M&A NEWS: Is SourceFire IPO a Done Deal (INSTITUTIONAL INVESTOR NEWS)

In a November 17th story in Institutional Investor News, Brad Adams, a managing director at Boston Corporate Finance (www.bostoncf.com), stated that the first offer SourceFire received, was about seven times Sourcefire's $32 million total revenue last year. And it sets a $225 million baseline for potential buyers, because the company is performing better than it was when the offer was made.

To read the full story, please visit: http://www.paradigmshiftpr.com/sourcefireIPO.htm

SARBANES-OXLEY: Feds to ease corporate curbs (DENVER POST)

On November 19th, Sanjay Anand, chairman of the Sarbanes-Oxley Institute (www.soxinstitute.org), told The Denver Post: "It is about time that (the two agencies) took a hard look at the burden of (Sarbanes-Oxley), in particular section 404 - and not just for political reasons, but for actually doing an unbiased and effective cost-benefit analysis."

To read the entire article, please visit: http://www.paradigmshiftpr.com/fedstoease.htm

SPORTS SPONSORSHIP: The Top 10 Power Brands of World Club Football

Today, Global Sponsors ( www.globalsponsors.com ), a global London-based sponsorship agency, released its list of the Top 10 Power Brands of World Club Football. Below is this ranking, as well as comments by Michael Stirling, commercial director of Global Sponsors, about each club.

The Top 10 Power Brands of World Club Football

The Top 10 Power Brands of World Club Football is today released by London based sponsorship agency Global Sponsors.



Rankings



1 Barcelona

2. Manchester United

3. 3. Real Madrid

4. 4. Chelsea

5. 5. AC Milan

6. 6. Bayern

7. 7. Arsenal

8. 8. Liverpool

9.

10. Lyon

9. Inter Milan



Source of Results



Global sponsors undertook the survey of 100 of its Fortune 500 contacts and clients. Using a points system respondants were asked to rank clubs for each of the following criteria which the objective of determing which 10 clubs worldwide provided the best platform for corporate communication through sponsorship over the next 12 months. Respondants were also requested to provide their comments on issues they considered relevant in determing which clubs they would or would not seek to sponsor.



Suvey criteria



The History of Winning Competitions

Quality of current sponsors

Match day Attendance

Profile of the club's Manager

Cause for Concern from Singnificant Adverse Publicity

The Power of the Club Brand as a Means of Corporate Communication

Quality and Capacity of Stadium

Attraction of Star Players

Global Media Profile



Analysis:



Michael Stiriling Commercial Director at Global Sponsors comments on the main finding of the survey of Globals Sponsor's clients and contacts.



Ranked 1 FC Barcelona have built an capable corporate communication platform in a relatively short period of time, although the global viewing figures of La Liga not as high as those of Barclay's Premiership. This has been compensated by their recent progress in the UEFA Champions League which has premium television coverage globally. Barcelona's international appeal has been enhanced by global icons such as Ronaldinho and manager Frank Rijkaard, who are widely recognised. The club has developed innovative ways of reaching a global audience. However, the club will benefit from more major international sponsors. Some international corporations have been hesitant to back the club due to the polarisaton of support between Madrid clubs and Barcelona, although this i s more of more local concern that international relevance. The involvement of UNICEF as sponsors of the club shirt was an innovative way of neutralising Barcelona fans' opposition to sponsorship and of preparing the fans for a commercial sponsor at the end of the current agreement with UNICEF.



Ranked 2 Manchester United were a perhaps an unlikely candidate to finish so far up in the survey given the lack of success in recent times and widespread negative publicity the club has suffered since the hostile Glazer takeover. However, respondants acknowledged that it is not easy to build a truely global brand and United were well on their way to doing so before the distraction of the takeover. However, United's fotunes seem to be changing since there has been less negative publicity associated with the club this year. Last year United found it more difficult than expected to secure a replacement for long-term sponsor Vodafone. Many global brands shied away from the opportunity, worried that their brand would be tarnished with the negative publicity and attention the club was experiencing at the time.& nbsp; However, recent success on the pitch has improved perceptions, while stars such as Cristiano Ronaldo and Wayne Rooney enhance brand value and recognition. Some respondants stated that United's association with an insuance company is not as exciting as being associated with a technology and telecommunications innovator who previously the main sponsors which makes the United brand boring. The key issue for respondants remained sporting success.



Ranked 3 Real Madrid. No club can compete with the success of Real Madrid's sporting success of winning the European Cup nine times, which entitles it to finish in the top three. Its purchases of world class players or at least world class marketing icons such as David Beckham, Luis Figo, Zinadine Zidane and Ronaldo, has brought with it a global fan base. However, respondants expressed concern that the club is all about money and commericalisation and that the club needs to do more to publicise its non-commerical community activities and investment in ordinary people. Barcelona has stolen the lead in this respect with its sponsorship of UNICEF, the purpose of which may be politica l in addition to a desire to aid the charity. Real Madrid needs to recapture its lustre by winning titles, Championships and the hearts and mind of fans, and not to be perceived as purely a commerical entity. Some respondants said Real Madrid's record of purchasing big name signings places the club under greater pressure from sponsors and fans to continue its investment in buying big name players. Major corporations are insisting that football clubs to invest in the community. This enables sponsors to show that they are responsible corporate citizens. Many new agreements between corporate sponsors and clubs now insist on this type of activity.



