We continue our The Branded Footballer series with a Japanese youngster, who in 2012-13 received a good amount of interest from European clubs and finally ended up at BSC Young Boys in […]
Yuya Kubo: The Branded Footballer
Dr. Sebastiano Mereu
University lecturer // Marketing and Digital Media Specialist
6 Lessons from «The New Marketing of You»: Southampton’s Graziano Pellè and his Twitter activities
Source: Twitter.com/GPelle19 Professional football players have recognised the potential of Twitter and how it can boost what Mitch Joel calls «The New Marketing of You» (Ctrl Alt Del, 2013). In this post […]
10 steps to create a content marketing plan for a football product: How to promote the Milan Derby
For many marketers around the globe content marketing has become synonymous with just doing marketing. Allen Graves recently wrote a blog post called Content Marketing Strategy 101: Make it a Game, in […]
Customer Decision-Making and Involvement Theory: The case of the Eintracht Frankfurt jersey and post-purchase communication
Football jerseys are the uniform of the modern football fan and stadium visitor. Real Madrid alone sold 1.4 million official replica jerseys last year (therichest.com). If we consider the numerous fans around […]
7 social media learnings from Karate Kid applied to Aston Villa FC
Many football clubs (and businesses in other industries as well) often do not know how to approach social media and use it for communicating with their supporters, business partners, and other stakeholders. […]
Create an ingredient brand to make sense of brand chaos: The overloaded LA Galaxy poster
Source: Twitter.com/LAGalaxy A few weeks ago, a tweet by LA Galaxy, that was promoting an autograph-signing session with Juninho, caught my attention. The picture (or poster) in the tweet featured Juninho and explained where and when the autograph-signing would […]
The Ultimate Moment of Truth: Understanding the journey of the dynamic football supporter
One of the toughest questions marketing professionals get asked regularly is, “How can customers be engaged online to the point of becoming loyal customers?” Before answering that question, it is crucial to […]
9 content curation ideas for football clubs in social media: A Torino FC example
Modern marketers agree that content marketing is an essential approach for any brand. In the case of football clubs, there is a ton of content that can be used for marketing and communication […]
Yoichiro Kakitani: The Branded Footballer
This is the third post in our The Branded Footballer series, and this time we will look at Japan’s Yoichiro Kakitani, who moved this July from J.League club Cerezo Osaka to FC […]
Model for preliminary evaluation of prospective endorsers in football: A ficticious «Luis Suarez goes Converse» example – #MarketingThroughSports
The FIFA World Cup 2014 came to an end about 4 weeks ago and with it an extremely valuable time for brands that invest considerable financial and human resources in endorsements. Nonetheless, endorsement […]
The five primary objectives that football brands can pursue in the ‘groundswell’
Charlene Li and Josh Bernoff pioneered the term groundswell in their 2008 book release. Li and Bernoff define the groundswell as ‘A social trend in which people use technologies to get the things they […]
Andrea Pirlo: The Branded Footballer
As we have discussed in the post Paul Pogba: The Branded Footballer [Series], ‘Football players are as much a brand as the club they play for,’ or in the context of the […]
Socceroos show appreciation for support on Twitter with a personalized and signed team photo
The Socceroos, the Australian national team, have shown great spirit and talent in the first two group matches of the FIFA World Cup 2014. Unfortunately, that passion and spirit did not result […]
Leonardo Bonucci and the perfectly branded Instagram photo
Juventus F.C. and Italian National Team center-back Leonardo Bonucci is not only one of the arguably best defenders in the world, he is also very talented when it comes to positioning brands […]
The four elements in Malcolm Glazer’s Manchester United strategy
Malcolm Glazer, the (in)famous owner of Manchester United and the Tampa Bay Buccaneers, died on 28 May 2014 at age 85 from complications related to a stroke he suffered in 2006 (ESPN). […]
An analysis of the #ShareTheSofa campaign by Heineken
The following post was an assignment for the Sports Business Institute Barcelona Football Communication & Social Media course. Heineken, a Dutch brewing company, has been a sponsor of the UEFA Champions League since […]
