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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 )

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

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

The four elements in Malcolm Glazer’s Manchester United strategy

By Dr. Sebastiano Mereu on June 2, 2014 • ( Leave a comment )
Malcolm Irving Glazer (August 15, 1928 – May 28, 2014)

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). […]

Major League Soccer football players by birthplace in 2014

By Dr. Sebastiano Mereu on May 30, 2014 • ( Leave a comment )
MLS football players by birth place in 2014

Here an informative infographic from Major League Soccer (Facebook.com/MLS). Going through the numbers I was not surprised to learn that 61 percent of all football players in the MLS are from the […]

An analysis of the #ShareTheSofa campaign by Heineken

By Dr. Sebastiano Mereu on May 26, 2014 • ( 2 Comments )
Heineken UEFA Champions League 2014

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

By Dr. Sebastiano Mereu on May 23, 2014 • ( Leave a comment )
Stamford Bridge Chelsea FC

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

By Dr. Sebastiano Mereu on May 20, 2014 • ( Leave a comment )
Complementary and competitive social media platform consumption

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, […]

Sevilla FC vs. SL Benfica: The Social Media Comparison

By Dr. Sebastiano Mereu on May 14, 2014 • ( 1 Comment )
Sevilla FC vs SL Benfica: The Social Media Comparison

This season’s UEFA Europa League finale is finally here: Sevilla FC vs SL Benfica. As we did for the semi-final match between Juventus and Benfica, we compiled the numbers from both teams’ […]

The tangible influence of a football brand: The Juventus FC example

By Dr. Sebastiano Mereu on May 12, 2014 • ( 3 Comments )
Juventus FC: The tangible infuence of a football brand | www.footballmarketing.tv | Picture by Sebastiano Mereu

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 […]

Superfund and the easiest way to ambush an Austrian TV show

By Dr. Sebastiano Mereu on May 8, 2014 • ( Leave a comment )
Superfund at ORF: Ambush Marketing

Viewers encounter a vast amount of brands before, during and after broadcasted football matches. Very often, many of them do not see the difference between an actual sponsor and a brand that […]

Social media best practices for emerging football markets: A fictitious «Celtic FC goes Japan» exercise

By Dr. Sebastiano Mereu on May 5, 2014 • ( 2 Comments )
Celtic FC jersey | www.footballmarketing.tv | Picture by Sebastiano Mereu

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 […]

Juventus vs. Benfica: The Social Media Comparison

By Dr. Sebastiano Mereu on May 1, 2014 • ( 2 Comments )
Juventus vs. Benfica: The Social Media Comparison

Earlier this week, our friends from the Sports Business Institute Barcelona tweeted an interesting social media comparison between UEFA Champions League 2013/14 semi-finalists Bayern Munich and Real Madrid, which showed the Madrileño clearly […]

Five key principles to consider for handling outrageous football talent

By Dr. Sebastiano Mereu on April 29, 2014 • ( Leave a comment )
Mike Carson - The Manager book

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

By Dr. Sebastiano Mereu on April 28, 2014 • ( 1 Comment )
Paul Pogba on Facebook

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

By Dr. Sebastiano Mereu on April 25, 2014 • ( Leave a comment )
Brand Essence circle

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 […]

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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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  • 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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