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 […]
Bayern Munich’s brand value was given a ‘boost’ based on European success
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 […]
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 […]