Premier Group And Wembley Stadium Consultancy Team Up In Brazil

Monday, 16, January, 2012

A Brazilian company, experienced in the management of loyalty programs for football clubs, will represent Wembley Stadium Consultancy in Brazil. Wembley Stadium Consultancy is the new consultancy arm of the world famous Wembley Stadium in London, England, which was described by Pelé as “The Church of Football”.

Two specialists in planning and management in sports marketing are now together. The Brazilian Premier Group and the English Wembley Stadium Consultancy have teamed up to link strength and experience in the Brazilian market.

Wembley Stadium Consultancy specialises in advising on the design, commercialisation and operation of stadia and arenas around the world.

Premier Group has operated in the Brazilian market for more than five years managing relationship programs for football clubs. Among the main clients of the company are the “Sócio Coração”, for Avai Futebol Clube, the “Sócio Tricolor de Aço”, for Fortaleza Esporte Clube, and the “Sócio Dragão” for América Futebol Clube.

In addition, Premier Group developed the software that manages “Sócio Furacão”, from Atlético Paranaense, which currently has over 20,000 members.

"We handle the entire program, from its initial conception, management of the fans database (CRM), advertising campaigns, loyalty programs, exclusive promotions, customer relations and product licensing, among other services. In other words, the entire lifecycle of a Loyalty Program. We are always aiming to generate more revenue for the club and give the best possible services to the fans." said Mark Pinheiro, Director of Premier Group.

Using skilled venue professionals and knowledge gained from many years of industry experience Wembley Stadium Consultancy has operated in the global stadia industry since the 90s (albeit initially as an arm of the old Wembley Stadium), consulting and advising on the establishment and operation of stadia and arenas, from the conceptual stage, design verification and feasibility analysis, business planning, through validation of the technical and operating aspects of a project, monitoring and assessment. Once the construction is concluded, Wembley Stadium Consultancy can provide follow-up advice to the new management on operational and commercial elements.

Most recently, Wembley Stadium Consultancy has undertaken the design verification for the new FC Zenit stadium in St Petersburg, Russia, which will host the 2018 World Group and Finals events, the development of business plans and operation of the Jaber Al-Ahmad International Stadium, Kuwait and Green Point Stadium, Cape Town, South Africa. The Consultancy, through its Centre of Excellence links, is also able to offer training services relating to best practice in Safety and Security, stewarding and response teams, event management and managing high risk event planning and have recently signed an agreement to provide training courses and tutors to the International Centre of Excellence in Stadium Management at Luzhniki Stadium, Moscow.

"The goal is to have Wembley's know-how being applied in Brazil in anticipation for all the work that needs to be done for the 2014 World Cup and 2016 Olympics. There is much to be learned and done here in Brazil in terms of Stadia and Arena management,” commented Pinheiro.

Roger Maslin, Managing Director of Wembley Stadium said: “The 2014 World Cup will require significant investment. Wembley Stadium Consultancy can provide support for both the design and operation of all new Stadia and Arenas and help maximise return on investment. Our aim is to provide our knowledge, experience and expertise for the benefit of these new venues.”

Investors, the government and football clubs that have their own stadia can benefit from this relationship. "We have much to gain from all this international experience now coming to Brazil." Pinheiro concluded.