September 2015 – Sports Business Research Academy

Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC

By Dr. Sebastiano Mereu on September 14, 2015 • ( Leave a comment )

Comparing how Manchester City FC and Juventus FC use the Stewardship model on Instagram

Sport clubs have been realising that building sustainable relationships with their stakeholders is a crucial step towards strengthening their brand. Abosag et al. (2012:1234) mention Calkins (2003), who proposes that branding has […]

7 ways to use Periscope for a football club: The SporTV typology applied to videos for social media

By Dr. Sebastiano Mereu on September 1, 2015 • ( 3 Comments )

There are countless platforms that allow football clubs to entertain their followers and interact with them. Nevertheless, a social media manager needs to take on the challenging task of assessing, implementing, and […]