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 & sponsorship
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, […]
In reference to ‘taking a look at big spenders in ‘sports sponsorship’ – part 1’
By Kenneth Cortsen on May 10, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
On May 2nd, I wrote about the involvement of Barclays in sports sponsorship. In that regard, I commented on Barclays’ football sponsorship of the English Premier League. Football and especially the English Premier League is an entity, which is attractive for sponsors. According to Brandwatch, the Premier League offers sponsors the following benefits: 4.7 billion […]
Taking a look at big spenders in ‘sports sponsorship’ – part 1
By Kenneth Cortsen on May 2, 2013 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Barclays is huge player in the financial industry, i.e. personal banking, credit cards, wealth & investment management, corporate & investment banking. The corporation has a large international presence worldwide. The financial industry traditionally invests highly in sports sponsorship. Barclays is no exception. As a reason for being involved in sports sponsorship, Barclays state that “sport […]