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Tag Archives | LeBron James

skaermbillede-2017-01-05-kl-10-33-23

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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Skærmbillede 2015-09-04 kl. 20.29.14

Traditional sports sponsorship models are changed by digital options

There is nothing new in seeing an organization or product being endorsed by a professional athlete. Sports stars have done that for years and the association with athletes is usually a good ‘add on’ for the organization or product. The business of sports is a celebrity-driven culture so this association enhances recognition and a positive […]

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Skærmbillede 2015-11-13 kl. 12.40.28

Insights into the ‘hybrid’ nature of sports branding – extracts from a research process

Sports branding presents the essence of commercial meaning and passion that surround the business of sports. It is a complex and dynamic concept. However, it is an interesting phenomenon that can show sports entities a new profitable breeding ground. If these entities delve into the deeper elements of sports branding’s multifaceted texture, they will find […]

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Skærmbillede 2015-08-17 kl. 13.31.34

Selfiekulturen lever i sportens verden

Gæsteindlæg skrevet af Mathias Gonzalez, stud. PBA Sportsmanagement (red. Kenneth Cortsen) Vi lever i en tid, hvor man uhæmmet tager billeder og ’selfies’ af alt. Jeg vil gå så langt som til at kalde vores generation for ’selfie-generationen’. Selfie-udviklingen skaber brandingmæssige muligheder Alene fra 2014 til 2017 har der været en stigning på hele 16.2% […]

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