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Tag Archives | Lionel Messi

Corporate brands taking advantage of the passionate texture of football – Nike vs. Adidas

On top of being a premium football event, the FIFA World Cup is also a social party for corporate brands. Despite not being one of the official FIFA sponsors, other brands still invests highly in football’s most notorious party. For Nike, its football (soccer) business unit has already created buzz around the #RiskEverything campaign, which […]

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The future points to a better blend between in-depth athlete performance data and commercialization

Studies have shown that implementation and application of strategies concerning the balance between ‘on field performance’ and ‘economic performance’ may be useful in the business of professional sports (Hamil, 2008; Krabbenbos, 2013). This has shifted the paradigm of running a professional sports entitiy in the sense that there has been a change from merely profiting […]

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Messi, football, Adidas, FIFA World Cup 2014 and ‘hybrid sportsbranding’

“Personal sports branding apply fundamentals from classic branding theory. Consistency is important but given the personal feelings and thoughts of athletes, a personal sports brand is subject to instinct positive or negative changes caused by personal actions. Additionally, in personal sports branding the athlete’s performances on the field are changing over time from the athletic […]

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FC Barcelona, Real Madrid – business models and transfer deals

“In the age of Beckham and Rooney, Ronaldo and Zidane, the attempt to commercially control both images and information around football has never been so great. For those players at the pinnacle of the sport the rewards of playing the professional game and the commercial trappings that accompany it are viewed as recognition that their […]

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Neymar’s brand power – his FC Barcelona colleague Lionel Messi and Christiano Ronaldo still beat him but for how long?

Lionel Messi still has more penetration from a sponsorship angle than Neymar in Spain although the potential of Neymar is great and most likely will continue to grow in accordance with his presence in FC Barcelona. We have already seen that Neymar has developed a very powerful personal brand in Brazil and South America and […]

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