Acting as Marketing & Business Development Director for Futsal Arenas Limited (FAL)
I approached Everyone Active in late 2018 about the potential for developing West London’s first dedicated outdoor Futsal Court.
The Westway Sports & Fitness Centre was the ideal location. The site already has excellent football provision with 5-a-side, 7-a-side, and a full size 3G floodlit pitch. It also has good changing rooms and café facilities. All of which are excellently managed by Everyone Active.
More importantly, this part of London is a hotbed for football. Kids and adults play here all the time. Male & female. All colours and races. It’s the kind of place where football – and particularly Futsal – can thrive; where the game really is FOR ALL.
The available area was a 40m x 30m Court. It was operating as a netball court at that time, but with less than 20% occupancy. Additionally, there was an area 10m wide and 40m long that had a couple of basketball hoops and 3 wall ball courts which would be a perfect to re-develop as a ‘Skills Area’.
How we've helped to solve the problem
My role in the development on behalf of Futsal Arenas was as follows:
Provide a feasibility report showing the size of the available market for the sport in the catchment area and defining the specific market segments and how they could be targeted via both digital and traditional marketing channels in a launch marketing plan
Provide a detailed Profit & Loss projection showing various income streams including pitch hire, leagues, kids after-school clubs, parties, etc. This P&L showed that by increasing occupancy by only a modest amount, the Futsal Court could be an excellent revenue stream for Everyone Active.
To support the capital funding via sponsorship and partnerships with other organisations with an interest in increasing the facilities available for Futsal in the Capital
Negotiate a 50:50 partnership between FAL and EA for the ongoing promotion and development of Futsal at Westway
Finally, work with the EA team on ongoing marketing to ensure the site’s commercial success…. Including building an Instagram audience of over 20,000 Followers!
After much preparation, the site opened on Monday 16th March 2020 with a fantastic launch supported by Nike Futsal and key partner Rising Ballers.
My huge thanks go to…
Pat Rooney at Futsal Arenas | Everyone Active | RisingBallers | Nike Futsal | Helvecia Women’s Futsal Club | RisingBallers Women’s Futsal Club | Genesis Futsal | ProFutsalLondon | FC Passehlona | Yo Street Soccer | SportCourt | DH Lighting | Mark Harrod Ltd | Pat Rooney at Futsal Arenas