The use of extension strategies by clubs in the English Football Premier League

Abstract

The paper reports on a preliminary study of the application of line and brand extension strategies by Football Association Premier League football clubs. It looks initially at the factors which have led clubs increasingly to consider extending their lines and their brands. In this context, a range of issues that should be considered for successful line and brand extension in football is established. Utilizing primary research, this is supported by an exploratory investigation into the nature and scope of the line and brand extension strategies employed by Premier League football clubs. The paper concludes by detailing recommendations for clubs and for other academics interested in seeking to explore this rapidly changing area.