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Archive | Sport & Events

Globalization of the sports industry – part 1

In today’s contemporary society, we witness a sports industry, which has become more commercialized and globalized over the years. Sports have a more significant role in our society and have a wider appeal to people worldwide. Some of the largest media audiences are related to mega sports events, e.g. single events like Super Bowl or […]

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Sports, PR-crisis and corporate exit strategies – lessons to be learned

The sports world is exciting and unpredictable due to its dynamic nature. New stars may shine and current stars may fade. The lack of human control may result in various scandals or fatal incidents. A lot of people are intertwined in this world – athletes, coaches, managers, nutritionists, sponsors, fans just to mention some interrelating […]

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Sport as show business

The influx of commercialization in the sports industry has created a melting pot in which the junction between sport and entertainment is a key ingredient. In the contemporary sports industry, serious and leading actors are competitively and continuously trying to find innovative ways to capitalize on this junction. Brand building and brand management are at […]

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Economic and branding impact of the Super Bowl

“IT WILL TAKE MORE THAN A HISTORIC RECESSION AND A PLAYER LOCKOUT TO SACK THE BUSINESS OF FOOTBALL.” (FORBES, 2011)   Last night’s Super Bowl XLVII between the San Francisco 49ers and Baltimore Ravens is the biggest party in American sports. The business of football has strong cultural and commercial roots manifested in the American […]

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Sports sponsorship and access to fans and emotional equity

“Sports sponsorship should be about storytelling and experiential.”  Edgar Kuipers, client services director, Havas Worldwide Amsterdam   I read that citation in an article in Marketing Magazine and the tagline sounds populist but nonetheless very reasonable in my ears. In my world (if I set myself free of textbook definitions of marketing), marketing is about relationships. […]

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