, he is a wonderful footballer and above all, he is also good for business and FC Barcelona was bound to gain from him in more ways than one.

FC Barcelona is kitted by Nike, and for long, all the club's big stars were not Nike ambassadors or Nike athletes. Thus, it was looking for exemplary footballers who were also Nike athletes and who, even off the pitch could add value to their partnership with the kit suppliers and also increase the club's value.

Neymar happened to be that footballer, and Barcelona had no qualms splashing money on him, and making his buyout clause out of reach for most clubs because having him in its squad was good for business.

It was a win-win situation for the club and the player, but as usual, the house, in this case, the club, always wins since in this symbiotic relationship, no player is bigger than the club, more so FC Barcelona which is "more than a club."

But all the same, early this month, Neymar went, to PSG which easily bought him out of his contract with FC Barcelona and paid 222 million euros — and there is no need of converting that in to Kenyan shillings because it is a staggering amount in any stable currency.

Why did PSG fight tooth and nail to have him? Again, Neymar is good for business and just like FC Barcelona, the French club is kitted by Nike!

But the biggest battle for Neymar was not even between the two clubs because by letting him go, FC Barcelona was, in the short term, gaining financially.

The biggest loser in a manner of speaking was LaLiga — Spain's equivalent of our very own Kenyan Premier League — which was initially refusing the hundreds of millions of euros from PSG so that Neymar could remain in Spain.

Neymar was not just adding value to Brand FC Barcelona but also to Brand LaLiga and that is why the latter was trying to block his move.

The intrigues surrounding Neymar's move to FC Barcelona and then to PSG is a big lesson in branding and management for football leagues with forward-looking officials who are ready to learn.

Our very own SportPesa-sponsored Kenya Premier League can learn so much from it, one being that there is more to running a league, than just the number of participating teams.

It is a good thing that KPL has partnered with LaLiga and is bound to benefit, but the question is: are KPL's officials open-minded and awake to the fact there is more to football or sports generally than just scoring goals?

The writer is an editor with The Standard, Weekend Editions