A global sport mega-event is a fine medium for major brands to raise awareness and to communicate with global audiences. Though, it requires money to do so and that strategy is not meant for everyone! For smaller corporations and thus brands without the economic capacity (or need) to ‘go global’, leveraging their sponsorship resources by […]
Globalization of the sports industry – part 2
“Sport is probably the most universal aspect of popular culture” (McKay et al., 2001). Football (a.k.a. soccer in North America) is no. 1 when measuring what constitutes the popularity of a single global sport (Giulianotti, 1999). In that regard, Giulianotti has been involved in studies investigating the multifaceted and increasingly vital interrelationships of football and […]
Women’s World Cup Germany 2011 may give women’s soccer ‘a new roadmap for success’
Fifa Women’s World Cup Germany 2011 succeeded in creating ‘good content’ and thus positive ‘fan appeal’. The tournament reflected high attendance rates and TV-ratings compared with ‘the ordinary numbers’ associated with women’s soccer. Additionally, the tournament became a financial success, which highlights Germany’s capability of attracting, promoting and hosting mega-events in sports. In Denmark, we […]
Experience a tribal sports culture and a strong sports brand
The German football (soccer) club FC St. Pauli has been capable of drawing the attention of many football fans without showcasing an expensive team, iconic star players at the top of football world, or even artistic football qualities of highest caliber. The club has become a very strong football brand despite the fact that the […]
Globalization of the sports industry – part 1
In today’s contemporary society, we witness a sports industry, which has become more commercialized and globalized over the years. Sports have a more significant role in our society and have a wider appeal to people worldwide. Some of the largest media audiences are related to mega sports events, e.g. single events like Super Bowl or […]