Photo: FC Bayern Munich’s brand value 2014 (source: Brand Finance). According to a recent study from Brand Finance, FC Bayern Munich still comes out as the no. 1 ‘football brand’ measured on brand value in 2014. The switch from Juup Heynckes to Pep Guardiola has been rather smooth for the German powerhouse and Guardiola has […]
Tag Archives | sport management
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, […]
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 […]
The FIFA World Cup is a powerful and transformative football party
By Kenneth Cortsen on June 3, 2014 in Sport & CSR, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
In approximately one week, the FIFA World Cup will kick off in Brazil. This sporting mega-event will put a lot of challenges and interests in play. It is a football party with enormous dimensions. The global reach is massive and the football party’s emotional equity touches people from all corners of the world. The commercial […]
UEFA Champions League success means more business for Real Madrid and its personal super stars ala Christiano Ronaldo
By Kenneth Cortsen on May 26, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
With the UEFA Champions League Final, which was played on May 24th between the two Spanish teams Atletico Madrid and Real Madrid, football fans from all over the world witnessed another example of UEFA’s ability to launch premium events and to monetize from this process. UEFA’s tournaments feature the best clubs and players in the […]