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 four elements in Malcolm Glazer’s Manchester United strategy
An analysis of the #ShareTheSofa campaign by Heineken
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 […]
Replacing Stamford Bridge: What Chelsea would need to consider
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 […]
Complementary and competitive social media platform consumption: A football brand example with Borussia Dortmund
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, […]
The tangible influence of a football brand: The Juventus FC example
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 […]
Social media best practices for emerging football markets: A fictitious «Celtic FC goes Japan» exercise
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 […]
Five key principles to consider for handling outrageous football talent
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 […]
Paul Pogba: The Branded Footballer
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 […]
How FC Zurich brings its brand essence to life
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 […]
SuvaLiv – #MarketingThroughSports
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 […]
No more queuing in stadiums with the VenueMenu app
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‘ […]
Azzurri and their World Cup soundtrack
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. […]
Birra Moretti – #MarketingThroughSports
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 […]
The FC Basel Social Media Fan Map
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 […]
Gamba Osaka: Football Brand Magic in Blue and Black
Football clubs often credit their biggest achievements to their 12th player on the pitch: their fans. Without the heart-felt support of their fans, many clubs might not be able to keep the […]
Comparison of social media interactions with fans and followers of FC Tokyo, Monterrey Rayados and FC Spartak Moscow
Many people on the web have been complaining about the lack of online media engagement and information output by J.League clubs, and soon the assumption was made that J.League clubs do not […]
