Formula One slowdown

Business of Sport Daire WhelanThe Formula One season is back and does anyone really care? Falling TV audiences, fewer track spectators and less sponsorship money in recent years have jolted the sport into consciousness. It is at a crossroads and 2004 could be the defining year.

External costs are up, basic income is down and the industry, it seems, is trying to sort itself out with a fairer share-out of income and a revival of the marketing-services sector.

Although there are some positives, such as the fact only 5.5 per cent of available sponsorship has still to be sold - exceeding expectations - the reality is people are turning off.

If merchandising success is a reliable barometer - Manchester United are world leaders in that field - F1 is a sport dropping faster than a lead balloon, with sales to those involved in F1 outstripping sales to fans globally. Imagine if jersey sales to all those involved in the Premiership outsold jersey sales to the fans?

With Eddie Jordan's team slipping farther and farther back, Irish interest must surely only be confined to the die-hards. The days of the rock-'n'-roll parties and the celebrity swagger are long gone for Jordan, and F1 observers are wondering how much longer the EJ experience can last. Like sport everywhere, the big boys are getting bigger and richer and harder to beat.

But, and there's always a but, 53 per cent of Germans say their favourite sport on television is F1 while F1 claims there is a season-long audience of 2 million who attend grands prix and a television audience of 300 million.

But Bernie Ecclestone and co are realising they need new markets and have added Bahrain and China to this season's calendar. Will China be the answer to the sport's peril? Or like every other sport is F1 hoping China and its vast population will be the cure for financial ills?

America is one nut F1 is still trying to crack and proving harder than they thought. And yet NASCAR racing is enjoying its most popular season ever with more sponsorship, increased attendances and a profile that has become trendy and popular.

Instead, F1 has to offer the charismatic cast of Michael Schumacher (the F1 equivalent of Celtic FC?), Kimi Raikkonen, David Coulthard, zzzz . . . When Eddie Irvine and Eddie Jordan were in town at least their off-track antics livened things up.

There will only be one world champion past or present on the grid in 2004 and are we really bothered if it remains so next year? ... bizofsport@eircom.net

511p

Bookmaker William Hill hit year high last week with announcement of profits of £170.8 million. Its share price has risen 18 per cent since the start of the year.

92m

Leeds United's income for 2002/03, placing them 16th in the Deloitte rich list.

"In great attempts, it is glorious even to fail"

In case you hadn't noticed, the annual rich list of the world's top clubs by Deloitte was released during the week and surprise, surprise, Manchester United top the bill for the seventh year running.

In Europe, the combined income for the top 10 clubs comes out at €1,764.4 million. But in the United States the corresponding total is 1,782.5 million.

However, Manchester United still beat the US number one, the Yankees, by nearly €8 million in turnover to remain the biggest club income earner in the world of sport.

Beckham logo gets a kickstart in Germany

What next for David Beckham? The most famous person on the planet, etc, etc, this week unveiled his brand-spanking-new personal logo.

Not content with having a signature like the rest of us, Beckham and his advisers have taken his branding to new heights with the creation of the Beckham logo (above).

Joining the likes of the swoosh, the three stripes and the McDonald's "M", comes the Beckham design, which was unveiled at Adidas HQ in Germany.

Beckham also announced the extension of his contract with the sportswear giant until 2008.

The Beckham logo will appear on specially designed collections later in the year and is said to be "inspired" by his "trademark" free kicks.

"The logo is totally me and something that people can relate to," Beckham said.

"The image of me taking a free kick is world renowned and instantly recognisable."

"We wanted to capture the unique nature of a Beckham free-kick," said Eric Vellozzi, the logo designer.

"A David Beckham free kick is one of the most recognisable images in world sport."

It's a scary world folks.