The recent development in the ‘experience economy’ marks an era where ‘reality television’ sets some of the standards for what people perceive to be appealing. Sport brands has thus come to a point where they apply ‘aspects’ of this development to link up with future stars and based on that they find a way to […]
Archive | Sport Marketing
Manchester United Soccer Schools – Scandinavia
By Kenneth Cortsen on June 13, 2013 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
This video (see below) contains a deeper picture of how ‘Manchester United Soccer Schools’ (MUSS) – Scandinavia – works to enhance Manchester United’s brand in Scandinavia. Rasmus Sørensen, manager of MUSS in Scandinavia, tells us about the ‘MUSS experience’. MUSS aims at realizing the following visionary thoughts: * To strengthen Manchester United’s image and to help […]
Blending ‘football economy’ & ‘football marketing’
On a global scale, professional football clubs are struggling to find a ‘sound’ balance between revenues and expenses. Aiming to find a better sense of ‘economic responsibility’, an important working tool for football clubs is ‘strategic segmentation’. Beech & Chadwick (2007, p. 35) states that “the range of interest and motivation of people for sport […]
The ‘Jordan Impact’
By Kenneth Cortsen on June 11, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
“There are many examples of personal sports brands on a global scale, e.g. US basketball star Michael Jordan, who ‘made clear how closely athletic success is associated with the sales of sports products, especially the brand of Nike. So saying, Michael Jordan became a brand himself ‘ (Adjouri and Stastny, 2006, p. 48).” The citation […]
The importance of a name and logo in sport branding
By Kenneth Cortsen on June 7, 2013 in Sport & CSR, Sport & Events, Sport Economy, Sport Management, Sport Marketing
Emotional equity also plays a role when sport entities strive to brand or re-brand themselves. Take a look at the citation below: “In February 1927, Toronto’s struggling NHL franchise, the St Patrick’s, was sold to an investor group doing business as the Toronto Maple Leaf Hockey Club, Limited. Managing partner Conn Smythe made two quick […]