“Personal sports branding apply fundamentals from classic branding theory. Consistency is important but given the personal feelings and thoughts of athletes, a personal sports brand is subject to instinct positive or negative changes caused by personal actions. Additionally, in personal sports branding the athlete’s performances on the field are changing over time from the athletic […]
Tag Archives | sports management
Football and power – an inevitable marriage in the most popular sport worldwide
By Kenneth Cortsen on March 5, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Football is a ‘money game’, which I have highlighted in previous posts on this blog. As a result of the huge flow of money in the most appealing and popular sport globally, there are also significant ramifications such as the natural power battles and missions, which are often interrelated with apparent cashflows. Football has undergone […]
The impact of technology and other WINNING investments on the business of sports
By Kenneth Cortsen on February 12, 2014 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
As a result of the rapid growth of commercialization and globalization in the business of sports, it has been stressed that sport is about WINNING. Although, this statement may seem cynical for some people it is clear that the business of sports in our contemporary society is about making a positive difference on and off […]
EHF EURO 2014 – winning the hearts of the Danish population – by ‘guest blogger’ Malene Hejlskov Mortensen
By Kenneth Cortsen on February 4, 2014 in Sport & Events, Sport & Media Relations, 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.). Lost the Gold but Won the Hearts of the Danes EHF EURO 2014 in Denmark “It has been a […]
Discussing advantages of applying ‘strategic CSR’ in the business of sports
By Kenneth Cortsen on January 7, 2014 in Sport & CSR, Sport Economy, Sport Management, Sport Marketing
The intersection between ’strategic CSR’ and sports branding has a capacity to integrate stakeholders’ experiences with a brand and the psychological meaning or value attached to a brand given the interactionist nature of sports branding (Cortsen, 2013), i.e. the symbolic and experiential characteristics of brand image and the fact that brand attitudes are founded upon […]