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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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Innovation, glamour, excitement and maximum speed – business case of F1 star Lewis Hamilton

January 6, 2017 5:40 pm

Lewis Hamilton is a sporting super star athlete succeeding in crafting an image that blends the ‘full speed’ perception of a Formula 1 champion with the energy and coolness that helps to differentiate Hamilton from most of his competitors in F1 and the world of sports. These characteristics has shaped Hamilton’s image for years and has helped to turn his brand equity into a turbocharged commercial vehicle.

Football’s sociocultural appeal moves customers and market shares – case of El Clásico

December 6, 2016 6:10 pm

Top football thrives due to the popularity of the game on a global scale and its roots in a sociocultural context. Rivalries and local derbies are at the center of attention in this sociocultural perspective of football. In an era characterized by the terminology of the ‘global village’, these matches mirror passionate pastime entertainment with the capability to activate purchase decisions and to move market shares for commercial stakeholders. This past weekend’s El Clásico derby in which FC Barcelona hosted Real Madrid at the Camp Nou Stadium in Barcelona shows some indications of the commercial prowess illustrated in how top football equals marketable entertainment.

Usain Bolt – the entertaining business of being ’the best’

August 22, 2016 3:47 pm

Usain Bolt, the fastest man on Earth[*], symbolizes the meaning of the Olympic motto and adds to bringing the Olympic substance to life. In its recent Olympic Charter, which was put in play in August 2015, the International Olympic Committee (IOC) writes that “the Olympic motto ‘Citius – Altius – Fortius’ expresses the aspirations of the Olympic movement.” The motto is Latin for ‘Faster – Higher – Stronger’ and it reflects the core principles of Olympism in the sense that it requires the development of humankind in a way that combines bodily and mental actions on the foundation of full determination, grace and joy.