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Skærmbillede 2015-11-13 kl. 12.40.28

Insights into the ‘hybrid’ nature of sports branding – extracts from a research process

Sports branding presents the essence of commercial meaning and passion that surround the business of sports. It is a complex and dynamic concept. However, it is an interesting phenomenon that can show sports entities a new profitable breeding ground. If these entities delve into the deeper elements of sports branding’s multifaceted texture, they will find […]

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Data management is the new ‘winning’ approach in the business of sports

If you want to WIN in the business of sports, data management is a trend with the potential to create a positive turnaround for your business. You must learn how to turn data into optimal sporting performances and into business opportunities. Building a data bridge from the sporting to the business side Earlier this year, […]

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Football economy – ‘living’ the brand of Real Madrid

The preaching vision of Real Madrid’s commercial partnership with the ‘Microsoft Cloud’ brand is to open the stadium to 450 million fans. The vision tells the story of technology being a great facilitator of fan engagement and sponsorship activation.   One of the biggest challenges for sports properties in the postmodern era is to establish […]

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The NFL – TV is still king but digital content is on the rise

Photo: San Francisco 49ers vs. Denver Broncos in London (own photos) The NFL is the perfect television product. However, the NFL can still improve on other platforms and that is vital to connect with future generations as more and more sports fans drift to online platforms to enjoy their passion for American football. As of […]

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The passion of sports fan culture – case of Seattle Sounders vs. Portland Timbers derby

The derby between Seattle Sounders and Portland Timbers reflects two US cities that just embrace their soccer teams and thus help to build unique fan cultures. So, although the MLS and football (soccer) in the US is new in the professionalized version that we experience today, there are still great lessons to learn about sports […]

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