One of the toughest questions marketing professionals get asked regularly is, “How can customers be engaged online to the point of becoming loyal customers?” Before answering that question, it is crucial to […]
The Ultimate Moment of Truth: Understanding the journey of the dynamic football supporter
9 content curation ideas for football clubs in social media: A Torino FC example
Modern marketers agree that content marketing is an essential approach for any brand. In the case of football clubs, there is a ton of content that can be used for marketing and communication […]
Yoichiro Kakitani: The Branded Footballer
This is the third post in our The Branded Footballer series, and this time we will look at Japan’s Yoichiro Kakitani, who moved this July from J.League club Cerezo Osaka to FC […]
Model for preliminary evaluation of prospective endorsers in football: A ficticious «Luis Suarez goes Converse» example – #MarketingThroughSports
The FIFA World Cup 2014 came to an end about 4 weeks ago and with it an extremely valuable time for brands that invest considerable financial and human resources in endorsements. Nonetheless, endorsement […]
The five primary objectives that football brands can pursue in the ‘groundswell’
Charlene Li and Josh Bernoff pioneered the term groundswell in their 2008 book release. Li and Bernoff define the groundswell as ‘A social trend in which people use technologies to get the things they […]
Andrea Pirlo: The Branded Footballer
As we have discussed in the post Paul Pogba: The Branded Footballer [Series], ‘Football players are as much a brand as the club they play for,’ or in the context of the […]
Socceroos show appreciation for support on Twitter with a personalized and signed team photo
The Socceroos, the Australian national team, have shown great spirit and talent in the first two group matches of the FIFA World Cup 2014. Unfortunately, that passion and spirit did not result […]
The World Cup kicked off with Brazil vs Croatia and this is how Twitter played it out
The FIFA World Cup 2014 kicked off yesterday with a 3-1 win by the hosts Brazil over Croatia. We will not go into the controversy surrounding the arguably suboptimal organization or the […]
How New York City FC uses storytelling as a social media tool: The David Villa example
During a class at the Sports Business Institute Barcelona (SBI Barcelona) we talked about creating web content that sells and engages. Program director Diego Valdes listed several techniques that can be applied […]
Leonardo Bonucci and the perfectly branded Instagram photo
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 […]
The four elements in Malcolm Glazer’s Manchester United strategy
Malcolm Glazer, the (in)famous owner of Manchester United and the Tampa Bay Buccaneers, died on 28 May 2014 at age 85 from complications related to a stroke he suffered in 2006 (ESPN). […]
Major League Soccer football players by birthplace in 2014
Here an informative infographic from Major League Soccer (Facebook.com/MLS). Going through the numbers I was not surprised to learn that 61 percent of all football players in the MLS are from the […]
An analysis of the #ShareTheSofa campaign by Heineken
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 […]
Replacing Stamford Bridge: What Chelsea would need to consider
The following post was an assignment for the Football Marketing & Management course at Sports Business Institute Barcelona. We analyzed what needs to be considered, if Chelsea would want to replace Stamford […]
Complementary and competitive social media platform consumption: A football brand example with Borussia Dortmund
In the Routledge Handbook of Sport and New Media edited by Andrew C. Billings and Marie Hardin, Walter Gantz and Nicky Lewis address fanship differences between traditional and newer media and explain, […]
Sevilla FC vs. SL Benfica: The Social Media Comparison
This season’s UEFA Europa League finale is finally here: Sevilla FC vs SL Benfica. As we did for the semi-final match between Juventus and Benfica, we compiled the numbers from both teams’ […]
