Given the strength and the scope of the FIFA World Cup as a forceful marketing vehicle, it is no surprise that we witness a scenario where the global appeal of football (soccer) attracts the interest of a wide variety of corporations. Major sports events like the FIFA World Cup (and other major events like the […]
Archive | Sport Marketing
Corporate brands taking advantage of the passionate texture of football – Nike vs. Adidas
By Kenneth Cortsen on June 12, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
On top of being a premium football event, the FIFA World Cup is also a social party for corporate brands. Despite not being one of the official FIFA sponsors, other brands still invests highly in football’s most notorious party. For Nike, its football (soccer) business unit has already created buzz around the #RiskEverything campaign, which […]
Looking at the potential corruption associated with FIFA, the World Cup and its commercial engine
By Kenneth Cortsen on June 11, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
One day before the start of the FIFA World Cup, negative media turmoil surrounds football’s leading sports governing body (FIFA). Claims regarding corruption in association with Qatar’s 2022 FIFA World Cup bid highlight a potential scandal for FIFA right before the start of football’s biggest party. With the scale of the FIFA World Cup in […]
The FIFA World Cup is a powerful and transformative football party
By Kenneth Cortsen on June 3, 2014 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
In approximately one week, the FIFA World Cup will kick off in Brazil. This sporting mega-event will put a lot of challenges and interests in play. It is a football party with enormous dimensions. The global reach is massive and the football party’s emotional equity touches people from all corners of the world. The commercial […]
UEFA Champions League success means more business for Real Madrid and its personal super stars ala Christiano Ronaldo
By Kenneth Cortsen on May 26, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
With the UEFA Champions League Final, which was played on May 24th between the two Spanish teams Atletico Madrid and Real Madrid, football fans from all over the world witnessed another example of UEFA’s ability to launch premium events and to monetize from this process. UEFA’s tournaments feature the best clubs and players in the […]