sponsorship – Sports Business Research Academy

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 following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]

Leonardo Bonucci and the perfectly branded Instagram photo

By Dr. Sebastiano Mereu on June 5, 2014 • ( 3 Comments )

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 […]

An analysis of the #ShareTheSofa campaign by Heineken

By Dr. Sebastiano Mereu on May 26, 2014 • ( 2 Comments )

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 […]