An accumulated €580 mio. is the amount that is generated from key shirt sponsorships for the 2014/2015 season in the top five European football leagues, i.e. the English Premier League, the German Bundesliga, the Italian Serie A, the Spanish La Liga, and the French Ligue 1 (Sports Marketing Frontiers, 2014). Figure 1: Top 15 shirt […]
Archive | Sport Economy
When brands seek to find economic impact in sports sponsorship activation linked to WINNING
By Kenneth Cortsen on October 19, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
We have seen many changes in the relationship between sports and business over the years but one factor that have continued to be stable is the factor that it is still crucial to take advantage of the association with WINNING. When analyzing how premium sports properties operate and engage with stakeholders, there are many good […]
What factors are most important when building brand value in football?
By Kenneth Cortsen on October 12, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
Photo: FC Bayern Munich’s brand value 2014 (source: Brand Finance). According to a recent study from Brand Finance, FC Bayern Munich still comes out as the no. 1 ‘football brand’ measured on brand value in 2014. The switch from Juup Heynckes to Pep Guardiola has been rather smooth for the German powerhouse and Guardiola has […]
The UEFA EURO 2020 will become a positive investment for the Danish FA and Danish football in general
By Kenneth Cortsen on September 28, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
This past week, a delegation from Sport Event Denmark and the Danish FA (DBU) went to Switzerland to experience that Copenhagen won the bid as one of 13 host cities in 13 different European countries to host part of the UEFA EURO 2020 tournament. That is fantastic news for Denmark in general but also particularly […]
Football players, asset management and the unexploited potential of enhanced player engagement in football management and football marketing.
By Kenneth Cortsen on September 9, 2014 in Best Of, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As an appetizer for the book Marketing & Football: an international perspective (Desbordes, 2012), it is emphasized that (see citation below) “Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from […]