When following the world of professional sports and especially football, you will recognize Emirates. In an investigation of sports sponsorships, the brand from Dubai comes to mind as a key player in the management of various sponsorship assets in different sports. In terms of football sponsorships, Emirates has taken a dominant role. The brand has […]
Archive | Sport & Events
The role of ‘innovation’ in brandbuilding in the business of sports.
By Kenneth Cortsen on June 26, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
The influx of new technologies marks an essential change in the ways in which people can interact with sport brands. The Internet and social media play central roles in this development for what reason new trends in consumer behavior in reference to sport brands have evolved. Such development is linked to innovation and entrepreneurship, which […]
Nike’s storytelling approach to ‘football branding’
By Kenneth Cortsen on June 17, 2013 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
The recent development in the ‘experience economy’ marks an era where ‘reality television’ sets some of the standards for what people perceive to be appealing. Sport brands has thus come to a point where they apply ‘aspects’ of this development to link up with future stars and based on that they find a way to […]
Manchester United Soccer Schools – Scandinavia
By Kenneth Cortsen on June 13, 2013 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
This video (see below) contains a deeper picture of how ‘Manchester United Soccer Schools’ (MUSS) – Scandinavia – works to enhance Manchester United’s brand in Scandinavia. Rasmus Sørensen, manager of MUSS in Scandinavia, tells us about the ‘MUSS experience’. MUSS aims at realizing the following visionary thoughts: * To strengthen Manchester United’s image and to help […]
The importance of a name and logo in sport branding
By Kenneth Cortsen on June 7, 2013 in Sport & CSR, Sport & Events, Sport Economy, Sport Management, Sport Marketing
Emotional equity also plays a role when sport entities strive to brand or re-brand themselves. Take a look at the citation below: “In February 1927, Toronto’s struggling NHL franchise, the St Patrick’s, was sold to an investor group doing business as the Toronto Maple Leaf Hockey Club, Limited. Managing partner Conn Smythe made two quick […]