In a business or sport business landscape where consumers and fans are constantly bombarded with messages, rights holders and sports-related brands MUST strive to stand out. Early studies in sport sponsorship emphasized how the intensive progression of sport sponsorship is a result of the huge amount of clutter that originated in traditional media (Meenaghan, 1991; […]
There is nothing new in seeing an organization or product being endorsed by a professional athlete. Sports stars have done that for years and the association with athletes is usually a good ‘add on’ for the organization or product. The business of sports is a celebrity-driven culture so this association enhances recognition and a positive […]
The preaching vision of Real Madrid’s commercial partnership with the ‘Microsoft Cloud’ brand is to open the stadium to 450 million fans. The vision tells the story of technology being a great facilitator of fan engagement and sponsorship activation. One of the biggest challenges for sports properties in the postmodern era is to establish […]
Different scholars have brought much in-depth knowledge about why sports fans engage with professional sports properties (Funk & James, 2001; Funk, 2001; Kahle & Close). The UEFA Champions League tournament and this year’s quarter finals exemplify some of these patterns. The general motivational factors tied to sports event participation and/or viewership, i.e. socialization, performance, excitement, […]
The increase of social media in recent years has offered stakeholders in the business of sports a new and very powerful platform for brand activation. Although research years ago pointed to the fact that sports stars did not use social media to activate endorsement deals, today’s sports marketing trends tell a different story. As of […]