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Tag Archives | Sports sponsorship

Handball – positioning of handball in the UK in relation to London 2012 Olympics

There are huge interests at stake in relation to the Olympic Games. Staging this mega-event corresponds with the ‘movement’ of $. This video looks at the commercialization efforts linked to how the British Handball Federation prepared for the London 2010 Olympics. To consider the impact of the Olympic Games, take a look at the following […]

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BeckhamAcademy

Beckham – the power of a super brand – and a ‘living’ brand

The ‘Beckham brand’ is still going strong. Recently, we have learned about his move to Paris Saint Germain (PSG) and thus back to European top football and a re-entrance to football’s finest stage, i.e. the UEFA Champions League. Although, Beckham finds himself in the autumn/winter of his playing career at the age of 37, his […]

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Sports sponsorship and its relation to niche sports

A global sport mega-event is a fine medium for major brands to raise awareness and to communicate with global audiences. Though, it requires money to do so and that strategy is not meant for everyone! For smaller corporations and thus brands without the economic capacity (or need) to ‘go global’, leveraging their sponsorship resources by […]

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