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Kenneth Cortsen’s Insights

This blog strives to provide insights and trends about the business of sports. Browse the site and gain a deeper understanding of the passionate texture of the convergence between sports and business. That is YOUR way to get ahead in the game!


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Major League Soccer: How the economics of co-branding will help the MLS grow its business. Part 1

August 2, 2017 2:29 pm

Co-branding and co-creation are vital elements in shaping a football/soccer culture on North American soil. The MLS has come a long way since the first game was played in 1996. However, a football/soccer culture is not built overnight in a nation that still climbs to the NFL and the pervasive power of Super Bowl as a national holiday and thus the first-hand expression of the NFL’s strongly established brand equity. Nevertheless, the MLS seems to on a successful mission to vitalize it aspirations to become a “pre-eminent sport in North America” but the timing for the realization of these aspirations is a good question given the competitive forces in the American sports landscape, e.g. the competitive environment filled with other major sports leagues like the NFL, the NBA, the NHL and the MLB.

How to capitalize on the technological bridge between sponsorship, media content and fan engagement in sports

July 26, 2017 12:23 pm

In a sports landscape with an evident and widespread globalization pattern, it is as if this sports context is galvanized back to the era in which Da Vinci and Newton made their first discoveries. When analyzing the current sports business agenda, there are many opportunities that go beyond the mix of traditional fan engagement and marketable offerings while stimulating the business momentum of sports rights holders and their commercial stakeholders. The smartest corporate sponsors, media properties and other commercial stakeholders form a relevant junction in the sports business context that has recognized that fans are vital in this very dynamic sphere in which sports fans act as the customers that fuel the business models of these commercial stakeholders.

NBA, LeBron James and global branding of basketball

July 6, 2017 10:11 pm

The presence of super star players reflects a profitable narrative in the sports-entertainment-nexus of the American sports economy and the NBA. In historic light, the NBA is a sports product, which was boosted by the successful co-branding associated with players like Michael Jordan, Larry Bird, Charles Barkley, Hakeem Olajuwon, Julius Erving, Earvin ’Magic’ Johnson and later Shaquille O’Neal, Kevin Garnett, Allen Iverson, Tim Duncan and Kobe Bryant. This development has been assisted by a wave of massive mediated content and commercialization influencing the market of basketball and thus the NBA. Consequently, the star players have played a vital role in order to create an exciting identity expression of the league.

The Economics of Fan Engagement: why fan engagement is important

February 25, 2017 5:54 pm

Fan engagement has evolved in recent years to a new innovative approach, which perceives sports fans in relation to a wholesale growth strategy used by elite organizations for profit maximization. These developments call for a more economic and deliberate approach in order to capitalize on the commoditization of sports fans. This article will review the basics of fan engagement economics and will refer to some suggestions associated with the fandom business paradigm fan welfare maximization.

Cultivating market places in the business of sports – part 2

February 7, 2017 3:36 pm

To understand the premise of the interactive aspect of market places in the postmodern sports economy, the accumulated value from interactions with potential and current customers (e.g. fans and sponsors) is a good indicator. However, to influence a sports-related organization’s market behavior, it is essential to focus on what the sports-related organization measure and how these measurements are conducted as these activities shape the behavior of the organization’s employees and thereby the culture of the organization, how the organization is perceived in the market place and the business opportunities in the market place.