In the sports year 2013, July offered Great Britain a vital moment when Andy Murray (Scotland) was crowned champion after defeating Novak Djokovic in the final and thus won the Wimbledon men’s singles title to break 77 years of British misery in the most prestigious tennis tournament. Murray’s title added to the Scotsman’s marketability and […]
Archive | Sport Marketing
Happy New Year and welcome to 2014 – another year full of ‘sport management perspectives’ – looking back at defining moments in the first half of 2013
By Kenneth Cortsen on January 3, 2014 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
2013 was full of spectacular sports moments. Sports governing bodies, sports events, sports teams, athletes, fans and other relevant parties, which shape and construct the convergence between ‘sport and business’, all contributed to the sports flashes of 2013. This context has changed in the sense that the most sensational and thus exposed moments are no […]
How sports sponsorships, localized content and new technologies merge
By Kenneth Cortsen on December 21, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
The world of sports sponsorship has definitely changed as a result of advances in technology. The current sports sponsorship market is characterized by enhanced media fragmentation as brands aim to build on what they do via traditional channels by moving into mobile marketing and social media solutions. This way, brands intensify the likelihood to highlight […]
The football transfer market illustrates the transformation economy
By Kenneth Cortsen on December 10, 2013 in Best Of, Sport & Events, Sport Economy, Sport Management, Sport Marketing
Pine & Gilmore’s (1999) bestselling book “The Experience Economy – work is theater & every business a stage” marked the concept’s (i.e. experience economy) rapid blossoming. Following the development of economic offerings, which ranges from the economization of 1) commodities (in the agrarian economy), 2) goods (in the industrial economy), 3) services (in the service economy) […]
Football & Sports Economy: The commercial stakes are high when sports properties fail to deliver
By Kenneth Cortsen on December 2, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Economic indicators point to the fact that there are much money at stake for sports properties and their commercial stakeholders when betting on the ‘certainty’ that a specific sports property will succeed on the playing field. Overall, football is the most popular and commercially developed sport in Denmark and in many other countries worldwide. Thus, […]