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A critical analysis and discourse on sports marketing and communications

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

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

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

By Sebastiano Mereu, Dr.BA on April 19, 2021 • ( Leave a comment )

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

By Sebastiano Mereu, Dr.BA on March 22, 2021 • ( Leave a comment )

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

By Sebastiano Mereu, Dr.BA on January 30, 2021 • ( Leave a comment )

10 steps to create a content marketing plan for a football product: How to promote the Milan Derby

By Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 Sebastiano Mereu, Dr.BA 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 […]

The World Cup kicked off with Brazil vs Croatia and this is how Twitter played it out

By Sebastiano Mereu, Dr.BA on June 13, 2014 • ( Leave a comment )
Brazil v Croatia: how the inaugural match played out on Twitter

The FIFA World Cup 2014 kicked off yesterday with a 3-1 win by the hosts Brazil over Croatia. We will not go into the controversy surrounding the arguably suboptimal organization or the […]

How New York City FC uses storytelling as a social media tool: The David Villa example

By Sebastiano Mereu, Dr.BA on June 10, 2014 • ( 3 Comments )
New York City FC Storytelling on Facebook

During a class at the Sports Business Institute Barcelona (SBI Barcelona) we talked about creating web content that sells and engages. Program director Diego Valdes listed several techniques that can be applied […]

Leonardo Bonucci and the perfectly branded Instagram photo

By Sebastiano Mereu, Dr.BA on June 5, 2014 • ( 3 Comments )
Leonardo Bonucci and the perfectly branded Instagram photo – Marketing Through Sports

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 […]

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Football »

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

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

Athletes »

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

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

Yuya Kubo: The Branded Footballer

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 »

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

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

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Top Posts

  • 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
  • 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 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
  • 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
  • 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
  • Birra Moretti - #MarketingThroughSports
    Birra Moretti - #MarketingThroughSports
  • 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
  • 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
  • Uses and gratifications of «The Last Dance» and their effect on brand-user imagery fit and the intention to watch a Chicago Bulls game: An exploratory study of sports documentary series appeal
    Uses and gratifications of «The Last Dance» and their effect on brand-user imagery fit and the intention to watch a Chicago Bulls game: An exploratory study of sports documentary series appeal
  • Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey
    Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey

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