Proving that you really can let your consumers own and manage your brand .. even if it’s a football (or Soccer) team, My Football Club is attempting to buy an English soccer team.
Anyone can signup to own a share in the team for 35 pounds, and each member gets a vote in how the club is run, what players are selected etc.
From the site ..
For the first time in football history, fans have the opportunity to buy and then take control of a professional football club – both on and off the pitch.
Every MyFootballClub member will have an equal say in team selection, player transfers and the running of the club.
Members will own the club through their MyFootballClub Trust, and together they will attempt to guide their football club to success.
As at the end of July, 2007 MyFootballClub had 53,051 members.
Time will tell whether experiments like this are successful, and no doubt determine whether this type of ownership becomes a real threat to the traditional financial exchanges.
Perspective: My thoughts are that the internet is an enabler that can provide a sensible way for brands (or football teams) to involve their consumers (or fans) to increase their engagement with the brand. I don’t think you need to own a share in the company to share ownership of a brand. Brands that successfully allow their consumers to act like owners will gain the advantage of a passionate and genuine sales team.