Today, the intersection between sports and business is a powerful way for corporations and other sports-related entities to place their resources while combining this investment with efforts of strategic CSR. Dick’s Sporting Goods presents a recent case example within this context in a new TV commercial, see video below. Through heartfelt storytelling, the sports brand […]
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Star athletes and sports clubs can’t live without social media but must use it wisely
By Kenneth Cortsen on May 7, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Photo: Winner of the 2012 #GameFace competition (source: ESPN). I recall reading an article on Forbes.com about the impact of social media in athlete branding/personal branding in sports. I totally agree on the agenda of the article, which dealt with the raising power of social media and its influence on media-related and commercial depictions of […]
Transformation, framing and the cultural DNA of football’s transfer market in the postmodern era
Football’s transfer window activities have evolved over the years. Now, we are in the middle of another transfer window (January, 2014) and all the meaning associated with this. It marks isolated periods of time in which a football club can buy and sell and thus transfer players to re-structure its roster. In today’s professional football […]
The role of female sports fans in the business of sports
“Scarborough Sports Marketing Research noted the number of female sports fans has increased tremendously over the years (“The women are sports fans,” 2002; Vogt, 2002). In fact, the percentage of women who claimed to be very, or somewhat, avid sports fans doubled between 1998 (29%) and 2002 (58%; Gaffney, 2002). In 2008, women comprised 45% […]