When analyzing sponsorship representation in the finest tournaments in golf, categories like financial services, apparel, consumer technology, and transport come to mind as dominant forces, cf. figure 1 below. Digging deeper, it becomes evident that this pattern is associated with car manufacturers Mercedes-Benz and Lexus, IT corporation IBM, telecommunications provider AT&T, watchmakers Rolex and Omega, […]
Tag Archives | sport brand
Fan Engagement, data management, profitability and strategic branding in sports
By Kenneth Cortsen on August 1, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As part of the rapid commercialization process linked to professional sports environments, data management operations are purposively added with integrated fan engagement and branding considerations. New and comprehensive fan communications platforms are present in sports leagues and clubs worldwide. Whether focus is on the English Premier League (football/soccer), the German Bundesliga (football/soccer), universities in the […]
Fan Engagement – a comparative look at the Danish Super League and the German Bundesliga
By Kenneth Cortsen on April 15, 2014 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Football has a strong history and is by far sport number one in Germany. The Bundesliga made a healthy development in terms of early investments in new and modern stadiums. Some nations have forgotten that. Italy is a clear example of that. It may have been too easy to attract people previously but some nations […]
The future points to a better blend between in-depth athlete performance data and commercialization
By Kenneth Cortsen on April 2, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Studies have shown that implementation and application of strategies concerning the balance between ‘on field performance’ and ‘economic performance’ may be useful in the business of professional sports (Hamil, 2008; Krabbenbos, 2013). This has shifted the paradigm of running a professional sports entitiy in the sense that there has been a change from merely profiting […]
The impact of technology and other WINNING investments on the business of sports
By Kenneth Cortsen on February 12, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As a result of the rapid growth of commercialization and globalization in the business of sports, it has been stressed that sport is about WINNING. Although, this statement may seem cynical for some people it is clear that the business of sports in our contemporary society is about making a positive difference on and off […]