Professional football players have recognised the potential of Twitter and how it can boost what Mitch Joel calls «The New Marketing of You» (Ctrl Alt Del, 2013). In this post we will […]
6 Lessons from «The New Marketing of You»: Southampton’s Graziano Pellè and his Twitter activities
Customer Decision-Making and Involvement Theory: The case of the Eintracht Frankfurt jersey and post-purchase communication
Football jerseys are the uniform of the modern football fan and stadium visitor. Real Madrid alone sold 1.4 million official replica jerseys last year (therichest.com). If we consider the numerous fans around […]
The semantic dimension and ingredient brands: The case of the YB Wurst
I’ve been attending several BSC Young Boys matches at Stade de Suisse in Bern, Switzerland, the past couple of seasons and observed the cult of the YB sausage first hand. Yes, you […]
Social media comparison of UEFA Europa League 2014/15 Group A
The group stage of the UEFA Europa League has kicked off this past Thursday and brought interesting matches to viewers worldwide. Even though I enjoy the UEFA Champions League and its very […]
7 social media learnings from Karate Kid applied to Aston Villa FC
Many football clubs (and businesses in other industries as well) often do not know how to approach social media and use it for communicating with their supporters, business partners, and other stakeholders. […]
Create an ingredient brand to make sense of brand chaos: The overloaded LA Galaxy poster
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
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 […]
Yoichiro Kakitani: The Branded Footballer [Series]
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 [Series]
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). […]
