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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 )

Sevilla FC vs. SL Benfica: The Social Media Comparison

By Sebastiano Mereu on May 14, 2014 • ( 1 Comment )
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’ […]

The tangible influence of a football brand: The Juventus FC example

By Sebastiano Mereu on May 12, 2014 • ( 3 Comments )
Juventus FC: The tangible infuence of a football brand | www.footballmarketing.tv | Picture by Sebastiano Mereu

This post explores how this year’s Italian Serie A champions Juventus FC addresses the three dimensions of a brand’s functional aspects as identified by Kapferer (2008) that exploit the experience, mental associations and […]

Superfund and the easiest way to ambush an Austrian TV show

By Sebastiano Mereu on May 8, 2014 • ( Leave a comment )
Superfund at ORF: Ambush Marketing

Viewers encounter a vast amount of brands before, during and after broadcasted football matches. Very often, many of them do not see the difference between an actual sponsor and a brand that […]

Social media best practices for emerging football markets: A fictitious «Celtic FC goes Japan» exercise

By Sebastiano Mereu on May 5, 2014 • ( 2 Comments )
Celtic FC jersey | www.footballmarketing.tv | Picture by Sebastiano Mereu

Many companies and organizations have been critical towards social media and thought – or maybe hoped – it would only be a fad. Because of that, many of them are still struggling with […]

Juventus vs. Benfica: The Social Media Comparison

By Sebastiano Mereu on May 1, 2014 • ( 2 Comments )
Juventus vs. Benfica: The Social Media Comparison

Earlier this week, our friends from the Sports Business Institute Barcelona tweeted an interesting social media comparison between UEFA Champions League 2013/14 semi-finalists Bayern Munich and Real Madrid, which showed the Madrileño clearly […]

Five key principles to consider for handling outrageous football talent

By Sebastiano Mereu on April 29, 2014 • ( Leave a comment )
Mike Carson - The Manager book

Just a short post to point to an interesting book I enjoyed reading: Mike Carson’s The Manager: Inside the Minds of Football’s Leaders. We have all heard anecdotes or seen outrageous behavior by […]

Paul Pogba: The Branded Footballer

By Sebastiano Mereu on April 28, 2014 • ( 1 Comment )
Paul Pogba on Facebook

Football players are as much a brand as the club they play for. Think of Ibrahimovic, Ronaldo, Kagawa, Pirlo and the young Paul Pogba. Even though they all sport a jersey with […]

How FC Zurich brings its brand essence to life

By Sebastiano Mereu on April 25, 2014 • ( Leave a comment )
Brand Essence circle

A football brand is more than just the crest or logo of a football club. It is what makes fans come to the stadium, buy jerseys and get excited about their favorite […]

SuvaLiv – #MarketingThroughSports

By Sebastiano Mereu on April 23, 2014 • ( Leave a comment )
Suvaliv Facebook app

I mentioned in an earlier post, how Birra Moretti uses marketing through sports to reach its target audience. Another very interesting marketing through sports activity comes from Suva, a public sector insurer in […]

Tokushima Vortis promt to buy merchandise offline… I say, good!

By Sebastiano Mereu on April 21, 2014 • ( Leave a comment )
Tokushima Vortis merchandise

Textbooks on Sports Marketing claim that merchandising is a very important activity for promotion and spreading of a sports brand. Many clubs sell shirts, caps, scarfs, pens etc. with their logo on, […]

No more queuing in stadiums with the VenueMenu app

By Sebastiano Mereu on April 19, 2014 • ( Leave a comment )
VenueMenu

A tweet by my friends at Sports Business Institute Barcelona that read ‘No more queuing for @NUFC fans, they can now have refreshments delivered to their seat during game bit.ly/1mgo24k #nufc @fcbusiness‘ […]

Azzurri and their World Cup soundtrack

By Sebastiano Mereu on April 18, 2014 • ( Leave a comment )
Un amore cosi grande 2014

Many still remember the official soundtrack of Italia90, Un’estate italiana or To be number one (in English) by Gianna Nannini and Edoardo Bennato for the 1990 FIFA World Cup played in Italy. […]

Birra Moretti – #MarketingThroughSports

By Sebastiano Mereu on April 17, 2014 • ( 1 Comment )
Birra Moretti football beer keg | www.footballmarketing.tv | Picture by Sebastiano Mereu

I don’t drink much beer, but I always liked the Birra Moretti keg that looks like a football. After spending some time squeezing my brain-cells, I still couldn’t come up with a […]

The FC Basel Social Media Fan Map

By Sebastiano Mereu on April 16, 2014 • ( 2 Comments )
The FC Basel Social Media Fan Map

Swiss Super League club FC Basel has a Facebook following more than 1 million strong, but only about 18,000 of them live in Basel. David Bauer and Moritz Stefaner created the FC […]

German Burgos – The Google Glass Man at Atletico Madrid

By Sebastiano Mereu on April 15, 2014 • ( Leave a comment )
German Burgos

Google Glass might not be officially available in Europe yet, but Atletico Madrid assistant coach German ‘El Mono’ Burgos has already a pair and used them productively during their away fixture against […]

Gamba Osaka: Football Brand Magic in Blue and Black

By Sebastiano Mereu on April 14, 2014 • ( Leave a comment )

Football clubs often credit their biggest achievements to their 12th player on the pitch: their fans. Without the heart-felt support of their fans, many clubs might not be able to keep the […]

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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

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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