UEFA organized two days workshop on Brand and Commercial matters within UEFA GROW on 16-17 August at the Boulevard Hotel Baku with the participation of UEFA and AFFA employees.
Representatives of UEFA National Associations Department Manuel Ruess and Oleksandr Kucheriavy, brand consultant from RRD Creative Alena Kavanagh, Commercial Advisor Tom Liston and the team of AFFA Marketing and Sponsorship Department participated in the seminar.
AFFA's brand positioning strategy and new brand guidelines were reviewed during the first day of the brand's workshop with a detailed brand activation plans being generated for AFFA organizational brand, national teams, women’s football, youth league and grassroots football. Second day of the workshop was dedicated to AFFA’s current commercial strategy, sponsorship, merchandising, match day revenues with a long-term commercial strategy and alternative income sources being reviewed and discussed.
Manuel Ruess, Business Development Coordinator at the UEFA National Associations Department shared his views on the workshops:
AFFA has been a part of UEFA GROW since its launch in 2015 and we have been working closely together ever since. Under the umbrella of UEFA GROW and AFFA’s GROW 2020 strategy, the organization has achieved a lot of positive results already, from growing the number of people playing the game to engaging with more football fans and improving the image of the game. We are looking forward to the next steps of the successful collaboration between AFFA and UEFA GROW – we are all committed to grow football in Azerbaijan in a systematic and strategic manner.
It should be noted that AFFA is one of the first 6 members of the UEFA GROW collaboration program, which is being implemented since 2015. The UEFA GROW is currently being implemented in more than 40 of the 55 national associations of UEFA. Within the framework of the program, National Associations are supported in 9 different areas.
