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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Den moderne tilgang til sponsorering handler om en faglig disciplin, der er meget italesat. Samtidig har sponsorering gennemgået et paradigmeskifte og bevæget sig væk fra den tidligere så herskende diskurs centreret om eksponering af et navn, et logo, et brand eller andre repræsentationer af visuel identitet i retning mod mere interaktive promotionløsninger. Udviklingsretningen giver indikationer […]
An increasing number of sports businesses focus on enhancing their digital presence as a path to make their brands more accessible to commercial stakeholders and hence to grow revenues. If done correctly, this development catalysts positive brand identification and customer ownership.
“Football clubs across the globe are realizing that the use of social media is the future in terms of improving and expanding their business, whether this be for marketing purposes or as a medium for directly communicating with their fans.” (Kuzma et al., 2014) I thought it would be interesting to look at the […]
As an appetizer for the book Marketing & Football: an international perspective (Desbordes, 2012), it is emphasized that (see citation below) “Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from […]