Skrevet af danske sportsmanagement-studerende: Rune Klostergaard, Mathias González, Eric Engsig Pedersen og Martin Horn Pedersen – (red. Kenneth Cortsen). Nedenstående indlæg kaster et blik på det hybride brandsamarbejde mellem Christiano Ronaldo og JBS: Det verdensomspændende portugisiske fodboldikon Cristiano Ronaldo med ca. 100 mio. følgere på Facebook og undertøjsproducenten JBS fra den jyske hede har […]
Tag Archives | sport branding
Football players, asset management and the unexploited potential of enhanced player engagement in football management and football marketing.
By Kenneth Cortsen on September 9, 2014 in Best Of, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As an appetizer for the book Marketing & Football: an international perspective (Desbordes, 2012), it is emphasized that (see citation below) “Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from […]
Golf business and sponsorship – case: what brands control major golf tournaments?
By Kenneth Cortsen on August 25, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
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, […]
Branding and social media taken to a new level – What can we expect in the years to come? Case-focus: Major Sporting Events, Summer 2014 – by ‘guest blogger’ Malene Hejlskov Mortensen
By Kenneth Cortsen on August 24, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
Guest blog written by Malene Hejlskov Mortensen, BA in Sport Management, University College of Northern Denmark & MA in Sport Management, London Metropolitan University, passionate about sports and the business of sports – (Kenneth Cortsen, ed.). With major sporting events like The FIFA World Cup, Wimbledon, Tour de France, The Commonwealth Games, and US PGA, […]
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 […]