Relationship Management – Sports Business Research Academy

Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC

By Sebastiano Mereu on September 14, 2015 • ( Leave a comment )

Comparing how Manchester City FC and Juventus FC use the Stewardship model on Instagram

Sport clubs have been realising that building sustainable relationships with their stakeholders is a crucial step towards strengthening their brand. Abosag et al. (2012:1234) mention Calkins (2003), who proposes that branding has […]

Occasion-based communication: How football brands wished their fans and followers a Happy New Year 2015

By 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 […]