The preaching vision of Real Madrid’s commercial partnership with the ‘Microsoft Cloud’ brand is to open the stadium to 450 million fans. The vision tells the story of technology being a great facilitator of fan engagement and sponsorship activation. One of the biggest challenges for sports properties in the postmodern era is to establish […]
Tag Archives | sports economist
The linkage between sports and attention economy
”Understanding and managing attention is now the single most important determinant of business success” (Davenport & Beck, 2013, p. 3) The above-mentioned words give attention the economic perspective of being a ‘new currency’. While it may be a rather intangible concept, it is something tradable. Positive attention is in high demand but it is also perishable […]
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 […]
What factors are most important when building brand value in football?
By Kenneth Cortsen on October 12, 2014 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
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 […]