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Tag Archives | UEFA

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Sponsorering – co-branding og co-creation via strategiske partnerskaber

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 […]

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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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Collective action towards a better world through sports – case of the German national team in football

Professional sport speaks a powerful voice in terms of shaping people’s opinions. Football is the world’s most popular sport and the global super stars of the game are dominant spokespersons and opinion leaders. Assisted by some of these super stars like Mesut Özil, Bastian Schweinsteiger, and Toni Kroos, the German National Team featured in a […]

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FC Barcelona is on top of the football world once again – case of the UEFA Champions League Final and its impact on FC Barcelona’s reputational capital

Photos: FC Barcelona players celebrating the ‘treble’ achievement (source: official Twitter accounts of FC Barcelona President Josep Maria Bartomeu, Andrés Iniesta and Neymar Jr.) Both FC Barcelona and Juventus fought to claim the perfect season in Saturday’s UEFA Champions League Final as both teams played to win the ‘treble’. Italian and Spanish teams dominate the […]

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