In today’s contemporary society, we witness a sports industry, which has become more commercialized and globalized over the years. Sports have a more significant role in our society and have a wider appeal to people worldwide. Some of the largest media audiences are related to mega sports events, e.g. single events like Super Bowl or […]
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The application of ‘strategic CSR’ in the sports industry
From strategic and commercial angles, corporate social responsibility (CSR) can definitely be applied in the sports industry as an innovative tool to achieve profitable value creation. In their research, Bradish & Cronin (2009) state that “over the past decade, there has been a groundswell of support within the sports industry to be ‘good sports’, as […]
Tim Tebow’s kaleidoscopic brand evolution
Since coming off the bench and helping his former team Denver Broncos into the playoff in last year’s NFL season, Tim Tebow’s brand status has experienced ‘rollercoaster’ progression. In the NFL playoff last season, the ‘Tebow’ name received extremely high rates of exposure and recognition at several platforms ranging from political speeches to social […]