Ranked 4 Chelsea has increased its apeal in the shortest of time scales. It powers its way up the list by drawing global attention with big money signings of the world's biggest football stars. Big personalities that attract the media's attention such as its manager Jose Mourinho and its owner Abramovich have done the brand no harm. The club has restructured itself to select and work with big name brands and has shed sponsorships which it believes are not in its best interest to grow its global profile. The club has attracted a new wave of fans globally who are attracted by the glamour of the club. The club is in danger of being perceived as a club for the rich and alienate many ordinary fans. Chelsea does not have an illustrious history and its success is releatively recent. It has still not&nb sp;won the Champions League. The club is perceived by some respondants to have a bottomless pit of fianance therefore the value and excitment of winning major titles is diminished as some respondandents said they had a grossly unfair advantage over the competition which they felt resulted in the club buying its way to the top. While other respondants stated unfair competition is a fact of the game,and provided the club can provide the exposure a brand needs it is a good platform through which to communicate.



Ranked 5 AC Milan is a club with great history and sporting success. Respondants said that the striking colours of the club makes it immediately identifiable. The Italian League has the second highest global audiance figures only to the Barclays Premiership and recent progress in the Champions league enables the club to enjoy good global exposure. The club's heartthrob global icons such as Kaka, Dida and others widens the club's appeal. However, the recent scandals in the Italian League have made many corporate sponsors more hesitant to sponsor some of the big- name Italian clubs. Most sponsors are looking for non controversial associations. AC Milan has been working hard building global partnerships in creating some of the most innovative and meaningful youth development projects globally.&nb sp; The club has avoided making the mistakes of some of the bigger-name clubs of just going to play games and take the cash and move on but has worked hard to leave a legacy behind with which local fans can connect. However, its selection and association with a betting company as its main sponsors was a surprise choice for many respondants and a reason behind the unwillingness of some to sponsor the club.



Ranked 6 Bayern Munich's world class stadium and the success of its players in the German national team has lifted the exposure of the club. Bayern provides an important gateway into the economically important German market for corporate sponsors. Although it has pockets of fans scattered all over the globe some respondants stated that the club is still at an immature stage in building its global presence. International viewing figures when the German National team plays matches are high comparative to the viewing figures that German club football acheives. Respondants stated that Bayern can provide a powerful national platform but were hesitant whether the brand has mass international appeal. This perception can be deminished if the club can consistantly progress to the later stages of the UEFA Champions league coupled with a strategy to internationally build the club's profile. The club however has an association with some excellent high profile sponsors which has added to the club's prestige.



Ranked 7 Arsenal have sold most of their sponsorhsip packages this year. Some respondants commented on the clubs choice of sponsors in that Emirates was chosen as the club's main sponsor and Israel as its offical travel destination as is its secondary sponsor. This strategy has been aguably adopted to appease the opposing points of views and political discussions the club has had to face as a result of selecting these partners. The new stadium has elevated Arsenal's commercial status and players such as Henry and Fabregas are stars. Some respondants thought that Arsenal are in need of a big-name star as a global icon as Henry's career has possibly peaked. Arsenal are without a major title for a number of years to their name but still enjoy high levels of media exposure particlarly due to pr ogressing to last years UEFA Champions league final. Their need for a title remains desperate, however.



Ranked 8 Liverpool still trades on its great history and its Champions League triumph in 2005 gave the club a much needed boost to push it into the top 10 power brands. Respondants stated the the club's performance has been inconsistent and the club has suffered from a lack of a clear vision to build on its historical success. However, Liverpool is clearly well supported globally but in need of establishing a more dynamic commercial strategy. Some respondents thought that the club has significant undeveloped potential. However, they also said potential is of little use as corporate sponsors are firstly interested in results and exposure. Steven Gerrard remains the Icon of the club and is an established name regarded favourably by corporate sponsors. Peter Couch was also mentioned as an asset to the club. Greater stability of a core team of players is an attribute that sponsors would like to see.



Ranked 9 Inter Milan have been the main beneficiary from the recent corruption scandel affecting Italy's biggest clubs. The club has picked up a number stars including Hernan Crespo. Their squad contains two 2006 World Cup- winning players: Marco Materazzi and Fabio Grosso. Respondants suggested that Inter appear to be a new force, in the Italian game. The club however, concern was expressed that the club often plays in empty stadiums and the loss of Juventus to Serie B has erroded some of the excitement of the league. Inter Milan had not won a major title for a number of years until being installed as the Italian Champions of Serie A after the match fixing scandal that affected Italy last year.



Ranked 10 Lyon has had a sparkling start to the season and last years progress in the UEFA Champions League has brought the club to the attention of corporate sponsors. However, French football is the least watch football league world wide out of the top 5 leagues. Lyon will need to maintain their progress in the Champions League if they are going to maintain their position in the top 10 Power Brands of World Football.



Copyright Global Sponsors December 2006