CRM – Sports Business Research

Occasion-based communication: How football brands wished their fans and followers a Happy New Year 2015

By Sebastiano Mereu, Dr.BA on January 5, 2015 • ( 1 Comment )

A selection of Happy New Year wishes by football brands

First off, Happy New Year 2015. May it be a healthy, peaceful, and prosperous one for all of us, with loads of exciting football entertainment. Like every year, clubs, athletes and football […]

The five primary objectives that football brands can pursue in the ‘groundswell’

By Sebastiano Mereu, Dr.BA on June 30, 2014 • ( 3 Comments )

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 […]