Photo: FC Bayern Munich’s brand value 2014 (source: Brand Finance). According to a recent study from Brand Finance, FC Bayern Munich still comes out as the no. 1 ‘football brand’ measured on brand value in 2014. The switch from Juup Heynckes to Pep Guardiola has been rather smooth for the German powerhouse and Guardiola has […]
The UEFA EURO 2020 will become a positive investment for the Danish FA and Danish football in general
By Kenneth Cortsen on September 28, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
This past week, a delegation from Sport Event Denmark and the Danish FA (DBU) went to Switzerland to experience that Copenhagen won the bid as one of 13 host cities in 13 different European countries to host part of the UEFA EURO 2020 tournament. That is fantastic news for Denmark in general but also particularly […]
Football players, asset management and the unexploited potential of enhanced player engagement in football management and football marketing.
By Kenneth Cortsen on September 9, 2014 in Best Of, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As an appetizer for the book Marketing & Football: an international perspective (Desbordes, 2012), it is emphasized that (see citation below) “Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from […]
Golf business and sponsorship – case: what brands control major golf tournaments?
By Kenneth Cortsen on August 25, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
When analyzing sponsorship representation in the finest tournaments in golf, categories like financial services, apparel, consumer technology, and transport come to mind as dominant forces, cf. figure 1 below. Digging deeper, it becomes evident that this pattern is associated with car manufacturers Mercedes-Benz and Lexus, IT corporation IBM, telecommunications provider AT&T, watchmakers Rolex and Omega, […]
Branding and social media taken to a new level – What can we expect in the years to come? Case-focus: Major Sporting Events, Summer 2014 – by ‘guest blogger’ Malene Hejlskov Mortensen
By Kenneth Cortsen on August 24, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
Guest blog written by Malene Hejlskov Mortensen, BA in Sport Management, University College of Northern Denmark & MA in Sport Management, London Metropolitan University, passionate about sports and the business of sports – (Kenneth Cortsen, ed.). With major sporting events like The FIFA World Cup, Wimbledon, Tour de France, The Commonwealth Games, and US PGA, […]