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 […]
The tangible influence of a football brand: The Juventus FC example
Superfund and the easiest way to ambush an Austrian TV show
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
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
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
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
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
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
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!
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
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
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
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
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
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
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 […]
Comparison of social media interactions with fans and followers of FC Tokyo, Monterrey Rayados and FC Spartak Moscow
Many people on the web have been complaining about the lack of online media engagement and information output by J.League clubs, and soon the assumption was made that J.League clubs do not […]
