© Kenneth Cortsen, December 2010 Writing down memories and thoughts regarding specific situations and experiences on the wall may serve great purposes in terms of creating brand experiences. That is a way to depict the emotions leading to, integrated into and related to the great experiences that these situations equal to people. Picture: From the […]
Archive | Sport Management
The dynamics of fandom in relation to sport and social media
The dynamics of fandom have changed over the years. The application of social media has sparked new trends and agendas in terms of the interrelationship between athletes, products, teams, governing bodies, and fans in sport. From posting pictures and updates about your favorite sports entity, the application of social media has turned into a commercial […]
Handball – positioning of handball in the UK in relation to London 2012 Olympics
There are huge interests at stake in relation to the Olympic Games. Staging this mega-event corresponds with the ‘movement’ of $. This video looks at the commercialization efforts linked to how the British Handball Federation prepared for the London 2010 Olympics. To consider the impact of the Olympic Games, take a look at the following […]
Beckham – the power of a super brand – and a ‘living’ brand
The ‘Beckham brand’ is still going strong. Recently, we have learned about his move to Paris Saint Germain (PSG) and thus back to European top football and a re-entrance to football’s finest stage, i.e. the UEFA Champions League. Although, Beckham finds himself in the autumn/winter of his playing career at the age of 37, his […]
Sports sponsorship and its relation to niche sports
A global sport mega-event is a fine medium for major brands to raise awareness and to communicate with global audiences. Though, it requires money to do so and that strategy is not meant for everyone! For smaller corporations and thus brands without the economic capacity (or need) to ‘go global’, leveraging their sponsorship resources by […]