Complete Marketing Strategy of EPL – An Overall Analysis

Updated on: Sep 13, 2022
Marketing Strategy Of EPL - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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Last time we did an in-depth SWOT analysis of EPL. Today we are going to do an elaborative marketing strategy of EPL – Essel Propack Limited. 

Here, we are going to research the advertising method of the English Premier League.  The goal is to assist you to reap insights into EPLs of turning into one of the most famous soccer leagues and set up itself as a special advertising platform for manufacturers to attain top-rate audiences. 

Marketing is a phase of a company’s DNA that can both make it or spoil it. As customers throughout the world go digital, advertising has accompanied them to the digital realm as well. If you are fascinated by new-age digital marketing, then you must honestly take a look at the IIDE’s Free Master Class on Digital Marketing one hundred and one by way of our CEO and Founder, Karan Shah.

We will totally cover the marketing strategy of EPL in this blog. Before we start our deep power let us begin with the aid of gaining knowledge of the company’s story, goal target market and digital presence.

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About EPL

It is owned by Blackstone Group which has its headquarters in Mumbai (India). In 1982 the company was established from the mergers of pre-existing companies i.e Essel Packaging & Propack AG led which was then formed as Essel Propack Limited. 

In 1984 they started manufacturing in India. In 1993 by setting up an overseas plant in Egypt they made themselves available globally. In 1997 they opened a wholly-owned subsidiary in China. In 1999 they set up a joint venture in Germany and in 2000 the EPL acquired a worldwide tube business.

They entered the US in 2002 where they set up a greenfield facility laminated with P&G group in Danville and in 2004 acquired the UK’s market. In 2009 the company’s global market share was 33% in the toothpaste tube packaging industry.

The Company in 2019 was acquired by The Blackstone Group during an asset sale of the debt-ridden Essel Group and was thus renamed in Oct 2020 as EPL Limited.

Quick Stats on EPL
CEO Richard Scudamore
Area Served Sports
Industry Insurance
Market Share/ Revenue Commercial: 1,650, Matchday: 700, Broadcasting: 3,100 (Revenue in million GBP)
Vision Gathering place for people and ideas.
Tagline Keep the blue flag flying high


Marketing Strategy of EPL

Globally, soccer is high-quality and recognized to be the people’s sport due to the fact to play it, a complete group is needed. It is dynamic in the feel that you can play with as few as 5 humans a facet to the respectable eleven The recreation has been pushed with excessive energy, and strategy. The ninety minutes of tackles, attacks, penalties and rivalries are as concerning for a viewer throughout the world as those sitting in the stadium seats.

Segmentation, Targeting, and Positioning

Segmentation: Billions of soccer fanatics throughout the world.

Segmenting the group of workers is important, particularly in challenging financial instances as it permits you to be as efficient and positive as possible, getting assets and initiatives to these most probable replies/benefits.

Targeting: Football fans mainly guys in the age team 15-60.

Targeting is the approach of figuring out the vital goal market and goal target audience that an employer desires to promote its merchandise. Any product or carrier would no longer be of utility to each person.

Positioning: The most aggressive soccer league.

Positioning is the technique of developing a wonderful intellectual function or photo of a product or a provider in the idea of the clients in contrast to different manufacturers in the market.

Marketing Campaigns

English Football Clubs that are impervious to the promoting to the Premier League from the Championship, securing their pinnacle – flight repute is regularly the sole goal for their first marketing campaign back. It’s a former Premier League ordinary making a comeback after a moderate blip or any nook rubbing shoulders with English football’s elite for the first time, staying up in the Promised Land is continually the first precedence for each aspect that goes up.

Marketing Strategy of EPL - Campaign 1

Sunderland (1999/2000) – 7th

Amazing and extraordinary one hundred and five factors on their way to storming to the Division 1 (as it used to be then known)  title in the preceding season, Sunderland would have backed themselves to at least remain in the Premier League in 1999-2000.

Ipswich Town (2000/2001) – 5th

Having spent 5 seasons out of the pinnacle flight and struggling play-off heartbreak for 4 straight years, Ipswich Town subsequently earned a spot in the Premier League after beating Barnsley 4-2 in what grew to become out to be the closing aggressive membership fixture at the historical Wembley.

Blackburn Rovers (1992/1993) – 4th

Blackburn Rovers have been broadly tipped for the drop in advance of the 1992/93 season, as they completed sixth in Division Two and solely clinched advertising to the inaugural season of the Premier League by the play-offs.

Nottingham Forest (1994/1995) – 3rd

They enjoyed an extremely good beginning to lifestyles again in the pinnacle flight in the 1994-95 season with an 11-game unbeaten run, and like many others in this listing even topped the desk briefly.

