CORPORATE FRANCHISING IN FOOTBALL
Austrian football may not be the most glamorous of European leagues, but to the supporters of the clubs participating, the game is followed with a passion and commitment found anywhere in the world. SV Salzburg are one of Austria’s larger clubs; Champions in 1994, 1995 and 1997, and Uefa Cup runners up in 1994. Lying in a wealthy area, with a modern stadium and great potential, it is no surprise that the club has attracted the interest of investors in the past. A recent investment however, rather than being uniformly welcomed has caused more concern for the clubs supporters.
The Austrian Bundesliga has always been one of the more corporate of leagues, with clubs shirts being plastered with multiple sponsors (This concept has recently sneaked into the English leagues) and in recent years team names being open to sponsorship. It must be said that whatever extra income this commercial attack on heritage has brought the clubs is negligible. Austrian clubs still struggle to make an impact in Europe, and British fans will probably be unable to name more than a couple international stars. Not withstanding the arguably more commercial-friendly nature of the Austrian league, the recent occurrences surrounding SV Salzburg, take the trend to a worrying new level.
Deitrich Mateschitz, The multimillionaire owner of Red Bull, recently purchased the club, investing money to buy players, offering a bright future, a larger stadium, and the usual promises. To his credit this investment has seen the arrival of several players of note, including Alex Manninger and Alex Zickler. Some fans may suggest that this is the panacea that clubs are looking for, but it has come at a costly price for supporters. Mateschitz has changed the clubs name to Red Bull Salzburg, changed the clubs badge to incorporate the Red Bull slogan, and changed the clubs colours from Fiorentina-style Violet to a white and red effort. Perhaps most depressing of all is that the clubs owners consider the club to have been founded, not in 1933, but in 2005. Just like how according to some record books MK Dons won the FA Cup in 1988, history is being rewritten and forgotten. You could conclude that he has treated the football club in the same way one would treat a Formula One team.
Understandably the clubs fans, especially the more committed, vocal, and organised amongst them have reacted with disdain to these moves. Their terrace has been reduced in size, they have been banned from taking flags into the ground, and their violet colours have been outlawed, with fans even being turned away for wearing items in the clubs traditional colour. A campaign has been started to see the most fundamental of the clubs traditions returned, and it is gaining momentum. Fan solidarity across Austria and Germany has been impressive, with usually stern rivals offering public and visible support to Salzburg fans. Some fans however have embraced the new club, seemingly unable to see that all must not be sacrificed in the name of new investment. Pro Violet supporters have apparently even been pelted with beer bottles at home games. Quite how some fans can so passionately support such a takeover beggar’s belief?
The Austrian press, and most fans however have reacted negatively to Red Bull. Amidst this, and perhaps worried by the strength of fans feelings, Mateschitz has indicated that some degree of dialogue between supporters of the pro-violet groups could take place. The traditionalist supporters have made the following reasonable demands:
1. Violet and white must be recognised as an integral component of the club's identity.
2. Red Bull must fully accept that the club was founded in 1933 and not 2005.
3. The fan curve behind the goal at the southern end of the ground must be restored to its full size and position.
4. The club must fulfil its promise to lift the blanket stadium bans that were hastily and often erroneously imposed on certain pro-violet fans.
5. A continual dialogue between fans and the club should form the basis for a successful shared future.
So well oiled does the marketing seem however (see www.RedBullSalzburg.at, for a corporate website to put Premium TV to shame), that it will take continued pressure from supporters to get any successful outcome. It is here, where we can collectively show our opposition to what has happened, and leave messages of support for Salzburg fans, display banners, or simply raise awareness to make sure that such events do not happen to other football fans, whether abroad or in this country.
It is ironic, that a little over ten years ago, myself and friends- too young for beer- used to drink Red Bull to enhance our enjoyment on the terraces. Now it seems that this company is at the forefront of a corporate takeover that threatens the most cherished aspects of our football culture. Not for the first or last time it is up to ordinary supporters to make a stand.
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Links:
Pro Violet Group: www.violett-weiss.at
Solidarity Pictures: www.violett-weiss.at/solidaritaet-bilder.php
Official Website: www.RedBullSalzburg.at
By James Moore (jat_moore@yahoo.co.uk)
With many thanks to Paul Joyce, and ‘When Saturday Comes’.
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