Bo Jackson just as in the case of Michael Jordan helped Nike on its way to become a cultural icon that transcended the world of sports in the dynamic era of athlete branding and marketing in which Nike decided to build shoe and apparel lines around individual athletes. Nike’s strategic choice to honor great athletes […]
Lewis Hamilton is a sporting super star athlete succeeding in crafting an image that blends the ‘full speed’ perception of a Formula 1 champion with the energy and coolness that helps to differentiate Hamilton from most of his competitors in F1 and the world of sports. These characteristics has shaped Hamilton’s image for years and […]
Top football thrives due to the popularity of the game on a global scale and its roots in a sociocultural context. Rivalries and local derbies are at the center of attention in this sociocultural perspective of football. In an era characterized by the terminology of the ‘global village’, these matches mirror passionate pastime entertainment with […]
Usain Bolt, the fastest man on Earth[*], symbolizes the meaning of the Olympic motto and adds to bringing the Olympic substance to life. In its recent Olympic Charter, which was put in play in August 2015, the International Olympic Committee (IOC) writes that “the Olympic motto ‘Citius – Altius – Fortius’ expresses the aspirations of […]
Sports business expert, Patrick Nally: “Where there is money, there is greed….” Harvard Business School Professor Stephen Greyser: “For rights holders and commercial stakeholders like sponsors, it is a matter of being where the public’s heads and wallets are in 2016….” In the light of the many scandals that influence the business of sports, I […]