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The Economics of Fan Engagement: why fan engagement is important

Fan engagement has evolved in recent years to a new innovative approach, which perceives sports fans in relation to a wholesale growth strategy used by elite organizations for profit maximization. These developments call for a more economic and deliberate approach in order to capitalize on the commoditization of sports fans. This article will review the […]

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FC Bayern Fan Awards

Cultivating market places in the business of sports – part 2

To understand the premise of the interactive aspect of market places in the postmodern sports economy, the accumulated value from interactions with potential and current customers (e.g. fans and sponsors) is a good indicator. However, to influence a sports-related organization’s market behavior, it is essential to focus on what the sports-related organization measure and how […]

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Skærmbillede 2017-01-28 kl. 12.16.39

Cultivating market places in the business of sports – part 1

Monetizing on value creation in sports is a function of an appropriate strategic cultivation of the sports-related organizations’[1] stakeholder relationships. The sports business emphasizes Marshall McLuhan’s statement that “the medium is the message” (McLuhan, 2006, p. 107), which acts as a meaningful practical reason for why today’s sports-related organizations should aim to succeed in managing […]

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Innovation, glamour, excitement and maximum speed – business case of F1 star Lewis Hamilton

Lewis Hamilton is a sporting super star athlete succeeding in crafting an image that blends the ‘full speed’ perception of a Formula 1 champion with the energy and coolness that helps to differentiate Hamilton from most of his competitors in F1 and the world of sports. These characteristics has shaped Hamilton’s image for years and […]

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Football’s sociocultural appeal moves customers and market shares – case of El Clásico

Top football thrives due to the popularity of the game on a global scale and its roots in a sociocultural context. Rivalries and local derbies are at the center of attention in this sociocultural perspective of football. In an era characterized by the terminology of the ‘global village’, these matches mirror passionate pastime entertainment with […]

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