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 […]
Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC
7 ways to use Periscope for a football club: The SporTV typology applied to videos for social media
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 […]
#NotSportingLisbon: How the STAMP model can help keep control over the misuse of the Sporting Clube de Portugal brand name
Last week, Sporting Clube de Portugal launched their #NotSportingLisbon campaign in reference to a common problem: The club is often mistakenly referred to as Sporting Lisbon instead of Sporting Clube de Portugal, […]
Communicating the launch of a new mascot: A fictitious example of Germain, the Paris Saint-Germain lynx
A member of the Linkedin group “Sports Business Institute Barcelona – Marketing & Management Professionals in Football” posted an interesting question, which he was asked to answer as part of an interview […]
Football Brands and the 3 Ms of Content Marketing: Make, Manage, and Market
According to Marketing-guru Seth Godin, content marketing is the only marketing that’s left (Pulizzi 2008). Especially these days, where social media makes it easier than ever before to share digital content from […]
The experiential marketing system: A FC Red Bull Salzburg example
Marketing managers in football have been talking and trying to focus their efforts on creating an all-around experience for their fans on and off the pitch for many years. Since smartphones gave […]
The Everton F.C. brand value and the Young & Rubicam model of brand dynamics
Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]
The DRIP Model applied to Juventus FC: An alternative to the established AIDA Model
Juventus FC just claimed their 4th consecutive Italian Serie A title this past weekend, and the 33rd in their history. The club is also still competing for the UEFA Champions League title […]
Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football
There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship […]
The anatomy of a valuable Celtic FC Facebook post: The case of «Ronny’s Roaring 100»
Celtic FC’s «Ronny’s Roaring 100» Facebook post, published on 26 March 2015 Since the dawn of Facebook marketing, marketers have been searching for the anatomy of the prefect Facebook post – what it should […]
Manchester City FC as a «Question Mark» in the Boston Consulting Group’s Growth-Share Matrix
Today’s post will analyze how the brand of Manchester City FC (MCFC) performs in regard to the top 10 clubs of the Deloitte Football Money League. We will use the Boston Consulting […]
Borussia Dortmund and Michael E. Porter’s «Drivers of Uniqueness» – Part 2/2
In a blog post I published two weeks ago – see here –, we started discussing how Robert M. Grant (2007:249) looked at differentiation and the provision of uniqueness, and at how a firm’s opportunities […]
Michael E. Porter’s «Drivers of Uniqueness» applied to Borussia Dortmund – Part 1/2
Robert M. Grant (2007:249) explains that differentiation is concerned with the provision of uniqueness, and that a firm’s opportunities for creating uniqueness in its offerings to customers are not located within a […]
Li and Bernoff’s «POST method» applied to the Juventus FC campaign «Things Tevez Could Dribble»
Examples from a hashtag search done on Instagram – #ThingsTevezCouldDribble It is safe to assume that football business managers will consider having an online marketing or communication strategy in place for their […]
E-Commerce and football clubs: The Hierarchy of Optimization applied to the AS Roma Store and FC Red Bull Salzburg fan shop
Football Merchandise: A crucial part of marketing and potentially a good source of revenue Millions of euros worth of merchandise is sold every year on online shops of football clubs. The top […]
Occasion-based communication: How football brands wished their fans and followers a Happy New Year 2015
First off, Happy New Year 2015. May it be a healthy, peaceful, and prosperous one for all of us, with loads of exciting football entertainment. Like every year, clubs, athletes and football […]
