The international football association FIFA is amidst another huge media crisis after Swiss police arrested some of FIFA’s top executives on Wednesday and charging them with money-laundering and other criminal acts linked to this ongoing corruption investigation. There is no doubt that this has smeared FIFA’s overall corporate brand and its acclaimed World Cup brand […]
Tag Archives | sports brand
Fan engagement in the business of sports in 2015
By Kenneth Cortsen on February 7, 2015 in Best Of, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
About a week ago, I came home from a good visit in Boston planned due to an inspirational collaboration with Professor Stephen Greyser from Harvard Business School. In his book The Business of Sports, Stephen deals with a holistic approach in terms of analyzing the vitality and omnipresence of sports fans and how these fans […]
Sports brands should not take things for granted
By Kenneth Cortsen on December 21, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
In some instances, you experience that sports brands take on an overconfident attitude in their interactions with their surroundings in the sense that they take for granted that fans and other stakeholders will love them no matter what. Just as we know it from customer relationship management within the context of general business management and […]
Europe’s top football clubs and social media performance
By Kenneth Cortsen on December 15, 2014 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
“Football clubs across the globe are realizing that the use of social media is the future in terms of improving and expanding their business, whether this be for marketing purposes or as a medium for directly communicating with their fans.” (Kuzma et al., 2014) I thought it would be interesting to look at the […]
How to ‘post’, ‘share’, ‘tag’ or ‘tweet’ your way to more profitable stakeholder relationships in the business of sports
By Kenneth Cortsen on November 14, 2014 in Best Of, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
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 […]