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 […]
Tag Archives | football branding
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 […]
Taking a look at big spenders in ‘sports sponsorship’ – part 2 – Heineken & UEFA Champions League
By Kenneth Cortsen on May 15, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
The global beer brand Heineken is one of the sponsors of UEFA Champions League. According to Sport Marketing Frontiers, this sponsorship is a massive investment for the Dutch company. Reportedly, Heineken paid $365 mio. in May, 2011 to renew its sponsorship deal with UEFA Champions League for a 3-year period, cf. figure 1 below. In this post, […]