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 […]
There are countless platforms that allow football clubs to entertain their followers and interact with them. Nevertheless, a social media manager needs to take on the challenging task of assessing, implementing, and […]
Last week, Sporting Clube de Portugal launched their #NotSportingLisbon campaign in reference to a common problem: The club is often mistakenly referred to as Sporting Lisbon instead of Sporting Clube de Portugal, […]
A member of the Linkedin group “Sports Business Institute Barcelona – Marketing & Management Professionals in Football” posted an interesting question, which he was asked to answer as part of an interview […]
According to Marketing-guru Seth Godin, content marketing is the only marketing that’s left (Pulizzi 2008). Especially these days, where social media makes it easier than ever before to share digital content from […]
Marketing managers in football have been talking and trying to focus their efforts on creating an all-around experience for their fans on and off the pitch for many years. Since smartphones gave […]
Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]
Juventus FC just claimed their 4th consecutive Italian Serie A title this past weekend, and the 33rd in their history. The club is also still competing for the UEFA Champions League title […]
There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship […]
Two greats of European football, Paris Saint-Germain and FC Barcelona, will meet in the UEFA Champions League semi-finals 2015 after having met in this season’s group phase, where both clubs won their respective home fixtures and […]
Since the dawn of Facebook marketing, marketers have been searching for the anatomy of the prefect Facebook post – what it should include and what it should look like. I have been involved in […]
Today’s post will analyze how the brand of Manchester City FC (MCFC) performs in regard to the top 10 clubs of the Deloitte Football Money League. We will use the Boston Consulting […]
In a blog post I published two weeks ago – see here –, we started discussing how Robert M. Grant (2007:249) looked at differentiation and the provision of uniqueness, and at how a firm’s opportunities […]
Tomorrow we will see Serie A table-toppers Juventus FC welcome German Bundesliga club Borussia Dortmund (BVB) at Juventus Stadium for the first leg of the UEFA Champions League Round of 16. As we have […]
Robert M. Grant (2007:249) explains that differentiation is concerned with the provision of uniqueness, and that a firm’s opportunities for creating uniqueness in its offerings to customers are not located within a […]
It is safe to assume that football business managers will consider having an online marketing or communication strategy in place for their club’s brand, an athlete, or an individual campaign. However, not […]