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Wednesday, March 3rd, 2021

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Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers

By Sebastiano Mereu on January 30, 2021 • ( Leave a comment )

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 • ( 1 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 )

Create an ingredient brand to make sense of brand chaos: The overloaded LA Galaxy poster

By Sebastiano Mereu on September 1, 2014 • ( 2 Comments )
BSC Young Boys - Thomy Mustard

A few weeks ago, a tweet by LA Galaxy, that was promoting an autograph-signing session with Juninho, caught my attention. The picture (or poster) in the tweet featured Juninho and explained where and when the autograph-signing would take place. […]

The Ultimate Moment of Truth: Understanding the journey of the dynamic football supporter

By Sebastiano Mereu on August 25, 2014 • ( 2 Comments )
Ultimate Moment of Truth - Book

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 […]

9 content curation ideas for football clubs in social media: A Torino FC example

By Sebastiano Mereu on August 18, 2014 • ( 1 Comment )
Typewriter

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

By Sebastiano Mereu on August 11, 2014 • ( Leave a comment )
Yoichiro Kakitani Nike

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

By Sebastiano Mereu on August 4, 2014 • ( Leave a comment )
AFP PHOTO/ANDREW YATES == RESTRICTED TO EDITORIAL USE.

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’

By Sebastiano Mereu on June 30, 2014 • ( 3 Comments )
We love football

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

By Sebastiano Mereu on June 20, 2014 • ( Leave a comment )
Andrea Pirlo 21 - Juventus 2013/14 jersey

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

By Sebastiano Mereu on June 19, 2014 • ( Leave a comment )
Thanks for your support. Here's a signed @Socceroos team photo from Mile Jedinak #GoSocceroos

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

By Sebastiano Mereu on June 13, 2014 • ( Leave a comment )
Brazil v Croatia: how the inaugural match played out on Twitter

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

By Sebastiano Mereu on June 10, 2014 • ( 3 Comments )
New York City FC Storytelling on Facebook

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

By Sebastiano Mereu on June 5, 2014 • ( 3 Comments )
Leonardo Bonucci and the perfectly branded Instagram photo – Marketing Through Sports

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

By Sebastiano Mereu on June 2, 2014 • ( Leave a comment )
Malcolm Irving Glazer (August 15, 1928 – May 28, 2014)

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

By Sebastiano Mereu on May 30, 2014 • ( Leave a comment )
MLS football players by birth place 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

By Sebastiano Mereu on May 26, 2014 • ( 2 Comments )
Heineken UEFA Champions League 2014

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

By Sebastiano Mereu on May 23, 2014 • ( Leave a comment )
Stamford Bridge Chelsea FC

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

By Sebastiano Mereu on May 20, 2014 • ( Leave a comment )
Complementary and competitive social media platform consumption

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, […]

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Football »

Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers

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

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 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
  • 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
  • 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 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
  • Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers
    Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers
  • Driving fan engagement with Kaizer Chiefs F.C. on social media
    Driving fan engagement with Kaizer Chiefs F.C. on social media
  • 9 content curation ideas for football clubs in social media: A Torino FC example
    9 content curation ideas for football clubs in social media: A Torino FC example
  • The tangible influence of a football brand: The Juventus FC example
    The tangible influence of a football brand: The Juventus FC example
  • 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 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

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