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Tag Archives | Kenneth Cortsen

Nike Infographic Feb 2018

How strategic sports marketing, continuous innovation and betting on the right athletes elevated Nike’s brand

Bo Jackson just as in the case of Michael Jordan helped Nike on its way to become a cultural icon that transcended the world of sports in the dynamic era of athlete branding and marketing in which Nike decided to build shoe and apparel lines around individual athletes. Nike’s strategic choice to honor great athletes […]

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Socialism and Capitalism in sports

Super Bowl – kapitalisme, socialisme og stor impact

Der er et interessant spændingsfelt mellem kapitalisme og socialisme i NFL samt i det omkringliggende samfund – særligt på et tidspunkt, hvor det politisk klima i landet er højspændt. Den amerikanske model med NFL i spidsen begrebsliggør og levendegør ’competitive balance’, hvor noget af ligaens samlede indtægtsgenerering deles, hvilket gør, at mindre hold som Green […]

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Skærmbillede 2017-10-18 kl. 15.58.54

Dansk kvindefodbold – et ’clash’ mellem positiv italesættelse og negativ marginalisering

Kvindefodbolden har stadig et uudnyttet kommercielt potentiale, men mulighederne for at udnytte det devalueres. Vi har et kvindelandshold, som har gjort det rigtig godt på det seneste, hvilket kulminerede med EM-finalen i sommers, hvor nationen støttede fra sidelinien eller foran tv-skærmene. Derfor giver det mening, og kvindefodbolden har søgt meget proaktivt at fjerne sig fra […]

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IMG_5343

Major League Soccer: How the economics of co-branding will help the MLS grow its business. Part 1

Co-branding and co-creation are vital elements in shaping a football/soccer culture on North American soil. The MLS has come a long way since the first game was played in 1996. However, a football/soccer culture is not built overnight in a nation that still climbs to the NFL and the pervasive power of Super Bowl as […]

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Michigan

How to capitalize on the technological bridge between sponsorship, media content and fan engagement in sports

In a sports landscape with an evident and widespread globalization pattern, it is as if this sports context is galvanized back to the era in which Da Vinci and Newton made their first discoveries. When analyzing the current sports business agenda, there are many opportunities that go beyond the mix of traditional fan engagement and […]

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