When organizations strive to connect with sports fans, they have to consider a wide variety of factors. Among other things, it is vital to form a positive degree of ‘emotional equity’ when targeting different groups since the effectiveness of promotional initiatives tend to be optimized if they contain width and depth and hence succeed in […]
Tag Archives | football brand
Transfer market activities bring excitement and dynamism to the world of football
In the business of football (soccer), leagues, clubs, and players are objects of concentrated discussions and media attention in periods when transfer market activities are peaking. From a business perspective, clubs and leagues find themselves in a context characterized by ‘a pursuit of X-factor’ while the players are striving to find a good balance between […]
FC Porto – 120 years anniversary and still going strong – the integration of tradition in football branding
Due to Portuguese top club FC Porto’s 120 years anniversary, the club introduced a new merchandise collection as part of the celebration. As part of the creative thinking, FC Porto crafted a logo, which mixes tradition, freshness, and modernity. Photo: Display of the items from the ‘anniversary merchandise collection’ (source: FC Porto’s official web site). […]
Premier League’s most viable players – Robin Van Persie leads the commercial show
By Kenneth Cortsen on August 20, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As a natural follow-up on my perspective on Neymar’s commercial potential on this blog, it is interesting to look at the new English Premier season and its star players. In that regard, ‘REPUCOM’s Celebrity DBI tracker’ found that Robin Van Persie from Manchester United was the star player of the Premier League, who offers sponsors […]
Football marketing targeting kids
By Kenneth Cortsen on August 15, 2013 in Sport & CSR, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
“When I take my kid out and hit him ground balls at shortstop, he wants to be Derek Jeter. He doesn’t want to be me. So any professional athlete who tells you he’s not a role model is full of baloney.” (Father and Little League Coach – Pulley, 2001, p. 131 in Bush et al., […]