University lecturer // Marketing and Digital Media Specialist
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). […]
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 […]
The following post was an assignment for the Football Marketing & Management course at Sports Business Institute Barcelona. We analyzed what needs to be considered, if Chelsea would want to replace Stamford […]
In the Routledge Handbook of Sport and New Media edited by Andrew C. Billings and Marie Hardin, Walter Gantz and Nicky Lewis address fanship differences between traditional and newer media and explain, […]
This post explores how this year’s Italian Serie A champions Juventus FC addresses the three dimensions of a brand’s functional aspects as identified by Kapferer (2008) that exploit the experience, mental associations and […]
Viewers encounter a vast amount of brands before, during and after broadcasted football matches. Very often, many of them do not see the difference between an actual sponsor and a brand that […]
Many companies and organizations have been critical towards social media and thought – or maybe hoped – it would only be a fad. Because of that, many of them are still struggling with […]
Just a short post to point to an interesting book I enjoyed reading: Mike Carson’s The Manager: Inside the Minds of Football’s Leaders. We have all heard anecdotes or seen outrageous behavior by […]
Football players are as much a brand as the club they play for. Think of Ibrahimovic, Ronaldo, Kagawa, Pirlo and the young Paul Pogba. Even though they all sport a jersey with […]
A football brand is more than just the crest or logo of a football club. It is what makes fans come to the stadium, buy jerseys and get excited about their favorite […]
I mentioned in an earlier post, how Birra Moretti uses marketing through sports to reach its target audience. Another very interesting marketing through sports activity comes from Suva, a public sector insurer in […]
Textbooks on Sports Marketing claim that merchandising is a very important activity for promotion and spreading of a sports brand. Many clubs sell shirts, caps, scarfs, pens etc. with their logo on, […]
A tweet by my friends at Sports Business Institute Barcelona that read ‘No more queuing for @NUFC fans, they can now have refreshments delivered to their seat during game bit.ly/1mgo24k #nufc @fcbusiness‘ […]
Many still remember the official soundtrack of Italia90, Un’estate italiana or To be number one (in English) by Gianna Nannini and Edoardo Bennato for the 1990 FIFA World Cup played in Italy. […]
I don’t drink much beer, but I always liked the Birra Moretti keg that looks like a football. After spending some time squeezing my brain-cells, I still couldn’t come up with a […]
Swiss Super League club FC Basel has a Facebook following more than 1 million strong, but only about 18,000 of them live in Basel. David Bauer and Moritz Stefaner created the FC […]
