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How to ‘post’, ‘share’, ‘tag’ or ‘tweet’ your way to more profitable stakeholder relationships in the business of sports

The increase of social media in recent years has offered stakeholders in the business of sports a new and very powerful platform for brand activation. Although research years ago pointed to the fact that sports stars did not use social media to activate endorsement deals, today’s sports marketing trends tell a different story. As of […]

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Do sports sponsors have a responsibility for the creation of enhanced fan experiences?

With the intensified vitality of brand management in the sports industry, major sports properties and their business partners have allocated more resources towards strategies aimed at building profitable brand solutions. That has shaped current and modern sports branding and sports economic trends in the sense that top sports properties as well as sports properties at […]

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Football players, asset management and the unexploited potential of enhanced player engagement in football management and football marketing.

As an appetizer for the book Marketing & Football: an international perspective (Desbordes, 2012), it is emphasized that (see citation below) “Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from […]

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The football transfer market illustrates the transformation economy

Pine & Gilmore’s (1999) bestselling book “The Experience Economy – work is theater & every business a stage” marked the concept’s (i.e. experience economy) rapid blossoming. Following the development of economic offerings, which ranges from the economization of 1) commodities (in the agrarian economy), 2) goods (in the industrial economy), 3) services (in the service economy) […]

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Globalization of the sports industry – part 2

“Sport is probably the most universal aspect of popular culture” (McKay et al., 2001). Football (a.k.a. soccer in North America) is no. 1 when measuring what constitutes the popularity of a single global sport (Giulianotti, 1999). In that regard, Giulianotti has been involved in studies investigating the multifaceted and increasingly vital interrelationships of football and […]

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