China is an attractive market when it comes to football (soccer). In recent years, we have witnessed that the biggest global football brands chase unexploited territories in Asia and so have corporations (sponsors) striving to be associated with and to monetize on the game. Reflections on the development, structure and economics of Chinese football will […]
The recognized sports brand Oakley recently introduced a new branding campaign, which integrates and ‘plays on’ key ingredients of what makes the sports world unique. Among others, motorsport stars like Valentino Rossi, Sebastian Loeb and Fernando Alonso take part in the campaign. The campaign was launched under the name ‘Change Perspective’ and features various ‘integrated […]
ESPN, see here, wrote that the plans of French president Francois Hollande to apply a 75 % tax on those earning above €1 mio. a year will also include the football world even though rumors had mentioned that specific ‘creative industries’ (sports and artists, i.e. singers or actors) would be off the hook in terms […]
The ‘Beckham brand’ is still going strong. Recently, we have learned about his move to Paris Saint Germain (PSG) and thus back to European top football and a re-entrance to football’s finest stage, i.e. the UEFA Champions League. Although, Beckham finds himself in the autumn/winter of his playing career at the age of 37, his […]
A global sport mega-event is a fine medium for major brands to raise awareness and to communicate with global audiences. Though, it requires money to do so and that strategy is not meant for everyone! For smaller corporations and thus brands without the economic capacity (or need) to ‘go global’, leveraging their sponsorship resources by […]