According to Brand Finance’s report ‘The Brand Finance® Football 50 2013’, Bayern Munich has surpassed Manchester United to become ‘the most valuable football brand of 2013’. Manchester United was no. 1 in 2012 in front of Bayern Munich, Real Madrid, FC Barcelona, and Chelsea. In this year’s top 5, the only change is that Bayern […]
Archive | Sport Marketing
Why are mega-events in sport so interesting for brands?
By Kenneth Cortsen on May 29, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
My latest post about the UEFA Champions League final reflects how and why brands are looking to ‘score commercially‘ by taking advantage of the ‘emotional equity’ associated with mega-events in sport. These events fuse considerable amounts of fnas and hence create a sense of unity among these fans and the brands tied to the specific […]
The magnetic appeal of the UEFA Champions League final and the benefits for German football
By Kenneth Cortsen on May 28, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
This past Saturday, German football powerhouses Borussia Dortmund and Bayern Munich clashed in what is characterized as ‘the game of the year’ in European club football (soccer), i.e. the UEFA Champions League final at the legendary Wembley Stadium in London. The game marked the first time when two German teams faced each other in the […]
Basketball in Denmark – commercialization challenges
By Kenneth Cortsen on May 27, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Compared to other and more commercialized sports, Danish basketball clubs are facing different challenges. Basketball is a relative small sport in Denmark and that adds some complexity to commercialization efforts of the clubs. First of all, the sport does not have the same lucrative broadcasting deals and thus media exposure as the ‘no. 1’ commercialized […]
Handball’s popularity – Spain saw benefits from hosting and winning the World Championship
By Kenneth Cortsen on May 17, 2013 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
TV viewing numbers for the men’s World Championship in handball, which was held in Spain this past January, were notable compared to the previous World Championship in 2011. Two of European handball’s primary markets, cf. Spain and Germany, reported strong television audiences associated with the event. In comparison with the event in 2011, Spain experienced […]