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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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Handball’s popularity – Spain saw benefits from hosting and winning the World Championship

TV viewing numbers for the men’s World Championship in handball, which was held in Spain this past January, were notable compared to the previous World Championship in 2011. Two of European handball’s primary markets, cf. Spain and Germany, reported strong television audiences associated with the event. In comparison with the event in 2011, Spain experienced […]

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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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In reference to ‘taking a look at big spenders in ‘sports sponsorship’ – part 1’

On May 2nd, I wrote about the involvement of Barclays in sports sponsorship. In that regard, I commented on Barclays’ football sponsorship of the English Premier League. Football and especially the English Premier League is an entity, which is attractive for sponsors. According to Brandwatch, the Premier League offers sponsors the following benefits: 4.7 billion […]

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