De gamle sponsormodeller, som primært tog udgangspunkt i at maksimere rettighedshaverens indtægter fremfor at imødekomme sponsorernes ønsker og mål er ikke længere tilstrækkelige i et sponsormarked og en sportsverden, som har været og er præget af stor dynamik. Når der ageres på sponsormarkedet handler det som ved andre forretningssaktiviteter om at tilpasse sig eller spille […]
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Football players are social media stars with an ability to generate eyeballs and money
By Kenneth Cortsen on October 27, 2014 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
In the contemporary commercial football industry, the identities of football fans tend to have a tribal nature in which certain behavioral fan patterns highlight the celebrated stardom of professional football players. Last week, I wrote a post (see here) about whether or not sports sponsors have a responsibility for the creation of enhanced fan experiences. […]
Do sports sponsors have a responsibility for the creation of enhanced fan experiences?
By Kenneth Cortsen on October 24, 2014 in Best Of, Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
With the intensified vitality of brand management in the sports industry, major sports properties and their business partners have allocated more resources towards strategies aimed at building profitable brand solutions. That has shaped current and modern sports branding and sports economic trends in the sense that top sports properties as well as sports properties at […]
Top five European football leagues dominate the shirt sponsorship market
An accumulated €580 mio. is the amount that is generated from key shirt sponsorships for the 2014/2015 season in the top five European football leagues, i.e. the English Premier League, the German Bundesliga, the Italian Serie A, the Spanish La Liga, and the French Ligue 1 (Sports Marketing Frontiers, 2014). Figure 1: Top 15 shirt […]
Hybrid sportsbranding: Hvorfor passer Herning og Madrid så godt sammen?
Skrevet af danske sportsmanagement-studerende: Rune Klostergaard, Mathias González, Eric Engsig Pedersen og Martin Horn Pedersen – (red. Kenneth Cortsen). Nedenstående indlæg kaster et blik på det hybride brandsamarbejde mellem Christiano Ronaldo og JBS: Det verdensomspændende portugisiske fodboldikon Cristiano Ronaldo med ca. 100 mio. følgere på Facebook og undertøjsproducenten JBS fra den jyske hede har […]