Newcastle United (1993/1994) – 3rd

Newcastle was once the highest-scoring group in the division, racking up eighty-two dreams inclusive of seven in one sport towards Swindon Town. Kevin Keegan’s facet would reap recognition as one of English football’s most exciting facets over the following few years.

Social Media Marketing

By analyzing the figures on every media platform, we compiled a listing of the most observed social media debts of the premier league golf equipment for the yr 2022. The listing analyzes the numbers throughout their Facebook pages, Twitter and Instagram account as well.

Arsenal FC:

Arsenal FC holds the variety 5 function with a whole of 77.8 million followers throughout all social media platforms.

Arsenal has a whole 37.7 million followers on Facebook, 21.3 million followers on Instagram and 18.8 million followers on Twitter. Arsenal to date is considered one of the most profitable golf equipment in the Premier League, and they have the backing of their followers as well.

Manchester City:

Manchester City holds a wide variety of 4 roles with a whole of 81.8 million followers on all social media platforms.

The modern-day Premier League champions have a complete 40.3 million followers on Facebook, 29.8 million followers on Instagram and 11.8 million followers on Twitter. This is a properly discerned thinking about the truth the blue facet of Manchester grew to become utterly lively on social media recently.

Liverpool FC:

Liverpool holds the range of three roles with a complete of 94.5 million followers throughout all their social media platforms.

They have a complete of 38.4 million followers on Facebook, 36.4 million followers on Instagram and 19.7 million followers on Twitter.

Chelsea FC:

The modern-day UEFA Championships League and FIFA World Cup winners preserve the range of two spots on the list, with a whole of 102.3 million followers on their social media platforms.

Chelsea has a complete of 49.6 million followers on Facebook, 32.8 million followers on Instagram and 19.9 million followers on Twitter as well.

Manchester United:

The Red Devils maintain the quantity one function on this list, with a complete of 159.7 million followers across all social media platforms.

They have a complete seventy-four million followers on Facebook, 55.8 hundred thousand followers on Instagram and 30.1 million followers on Twitter. They are the English aspect with the very best following throughout all social media platforms.

Marketing Strategy of EPL - Stats

SEO Strategies

Marketing Strategy of EPL - SEO

According to SEO rankings, the number of keywords- below 500 is bad, above 1000 is good, and 10000+ is amazing. As we can see, has 26,190 organic keywords, and it is considered out of the league. Hence, the digital marketing of EPL is gaining a good number of insights.

Further, the organic traffic per month is 223,538 which is again very good. As a result, EPL is putting full effort into its SEO strategies for better promotion of the brand. While the brand is working hard enough to strengthen its position in Google SERP results.

Influence Marketing

Community Driven Marketing Strategy: The advertising approach has been developed via EPL’s trip over time. The bulk of the advertising is occurring via rate touchy tools.

E-commerce Strategies

Marketing Strategy of EPL - Ecom

EPL has a well-optimized website with many sections. On their website, users who are interested in sports can gather content and information about the same.

EPL sells its tickets through its website, as we said that they have a section for buying tickets on their website that gives descriptions of the matches.

You can buy EPL tickets through various third-party e-commerce platforms and online. 

Mobile Apps

The Premier League’s reputable app offers followers the ideal accomplice to the pleasure and drama of the world’s most-watched league.

Features of Apps:

(1) Full administration of your Fantasy Premier League team,
(2) Matchday Live for stay running a blog and updates on each Premier League fixture,
(3) Video highlights of some of the world’s exceptional gamers in action,
(4) Premier League information and aspects from your preferred club,
(5) Fixtures, effects & tables for competitions such as PL2, U18 and UEFA Champions League,
(6) Detailed records offering the perception of key performers in every position,
(7) In-depth profiles on all gamers to have performed for a Premier League club.

Content Marketing Strategies

Bigger and higher is digital and content material marketing. From in the back of the scenes movies of players, contests, stay sessions, attractive creatives, blogs, and trending hashtags it has hooked the digital surfer pretty and squarely.

This ends with an elaborative marketing strategy of EPL. Let us conclude our learning below from the marketing strategy of EPL.

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Conclusion- what’s unique about EPL?

As we learned that the company was having a single business model, and due to this was ignoring many of the important things. Just think once, if you too are just relying on only one thing or maybe unaware about the new upcoming trends you too may face problems.

To avoid the same, try to explore and know more about digital marketing. You can also learn digital marketing from IIDE’s 4 Month Advanced Online Digital Marketing Course. If you are interested in grasping a skill or investing in upgrading your skills in digital marketing, feel free to check out the link.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of EPL has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of EPL check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of EPL, and do share your thoughts on this case study marketing strategy of EPL in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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