Compared to other and more commercialized sports, Danish basketball clubs are facing different challenges. Basketball is a relative small sport in Denmark and that adds some complexity to commercialization efforts of the clubs. First of all, the sport does not have the same lucrative broadcasting deals and thus media exposure as the ‘no. 1’ commercialized […]
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Handball’s popularity – Spain saw benefits from hosting and winning the World Championship
By Kenneth Cortsen on May 17, 2013 in Sport & Events, Sport Economy, Sport Management, Sport Marketing
TV viewing numbers for the men’s World Championship in handball, which was held in Spain this past January, were notable compared to the previous World Championship in 2011. Two of European handball’s primary markets, cf. Spain and Germany, reported strong television audiences associated with the event. In comparison with the event in 2011, Spain experienced […]
Taking a look at big spenders in ‘sports sponsorship’ – part 2 – Heineken & UEFA Champions League
By Kenneth Cortsen on May 15, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
The global beer brand Heineken is one of the sponsors of UEFA Champions League. According to Sport Marketing Frontiers, this sponsorship is a massive investment for the Dutch company. Reportedly, Heineken paid $365 mio. in May, 2011 to renew its sponsorship deal with UEFA Champions League for a 3-year period, cf. figure 1 below. In this post, […]
In reference to ‘taking a look at big spenders in ‘sports sponsorship’ – part 1’
By Kenneth Cortsen on May 10, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
On May 2nd, I wrote about the involvement of Barclays in sports sponsorship. In that regard, I commented on Barclays’ football sponsorship of the English Premier League. Football and especially the English Premier League is an entity, which is attractive for sponsors. According to Brandwatch, the Premier League offers sponsors the following benefits: 4.7 billion […]
High brand value in the football economy
By Kenneth Cortsen on May 7, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Global reach and management of brand assets are important parameters for football brands striving to maximize their brand value. Manchester United is a great example of a football brand, which has succeeded in terms of ‘going global’ and maximizing its revenue streams and brand value. According to BBC News, Manchester United recently reported a record […]