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A critical analysis and discourse on sports marketing, branding, and communications

Wednesday, February 8th, 2023

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Spectator sports and the metaverse: Dimensions of perceived value that influence fans’ adoption intention 

By Dr. Sebastiano Mereu on November 1, 2022 • ( Leave a comment )

📺 The motivational factors that influence the intention to watch the National Women’s Soccer League

By Dr. Sebastiano Mereu on September 22, 2022 • ( Leave a comment )

Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention

By Dr. Sebastiano Mereu on July 16, 2022 • ( Leave a comment )

Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey

By Dr. Sebastiano Mereu on January 19, 2022 • ( Leave a comment )

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

By Dr. Sebastiano Mereu on January 3, 2022 • ( Leave a comment )

The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour  

By Dr. Sebastiano Mereu on October 15, 2021 • ( Leave a comment )

#NotSportingLisbon: How the STAMP model can help keep control over the misuse of the Sporting Clube de Portugal brand name

By Dr. Sebastiano Mereu on August 3, 2015 • ( Leave a comment )
#NotSportingLisbon

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

By Dr. Sebastiano Mereu on July 20, 2015 • ( Leave a comment )
Paris Saint-Germain away-kit 2014/15

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

By Dr. Sebastiano Mereu on June 18, 2015 • ( Leave a comment )
Opportunity to See OTS

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

By Dr. Sebastiano Mereu on June 1, 2015 • ( 3 Comments )
Vissel Kobe v FC Tokyo, 22 March 2015 | Photo by Sebastiano Mereu, www.footballmarketing.tv

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

By Dr. Sebastiano Mereu on May 18, 2015 • ( Leave a comment )
Brand Asset Valuator applied to Everton FC

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

By Dr. Sebastiano Mereu on May 4, 2015 • ( Leave a comment )
Juventus FC crest and scudetto

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

By Dr. Sebastiano Mereu on April 21, 2015 • ( 3 Comments )
BSC Young Boys choreography, 25 June 2014

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 […]

Paris Saint-Germain vs. FC Barcelona: The Social Media Comparison

By Dr. Sebastiano Mereu on April 7, 2015 • ( 3 Comments )
PSG vs FCB: Social Media Comparison title

Two greats of European football, Paris Saint-Germain and FC Barcelona, will meet in the UEFA Champions League semi-finals 2015 after having met in this season’s group phase, where both clubs won their respective home fixtures and […]

The anatomy of a valuable Celtic FC Facebook post: The case of «Ronny’s Roaring 100»

By Dr. Sebastiano Mereu on March 30, 2015 • ( Leave a comment )

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

By Dr. Sebastiano Mereu on March 16, 2015 • ( 1 Comment )
MCFC as a Question Mark in the BCG 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

By Dr. Sebastiano Mereu on March 2, 2015 • ( Leave a comment )
BVB and the drivers of uniqueness

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 […]

Juventus FC vs. Borussia Dortmund: The Social Media Comparison

By Dr. Sebastiano Mereu on February 23, 2015 • ( Leave a comment )
Juventus vs BVB social media comparison

Tomorrow we will see Serie A table-toppers Juventus FC welcome German Bundesliga club Borussia Dortmund (BVB) at Juventus Stadium for the first leg of the UEFA Champions League Round of 16. As we have […]

Michael E. Porter’s «Drivers of Uniqueness» applied to Borussia Dortmund – Part 1/2

By Dr. Sebastiano Mereu on February 15, 2015 • ( 1 Comment )
Stade de Suisse - stands

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»

By Dr. Sebastiano Mereu on February 2, 2015 • ( Leave a comment )

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

By Dr. Sebastiano Mereu on January 19, 2015 • ( 1 Comment )
Football Merchandise

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

By Dr. Sebastiano Mereu on January 5, 2015 • ( 1 Comment )
A selection of Happy New Year wishes by football brands

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 […]

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Football »

📺 The motivational factors that influence the intention to watch the National Women’s Soccer League

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

How perceived brand globalness and localness affect viewing intentions of J.League viewers worldwide

Athletes »

Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers

The 3 levels of emotionality of a picture: An Instagram example

The Social Media PR Strategic Program Planning Model: A Mario Balotelli Brand Example

Ice Hockey »

Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey

The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour  

Champions Hockey League: The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty of Ice Hockey Fans

Boxing »

Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention

Target audience through market segmentation: A brief example for DAZN

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

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Top Posts

  • The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
    The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
  • The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand
    The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand
  • 9 content curation ideas for football clubs in social media: A Torino FC example
    9 content curation ideas for football clubs in social media: A Torino FC example
  • Target audience through market segmentation: A brief example for DAZN
    Target audience through market segmentation: A brief example for DAZN
  • The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
    The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
  • 10 steps to create a content marketing plan for a football product: How to promote the Milan Derby
    10 steps to create a content marketing plan for a football product: How to promote the Milan Derby
  • Applying the Experience Economy model to the Periscope channel of a football club
    Applying the Experience Economy model to the Periscope channel of a football club
  • Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers
    Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers
  • The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
    The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
  • The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey's second screen and social media engagement behaviour  
    The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey's second screen and social media engagement behaviour  

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