Every year, Forbes (click on the link to see the full list) ranks the highest paid athletes in the world. If you look at the picture below or at the full list, you will see that Danish athletes are not part of the world’s elite measured on earnings. Why is that and what are some of the […]
Tag Archives | football economy
Nike’s storytelling approach to ‘football branding’
By Kenneth Cortsen on June 17, 2013 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
The recent development in the ‘experience economy’ marks an era where ‘reality television’ sets some of the standards for what people perceive to be appealing. Sport brands has thus come to a point where they apply ‘aspects’ of this development to link up with future stars and based on that they find a way to […]
Manchester United Soccer Schools – Scandinavia
By Kenneth Cortsen on June 13, 2013 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
This video (see below) contains a deeper picture of how ‘Manchester United Soccer Schools’ (MUSS) – Scandinavia – works to enhance Manchester United’s brand in Scandinavia. Rasmus Sørensen, manager of MUSS in Scandinavia, tells us about the ‘MUSS experience’. MUSS aims at realizing the following visionary thoughts: * To strengthen Manchester United’s image and to help […]
Blending ‘football economy’ & ‘football marketing’
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 […]
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 […]