When assessing the well-known corporate brands like DHL, Smirnoff, and Toshiba, one may ask what they have in common? From a corporate sponsorship angle, they are all official sponsors of Manchester United and hence are associated with one of the sports industry’s strongest corporate brands. In that regard, Manchester United has done extremely well in […]
Archive | Sport Management
The Olympic Games – creating ’emotional equity’ linked to athletes, fans & consumers
Watch my interview with Rodrigo Pacheco from Peru, participant in the London 2012 Olympic Games (badminton), sport management graduate & practitioner. The interview gives you insight into an athlete’s experience with the Olympic Games. It also discusses the impact of ’emotional equity’ as it relates to commercialization of sports.
Nike – utilizing events to facilitate brand experiences
By Kenneth Cortsen, inspiration from a 2010 visit to Nike’s HQ in Oregon, the US. 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 […]
Objectives of sport sponsorship and the threat of ambush marketing
The objectives of sport sponsorship are multiple. An important one in a harsh business setting is to meet any competitive threats in the sense of taking advantage of sponsorship opportunities and exploiting these opportunities to stop competitors from reaching out for the same opportunities. Still, meeting this objective may not be enough as competitors engaging […]
People have been ‘framed’ by Lance Armstrong
Jossey-Bass published the book The Art of Framing: Managing the Language of Leadership by Gail Fairhurst and Robert Sarr back in 1996. In the book, the authors talk about the ability to ‘manage meaning’ through the use of discursive tools, i.e. stories, contrasts, metaphors, traditions, spin, artifacts and slogans. These tools work as a potent […]