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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 )

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 […]

Yuya Kubo: The Branded Footballer

By Dr. Sebastiano Mereu on December 8, 2014 • ( Leave a comment )
Yuya Kubo BSCYB home jersey 2013-14

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 […]

6 Lessons from «The New Marketing of You»: Southampton’s Graziano Pellè and his Twitter activities

By Dr. Sebastiano Mereu on November 17, 2014 • ( Leave a comment )
Graziano Pellè on Twitter

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

By Dr. Sebastiano Mereu on November 3, 2014 • ( 7 Comments )
Football Stadium

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

By Dr. Sebastiano Mereu on October 13, 2014 • ( 3 Comments )
Eintracht Frankfurt jersey 2014/15

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 […]

The semantic dimension and ingredient brands: The case of the YB Wurst

By Dr. Sebastiano Mereu on October 6, 2014 • ( Leave a comment )
YB Wurst

I’ve been attending several BSC Young Boys matches at Stade de Suisse in Bern, Switzerland, the past couple of seasons and observed the cult of the YB sausage first hand. Yes, you […]

Social media comparison of UEFA Europa League 2014/15 Group A

By Dr. Sebastiano Mereu on September 22, 2014 • ( Leave a comment )
Header infographic

The group stage of the UEFA Europa League has kicked off this past Thursday and brought interesting matches to viewers worldwide. Even though I enjoy the UEFA Champions League and its very […]

7 social media learnings from Karate Kid applied to Aston Villa FC

By Dr. Sebastiano Mereu on September 8, 2014 • ( 2 Comments )
Karate Kid

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

By Dr. Sebastiano Mereu on September 1, 2014 • ( 2 Comments )
BSC Young Boys - Thomy Mustard

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

By Dr. Sebastiano Mereu on August 25, 2014 • ( 2 Comments )
Ultimate Moment of Truth - Book

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

By Dr. Sebastiano Mereu on August 18, 2014 • ( 1 Comment )
Typewriter

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

By Dr. Sebastiano Mereu on August 11, 2014 • ( Leave a comment )
Yoichiro Kakitani Nike

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

By Dr. Sebastiano Mereu on August 4, 2014 • ( Leave a comment )
AFP PHOTO/ANDREW YATES == RESTRICTED TO EDITORIAL USE.

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’

By Dr. Sebastiano Mereu on June 30, 2014 • ( 3 Comments )
We love football

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

By Dr. Sebastiano Mereu on June 20, 2014 • ( Leave a comment )
Andrea Pirlo 21 - Juventus 2013/14 jersey

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

By Dr. Sebastiano Mereu on June 19, 2014 • ( Leave a comment )
Thanks for your support. Here's a signed @Socceroos team photo from Mile Jedinak #GoSocceroos

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 […]

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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

Boxing »

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

Intention to watch women’s boxing: Cognitive aspects of fans’ attitudes and their effects on consumption intentions

Target audience through market segmentation: A brief example for DAZN

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

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Top Posts

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    The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
  • 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
  • Target audience through market segmentation: A brief example for DAZN
    Target audience through market segmentation: A brief example for DAZN
  • 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
  • Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention
    Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention
  • 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
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    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 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
    The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
  • 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
  • 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

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