One of the stars from the WTA Tour, Maria Sharapova recently introduced her own premium candy line SUGARPOVA – a line that is supposed to mirror the fashionable, fun and sweet angles of Sharapova. The candy line facilitates an addition to Sharapova’s business model. While extending ‘the Sharapova brand’, the new candy line also adds […]
Archive | Sport Economy
Puma & Usain Bolt – activation of brand relationships in sport
By Kenneth Cortsen on August 30, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Usain Bolt, the fastest man in the world and his personal sponsor PUMA ‘make some time to hang’. As part of PUMA’s activation of the sponsorship deal, five people from around the globe were picked for a chance to #HANGWITHBOLT on August 27, 2013. Photo: PUMA’s sponsorship deals with Usain Bolt (Source: Sport Marketing Frontiers, 2013). […]
“Just Do It” – how Nike’s prominent slogan has survived for 25 years?
By Kenneth Cortsen on August 29, 2013 in Sport & CSR, Sport Economy, Sport Management, Sport Marketing
Nike’s famous slogan has worked well and has become even more noticeable over the years as a result of the enhanced meaning of and the penetrating ability of sports branding and its role in our contemporary consumer society. The company’s slogan has been at the heart of many iconic commercials and ads and its role […]
Transfer market activities bring excitement and dynamism to the world of football
In the business of football (soccer), leagues, clubs, and players are objects of concentrated discussions and media attention in periods when transfer market activities are peaking. From a business perspective, clubs and leagues find themselves in a context characterized by ‘a pursuit of X-factor’ while the players are striving to find a good balance between […]
FC Porto – 120 years anniversary and still going strong – the integration of tradition in football branding
Due to Portuguese top club FC Porto’s 120 years anniversary, the club introduced a new merchandise collection as part of the celebration. As part of the creative thinking, FC Porto crafted a logo, which mixes tradition, freshness, and modernity. Photo: Display of the items from the ‘anniversary merchandise collection’ (source: FC Porto’s official web site). […]