The recent development in the ‘experience economy’ marks an era where ‘reality television’ sets some of the standards for what people perceive to be appealing. Sport brands has thus come to a point where they apply ‘aspects’ of this development to link up with future stars and based on that they find a way to […]
Tag Archives | sports economics
The ‘Jordan Impact’
By Kenneth Cortsen on June 11, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
“There are many examples of personal sports brands on a global scale, e.g. US basketball star Michael Jordan, who ‘made clear how closely athletic success is associated with the sales of sports products, especially the brand of Nike. So saying, Michael Jordan became a brand himself ‘ (Adjouri and Stastny, 2006, p. 48).” The citation […]
The value of LeBron James under discussion…..
CableTV.com released a story about ‘one of the heroes of basketball in the US and in the NBA’, LeBron James. According to that source, LeBron James is underpaid by $14,883,496. Arguments point toward the fact that LeBron James should make more money annually given the value, which he brings to the franchise, which he works […]
Getting more out of sports sponsorship in a crowded marketplace – sponsorship is a ‘social game’….
By Kenneth Cortsen on April 23, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Sports sponsorship is a ‘dialogical partnership’ between different parties trying to maximize the effect of shared knowledge, feedback, invested time & money, human & social capital (including networks) etc. Some sponsors may find it difficult to measure the impact of sports sponsorship or to optimize their sponsorship activities via activation. Professional management of sports sponsorships […]
Insights into sponsorship deals in European football….
There are still massive amounts in European football despite the economic turmoil, which has characterized Europe in recent years. As an example, Adidas signed a 7-year deal with EURO 2012 and 2016 (a deal running from 1/1/2010 to 31/12/2016) at a total value of $105 mio. (Sports Marketing Frontiers). UEFA Champions League is a good […]