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The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands

By Sebastiano Mereu on September 1, 2020 • ( Leave a comment )

The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands

By Sebastiano Mereu on August 26, 2020 • ( 2 Comments )

Uses and gratifications of «The Last Dance» and their effect on brand-user imagery fit and the intention to watch a Chicago Bulls game: An exploratory study of sports documentary series appeal

By Sebastiano Mereu on May 17, 2020 • ( Leave a comment )

Target audience through market segmentation: A brief example for DAZN

By Sebastiano Mereu on April 16, 2020 • ( Leave a comment )

The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain

By Sebastiano Mereu on April 11, 2020 • ( Leave a comment )

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

By Sebastiano Mereu on March 31, 2020 • ( Leave a comment )

Live video broadcasting on Periscope: What’s in it for a football club?

By Sebastiano Mereu on February 9, 2016 • ( 1 Comment )
Periscope and football clubs

In regard to live video broadcasting possibilities such as Periscope, Meerkat, and Facebook, sports brands seem to follow a rather pragmatic approach and broadcast ad-hoc from their facilities without an organized concept […]

The »John Terry will leave Chelsea FC« tweet: A comparison of semiotic modes – picture vs. language

By Sebastiano Mereu on February 1, 2016 • ( Leave a comment )
John Terry leaves Chelsea FC | Source: twitter.com/espnfc

Brands can create social media posts containing anecdotes, photos, videos, or other material and their fans and followers can then interact with these posts by liking or commenting on them (Vries et […]

The 8 factors that constitute the meaning of a photo: A Borussia Mönchengladbach Instagram example

By Sebastiano Mereu on January 18, 2016 • ( Leave a comment )
Borussia Mönchengladbach Instagram exercise | www.footballmarketing.tv | Photo adapted from original at www.instagram.com/borussia

As the old adage goes, ‘A picture is worth a thousand words,’ and in today’s interconnected marketing environment it might be worth even more than that. Sharing photos with friends and strangers […]

Start With Why: Application of Sinek’s Golden Circle Model to FC Schalke 04

By Sebastiano Mereu on January 4, 2016 • ( Leave a comment )
FC Schalke 04 | Source: facebook.com/S04 | Date: 28 December 2015

Building long-term relationships with consumers has become one of the critical issues for marketers (Kotler and Armstrong, in Shank, 2002:383). Hence, relationship marketing should be considered an integral part of the marketing […]

How football brands used occasion-based communication to wish a Merry Christmas to their fans and followers in 2015

By Sebastiano Mereu on December 28, 2015 • ( Leave a comment )
Occasion-based communication for Merry Christmas 2015 | www.footballmarketing.tv

As the editors at Wonderwall.com underline, ‘just as fun as waking up to presents on [Christmas morning] was waking up to all the fun social media messages our favorite celebs have been […]

The Social Media PR Strategic Program Planning Model: A Mario Balotelli Brand Example

By Sebastiano Mereu on October 14, 2015 • ( Leave a comment )
Mario Balotelli Facebook Photo Stream

Chris Fill and Barbara Jamieson (2006:547) define public relations (PR) as ‘a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders,’ and explain that organisations can […]

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 […]

7 ways to use Periscope for a football club: The SporTV typology applied to videos for social media

By Sebastiano Mereu on September 1, 2015 • ( 3 Comments )

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 […]

#NotSportingLisbon: How the STAMP model can help keep control over the misuse of the Sporting Clube de Portugal brand name

By Sebastiano Mereu on August 3, 2015 • ( Leave a comment )
#NotSportingLisbon

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, […]

Communicating the launch of a new mascot: A fictitious example of Germain, the Paris Saint-Germain lynx

By Sebastiano Mereu on July 20, 2015 • ( Leave a comment )
Paris Saint-Germain away-kit 2014/15

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 […]

Football Brands and the 3 Ms of Content Marketing: Make, Manage, and Market

By Sebastiano Mereu on June 18, 2015 • ( Leave a comment )
Opportunity to See OTS

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 […]

The experiential marketing system: A FC Red Bull Salzburg example

By Sebastiano Mereu on June 1, 2015 • ( 3 Comments )
Vissel Kobe v FC Tokyo, 22 March 2015 | Photo by Sebastiano Mereu, www.footballmarketing.tv

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 […]

The Everton F.C. brand value and the Young & Rubicam model of brand dynamics

By Sebastiano Mereu on May 18, 2015 • ( Leave a comment )
Brand Asset Valuator applied to Everton FC

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 […]

The DRIP Model applied to Juventus FC: An alternative to the established AIDA Model

By Sebastiano Mereu on May 4, 2015 • ( Leave a comment )
Juventus FC crest and scudetto

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 […]

Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football

By Sebastiano Mereu on April 21, 2015 • ( 3 Comments )
BSC Young Boys choreography, 25 June 2014

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 […]

Paris Saint-Germain vs. FC Barcelona: The Social Media Comparison

By Sebastiano Mereu on April 7, 2015 • ( 3 Comments )
PSG vs FCB: Social Media Comparison title

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 […]

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Football »

The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain

Driving fan engagement with Kaizer Chiefs F.C. on social media

Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot

Athletes »

The 3 levels of emotionality of a picture: An Instagram example

The Social Media PR Strategic Program Planning Model: A Mario Balotelli Brand Example

Yuya Kubo: The Branded Footballer

Boxing »

Target audience through market segmentation: A brief example for DAZN

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

Various »

The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands

The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands

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Top Posts

  • The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
    The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
  • The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
    The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
  • Applying the Experience Economy model to the Periscope channel of a football club
    Applying the Experience Economy model to the Periscope channel of a football club
  • The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
    The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
  • An analysis of the #ShareTheSofa campaign by Heineken
    An analysis of the #ShareTheSofa campaign by Heineken
  • Driving fan engagement with Kaizer Chiefs F.C. on social media
    Driving fan engagement with Kaizer Chiefs F.C. on social media
  • The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
    The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
  • The DRIP Model applied to Juventus FC: An alternative to the established AIDA Model
    The DRIP Model applied to Juventus FC: An alternative to the established AIDA Model
  • Manchester City FC as a «Question Mark» in the Boston Consulting Group’s Growth-Share Matrix
    Manchester City FC as a «Question Mark» in the Boston Consulting Group’s Growth-Share Matrix
  • Analysing New York City FC’s social media activities from the perspective of Schmitt’s Experiential Grid
    Analysing New York City FC’s social media activities from the perspective of Schmitt’s Experiential Grid

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