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Archive | Sport & CSR

Neymar’s brand power – his FC Barcelona colleague Lionel Messi and Christiano Ronaldo still beat him but for how long?

Lionel Messi still has more penetration from a sponsorship angle than Neymar in Spain although the potential of Neymar is great and most likely will continue to grow in accordance with his presence in FC Barcelona. We have already seen that Neymar has developed a very powerful personal brand in Brazil and South America and […]

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Nike’s storytelling approach to ‘football branding’

The recent development in the ‘experience economy’ marks an era where ‘reality television’ sets some of the standards for what people perceive to be appealing. Sport brands has thus come to a point where they apply ‘aspects’ of this development to link up with future stars and based on that they find a way to […]

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Manchester United Soccer Schools – Scandinavia

This video (see below) contains a deeper picture of how ‘Manchester United Soccer Schools’ (MUSS) – Scandinavia – works to enhance Manchester United’s brand in Scandinavia. Rasmus Sørensen, manager of MUSS in Scandinavia, tells us about the ‘MUSS experience’. MUSS aims at realizing the following visionary thoughts: * To strengthen Manchester United’s image and to help […]

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The importance of a name and logo in sport branding

Emotional equity also plays a role when sport entities strive to brand or re-brand themselves. Take a look at the citation below: “In February 1927, Toronto’s struggling NHL franchise, the St Patrick’s, was sold to an investor group doing business as the Toronto Maple Leaf Hockey Club, Limited. Managing partner Conn Smythe made two quick […]

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Taking a look at big spenders in ‘sports sponsorship’ – part 1

Barclays is huge player in the financial industry, i.e. personal banking, credit cards, wealth & investment management, corporate & investment banking. The corporation has a large international presence worldwide. The financial industry traditionally invests highly in sports sponsorship. Barclays is no exception. As a reason for being involved in sports sponsorship, Barclays state that “sport […]

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