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Archive | Sport Marketing

Anfield Road Carlsberg

A perfect fit: football fan culture and beer

Carlsberg has upgraded its existence in football. The company has signed a contract to become the official beer partner of the English Premier League. Carlsberg builds on previous experiences concerning a strong presence in top football. Presence in association with top football clubs or competitions such as Liverpool FC and UEFA competitions (EURO, 1988-2008) has […]

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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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