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Tag Archives | sports branding

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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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Football’s sociocultural appeal moves customers and market shares – case of El Clásico

Top football thrives due to the popularity of the game on a global scale and its roots in a sociocultural context. Rivalries and local derbies are at the center of attention in this sociocultural perspective of football. In an era characterized by the terminology of the ‘global village’, these matches mirror passionate pastime entertainment with […]

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Skærmbillede 2016-08-22 kl. 14.09.31

Usain Bolt – the entertaining business of being ’the best’

Usain Bolt, the fastest man on Earth[*], symbolizes the meaning of the Olympic motto and adds to bringing the Olympic substance to life. In its recent Olympic Charter, which was put in play in August 2015, the International Olympic Committee (IOC) writes that “the Olympic motto ‘Citius – Altius – Fortius’ expresses the aspirations of […]

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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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Digital opportunities lead to a new future for the business of sports.

The business of sports is an industry, which offers diverse opportunities in terms of commercial involvement and business development. From sponsorship displays on game days to huge activation platforms and campaigns, there are many opportunities to bring players, coaches, fans and other stakeholders together. The huge broadcasting deal regarding the Premier League in English football […]

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