Manchester United just announced another record annual revenue and thus saw the total amount increase by 13.4 % (total revenues of £363.2 mio.) for the fiscal year ending the 30th of June, 2013 (2012/2013 season). Manchester United experienced a small decrease in turnover in the 2011/2012 season compared to the year before but now the […]
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A look at how brand positioning may work with sports sponsorships
When engaging themselves in sports sponsorships, rights holders as well as sponsors should emphasize an optimal integration of ‘brand positioning’ (objective) in the sponsorship solution. The vitality of this process is aligned with what the involved brands want to be associated with, i.e. how the brands would like consumers (and other stakeholders) to perceive them. […]
FC Barcelona, Real Madrid – business models and transfer deals
By Kenneth Cortsen on September 13, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
“In the age of Beckham and Rooney, Ronaldo and Zidane, the attempt to commercially control both images and information around football has never been so great. For those players at the pinnacle of the sport the rewards of playing the professional game and the commercial trappings that accompany it are viewed as recognition that their […]
Establishing the RIGHT connection with fans
When organizations strive to connect with sports fans, they have to consider a wide variety of factors. Among other things, it is vital to form a positive degree of ‘emotional equity’ when targeting different groups since the effectiveness of promotional initiatives tend to be optimized if they contain width and depth and hence succeed in […]
Sugarpova – Sharapova’s brand extension
By Kenneth Cortsen on September 10, 2013 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
One of the stars from the WTA Tour, Maria Sharapova recently introduced her own premium candy line SUGARPOVA – a line that is supposed to mirror the fashionable, fun and sweet angles of Sharapova. The candy line facilitates an addition to Sharapova’s business model. While extending ‘the Sharapova brand’, the new candy line also adds […]