New football club owners seen trying U.S. ideas

By Elena Moya

LONDON (Reuters) - Top-tier English football clubs are likely to improve their marketing and expand sales outlets to boost profitability as a fresh crop of owners targets growth in a league quickly becoming wealthier than its European rivals.

The game will transform into more of a longer, family activity with food, drink and shopping outlets located inside new stadiums, sport bankers and analysts said.

Meanwhile advertisers and sponsors will aim to strengthen their relationship with clubs by using popular team brands to sell more products.

These advertising deals, along with a new television contract, will help double the Premiership's operating profit next season to 260 million pounds, according to a report by accountancy firm Deloitte, released on Thursday.

The industry is attracting billionaires from around the world, including the United States, who are likely to continue buying English clubs over the summer.

Manchester United and Liverpool are already owned by U.S. tycoons Malcolm Glazer, and George Gillett and Tom Hicks, respectively, while former Thai Prime Minister Thaksin Shinawatra has made a formal bid for Manchester City.

"Football teams aren't trophy assets, they're real businesses," said Ken Goldsbrough, European head of the media, communications and entertainment unit at GE Commercial Finance, a General Electric unit expanding in the European soccer market as a lender.

Seeking a return on their investments, the new owners are expected to import some ideas from abroad.