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 […]
Live video broadcasting on Periscope: What’s in it for a football club?
The »John Terry will leave Chelsea FC« tweet: A comparison of semiotic modes – picture vs. language
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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 […]
