Liverpool FC appeals to lots of fans globally although the club is not where it was years ago, i.e. at the very top of English and European football. The club has a legacy and traditions envied by many competitors, winning 18 league titles (no. 2 after Manchester United) and more European titles (5 European […]
“Sports sponsorship should be about storytelling and experiential.” Edgar Kuipers, client services director, Havas Worldwide Amsterdam I read that citation in an article in Marketing Magazine and the tagline sounds populist but nonetheless very reasonable in my ears. In my world (if I set myself free of textbook definitions of marketing), marketing is about relationships. […]
Tiger Woods and Rory McIlroy have received massive attention in the media the past year. After a year, where he has reinforced his position as no. 1 in the World, McIlroy has also seen his name mentioned in the news in relation to a $250 mio. endorsement deal with Nike – are we talking about […]
“Sport is where an entire life can be compressed into a few hours, where the emotions of a lifetime can be felt on an acre or two of ground, where a person can suffer and die and rise again on six miles of trails through a New York City park. Sport is a theater where […]
Visiting Harvard Business School (HBS) in November 2011 to collaborate with Stephen Greyser (co-author of the book ‘the Business of Sports’), I briefly met Anita Elberse and was told that she was working on a case study on Manchester United. Her research work within a sporting context is quite interesting. Now, the case study has […]