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Tag Archives | sports management

Bayern Munich’s brand value was given a ‘boost’ based on European success

According to Brand Finance’s report ‘The Brand Finance® Football 50 2013’, Bayern Munich has surpassed Manchester United to become ‘the most valuable football brand of 2013’. Manchester United was no. 1 in 2012 in front of Bayern Munich, Real Madrid, FC Barcelona, and Chelsea. In this year’s top 5, the only change is that Bayern […]

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The magnetic appeal of the UEFA Champions League final and the benefits for German football

This past Saturday, German football powerhouses Borussia Dortmund and Bayern Munich clashed in what is characterized as ‘the game of the year’ in European club football (soccer), i.e. the UEFA Champions League final at the legendary Wembley Stadium in London. The game marked the first time when two German teams faced each other in the […]

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Basketball in Denmark – commercialization challenges

Compared to other and more commercialized sports, Danish basketball clubs are facing different challenges. Basketball is a relative small sport in Denmark and that adds some complexity to commercialization efforts of the clubs. First of all, the sport does not have the same lucrative broadcasting deals and thus media exposure as the ‘no. 1’ commercialized […]

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Taking a look at big spenders in ‘sports sponsorship’ – part 2 – Heineken & UEFA Champions League

The global beer brand Heineken is one of the sponsors of UEFA Champions League. According to Sport Marketing Frontiers, this sponsorship is a massive investment for the Dutch company. Reportedly, Heineken paid $365 mio. in May, 2011 to renew its sponsorship deal with UEFA Champions League for a 3-year period, cf. figure 1 below. In this post, […]

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Taking a look at big spenders in ‘sports sponsorship’ – part 1

Barclays is huge player in the financial industry, i.e. personal banking, credit cards, wealth & investment management, corporate & investment banking. The corporation has a large international presence worldwide. The financial industry traditionally invests highly in sports sponsorship. Barclays is no exception. As a reason for being involved in sports sponsorship, Barclays state that “sport […]

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