“In the age of Beckham and Rooney, Ronaldo and Zidane, the attempt to commercially control both images and information around football has never been so great. For those players at the pinnacle of the sport the rewards of playing the professional game and the commercial trappings that accompany it are viewed as recognition that their […]
Archive | Sport Marketing
Establishing the RIGHT connection with fans
When organizations strive to connect with sports fans, they have to consider a wide variety of factors. Among other things, it is vital to form a positive degree of ‘emotional equity’ when targeting different groups since the effectiveness of promotional initiatives tend to be optimized if they contain width and depth and hence succeed in […]
Sugarpova – Sharapova’s brand extension
By Kenneth Cortsen on September 10, 2013 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
One of the stars from the WTA Tour, Maria Sharapova recently introduced her own premium candy line SUGARPOVA – a line that is supposed to mirror the fashionable, fun and sweet angles of Sharapova. The candy line facilitates an addition to Sharapova’s business model. While extending ‘the Sharapova brand’, the new candy line also adds […]
Puma & Usain Bolt – activation of brand relationships in sport
By Kenneth Cortsen on August 30, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Usain Bolt, the fastest man in the world and his personal sponsor PUMA ‘make some time to hang’. As part of PUMA’s activation of the sponsorship deal, five people from around the globe were picked for a chance to #HANGWITHBOLT on August 27, 2013. Photo: PUMA’s sponsorship deals with Usain Bolt (Source: Sport Marketing Frontiers, 2013). […]
“Just Do It” – how Nike’s prominent slogan has survived for 25 years?
By Kenneth Cortsen on August 29, 2013 in Sport & CSR, Sport Economy, Sport Management, Sport Marketing
Nike’s famous slogan has worked well and has become even more noticeable over the years as a result of the enhanced meaning of and the penetrating ability of sports branding and its role in our contemporary consumer society. The company’s slogan has been at the heart of many iconic commercials and ads and its role […]