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Tag Archives | sport brand

Skærmbillede 2016-06-30 kl. 02.45.40

Mixed Martial Arts: A breath of fresh air in the business of sports.

Football takes first place in the sports industry in terms of popularity and is also a potent platform when it comes to generating commercial revenues. However, other sports (and their properties) are also developing methods and strategies to secure commercial success. Recently, Mixed Martial Arts (MMA) has experienced intensive commercial growth when it comes to […]

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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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Fan relationship management as a way to go beyond traditional product and service offerings – including case insights into the football club AaB of the Danish Super League

  Photos: From AaB’s training match vs. HSV from the German Bundesliga in Flensburg. Due to the professionalization and commercialization of football (and sports in general), the postmodern football economy is characterized by increased focus on fan relations. In that regard, the Danish Super League and its clubs have joined this trend and hired fan […]

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Skærmbillede 2015-05-29 kl. 10.44.45

FIFA’s current crisis is a ‘shitstorm’ for corporate sponsors

The international football association FIFA is amidst another huge media crisis after Swiss police arrested some of FIFA’s top executives on Wednesday and charging them with money-laundering and other criminal acts linked to this ongoing corruption investigation. There is no doubt that this has smeared FIFA’s overall corporate brand and its acclaimed World Cup brand […]

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Fan engagement in the business of sports in 2015

About a week ago, I came home from a good visit in Boston planned due to an inspirational collaboration with Professor Stephen Greyser from Harvard Business School. In his book The Business of Sports, Stephen deals with a holistic approach in terms of analyzing the vitality and omnipresence of sports fans and how these fans […]

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