Five lessons marketers can learn from Leicester CityFive lessons marketers can learn from Leicester City

Five lessons marketers can learn from Leicester City

Written by James Martin on 4th May 2016

5,000 to 1. Those were the odds some bookmakers were offering on Leicester City winning the Premier League title back in August, but Claudio Ranieri’s men have done exactly that. Favourites for relegation, the East Midlands club has shocked the football world, pulling off one of the greatest triumphs in the history of the sport.

What can marketers learn from the fantastic Foxes? Read on to find out.

A small budget can go a long way

It’s not the size of your budget that matters, but what you do with it. Leicester’s squad was put together at a cost of around £55 million. That’s a lot of money, but pales in comparison compared to the likes of Arsenal (£250m), Manchester City (£418m) and Manchester United (£389m). The £400,000 Leicester paid for player of the year Riyad Mahrez wouldn’t even cover two weeks of Wayne Rooney’s wages.

Marketers can take heart from the Foxes’ success and know that if they plan carefully and spend in the right areas, a small budget can still go a long way and deliver the results they need.

Teamwork makes the dream work


Leicester’s fairy tale season is a perfect example of the benefits of teamwork and what can be achieved when a group fully commits to a collective goal and pulls in the same direction. Every member of the Foxes’ team has played their part, from Kasper Schmeichel in goal to 22-goal striker Jamie Vardy.

The same collaborative spirit can work wonders when it comes to marketing. Whether it’s working alongside other departments, creative agencies or just working better as a marketing team, ensuring everyone is fully onboard and committed to your goals makes achieving them that much easier.

The importance of experience

(Image: Pixfly via iStock)

Leicester’s decision to appoint Claudio Ranieri as manager last summer raised more than a few eyebrows and was even openly ridiculed in some quarters. It’s true that the Italian came into the job on the back of a disastrous spell in charge of the Greek national team, but this is a man with nearly 30 years of experience who has managed some of the biggest clubs on the planet – Chelsea, Juventus, Inter Milan and Atletico Madrid to name just a few.

The 64-year-old’s success is evidence that experience counts for a lot. From a content marketing perspective, being able to draw on the expertise of an agency that is experienced in producing the kind of content you want to create can make all the difference.

Excite your audience

(Credit: Ronnie MacDonald via Flickr)

It’s safe to say that the last season was an enjoyable one for Leicester fans. Indeed, when Leonardo Ulloa scored a last minute winner against Norwich in February, the ensuing celebrations caused a minor earthquake.

You might not be able to create content that registers on the richter scale, but it is vital to produce content that excites your audience and stands out from the crowd. Why not pique their interest by trying something like a gifographic or animation?

Adaptability is essential

Leicester’s title win owed much to the team’s versatility. After blowing away opponents with fast-paced attacking football in the early stages of the season, the Foxes successfully adapted to opponents who set out to frustrate them by grinding out a series of 1-0 wins in the spring.

Adaptability is just as important when it comes to content marketing. The best marketers are able to tell their brand’s story through a variety of content types and adapt to changing parameters, be it Google updates or shifting audience preferences.

Whether Leicester can repeat their heroics next season remains to be seen, but, by taking inspiration from the Foxes, you can ensure your content marketing is top of the league for years to come!


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