The Critical Importance of a Commercial Perspective

Football and business – two great passions of mine, and surprisingly to some, two sides of the same coin. Neither can exist without the other, but why is that the case?
It seems that for students looking to enhance their commercial capabilities, we can look no further than to the beautiful game for inspiration. At every level of the chain of command, individuals demonstrate time and time again their tremendous knack of making lots of money for themselves, or for the organisations they represent.

CEO’s are the standard bearer for commercial awareness, simply because it is their job. For example, Ed Woodward, of Manchester United, who in 2014 agreed a world record $559m shirt sponsorship deal with Chevrolet, which originated from an innocuous meeting with the global marketing manager at a roadshow event at Kuala Lumpur. Managers are commercial too, typified by Alex Ferguson’s £40m NET profit on player transfers during his two decade tenure. But these feats are eclipsed by the guile and cunning displayed by footballers themselves.

I am particularly appreciative of the subterfuge displayed by Sergio Ramos of Real Madrid in the most recent transfer window. With a year left to run on his contract, he expressed a desire to join another team, which accordingly prompted them to make a bid, which was rejected by his current club, and resulted in him earning a bumper new contract – this was always his intention. One can also admire Papy Djilobodji, Bebé and Iago Aspas’ technique of compiling videos of their best bits, and sending them to scouts who naively think they have found the next Messi, when in reality they are no better than the Norwich and Norfolk Sunday League. I am aware these names are very obscure, but they are all millionaires in their own right because of their understanding of how the system works, and how they can gain from it.

I think the point I am getting at is, the people who accomplish their commercial objectives, have a clear understanding of how to leverage their own capabilities in particular industries. It is, in a sense, taking your skills and strengths, and making these as valuable as possible.

So when you are next applying for a job, or heading to an interview, have a clear focus on creating value – think about what makes you valuable, what are they looking for and how that will translate into added value for that company.

- Conor Bell