Market positioning Having steadily raised its profile since its
inception 18 months ago, Sportal now employs 250 staff at its offices in
London, Paris, Milan, Stockholm, Cape Town and Sydney.
Site characteristics Sportal is responsible for the official websites of
some of Europe’s largest football teams including Juventus and Real
Madrid. Sportal recently became the only official UK sponsor for the
Euro 2000 football tournament. Its site, euro2000.org, has more than
1,000 pages of editorial and 40 journalists dedicated to the event.
However, its remit doesn’t stop at football. The company also runs the
Benetton Formula One website and the rugby site scrum.com. It claims its
editorial combination of intelligence and humour sets it aside from its
more downmarket rivals.
Target demographics Anyone who has an interest in sport.
Principals Rob Hersov, the founder and chief executive, Neil McDonald,
the chief operating officer, Steve Nuttall, the head of sports, and
Andrew Croker, the co-head of sports and marketing.
Backers Sportal raised dollars 7 million in private funding when it
launched in July 1998.
In December 1999, Sportal secured a further dollars 50 million, from
investors including 3i and Nomura. One month later, BSkyB took a 5 per
Marketing strategy Last week Sportal became the first site in its sector
to launch a TV advertising campaign. The campaign will run until Euro
2000 and features the England football coach, Kevin Keegan.
Competitors Its main competitors are quokka, sports.com,
footballunlimited and soccernet.