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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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Latest Insights

The ’reputational effects’ on Nike as a result of the ‘exploding sneaker’ of Zion Williamson

February 25, 2019 5:53 pm

The emotional equity of sports is associated with the power to direct people’s attention and attract the focus of eyeballs on and off the playing field. March Madness is around the corner and college basketball is followed by millions of people across different platforms. For instance, ESPN reports that last Wednesday’s (20th of Feb. 2019) game between no. 8 ranked North Carolina (UNC) and no. 1 ranked Duke featured a 3.2 overnight rating. The UNC vs. Duke game included many of the tribal fandom aspects, which were activated significantly by the dramatic and unscripted incident when Duke star player Zion Williamson fell to the ground with a sprained knee due to his exploding Nike sneaker. The incident emphasized the contextual framework in modern elite sports in portraying a reality where the narratives go beyond the playing field and where the influence of money has increased.

Why investing in esports may be a good idea in the Amazon era?

February 25, 2019 2:20 am

This blog post takes a deeper look at this investment and its associated business reasoning while providing access to a podcast (find it below) about the development of esports and its business potential. Most people don’t consider esports a viable investment option, but that’s mostly because it is difficult to understand the full impact of a game without playing it or in another sense following or studying esports to comprehend the various mechanisms influencing the context of the sport and its business ecosystem……

Major League Baseball - the Dilemma of Fan Experience vs. Fan Safety

March 31, 2018 11:10 pm

The primary goal of large professional sports team is to be the best at their sport. However, a secondary goal is to provide an entertaining and positive experience for their fans while they are at games. Teams do this through marketing efforts, in-game entertainment (apart from the actual game), promotional items and gate giveaways, and by keeping fans safe. Major League Baseball is no different. However, the league was recently scrutinized for the dangerous situation its fans are encountering by just being at the ballpark – being hit by foul balls and even bats.

Top football rivalries combine historic content and big business - the case of Manchester United and Liverpool FC

March 10, 2018 2:25 pm

Today’s Premier League match between Manchester United and Liverpool FC gives the word ‘competition’ an interesting dimension. The driving force of the modern football economy is the passionate fan identification, which among other things is associated with the fierce rivalry and the obsession linked to today’s match and the strong historic content and legacy of each club. Football is a socio-cultural phenomenon connected with the dynamic negotiations of meaning, which have surrounded this rivalry for decades. To exemplify significance of the historic content and legacy, consider the famous Bill Shankly rhetoric statement that football goes beyond life and death in its expression of importance. Or consider the meaning of the ‘Busby Babes’ and the air plane tragedy in Munich in the 1950s as symbolic value in bringing the label ‘United’ to life. Both examples have helped to shape the fandom associated with both clubs and thus to form the incremental revenue sources in the modern football economy. Now, the consumption of today’s rivalry takes place with astronomic economic impact.