Research has shown that sports stars and celebrities are very influential in relation to young sports fans regarding these fans’ behavioral intentions in switching products, producing brand loyalty and word-of-mouth. That concludes that sports stars are significant socialization with huge potential of impact on purchase intentions and consumption patterns (Dix et al., 2010; Appelbaum et […]
Archive | Sport & Media Relations
Fan relationship management – ‘breaking through the clutter’
By Kenneth Cortsen on October 24, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. (Confucius, BC 450) Video: stimulating football fans before ‘El Classico’, i.e. FC Barcelona vs. Real Madrid. Fan relationship management is a ‘mind game’ in the sense that the strongest sports entities are those capable of positioning themselves […]
Fan relationship management – exploring digital strategies
By Kenneth Cortsen on October 14, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Sports entities looking to secure ROIs and ROOs based on the fan relationship must apply ‘engaging ways’ to build a richer relationship with their audiences. The worst strategy is a ‘lean back and enjoy the ride’ attitude where sports entities mirror a degree of arrogance due to the popularity of the sport in which they […]
Guest blog: Miami Heat and the role of brand positioning
By Kenneth Cortsen on October 3, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Guest blog, written by Jeanne De Calbiac, Simona Gardoviča, Guillermo Barcos, Kristaps Efeja, Balázs Perkó (international sport management students, Kenneth Cortsen (ed.)). Fans all around the world attend events of their favorite sports teams for a reason. A specific reason may be to see the team WIN. To dig deeper, every supporter places his/her club in […]
Guest blog: Arsenal Football Club and its brand strength
By Kenneth Cortsen on September 27, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Guest blog, written by Andrei Cosmin Stan, Todor Yuriev Todorov, Gintaras Nareckas, Dominik Overbeck, Rainer Komi , Simeon Valentinov Naydenov (international sport management students, Kenneth Cortsen (ed.)). Photo: int. sport management students in Aalborg (see names above). Building a sports brand is a process, which involves different steps, e.g. brand awareness, brand image, brand equity and brand loyalty[1]. Working in the sports […]